DBPapers
DOI: 10.5593/sgem2012/s23.v3015

THE PLAN OF MARKETING RESEARCH INTENDED TO MAKE THE COMMUNICATION MARKETING MIX MORE EFFECTIVE

M. ROLCIKOVA, Y. TOMASKOVA, A. STRAKOVA
Wednesday 1 August 2012 by Libadmin2012

References: 12th International Multidisciplinary Scientific GeoConference, www.sgem.org, SGEM2012 Conference Proceedings/ ISSN 1314-2704, June 17-23, 2012, Vol. 3, 1131 - 1138 pp

ABSTRACT

Following the establishment of growing number of new private colleges, the existing
universities are facing a negative effect of decreasing number of their own students.
Each university looking to carry over the new students must employ an effective
communication mix based on today’s reality.
Data and findings described here present an output of the project “Analysis of
communication mix and its effectivity at the Faculty of Mining and Geology, VŠB -
Technical University of Ostrava (FMG)”, which is being solved by the authors of this
contribution. The improvement of the marketing mix is based on an analysis of the
current state and targeted marketing research.
The contribution deals with instruments used in the current communication mix at FMG
and describes a plan of marketing research aimed at understanding students‘ reasons and
motivation leading them to study respective specializations, faculty and university.

Keywords: Effective communication mix; Marketing research; Plan of marketing
research