Identification and Prioritization of Key Stakeholder Groups in Marketing Communication of Colleges

By Slaba, Marie; Starchoh, Peter et al. | E+M Ekonomie a Management, October 2014 | Go to article overview

Identification and Prioritization of Key Stakeholder Groups in Marketing Communication of Colleges


Slaba, Marie, Starchoh, Peter, Jac, Ivan, E+M Ekonomie a Management


Introduction

A prerequisite for creation and implementation of communication strategy of any subject is a thorough market analysis. That is why this paper will also first briefly analyze the market of tertiary education in Slovakia and the Czech Republic. One of the main features of tertiary education is the growing competition on the side of offers and adverse tendencies on the side of demand caused by the demographic development. According to the prognosis of the Institute for Information in Education which came to be within the scope of the RELIK project (Reproduction of Human Capital) as well as demographic model of Czech Statistical Office, in 2050 there will be a decrease in the number of nineteen-year-olds (potential applicants for college studies) by more than 30 thousand compared to the current situation [7], [9], There is a similar development according to analytical-prognostic study of the Institute of Information and Prognosis of Schools titled The development of indexes of Slovak tertiary educational system in years 1990-2005 and the prospect by the year 2020 expected in Slovakia [18]. For now this fact to a certain extent balances the "put-off, in the past unsatisfied demand for tertiary education among middle-aged high school graduates" [12, p. 43], which is also reflected in higher interest in combined or external and distant forms of studies, life-long education and university of the third age, as well as in the growing number of students in private colleges [12].

The second key aspect is a significant growth of competition due to the influence of private colleges as well as foreign institutions. Nowadays in the Czech Republic there are altogether 70 tertiary educational institutions. Out of that number 26 colleges have a status of public college, two of them are state universities and 44 are private colleges [14]. In Slovakia there are 20 public colleges, three state universities, 13 private colleges and four foreign colleges [11].

Another factor, which will influence the work of colleges and universities, is the change in the financing system. A drop in the provided financial resources is expected, ranging from 5 up to 20%, depending on evaluation of the quality of tertiary education. The mentioned financial resources will be allocated according to the so called performance criteria which will encompass assessment of research, qualification structures as well as international cooperation. This measure is a reaction to the falling demographic curve, but also it is supposed to support the diversification of colleges and universities, which follows from the Higher Education White Paper [12], In Slovakia in 2014 the complex accreditation of colleges and universities will start, whose results will also influence the financing of tertiary educational institutions.

Naturally there are further aspects and reasons of the growing importance of marketing communication in the circumstances of colleges related to individual groups of stakeholders, e.g. in the context of social responsibility [10], related to organizational structure [3], or from the view point of enhancing quality of the offered services in the sphere of higher education [21] or in the context of the possibilities of internationalization of provided education [15], All these aspects aim at the necessity of implementation of a new approach also in the marketing communication of colleges related to its higher effectiveness not only in the field of attracting quality applicants, but also in the field of effective obtaining of financial resources and other accessible funds as well as growing goodwill and image of the tertiary school. One of the modern trends, which effectively aim marketing communication at different groups of target markets (not only students), is the Stakeholder Circle Methodology.

1. Marketing Communication and Stakeholder Management

If we want to elaborate the question of effective marketing communication, the first step is the choice of target group, at which marketing communication will be focused. …

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