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Communication Policy Of Selected Educational Institutions In The Context Of Analysis Of Familiarity And Favourable Attitudes


  • Martina Ferencova

    () (University of Presov)

  • Jana Jurkova

    (University of Presov)


The article discusses the communication policy of the selected educational institutions in the region of Eastern Slovakia in the context of the analysis of potential customers’ - secondary school students’ familiarity with the institutions and favourable attitudes towards them. It monitors the attitudes of the above mentioned subjects towards the faculties of the selected higher education institutions putting the emphasis on finding and meeting their needs for information. It also focuses its attention on defining further target segments and meeting their needs for information resources by means of selecting tools of communication policy and their appropriate combination.

Suggested Citation

  • Martina Ferencova & Jana Jurkova, 2011. "Communication Policy Of Selected Educational Institutions In The Context Of Analysis Of Familiarity And Favourable Attitudes," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 3(1), pages 100-110, May.
  • Handle: RePEc:pcz:journl:v:3:y:2011:i:1:p:100-110

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    More about this item


    marketing communication; information resources; analysis of familiarity and favourable attitudes; educational institutions;

    JEL classification:

    • I00 - Health, Education, and Welfare - - General - - - General
    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General


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