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Chování studentů středních škol při výběru vysoké školy
 Rivola, Filip
This diploma thesis deals with the behaviour of secondary school students in choosing a university. As a part of the marketing research, an orientation analysis and a follow-up questionnaire have been carried out. As the first sample of respondents there are students from the first year of study at universities (n=316), as the second sample of respondents there are secondary school students who attend the last year of study before their secondary school-leaving examination (n=343). The last part of the marketing research consists of in-depth interviews with the same sample of respondents mentioned above, for each sample of respondents there are 10 in-depth interviews. For in-depth interviews, respondents have also evaluated selected university promotional tools. Based on the results, students' behaviour has been analysed and described, and recommendations for universities based in the Moravian and Silesian region have been proposed. These recommendations serve for better university promotion to prospective students.
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