Preferences of communication tools in choice of high school

Abstract

Higher education institutions are for the sake of competition forced to develop effective communication strategies leading from primary addressing to potential candidates to acceptance of the candidate for the university. An essential role belongs to the choice of communication tools, as the primary source of information in process of deciding on the application for study. This paper identifies the preference of traditional versus digital communication tools of a representative faculty in the Czech Republic (Faculty of Multimedia Communications at TBU in Zlin) for applicants for study in the context of X and Y generation behaviors in the digital environment. Based on the results, the universities' approaches to setting up a communication strategy aimed at applicants for study are generalized.