Using data sources, tools and applications during data mining in marketing management of higher education

Abstract

The aim of the paper is to reflect the current state of use of modern information technologies for the purpose of marketing decision-making in the context of Czech higher education system, as well as to bring attention to possibilities offered by data sources, tools and technologies in management of the relationship with prospective applicants. The paper is primarily focused on results of research comprising several stages (both qualitative and quantitative) which were collected over a period of 3 years at the Faculty of Multimedia Communications of Tomas Bata University in Zlín (Czech Republic). The objective of the research was to analyse data about prospective and actual applicants, and to model a system of record keeping, processing, analysing and assessment of the data for marketing management of educational institutions. This research is supplemented by a secondary data analysis, particularly a legislative environment, cultural habitual practice, availability of technologies and lifestyle trends of the generation Z comprising the possible target group of applicants. © 2017, Springer International Publishing AG.