This paper shows the possibility of using the Stakeholder Circle Methodology for the identificationand prioritization of key stakeholder groups for the purpose of marketing communication incolleges. At the beginning, we emphasize the necessity of the use of marketing communications inthe context of the changing market situation of tertiary education in the Czech and SlovakRepublics, then we present basic steps of the Stakeholder Circle Methodology and methodologyof the research. The selected research results are compared and subjective priorities are assignedbased on professional judgment and, at the end, objective priorities are identified by Stakeholderindex and subsequently key stakeholder groups are identified. Particular individual departments,faculty and staff, the media, potential and present students, and marketing and public relationsdepartments belong among the most important target groups of stakeholders in marketingcommunication of universities. Based on the research results, the importance of internalcommunication has to be supported by universities’ marketing communication, followed by mediarelations forward to increasing a positive image and goodwill.
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