Authors
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Ľudmila Čábyová
Fakulta masmediálnej komunikácie Univerzita sv. Cyrila a Metoda v Trnave Námestie J. Herdu 2 917 01 Trnava Slovenská republika
Author
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Jakub Ptačin
Fakulta masmediálnej komunikácie Univerzita sv. Cyrila a Metoda v Trnave Námestie J. Herdu 2 917 01 Trnava Slovenská republika
Author
Keywords:
benchmarking, benchmarking communication, universities in Slovakia, marketing and marketing communication of universities, benchmarking associates
Abstract
The authors submit the paper with the aim of introducing the benchmarking practicable in the university conditions. The paper pays special attention to theoretical definitions of benchmarking and it focuses on problems and weaknesses of marketing communication strategies applied by Slovak universities. Therefore, the main goal of the paper is to determine the most significant criteria of benchmarking comparison in the field of marketing communication implemented by selected Slovak universities. As a research result, the authors present and discuss an improvement proposal model. After carrying out a benchmark comparison applied to marketing communication at selected universities in Slovakia, they provide us with findings of the study about the use of marketing communication. Relying on the benchmarking results, they suggest recommendations for the improvement in exploitation of marketing communication in the field of higher education in the Slovak territory.
Author Biographies
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Ľudmila Čábyová, Fakulta masmediálnej komunikácie Univerzita sv. Cyrila a Metoda v Trnave Námestie J. Herdu 2 917 01 Trnava Slovenská republika
She studied Marketing Communication at FMK UCM and has been working there for 12 years. She completed her postgraduate studies at Technical University in Zvolen with a doctoral degree in cross-sectoral economies. She ranks among the top first graduates from the faculty ever and was the first among the graduates the UCM awarded the Docent Degree (associate professor) in Media Studies. She focuses her scientific, educational and research activities on two main areas, the area of Media Marketing and the area of Educational Institutions Marketing. As her most important publications might be regarded a monograph Benchmarking in marketing communication (2009) and Marketing a marketing communication media (2013). Nowadays, she works as the Associate Dean for Accreditation and Extramural Studies at FMK.
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Jakub Ptačin, Fakulta masmediálnej komunikácie Univerzita sv. Cyrila a Metoda v Trnave Námestie J. Herdu 2 917 01 Trnava Slovenská republika
He graduated from FMK UCM in Trnava with a master‘s degree in Marketing Communication. He works as a designer and a consultant to a wide range of clients. In the past he used to work for companies such as Adobe, Sygic or Etarget. He is the founder and statutory representative of Backspace civic association which carried out conference projects Unicamp, Honest conference, By Design Conference, a project providing office room for non-profit organizations QuickKancle, a bike sharing project KOLOKOLO, the Design Walks Project or a project redesigning state web portals To sa nedá. The invention of start-up application Foretaster brought him to Silicon Valley by the end of 2012. He has been a postgraduate student doing his PhD in FMK UCM in Trnava since 2013.
How to Cite
Čábyová, Ľudmila ., & Ptačin, J. . (2025). Benchmarking Comparison Of Marketing Communication Of Universities In Slovakia.
Communication Today,
5(1), 54-69.
https://doi.org/10.0000/vm3da682
