PT Journal
AU Valjentova, L
   Minarova, P
   Masaryk, R
TI How students perceive Comenius university: focus group study
SO Diskuze v psychologii
PY 2023
BP 73
EP 83
VL 4
IS 2
DI 10.5507/dvp.2023.007
DE communication; decision-making; university brand; students; perception
AB The primary aim of our work was to investigate how students perceived the university, how they made decisions about it, and how they perceived and evaluated its communication. We collected data using 29 focus groups in which we interviewed a total of 137 students from all thirteen faculties of the CU. We analysed the results using thematic analysis. We found that students mainly learn about study options from high school and from their parents. Students associate CU with history, but also with branding, and the image they associate most with the institution is the CU Headquarters building. Despite this, some students were sceptical about the new logo featuring this building. On the contrary, they were positive about the CU's efforts to get closer to them through social media. Based on the results, we recommend that Comenius University should regularly, ideally at least once a year, take students' feedback into account and put it into practice to get closer to them.
ER