Diskuze v psychologii 2022, 4(2):73-83 | DOI: 10.5507/dvp.2023.007

How students perceive Comenius university: focus group study

Lucia Valjentová, Petra Minárová, Radomír Masaryk

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.

Keywords: communication; decision-making; university brand; students; perception

Received: April 22, 2023; Revised: April 22, 2023; Accepted: August 14, 2023; Published: November 22, 2023  Show citation

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Valjentová L, Minárová P, Masaryk R. How students perceive Comenius university: focus group study. Diskuze v psychologii. 2022;4(2):73-83. doi: 10.5507/dvp.2023.007.
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