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Building the Prestige of a University as a Tool to Achieve Competitiveness

100%
Juříková M., Kocourek J., Ližbetinová L.
Communication Today
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2021
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vol. 12
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issue 2
128-145
EN
The study addresses the importance of a higher education institution’s marketing management and brand and prestige building in relation to its applicants. The research employs a wide range of secondary data sources from around the world while mainly consisting of a case study conducted in the form of a survey. The objective is to determine homogenous groups of applicants based on how they perceive the reputation of a selected university/faculty and what their preferences are when choosing a study program. The results of the research are then used to verify whether the brand values defined by the faculty in question correspond with actual perception of its brand. Groups of applicants were determined using a K-means cluster analysis and subsequently tested for the applicants’ preferences when choosing a university and their perceived associations to the selected faculty using an ANOVA. The results show 3 basic clusters of applicants and provide an overview of a possible approach to brand building in the context of universities. They can therefore serve as a model example fit for implementation in universities in Europe and even beyond, provided cultural dimensions and the specific environment are accounted for.
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„Być postkomunistyczną rośliną” na przykładzie powieści "W ciemność" Anny Bolavy

84%
Szklarczyk J.
Kultura Współczesna. Teoria. Interpretacje. Praktyka
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2018
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vol. 103
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issue 4
200-210
EN
The text tries to analyze the radical gesture of breaking with the post-communist social reality. On the example of the novel Do tmy [Into Darkness] by Anna Bolavá, the author of the article draws the socio-political landscape of the Czech Republic after the dissolution of Czechoslovakia. The main character of the book, Anna, stands out as a woman, irritates and queers the well-established space, only to finally smash it by proposing – now as a plant – a new social order (not only with people as social actors). Anna Bolavá’s novel not only diagnoses the postmodern times, with their abundance of sounds and images, but also offers a strategy how to change the reality.
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