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Universities cannot avoid influence of international competitions. International students
embody a noteworthy source of reputation, image and financial incomes. To attract international
students in international competition universities are forced to take an active role in addressing
prospective students with marketing campaigns.
Effective information distributed by proper channels achieves a considerable impact.
Promotion, communication respectively, is a key aspect of marketing campaigns.
Well selected information given to the prospective students boosts their interest and their
will to undertake their studies at wellmarketed
institution.
Taiwan based MBA was chosen as a product/ service and the EEU market was examined
as a marketing target. A message “pulling” Czech prospective students was found and the way to
use this message effectively was suggest

I. Abstract...............................................................................................................................................................................................I
II. Declaration .........................................................................................................................................................................................II
III. Acknowledgment........................................................................................................................................................................... III
IV. Table of Contents.......................................................................................................................................................................... VI
1 Introduction .........................................................................................................................................................................................1
2 Literature Review .............................................................................................................................................................................. 17
2.1 Education as Service ............................................................................................................................................................... 17
2.2 Educational Marketing and it′s characteristics...................................................................................................................... 17
2.3 Importance of International Students ....................................................................................................................................20
2.4 Marketing Mix of Educational Marketing .................................................................................................................................. 21
2.5 Pull and Push Factors............................................................................................................................................................. 24
2.6 Czech Educational Market.......................................................................................................................................................25
2.7 Analogy of Czech Republic with EEU .......................................................................................................................................26
3 Methodology......................................................................................................................................................................................28
3.1 Research Methods..................................................................................................................................................................29
3.2 Sampling ..................................................................................................................................................................................31
3.3 Questionairre Design..............................................................................................................................................................34
3.3.1 Design of Questionnaire given to Czech students with experience with Taiwanese education ...............................36
3.3.2 Design of Questionaire given to Czech students without experience with Taiwan........................................................38
4 Data Collection and Analysis.............................................................................................................................................................40
4.1 Data Collection .......................................................................................................................................................................40
4.2 Retrieved data analysis ..........................................................................................................................................................40
4.2.1 Retrieved data from Sample I: Czech Students with experience with Taiwanese Education.........................................40
4.2.2 Sample I, data summary....................................................................................................................................60
4.2.3 Retrieved data from Sample II: Czech Students with no experience with Taiwanese Education...................................62
4.2.4 Sample II, data summary.............................................................................................................................................. 74
4.3 Cross‐sample comparison ..................................................................................................................................................... 75
5 Conclusion and Recommendations ................................................................................................................................................... 77
6 Bibliography..................................................................................................................................................................................... 80
7 Appendix ...........................................................................................................................................................................................85
7.1 Questionnaire given to Czech students with experience with Taiwanese education ...............................................................85
7.2 Questionaire given to Czech students without experience with Taiwan ..................................................................................90
7.3 List of Universities in Czech Republic.....................................................................................................................................93

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