ENROLMENT CHALLENGES IN HUNGARIAN HIGHER EDUCATION MARKETING - A CASE OF A BUSINESS AND ECONOMICS FACULTY.

In today's Hungarian higher education market, more and more Universities, especially Faculties of Business and Economics are challenged by the fact that previously applied enrolment methods do not generate sufficient level of applications among secondary school students. Due to the new education policy of the Hungarian government they are facing a drop in demand and financial risks. This paper identifies various factors that influence secondary school student's University application and selection decisions. Their preferences have been basically re-ordered because of the new external conditions. As a result, based on an empirical research, we highlight new directions for marketing communication initiatives aiming at achieving and recruiting students more effectively. [ABSTRACT FROM AUTHOR]