Marketingovo strategické riadenie verejných vysokých škôl

In the Slovak Republic, on the basis of legislative conditions, the Higher Education Act does not give the possibility to direct the management of public higher education institutions towards the fulfillment of their goals and thus to adapt effectively to the current situation and challenges. This is characterized by processes and structures that are duplicate, problematic or ambivalent, which ultimately prevents public higher education institutions from autonomously receiving and fulfilling their mission. It is therefore important that alternative management trends are introduced into the governance structures to help the development of public higher education institutions. We consider the use of marketing strategic management as such an element. Thus, the use of this type of management can ultimately benefit the university in the form of the required number of pupils. It can also contribute to improving the quality and supply of education, information and information.