Attraction Development in Higher Education. Possibilities via a jubilee project – The case of the University of Pécs

Abstract

Attraction Development in Higher Education

Possibilities via a jubilee project – The case of the University of Pécs[1]

THE AIMS OF THE PAPER

With an increasing competition in Higher Education in Hungary, it has become inevitable for institutions to develop unique attractive development opportunities.

In this paper we present a special attraction area, the Jubileum 650 project of the University of Pécs, highlighting its main principles, goals, management and communication activities.

METHODOLOGY

We offer an analysis of the communication activities of the University of Pécs, together with the main results of two major target group surveys (university staff and Hungarian population).

MOST IMPORTANT RESULTS

We outline the most important achievements and the measurement possibilities of such a long-term project. As a follow-up, based on the first survey results, we have gained information about the effectiveness of the communication campaign tools and the change in the popularity of the university.

RECOMMENDATIONS

Further tasks will include the measuring of the long-term impacts, helping to design and implement the projects of the near future. The Jubilee 650 project started out from the past, but today it is about the future – as the slogan of the Zsolnay Factory runs: “Where the past presents the future”. The main objective of the Modern Cities Program and thus the Internationalization Program of the university is to double the number of international students at UP from 2,500 in 2015 to 5,000 by the year 2020. This number can be reached while the population and the whole region can benefit greatly from the related investments.

[1] The present scientific contribution is dedicated to the 650th anniversary of the foundation of the first university in Hungary.