Generolo Jono Žemaičio Lietuvos karo akademija

The present study examined the communication sources used in the personnel marketing of the University of Defence, the content of the university's website, and the perceived reactions of family members to the intention to study at the university. The study draws on data obtained from a questionnaire survey conducted among prospective students during the university's Open Days, that is, prior to the submission of their applications. The findings indicate that electronic sources, in particular the university website, are the most frequently used sources of information. The majority of prospective students who visited the website were able to obtain the information they required. The reactions of family members to prospective applicants' intention to study at the University of Defence are predominantly positive. However, they also express concerns about the applicants. The originality of the article lies in the fact that this issue has not yet been examined, thereby enabling more targeted use of specific communication tools within the personnel marketing of the University of Defence.

The military university type of education in the Czech Republic is provided by the University of Defence. As other universities, it has to deal with students prematurely leaving their studies. We have collected available data to assess students’ dropout rate. Using parametric and nonparametric methods, we identified that the highest leaving rate occurs during the first study year reaching a maximum after five and a half months from the studies beginning, then it gradually slows down. We assume that our results can help the academics and commanders to make timely decision and positively encourage the students in their studies.