"The purpose of this paper is to analyse how marketing communication (MC) activities are managed at public universities and their economics faculties in the Czech Republic. The main emphasis is placed on the process of planning and control. The further aim is to identify the main issues in this field. It will also seek to specify new marketing communication tools for use in higher education (HE) in the future. Methodology. This paper is based on qualitative research, whereby management and communications staff working for marketing departments at higher educational institutions were questioned by way of an individual structured interview. The results are summarised and elaborated on in written and tabular form. The qualitative research revealed that many Czech universities do not have a systematic management procedure for marketing communication planning and control. Furthermore, there are several areas in the marketing communication management of higher educational institutions which should be substa"@en . "Marketing Communication Management in Higher Education"@en . . "Acta Universitatis Bohemiae Meridionales. Jiho\u010Desk\u00E1 univerzita v \u010Cesk\u00FDch Bud\u011Bjovic\u00EDch AE AH" . "26510" . "15" . "Higher education, marketing communication management, planning, control, Czech Republic"@en . . . "S" . "RIV/00216305:26510/12:PU98824" . . . "[ECC859CD2B94]" . . "2"^^ . . . "CZ - \u010Cesk\u00E1 republika" . "148508" . . "Marketing Communication Management in Higher Education"@en . "2"^^ . . "Sch\u00FCller, David" . "RIV/00216305:26510/12:PU98824!RIV13-MSM-26510___" . . "9"^^ . . . "Marketing Communication Management in Higher Education" . . "Marketing Communication Management in Higher Education" . . "2" . "1212-3285" . "The purpose of this paper is to analyse how marketing communication (MC) activities are managed at public universities and their economics faculties in the Czech Republic. The main emphasis is placed on the process of planning and control. The further aim is to identify the main issues in this field. It will also seek to specify new marketing communication tools for use in higher education (HE) in the future. Methodology. This paper is based on qualitative research, whereby management and communications staff working for marketing departments at higher educational institutions were questioned by way of an individual structured interview. The results are summarised and elaborated on in written and tabular form. The qualitative research revealed that many Czech universities do not have a systematic management procedure for marketing communication planning and control. Furthermore, there are several areas in the marketing communication management of higher educational institutions which should be substa" . . . "Chalupsk\u00FD, Vladim\u00EDr" . .