SOCIAL RESPONSIBILITY OF HIGHER EDUCATIONAL INSTITUTIONS - THE COMPARISON OF THE VIEW OF STUDENTS AND POTENTIAL STUDENTS

Higher educational institutions (HEIs) in the Czech Republic seek to get quality and talented students. For the perception of HEI as quality institutions, it is essential that they behave in a socially responsible manner. Corporate social responsibility (CSR) is one of the useful tools to positively affect society and develop relationships with stakeholders. Current and future students are important stakeholders for HEIs. Through the method of focus groups the article chases up the knowledge and relationship to problems of social responsibility of universities between two important groups of interest - contemporary and potential students - and students' requirements on universities.