The trend resulting from the unfavourable demographic curve from the university applicants point of view in Central Europe can be seen especially in the unfavourable numbers of the technical university applicants in Slovak republic. From the demographic point of view this adverse development should last during the next five years. The necessity to make the university study programmes aimed at the security services more attractive results from the current needs of the society and adverse trends of the security and safety situation development in Europe.
The society needs to face the current threats inevitably and more effectively. Nowadays situation requires university-educated security and safety experts who have mastered the methods of solving the crisis phenomena and who are able to identify, analyse and assess the risks in various environments, to manage preventive activities and the adequate response to the crisis phenomena and to eliminate/reduce their negative consequences on people, material values and the environment. However, in the teaching plans of the secondary schools there are no subjects that would emphasise the need of the security and safety and protection of the society. The secondary school students are insufficiently motivated or informed about the possibilities of the university study in the sector of security and safety. 
This article describes the increasing the attractiveness of technical study programs through the case study in the field of security and safety. It describes the results of a pilot project realised at the Faculty of Security Engineering at The University of Zilina aimed at making the university study programmes in the area of security and safety more attractive by using innovative marketing tools. Essentially, results to be presented in article are coming out of two last years when new marketing strategy has been created and adopted on faculties’ departments.
 SVENTEKOVÁ, E., LUSKOVÁ, M.: Project-based teaching as a tool for better prepared graduates in the area of security and safety. In: ICERI 2017: Seville (Spain) 16-18 November 2017 : conference proceedings. - ISSN 2340-1095.