SLABÁ, Marie. Internet: Effective tool of marketing communication of universities. In Mezinárodní Baťova konference pro doktorandy a mladé vědecké pracovníky. 1. vyd. Zlín: Univerzita Tomáše Bati ve Zlíně, 2011. 12 pp. ISBN 978-80-7454-013-4.
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Basic information
Original name Internet: Effective tool of marketing communication of universities
Name in Czech Internet: Efektivní nástroj marketingové komunikace vysokých škol
Authors SLABÁ, Marie.
Edition 1. vyd. Zlín, Mezinárodní Baťova konference pro doktorandy a mladé vědecké pracovníky, 12 pp. 2011.
Publisher Univerzita Tomáše Bati ve Zlíně
Other information
Original language English
Type of outcome Proceedings paper
Field of Study 50200 5.2 Economics and Business
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
Organization unit Institute of Technology and Business in České Budějovice
ISBN 978-80-7454-013-4
Keywords (in Czech) marketingová komunikace; elektronická komunikace; internet; vysoká škola
Keywords in English marketing communication; electronic communication; Internet; university
Tags A_IBW, A_MAM, IBW, IBW_H, KCRM1, MAA, MAK, MAM_1, MAM_1a, MAM_2, MAM_2a, MAR, MAR_a, MAV, MAV_a, MRS
Changed by Changed by: Ing. Ivana Čertická, učo 7889. Changed: 19/11/2014 08:33.
Abstract
This article focuses on marketing communication of universities. With the changing environment, growing number of universities in the Czech Republic, growing competition, problems caused by the global economic crisis, Czech universities has to adopt activities that formerly were typical only for private commercial sphere. Such activity is also marketing communication. When considering communication strategy of university, it is critical to take into account modern trends such as Internet, too. Internet is one of the most important tools of electronic communication. This fact is also approved by the author’s researches that are summarized in the final part of this paper.
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