D 2012

Marketing as a tool of escalation of competitiveness of universities

SLABÁ, Marie

Základní údaje

Originální název

Marketing as a tool of escalation of competitiveness of universities

Název česky

Marketing jako nástroj zvyšování konkurenceschopnosti vysokých škol

Autoři

SLABÁ, Marie

Vydání

Jihlava, Konkurence : sborník příspěvků, od s. 143-151, 9 s. 2012

Nakladatel

Vysoká škola polytechnická Jihlava

Další údaje

Jazyk

angličtina

Typ výsledku

Stať ve sborníku

Obor

50200 5.2 Economics and Business

Stát vydavatele

Česká republika

Utajení

není předmětem státního či obchodního tajemství

Organizační jednotka

Vysoká škola technická a ekonomická v Českých Budějovicích

ISBN

978-80-87035-53-5

Klíčová slova česky

marketing; marketingový mix; komunikační mix; univerzitní

Klíčová slova anglicky

marketing; marketing mix; communication mix; university
Změněno: 19. 11. 2014 08:28, Ing. Ivana Čertická

Anotace

V originále

Competitiveness in the tertiary education market is during these days very significant. In 2000 appeared first private universities in the Czech market. Not only their activities but also activities of public universities gave origins to first signs of competitive fight in the market of tertiary education in the Czech Republic. Marketing of educational institution and mainly universities is one of the newest branches of marketing application. First authors abroad (for example Cutlip) started to pay their attention to those problems already after II. World War. In the Czech Republic first authors started to study these problems after so called “Velvety revolution”. However up to the present day comprehensive analyses especially in the marketing and marketing communication in the area of the tertiary education has been still missing. In the Czech Republic marketing application of universities can be considered as a relatively unexplored part of marketing. With reference to increasing competitiveness at the tertiary education market marketing, marketing application and marketing communication can be considered as an important tools of escalation of competitive advantages of universities. This article tries to discuss which marketing mixes can be effectively applied to the Czech universities.