D 2014

Application Possibilities of the Stakeholder Circle Methodology in the Marketing Communication of Universities

SLABÁ, Marie

Basic information

Original name

Application Possibilities of the Stakeholder Circle Methodology in the Marketing Communication of Universities

Name in Czech

Možnosti aplikace Stakeholder Circle Methodology v marketingové komunikaci vysokých škol

Authors

SLABÁ, Marie (203 Czech Republic, guarantor, belonging to the institution)

Edition

Brno, Current Trends in Public Sector Research : proceedings of the 18th international conference, p. 327-334, 8 pp. 2014

Publisher

Masarykova univerzita

Other information

Language

English

Type of outcome

Stať ve sborníku

Field of Study

50600 5.6 Political science

Country of publisher

Czech Republic

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

printed version "print"

RIV identification code

RIV/75081431:_____/14:00000944

Organization unit

Institute of Technology and Business in České Budějovice

ISBN

978-80-210-6611-3

ISSN

Keywords (in Czech)

Urgence; Stakeholder Circle Methodology; vysoká škola; stakeholder; prioritizace

Keywords in English

Urgency; Stakeholder Circle Methodology; university; stakeholder; prioritization
Změněno: 20/2/2017 14:36, Hana Dlouhá

Abstract

V originále

Stakeholder analysis has become more and more popular during last years. The concept originally created for profit organizations has spread out to other sectors as well as non-profit organizations and tertiary education. This article focuses on the application possibilities of the Stakeholder Circle Methodology in the marketing communication of universities. The first step of the marketing communication strategy represents identification of the target audience. This step corresponds with the first and second step of the Stakeholder Circle Methodology – stakeholder identification and prioritization. This article focuses on the determination of the most important stakeholder groups of public and private universities, their prioritization based on the Stakeholder Circle Methodology and determination of the most urgent stakeholder groups based on the calculation of the Urgency. On the basis of the author’s research that was carried out in the market of tertiary education in the Czech Republic the most important and the most urgent stakeholder groups of private and public universities will be identified and compared differences between answers of respondents from public and private universities.