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The Importance of Marketing in the Fulfillment of the Third Role of University

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dc.title The Importance of Marketing in the Fulfillment of the Third Role of University en
dc.contributor.author Juříková, Martina
dc.contributor.author Kocourek, Josef
dc.relation.ispartof 12th International Technology, Education and Development Conference (INTED)
dc.identifier.issn 2340-1079 OCLC, Ulrich, Sherpa/RoMEO, JCR
dc.date.issued 2018
dc.citation.spage 8165
dc.citation.epage 8170
dc.event.title 12th International Technology, Education and Development Conference (INTED)
dc.event.location Valencia
utb.event.state-en Spain
utb.event.state-cs Španělsko
dc.event.sdate 2018-03-05
dc.event.edate 2018-03-07
dc.type conferenceObject
dc.language.iso en
dc.publisher International Academy of Technology, Education and Development (IATED)
dc.identifier.doi 10.21125/inted.2018.1983
dc.relation.uri https://library.iated.org/view/JURIKOVA2018IMP
dc.subject Marketing of universities en
dc.subject The third role of university en
dc.subject cooperation with practice en
dc.description.abstract Tertiary education is becoming an important economic factor as the concept of a knowledge and information economy emerges and is being promoted in developed countries. In it, the competitiveness of an economic entity depends on the production, reproduction and communication of "relevant" knowledge, which is the main economic exchange in this economy. In practice, the development of disciplines using highly specialized knowledge (new technologies) should ensure competitiveness, or development of services and production of products with high added value. The knowledge economy asks to be involved in increasing economic competitiveness after higher education institutions and thus to focus more on existing and emerging markets. For colleges, this creates a third role that they must fulfill. Generally speaking, the third role is to broaden the responsibilities and tasks of higher education to tasks not directly related to scientific research, or to creative activities at art schools or to education in general. The third role, however, is differently defined in the theoretical texts describing the transformations of higher education institutions under the pressure of economic and social globalization, but also variously used in strategic documents of public education policy from international to local level. The aim of the contribution is to compare the theoretical approaches to fulfilling the third role of universities in the current higher education and based on results of primary and secondary research prove the model of access particular selected university- Tomas Bata University in Zlin. The content of the contribution is based on representative research at 46 Czech universities, revealing the perception of the concept and fulfillment of the so-called third university roles and the results of the continuous research of the Faculty of Multimedia Communications in 151 cooperating companies. The outcome is the already mentioned model of the marketing approach of universities to cooperate with stakeholders in fulfilling the third role of universities. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1008359
utb.identifier.obdid 43879350
utb.identifier.wok 000448704003029
utb.source d-wok
dc.date.accessioned 2019-01-03T12:31:48Z
dc.date.available 2019-01-03T12:31:48Z
utb.contributor.internalauthor Juříková, Martina
utb.contributor.internalauthor Kocourek, Josef
utb.wos.affiliation [Jurikova, Martina; Kocourek, Josef] Tomas Bata Univ Zlin, Zlin, Czech Republic
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