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Preferences of communication tools in choice of high school

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dc.title Preferences of communication tools in choice of high school en
dc.contributor.author Káčerková, Eliška
dc.relation.ispartof Marketing Identity: Digital Mirrors, Pt I
dc.identifier.issn 1339-5726 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2018
dc.citation.spage 85
dc.citation.epage 92
dc.event.title 15th Annual International Scientific Conference on Marketing Identity - Digital Mirrors
dc.event.location Smolenice
utb.event.state-en Slovakia
utb.event.state-cs Slovensko
dc.event.sdate 2018-11-06
dc.event.edate 2018-11-07
dc.type conferenceObject
dc.language.iso en
dc.publisher Univ Ss Cyril & Methodius Trnava-Ucm Trnava
dc.relation.uri https://www.ceeol.com/search/article-detail?id=773274
dc.subject Applicants for Study en
dc.subject Communication Strategy en
dc.subject Communication Tools en
dc.subject Higher Education en
dc.description.abstract Higher education institutions are for the sake of competition forced to develop effective communication strategies leading from primary addressing to potential candidates to acceptance of the candidate for the university. An essential role belongs to the choice of communication tools, as the primary source of information in process of deciding on the application for study. This paper identifies the preference of traditional versus digital communication tools of a representative faculty in the Czech Republic (Faculty of Multimedia Communications at TBU in Zlin) for applicants for study in the context of X and Y generation behaviors in the digital environment. Based on the results, the universities' approaches to setting up a communication strategy aimed at applicants for study are generalized. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1008793
utb.identifier.obdid 43880518
utb.identifier.wok 000467818300008
utb.source d-wok
dc.date.accessioned 2019-08-13T10:17:21Z
dc.date.available 2019-08-13T10:17:21Z
utb.contributor.internalauthor Káčerková, Eliška
utb.fulltext.affiliation Eliška Káčerková Tomas Bata University in Zlín Faculty of Multimedia Communications Univerzitní 2431 760 01 Zlín CZECH REPUBLIC kacerkova@utb.cz
utb.fulltext.dates -
utb.wos.affiliation [Kacerkova, Eliska] Tomas Bata Univ Zlin, Fac Multimedia Commun, Univ 2431, Zlin 76001, Czech Republic
utb.fulltext.faculty Faculty of Multimedia Communications
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