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Specific of marketing communication in higher education and development of preferences of communication tools by applicants in the Czech Republic

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dc.title Specific of marketing communication in higher education and development of preferences of communication tools by applicants in the Czech Republic en
dc.contributor.author Juříková, Martina
dc.relation.ispartof 12th annual International Conference of Education, Research and Innovation (ICERI 2019)
dc.identifier.issn 2340-1095 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2019
dc.citation.spage 2166
dc.citation.epage 2172
dc.event.title 12th Annual International Conference of Education, Research and Innovation (ICERI)
dc.event.location Seville
utb.event.state-en Spain
utb.event.state-cs Španělsko
dc.event.sdate 2019-11-11
dc.event.edate 2019-11-13
dc.type conferenceObject
dc.language.iso en
dc.publisher Iated-Int Assoc Technology Education & Development
dc.relation.uri https://library.iated.org/view/JURIKOVA2019SPE
dc.subject marketing communication en
dc.subject higher education en
dc.subject communication tools en
dc.subject service sector en
dc.subject graduates en
dc.subject applicants en
dc.description.abstract The general basis of marketing is the satisfaction of the needs and wishes of the customer, which is also true in higher education, where it is necessary to find, analyze and satisfy the needs of applicants, but also students, graduates and other stakeholders. To achieve this, we need a product. In the case of the Czech public university, it is represented in the form of offers of study programs, lifelong learning courses and the University of the Third Age for the elderly. It might seem that it is possible to use the same tools to raise the profile of a university, faculty or study program as with commercial service companies. However, is that really the case? Do educational services have their specifics in marketing communication? The research team tries to answer this research question by analyzing secondary data sources, i.e. based on the interpretation of various studies, statistics, etc., but mainly thanks to long-term research monitoring the implementation of marketing and communication tools in Czech commercial services (2016-2018; N = 332). To this end, the team of authors has been following long-term attitudes of applicants (already 4 years, N = 400-700 respondents each year) to the portfolio of used communication tools through which the selected university operates on applicants. The aim of this paper is to define the specifics, differences, possibilities and limits of current marketing communication in higher education as opposed to commercial services. The results can be used by university marketing staff to enrich the portfolio of communication tools and to inspire how to target the target group more effectively, what tools to employ at which stage of the decision-making process, and how best practice can be derived from commercial practice. en
utb.faculty Faculty of Multimedia Communications
dc.identifier.uri http://hdl.handle.net/10563/1009748
utb.identifier.wok 000530109202038
utb.source S-wok
dc.date.accessioned 2020-06-24T08:32:15Z
dc.date.available 2020-06-24T08:32:15Z
dc.description.sponsorship Competition for the Promotion of Excellence in Research and Creative Projects entitled Support of Creative Activities of the Institute of Marketing Communications of the Faculty of Multimedia Communications of Tomas Bata University in Zlin [RVO/FMK/2019/001]
utb.contributor.internalauthor Juříková, Martina
utb.fulltext.sponsorship This article was created on the basis of support from the Competition for the Promotion of Excellence in Research and Creative Projects entitled Support of Creative Activities of the Institute of Marketing Communications of the Faculty of Multimedia Communications of Tomas Bata University in Zlín in excellent directions n. RVO/FMK/2019/001.
utb.wos.affiliation [Jurikova, Martina] Tomas Bata Univ Zlin, Fac Multimedia Commun, Zlin, Czech Republic
utb.fulltext.projects RVO/FMK/2019/001
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