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Online communication with the target group of applicants for study at university

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dc.title Online communication with the target group of applicants for study at university en
dc.contributor.author Juříková, Martina
dc.relation.ispartof 11th International Conference of Education, Research and Innovation (ICERI2018)
dc.identifier.issn 2340-1095 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2018
dc.citation.spage 1574
dc.citation.epage 1581
dc.event.title 11th 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 2018-11-12
dc.event.edate 2018-11-14
dc.type conferenceObject
dc.language.iso en
dc.publisher Iated-Int Assoc Technology Education & Development
dc.identifier.doi 10.21125/iceri.2018.1356
dc.relation.uri https://library.iated.org/view/JURIKOVA2018ONL
dc.subject online communication en
dc.subject university en
dc.subject Y generation en
dc.subject Z Generation en
dc.subject research en
dc.description.abstract In Central Europe, namely the Czech Republic, the upward trend of education is currently prevailing, almost 30 years after significant political changes. This trend assumes that, as well as in corporate practice, the management of higher education institutions must build the prestige of the brand with the stakeholders and, among other things, try to attract the target group of applicants through non-traditional tools and forms of marketing communications. The target group of applicants, respectively. Their motivation, opinions and preferences are constantly changing. This is why the behavior of Y generation has become the focus of this study, particularly in the field of online communication. The study is based on a representative study of the Czech generation X and Y (N = 420, of which 215 respondents Generation Z and 205 Generation Y), supplemented by analysis of secondary data sources as well as results of long-term specific research for the selected university with a combination of marketing and artistic focus. The output is a model short to medium-term online communication strategy (2-5 years), which aims to grip and attract as many people as possible to the offered fields in the first phase. en
utb.faculty Faculty of Multimedia Communications
dc.identifier.uri http://hdl.handle.net/10563/1009981
utb.identifier.obdid 43879875
utb.identifier.wok 000562759301099
utb.source S-wok
dc.date.accessioned 2020-11-05T13:57:25Z
dc.date.available 2020-11-05T13:57:25Z
utb.contributor.internalauthor Juříková, Martina
utb.fulltext.affiliation M. Jurikova Tomas Bata University in Zlin (CZECH REPUBLIC)
utb.fulltext.dates -
utb.wos.affiliation [Jurikova, Martina] Tomas Bata Univ, Fac Multimedia Commun, Zlin, Czech Republic
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