Communication media in the aspect of Competitive intelligence of selected University - research of Pardubice University
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25410%2F16%3A39901397" target="_blank" >RIV/00216275:25410/16:39901397 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
Communication media in the aspect of Competitive intelligence of selected University - research of Pardubice University
Original language description
This paper is focused on the analysis of communication methods, with the aim to utilize the rate of individual communication media of selected stakeholder groups (applicants of researched University). The constituent part of this article is an example of benchmarking of the most frequent communication tools, websites and social networks. The major source is based on individual phases of a processing cycle, such as management of data collection, processing, and data analysis. The aim is to simplify University fast orientation in rapidly growing marketing communication and stabilize the competitive position. Data is taken from a questionnaire among students. The method of competitive intelligence is utilized on this data as a result of the research. These results could be applied for targeting within marketing of other universities. The paper should bring some new view on what communication channels are stakeholders using within the area of education in universities.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
IN - Informatics
OECD FORD branch
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Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
Proceedings of the 20th International Conference Current Trends in Public Sector Research
ISBN
978-80-210-8082-9
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
266-274
Publisher name
Masarykova univerzita
Place of publication
Brno
Event location
Šlapanice
Event date
Jan 21, 2016
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000379382400033