Increasing effectivenes of online marketing communication of the university

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26867184%3A_____%2F19%3AN0000004" target="_blank" >RIV/26867184:_____/19:N0000004 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Increasing effectivenes of online marketing communication of the university
Original language description
The number of studying students at Czech universities is steadily decreasing. This is the reason why universities are increasingly using the marketing techniques. At communication with the target group of potential students from high school is mainly used online marketing communication. The aim of the article is how to present the results and conclusions from the questionnaire survey among students from the final grade of high school and their parents. The survey was conducted by the authors of the article at cooperation with the existing students of the Moravian Business College Olomouc. They were gradually verified research questions, especially concerning the knowledge and evaluation of marketing communication Moravian Business College Olomouc. The main finding was that while the content or design of the message was acceptable for the respondents, and they rated them positively, neither group was satisfied with the dissemination of the messages. Therefore, the authors of the article suggested the main measures how improve the effectiveness of the online communication. First of all, it is about activating current students and having enough authentic content for individual social networks.
Czech name
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Czech description
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Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the International Scientific Conferece International Days of Science 2019
ISBN
978-80-7455-076-8
ISSN
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e-ISSN
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Number of pages
6
Pages from-to
117-123
Publisher name
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Place of publication
Olomouc
Event location
Olomouc
Event date
Jan 1, 2019
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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