Image as an instrument of marketing communication of the university

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F09%3A%230000150" target="_blank" >RIV/46747885:24310/09:#0000150 - 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
Image as an instrument of marketing communication of the university
Original language description
The article deals with the terms identity and image in connection with marketing management and university communication. At present when the information pressure on subjects of internal and external environment of a university is increasing and at the same time competitive environment in tertiary education is strengthening, school image in its communication is gaining more significance. Systematic work on the development of good relations with goal and interest groups of a university should become a part of university communication as intentional, planned and continuous activity related to the goals and a strategy of a school. A university image may become one of the decisive factors in the process of a potential students´ decision-making, makes otherschool clients be willing to cooperate with the school and enhances the loyalty of its employees.
Czech name
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Czech description
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Publication year
2009
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 9th International Conference Liberec Economic Forum 2009
ISBN
9788073725235
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
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Publisher name
Technická univerzita v Liberci
Place of publication
Liberec
Event location
Liberec
Event date
Jan 1, 2009
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000272657000042

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