Marketing in Higher Education in the Czech republic with a Focus on the Utilization of Websites and Social Media

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F17%3A43932940" target="_blank" >RIV/49777513:23510/17:43932940 - 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
Marketing in Higher Education in the Czech republic with a Focus on the Utilization of Websites and Social Media
Original language description
This research study focuses on a comparison of selected universities in terms of their communication with the public through the Internet. The research subjects include 23 Czech higher education institutions offering economics-related majors. The comparison was carried out from the point of view of the use of websites and social media outlets (YouTube and Facebook) for the purpose of marketing communication. The objective of the research is to define, using the Spearman correlation coefficient, the rank-order of individual subjects in the two areas and to determine whether there is a correlation between the level of website utilization and that of social media utilization by the subjects of the research. The theoretical part of this research study deals with the development of tertiary education in the Czech Republic and emphasizes the reasons why marketing is so important for Czech colleges and universities. Furthermore, it contains a detailed description of marketing communication and its possible implementation through the Internet, i.e., the most commonly used hypermedium among the young generation.
Czech name
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Czech description
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Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Vision 2020: Sustainable Economic Development, Innovation Management, and Global Growth
ISBN
978-0-9860419-9-0
ISSN
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e-ISSN
neuvedeno
Number of pages
15
Pages from-to
598-612
Publisher name
International Business Information Management Association
Place of publication
Norristown
Event location
Madrid, Spain
Event date
Nov 8, 2017
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
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