THE EDUCATION NEEDS OF MICRO ENTERPRISES IN ON-LINE MARKETING

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F16%3A71114" target="_blank" >RIV/60460709:41110/16:71114 - isvavai.cz</a>
Result on the web
—
DOI - Digital Object Identifier
—

Result language
angličtina
Original language name
THE EDUCATION NEEDS OF MICRO ENTERPRISES IN ON-LINE MARKETING
Original language description
The aim of this paper is to identify the educational needs of micro enterprises in online marketing. Primary data was gathered using an electronic questionnaire (n = 176). It was designed for micro enterprises and semi-structured interviews with experts in online marketing. It was found that micro enterprises primarily care about activity on social networks, and do not deal with or outsource website management, PPC advertising, e-mail marketing and analytics. Those made responsible for online marketing assess their knowledge of online marketing as low, which is reflected in the limited ability to evaluate the results of external entities. Due to the increasing complexity of online marketing, the inability to formulate the basic issues of contracts and related unrealistic demands, it is recommended to focus training on the management and control of outsourced activities. Especially, in the areas of options, prices, and desired outcomes, thus increasing the bargaining position in negotiation
Czech name
—
Czech description
—

Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
13th International conference on Efficiency and Responsibility in Education
ISBN
978-80-213-2646-0
ISSN
—
e-ISSN
—
Number of pages
7
Pages from-to
472-478
Publisher name
PEF, ČZU v Praze
Place of publication
Czech University of Life Sciences, FEM
Event location
PEF, ČZU v Praze
Event date
Jun 1, 2016
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
—

Similar results(10)