Innovative Marketing as a Tool for Building a Positive Image of an Institution of Higher Education and Increasing the Competitiveness of its Graduates - Analysis of the Functional Use of Projects of the Department of Marketing Communications at the Faculty of Multimedia Communications of TBU in Zlín and their Potential for Integration into the Teaching Process

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F14%3A43872697" target="_blank" >RIV/70883521:28130/14:43872697 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.1016/j.sbspro.2015.01.1185" target="_blank" >http://dx.doi.org/10.1016/j.sbspro.2015.01.1185</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1016/j.sbspro.2015.01.1185" target="_blank" >10.1016/j.sbspro.2015.01.1185</a>

Result language

angličtina

Original language name

Innovative Marketing as a Tool for Building a Positive Image of an Institution of Higher Education and Increasing the Competitiveness of its Graduates - Analysis of the Functional Use of Projects of the Department of Marketing Communications at the Faculty of Multimedia Communications of TBU in Zlín and their Potential for Integration into the Teaching Process

Original language description

Authors of this paper focus on mapping the current trends at institutions of higher education in the context of combining theory with practice during the study, thanks to which the future graduates will be able to find a better job on the labour market. Part of this paper is an analysis of the functional connection between the real life and a university study program through projects implemented at a selected academic workplace, within innovative marketing, whose task is to build a positive image of the institution of higher education and its reputation in the public as well as professional environment. Student projects, as a part of an innovative marketing, combine theoretical lessons with engaging students into a real-life working process in the given field and the possibilities of such field to provide them a cooperation with a selected commercial sector, application of the obtained theoretical knowledge in real life, further personal development, teamwork, own portfolio and other competencies that provide them with a strategic advantage when looking for their future job.

Czech name

—

Czech description

—

Type

D - Article in proceedings

CEP classification

AJ - Literature, mass media, audio-visual activities

OECD FORD branch

—

Project

—

Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2015

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Procedia - Social and Behavioral Sciences

ISBN

—

ISSN

1877-0428

e-ISSN

—

Number of pages

8

Pages from-to

146-153

Publisher name

Elsevier Ltd.

Place of publication

-

Event location

Madrid

Event date

Sep 1, 2014

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

000380495700019