The Importance of Marketing in the Fulfillment of the Third Role of University

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F18%3A63521026" target="_blank" >RIV/70883521:28130/18:63521026 - isvavai.cz</a>

Result on the web

<a href="https://library.iated.org/view/JURIKOVA2018IMP" target="_blank" >https://library.iated.org/view/JURIKOVA2018IMP</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.21125/inted.2018.1983" target="_blank" >10.21125/inted.2018.1983</a>

Result language

angličtina

Original language name

The Importance of Marketing in the Fulfillment of the Third Role of University

Original language description

&quot;Tertiary education is becoming an important economic factor as the concept of a knowledge and information economy emerges and is being promoted in developed countries. In it, the competitiveness of an economic entity depends on the production, reproduction and communication of &quot;&quot;relevant&quot;&quot; knowledge, which is the main economic exchange in this economy. In practice, the development of disciplines using highly specialized knowledge (new technologies) should ensure competitiveness, or development of services and production of products with high added value. The knowledge economy asks to be involved in increasing economic competitiveness after higher education institutions and thus to focus more on existing and emerging markets. For colleges, this creates a third role that they must fulfill. Generally speaking, the third role is to broaden the responsibilities and tasks of higher education to tasks not directly related to scientific research, or to creative activities at art schools or to education in general. The third role, however, is differently defined in the theoretical texts describing the transformations of higher education institutions under the pressure of economic and social globalization, but also variously used in strategic documents of public education policy from international to local level. The aim of the contribution is to compare the theoretical approaches to fulfilling the third role of universities in the current higher education and based on results of primary and secondary research prove the model of access particular selected university- Tomas Bata University in Zlin. The content of the contribution is based on representative research at 46 Czech universities, revealing the perception of the concept and fulfillment of the so-called third university roles and the results of the continuous research of the Faculty of Multimedia Communications in 151 cooperating companies. The outcome is the already mentioned model of the marketing approach of universities to cooperate with stakeholders in fulfilling the third role of universities.&quot;

Czech name

—

Czech description

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Type

D - Article in proceedings

CEP classification

—

OECD FORD branch

50301 - Education, general; including training, pedagogy, didactics [and education systems]

Project

—

Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2018

Confidentiality

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

Article name in the collection

12th International Technology, Education and Development Conference (INTED)

ISBN

—

ISSN

2340-1079

e-ISSN

neuvedeno

Number of pages

6

Pages from-to

8165-8170

Publisher name

IATED - International Association for Technology, Education and Development

Place of publication

Valencia

Event location

Valencie

Event date

Mar 5, 2018

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

000448704003029