Application Possibilities of the Stakeholder Circle Methodology in the Marketing Communication of Universities

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F75081431%3A_____%2F14%3A00000944" target="_blank" >RIV/75081431:_____/14:00000944 - 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
Application Possibilities of the Stakeholder Circle Methodology in the Marketing Communication of Universities
Original language description
Stakeholder analysis has become more and more popular during last years. The concept originally created for profit organizations has spread out to other sectors as well as non-profit organizations and tertiary education. This article focuses on the application possibilities of the Stakeholder Circle Methodology in the marketing communication of universities. The first step of the marketing communication strategy represents identification of the target audience. This step corresponds with the first and second step of the Stakeholder Circle Methodology – stakeholder identification and prioritization. This article focuses on the determination of the most important stakeholder groups of public and private universities, their prioritization based on the Stakeholder Circle Methodology and determination of the most urgent stakeholder groups based on the calculation of the Urgency.
Czech name
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Czech description
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Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Current Trends in Public Sector Research : proceedings of the 18th international conference
ISBN
9788021066113
ISSN
2336-1239
e-ISSN
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Number of pages
8
Pages from-to
327-334
Publisher name
Masarykova univerzita
Place of publication
Brno
Event location
Šlapanice
Event date
Jan 16, 2014
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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