Internal Marketing Communication of Higher Education Institutions

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F11%3APU93328" target="_blank" >RIV/00216305:26510/11:PU93328 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

čeština

Název v původním jazyce

Internal Marketing Communication of Higher Education Institutions

Popis výsledku v původním jazyce

The objective of this paper is to analyse how internal marketing communication activities are managed at public universities in the Czech Republic and identify best practice solutions in this sphere. This paper concentrates on the relevant organisationaland motivational functions and their impact on internal marketing communication within universities. This paper is based on qualitative research, summarised in written and diagrammatical form herein, whereby management and communications staff working for marketing departments at higher educational institutions were questioned by way of a pre-prepared, structured interview. The qualitative research showed that there are several issues which could be substantially improved upon including: unclear organisation structures; insufficient use of non-financial incentives; unclear determination of economic faculty autonomy. This paper suggests appropriate solutions on the basis of the best practice submitted by participating universities. It f

Název v anglickém jazyce

Internal Marketing Communication of Higher Education Institutions

Popis výsledku anglicky

The objective of this paper is to analyse how internal marketing communication activities are managed at public universities in the Czech Republic and identify best practice solutions in this sphere. This paper concentrates on the relevant organisationaland motivational functions and their impact on internal marketing communication within universities. This paper is based on qualitative research, summarised in written and diagrammatical form herein, whereby management and communications staff working for marketing departments at higher educational institutions were questioned by way of a pre-prepared, structured interview. The qualitative research showed that there are several issues which could be substantially improved upon including: unclear organisation structures; insufficient use of non-financial incentives; unclear determination of economic faculty autonomy. This paper suggests appropriate solutions on the basis of the best practice submitted by participating universities. It f

Druh

J_x - Nezařazeno - Článek v odborném periodiku (Jimp, Jsc a Jost)

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2011

Kód důvěrnosti údajů

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

Název periodika

Economics and management-2007

ISSN

1822-6515

e-ISSN

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Svazek periodika

2011

Číslo periodika v rámci svazku

16

Stát vydavatele periodika

LT - Litevská republika

Počet stran výsledku

7

Strana od-do

1316-1322

Kód UT WoS článku

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EID výsledku v databázi Scopus

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