Marketing Communication Management in Higher Education

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F12%3APU98824" target="_blank" >RIV/00216305:26510/12:PU98824 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Marketing Communication Management in Higher Education

Popis výsledku v původním jazyce

The purpose of this paper is to analyse how marketing communication (MC) activities are managed at public universities and their economics faculties in the Czech Republic. The main emphasis is placed on the process of planning and control. The further aim is to identify the main issues in this field. It will also seek to specify new marketing communication tools for use in higher education (HE) in the future. Methodology. This paper is based on qualitative research, whereby management and communicationsstaff working for marketing departments at higher educational institutions were questioned by way of an individual structured interview. The results are summarised and elaborated on in written and tabular form. The qualitative research revealed that many Czech universities do not have a systematic management procedure for marketing communication planning and control. Furthermore, there are several areas in the marketing communication management of higher educational institutions which s

Název v anglickém jazyce

Marketing Communication Management in Higher Education

Popis výsledku anglicky

The purpose of this paper is to analyse how marketing communication (MC) activities are managed at public universities and their economics faculties in the Czech Republic. The main emphasis is placed on the process of planning and control. The further aim is to identify the main issues in this field. It will also seek to specify new marketing communication tools for use in higher education (HE) in the future. Methodology. This paper is based on qualitative research, whereby management and communicationsstaff working for marketing departments at higher educational institutions were questioned by way of an individual structured interview. The results are summarised and elaborated on in written and tabular form. The qualitative research revealed that many Czech universities do not have a systematic management procedure for marketing communication planning and control. Furthermore, there are several areas in the marketing communication management of higher educational institutions which s

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

2012

Kód důvěrnosti údajů

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

Název periodika

Acta Universitatis Bohemiae Meridionales. Jihočeská univerzita v Českých Budějovicích AE AH

ISSN

1212-3285

e-ISSN

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Svazek periodika

15

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

9

Strana od-do

61-69

Kód UT WoS článku

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EID výsledku v databázi Scopus

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