Increasing effectivenes of online marketing communication of the university

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26867184%3A_____%2F19%3AN0000004" target="_blank" >RIV/26867184:_____/19:N0000004 - 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

Increasing effectivenes of online marketing communication of the university

Popis výsledku v původním jazyce

The number of studying students at Czech universities is steadily decreasing. This is the reason why universities are increasingly using the marketing techniques. At communication with the target group of potential students from high school is mainly used online marketing communication. The aim of the article is how to present the results and conclusions from the questionnaire survey among students from the final grade of high school and their parents. The survey was conducted by the authors of the article at cooperation with the existing students of the Moravian Business College Olomouc. They were gradually verified research questions, especially concerning the knowledge and evaluation of marketing communication Moravian Business College Olomouc. The main finding was that while the content or design of the message was acceptable for the respondents, and they rated them positively, neither group was satisfied with the dissemination of the messages. Therefore, the authors of the article suggested the main measures how improve the effectiveness of the online communication. First of all, it is about activating current students and having enough authentic content for individual social networks.

Název v anglickém jazyce

Increasing effectivenes of online marketing communication of the university

Popis výsledku anglicky

The number of studying students at Czech universities is steadily decreasing. This is the reason why universities are increasingly using the marketing techniques. At communication with the target group of potential students from high school is mainly used online marketing communication. The aim of the article is how to present the results and conclusions from the questionnaire survey among students from the final grade of high school and their parents. The survey was conducted by the authors of the article at cooperation with the existing students of the Moravian Business College Olomouc. They were gradually verified research questions, especially concerning the knowledge and evaluation of marketing communication Moravian Business College Olomouc. The main finding was that while the content or design of the message was acceptable for the respondents, and they rated them positively, neither group was satisfied with the dissemination of the messages. Therefore, the authors of the article suggested the main measures how improve the effectiveness of the online communication. First of all, it is about activating current students and having enough authentic content for individual social networks.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2019

Kód důvěrnosti údajů

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

Název statě ve sborníku

Proceedings of the International Scientific Conferece International Days of Science 2019

ISBN

978-80-7455-076-8

ISSN

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e-ISSN

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Počet stran výsledku

6

Strana od-do

117-123

Název nakladatele

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Místo vydání

Olomouc

Místo konání akce

Olomouc

Datum konání akce

1. 1. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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