Digitalisation of marketing activities in higher education institutions

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26867184%3A_____%2F25%3AN0000018" target="_blank" >RIV/26867184:_____/25:N0000018 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.sciencedirect.com/science/article/pii/S187705092502993X?via%3Dihub" target="_blank" >https://www.sciencedirect.com/science/article/pii/S187705092502993X?via%3Dihub</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1016/j.procs.2025.09.320" target="_blank" >10.1016/j.procs.2025.09.320</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Digitalisation of marketing activities in higher education institutions

Popis výsledku v původním jazyce

Considering today's higher institutions from the perspective of the market for educational services, we can observe two parallel processes: the transformation of the idea of the higher education institution (from the Humboldtian model to the entrepreneurial model in Clark's terms) and the digital transformation, of which marketing communication is an essential component. This article aims to show the impact of the use of "digital" tools on the marketing activities of a higher education institution, and to analyse the types and frequency of individual activities conducted as part of traditional (offline) and internet-based (online) marketing activities, and their correlation with the allocated budget. On the basis of literature research, the theoretical part introduces selected questions of the digital transformation of higher education institution marketing, while the empirical part describes the results of own research at higher education institutions in Poland, Ukraine and the Czech Republic.

Název v anglickém jazyce

Digitalisation of marketing activities in higher education institutions

Popis výsledku anglicky

Considering today's higher institutions from the perspective of the market for educational services, we can observe two parallel processes: the transformation of the idea of the higher education institution (from the Humboldtian model to the entrepreneurial model in Clark's terms) and the digital transformation, of which marketing communication is an essential component. This article aims to show the impact of the use of "digital" tools on the marketing activities of a higher education institution, and to analyse the types and frequency of individual activities conducted as part of traditional (offline) and internet-based (online) marketing activities, and their correlation with the allocated budget. On the basis of literature research, the theoretical part introduces selected questions of the digital transformation of higher education institution marketing, while the empirical part describes the results of own research at higher education institutions in Poland, Ukraine and the Czech Republic.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2025

Kód důvěrnosti údajů

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

Název statě ve sborníku

Procedia Computer Science

ISBN

—

ISSN

1877-0509

e-ISSN

—

Počet stran výsledku

10

Strana od-do

1996-2005

Název nakladatele

Elsevier

Místo vydání

Amsterdam

Místo konání akce

Amsterdam

Datum konání akce

1. 1. 2025

Typ akce podle státní příslušnosti

CST - Celostátní akce

Kód UT WoS článku

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