International Higher Education Online Marketing: A Cross-Cultural Study Of Globe Clusters
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F29142890%3A_____%2F11%3A%230000016" target="_blank" >RIV/29142890:_____/11:#0000016 - isvavai.cz</a>
Nalezeny alternativní kódy
RIV/61384399:31160/11:00038702
Výsledek na webu
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DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
International Higher Education Online Marketing: A Cross-Cultural Study Of Globe Clusters
Popis výsledku v původním jazyce
Higher education is dynamic global industry with highly competitive and developed market. Universities strive to communicate their international programs to impress prospective students interested in studying abroad. International education is provided in local environment and influenced by local culture and characteristics, however it might be perceived as a global product satisfying needs of students worldwide, attaining consistent positioning and referring to similar values on all markets. This studyaddresses a question, whether there is a difference between communicated characteristics of international programs among universities from various cultures. Websites of seventy universities coming from different GLOBE cultural clusters are analyzed through data-mining methods. The analysis suggests that marketing communications to international students do not stand on cultural grounds as there are only marginal differences between international program communications across the world.
Název v anglickém jazyce
International Higher Education Online Marketing: A Cross-Cultural Study Of Globe Clusters
Popis výsledku anglicky
Higher education is dynamic global industry with highly competitive and developed market. Universities strive to communicate their international programs to impress prospective students interested in studying abroad. International education is provided in local environment and influenced by local culture and characteristics, however it might be perceived as a global product satisfying needs of students worldwide, attaining consistent positioning and referring to similar values on all markets. This studyaddresses a question, whether there is a difference between communicated characteristics of international programs among universities from various cultures. Websites of seventy universities coming from different GLOBE cultural clusters are analyzed through data-mining methods. The analysis suggests that marketing communications to international students do not stand on cultural grounds as there are only marginal differences between international program communications across the world.
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
AH - Ekonomie
OECD FORD obor
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Návaznosti výsledku
Projekt
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Návaznosti
N - Vyzkumna aktivita podporovana z neverejnych zdroju
Ostatní
Rok uplatnění
2011
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název statě ve sborníku
Proceedings of The 17th International Business Information Management Association Conference
ISBN
978-0-9821489-6-9
ISSN
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e-ISSN
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Počet stran výsledku
9
Strana od-do
1335-1343
Název nakladatele
IBIMA
Místo vydání
Milan, Italy
Místo konání akce
Milan, Italy
Datum konání akce
1. 1. 2011
Typ akce podle státní příslušnosti
EUR - Evropská akce
Kód UT WoS článku
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