Marketing in Higher Education in the Czech republic with a Focus on the Utilization of Websites and Social Media

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F49777513%3A23510%2F17%3A43932940" target="_blank" >RIV/49777513:23510/17:43932940 - 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 in Higher Education in the Czech republic with a Focus on the Utilization of Websites and Social Media

Popis výsledku v původním jazyce

This research study focuses on a comparison of selected universities in terms of their communication with the public through the Internet. The research subjects include 23 Czech higher education institutions offering economics-related majors. The comparison was carried out from the point of view of the use of websites and social media outlets (YouTube and Facebook) for the purpose of marketing communication. The objective of the research is to define, using the Spearman correlation coefficient, the rank-order of individual subjects in the two areas and to determine whether there is a correlation between the level of website utilization and that of social media utilization by the subjects of the research. The theoretical part of this research study deals with the development of tertiary education in the Czech Republic and emphasizes the reasons why marketing is so important for Czech colleges and universities. Furthermore, it contains a detailed description of marketing communication and its possible implementation through the Internet, i.e., the most commonly used hypermedium among the young generation.

Název v anglickém jazyce

Marketing in Higher Education in the Czech republic with a Focus on the Utilization of Websites and Social Media

Popis výsledku anglicky

This research study focuses on a comparison of selected universities in terms of their communication with the public through the Internet. The research subjects include 23 Czech higher education institutions offering economics-related majors. The comparison was carried out from the point of view of the use of websites and social media outlets (YouTube and Facebook) for the purpose of marketing communication. The objective of the research is to define, using the Spearman correlation coefficient, the rank-order of individual subjects in the two areas and to determine whether there is a correlation between the level of website utilization and that of social media utilization by the subjects of the research. The theoretical part of this research study deals with the development of tertiary education in the Czech Republic and emphasizes the reasons why marketing is so important for Czech colleges and universities. Furthermore, it contains a detailed description of marketing communication and its possible implementation through the Internet, i.e., the most commonly used hypermedium among the young generation.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název statě ve sborníku

Vision 2020: Sustainable Economic Development, Innovation Management, and Global Growth

ISBN

978-0-9860419-9-0

ISSN

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e-ISSN

neuvedeno

Počet stran výsledku

15

Strana od-do

598-612

Název nakladatele

International Business Information Management Association

Místo vydání

Norristown

Místo konání akce

Madrid, Spain

Datum konání akce

8. 11. 2017

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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