THE EDUCATION NEEDS OF MICRO ENTERPRISES IN ON-LINE MARKETING
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F16%3A71114" target="_blank" >RIV/60460709:41110/16:71114 - isvavai.cz</a>
Výsledek na webu
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DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
THE EDUCATION NEEDS OF MICRO ENTERPRISES IN ON-LINE MARKETING
Popis výsledku v původním jazyce
The aim of this paper is to identify the educational needs of micro enterprises in online marketing. Primary data was gathered using an electronic questionnaire (n = 176). It was designed for micro enterprises and semi-structured interviews with experts in online marketing. It was found that micro enterprises primarily care about activity on social networks, and do not deal with or outsource website management, PPC advertising, e-mail marketing and analytics. Those made responsible for online marketing assess their knowledge of online marketing as low, which is reflected in the limited ability to evaluate the results of external entities. Due to the increasing complexity of online marketing, the inability to formulate the basic issues of contracts and related unrealistic demands, it is recommended to focus training on the management and control of outsourced activities. Especially, in the areas of options, prices, and desired outcomes, thus increasing the bargaining position in negotiation
Název v anglickém jazyce
THE EDUCATION NEEDS OF MICRO ENTERPRISES IN ON-LINE MARKETING
Popis výsledku anglicky
The aim of this paper is to identify the educational needs of micro enterprises in online marketing. Primary data was gathered using an electronic questionnaire (n = 176). It was designed for micro enterprises and semi-structured interviews with experts in online marketing. It was found that micro enterprises primarily care about activity on social networks, and do not deal with or outsource website management, PPC advertising, e-mail marketing and analytics. Those made responsible for online marketing assess their knowledge of online marketing as low, which is reflected in the limited ability to evaluate the results of external entities. Due to the increasing complexity of online marketing, the inability to formulate the basic issues of contracts and related unrealistic demands, it is recommended to focus training on the management and control of outsourced activities. Especially, in the areas of options, prices, and desired outcomes, thus increasing the bargaining position in negotiation
Klasifikace
Druh
D - Stať ve sborníku
CEP obor
AE - Řízení, správa a administrativa
OECD FORD obor
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Návaznosti výsledku
Projekt
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Návaznosti
S - Specificky vyzkum na vysokych skolach
Ostatní
Rok uplatnění
2016
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
13th International conference on Efficiency and Responsibility in Education
ISBN
978-80-213-2646-0
ISSN
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e-ISSN
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Počet stran výsledku
7
Strana od-do
472-478
Název nakladatele
PEF, ČZU v Praze
Místo vydání
Czech University of Life Sciences, FEM
Místo konání akce
PEF, ČZU v Praze
Datum konání akce
1. 6. 2016
Typ akce podle státní příslušnosti
WRD - Celosvětová akce
Kód UT WoS článku
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