WHERE TO INVEST IN ONLINE MARKETING EDUCATION IN MICRO AND SMALL ENTERPRISES

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F20%3A84741" target="_blank" >RIV/60460709:41110/20:84741 - isvavai.cz</a>

Výsledek na webu

<a href="https://erie.v2.czu.cz/dl/87298?lang=en" target="_blank" >https://erie.v2.czu.cz/dl/87298?lang=en</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

WHERE TO INVEST IN ONLINE MARKETING EDUCATION IN MICRO AND SMALL ENTERPRISES

Popis výsledku v původním jazyce

The aim of this paper is to identify the educational needs of small and medium enterprises SMEs in the field of online marketing. This paper extends a local Czech study via international research Bulgaria, Finland, Hungary, Italy. Primary data was gathered using an electronic questionnaire n = 376 focused on the enterprise side and semi-structured interviews n = 18 with online marketing agencies. Based on a comparison of questionnaire survey results and semi-structured interviews the main problem areas in the effective use of the online marketing tools were identified complexity of the individual tools lack of human resources, time and finance, bad previous experience lack of knowledge and competencies. The research results indicate the definition of recommendations for micro and small enterprises - the main emphasis should be given to create a course that will create specialists for communication with online marketing agencies with the general knowledge of each online marketing tool.

Název v anglickém jazyce

WHERE TO INVEST IN ONLINE MARKETING EDUCATION IN MICRO AND SMALL ENTERPRISES

Popis výsledku anglicky

The aim of this paper is to identify the educational needs of small and medium enterprises SMEs in the field of online marketing. This paper extends a local Czech study via international research Bulgaria, Finland, Hungary, Italy. Primary data was gathered using an electronic questionnaire n = 376 focused on the enterprise side and semi-structured interviews n = 18 with online marketing agencies. Based on a comparison of questionnaire survey results and semi-structured interviews the main problem areas in the effective use of the online marketing tools were identified complexity of the individual tools lack of human resources, time and finance, bad previous experience lack of knowledge and competencies. The research results indicate the definition of recommendations for micro and small enterprises - the main emphasis should be given to create a course that will create specialists for communication with online marketing agencies with the general knowledge of each online marketing tool.

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

2020

Kód důvěrnosti údajů

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

Název statě ve sborníku

Proceedings of the 17th International Conference Efficiency and Responsibility in Education 2020

ISBN

978-80-213-3022-1

ISSN

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e-ISSN

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Počet stran výsledku

8

Strana od-do

46-53

Název nakladatele

Czech University of Life Sciences Prague Kamýcká 129, Prague 6, Czech Republic

Místo vydání

Praha

Místo konání akce

Praha

Datum konání akce

4. 6. 2020

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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