Application Possibilities of the Stakeholder Circle Methodology in the Marketing Communication of Universities

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Application Possibilities of the Stakeholder Circle Methodology in the Marketing Communication of Universities

Popis výsledku v původním jazyce

Stakeholder analysis has become more and more popular during last years. The concept originally created for profit organizations has spread out to other sectors as well as non-profit organizations and tertiary education. This article focuses on the application possibilities of the Stakeholder Circle Methodology in the marketing communication of universities. The first step of the marketing communication strategy represents identification of the target audience. This step corresponds with the first and second step of the Stakeholder Circle Methodology – stakeholder identification and prioritization. This article focuses on the determination of the most important stakeholder groups of public and private universities, their prioritization based on the Stakeholder Circle Methodology and determination of the most urgent stakeholder groups based on the calculation of the Urgency.

Název v anglickém jazyce

Application Possibilities of the Stakeholder Circle Methodology in the Marketing Communication of Universities

Popis výsledku anglicky

Stakeholder analysis has become more and more popular during last years. The concept originally created for profit organizations has spread out to other sectors as well as non-profit organizations and tertiary education. This article focuses on the application possibilities of the Stakeholder Circle Methodology in the marketing communication of universities. The first step of the marketing communication strategy represents identification of the target audience. This step corresponds with the first and second step of the Stakeholder Circle Methodology – stakeholder identification and prioritization. This article focuses on the determination of the most important stakeholder groups of public and private universities, their prioritization based on the Stakeholder Circle Methodology and determination of the most urgent stakeholder groups based on the calculation of the Urgency.

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2014

Kód důvěrnosti údajů

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

Název statě ve sborníku

Current Trends in Public Sector Research : proceedings of the 18th international conference

ISBN

9788021066113

ISSN

2336-1239

e-ISSN

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Počet stran výsledku

8

Strana od-do

327-334

Název nakladatele

Masarykova univerzita

Místo vydání

Brno

Místo konání akce

Šlapanice

Datum konání akce

16. 1. 2014

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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