Marketing Communications Mix of Universities - Communication With Students in an Increasing Competitive University Environment
Schüller David, Rašticová Martina
Klíčová slova
higher-education institutions, marketing communications, marketing communication mix.
Abstrakt:
In this period of increasing competition among universities and demographic decline in the
Czech Republic, every manager working within the academic sphere must focus on optimizing
the marketing activities of tertiary education. The aim of this study is to analyze the methods
and styles of marketing communications universities and their faculties use when communicating
with prospective students. The paper identifies procedures which help to optimize the
choice, combination and connection of elements and activities of the marketing communications
mix in relation with prospective students. A semi-structured interview and questionnaire
method were used to achieve the research objective. The study concludes by discussing the
research outcomes. Also, practical recommendations are discussed and interpreted and proposals
are presented for further research into the marketing strategy of Czech universities and
their faculties.
Celý článek ke stažení:
 Marketing Communications Mix of Universities - Communication With Students in an Increasing Competitive University Environment [PDF soubor] [Velikost souboru: 1.43 MB]
|
