Communication media in the aspect of Competitive intelligence of selected University - research of Pardubice University

Abstract

This paper is focused on the analysis of communication methods, with the aim to utilize the rate of individual communication media of selected stakeholder groups (applicants of researched University). The constituent part of this article is an example of benchmarking of the most frequent communication tools, websites and social networks. The major source is based on individual phases of a processing cycle, such as management of data collection, processing, and data analysis. The aim is to simplify University fast orientation in rapidly growing marketing communication and stabilize the competitive position. Data is taken from a questionnaire among students. The method of competitive intelligence is utilized on this data as a result of the research. These results could be applied for targeting within marketing of other universities. The paper should bring some new view on what communication channels are stakeholders using within the area of education in universities.