Communication media in the aspect of Competitive intelligence of selected University - research of Pardubice University
Konferenční objektOtevřený přístuppeer-reviewedpostprintSoubory
Datum publikování
2016
Autoři
Panuš, Jan
Kantorová, Kateřina
Jonášová, Hana
Vedoucí práce
Oponent
Název časopisu
Název svazku
Vydavatel
Masarykova univerzita
Abstrakt
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.
Rozsah stran
p. 266-274
ISSN
Trvalý odkaz na tento záznam
Projekt
Zdrojový dokument
Proceedings of the 20th International Conference Current Trends in Public Sector Research
Vydavatelská verze
Přístup k e-verzi
open access
Název akce
Current Trends in Public Sector Research (21.01.2016 - 22.01.2016)
ISBN
978-80-210-8082-9
Studijní obor
Studijní program
Signatura tištěné verze
Umístění tištěné verze
Přístup k tištěné verzi
Klíčová slova
Marketing, Competitive Intelligence, University, Marketing, CI, univerzita