Digitální knihovnaUPCE
 

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

Konferenční objektOtevřený přístuppeer-reviewedpostprint
Náhled

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

Endorsement

Review

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