Detail publikačního výsledku

Marketing Communications Mix of Universities - Communication With Students in an Increasing Competitive University Environment

SCHÜLLER, D.; RAŠTICOVÁ, M.

Original Title

Marketing Communications Mix of Universities - Communication With Students in an Increasing Competitive University Environment

English Title

Marketing Communications Mix of Universities - Communication With Students in an Increasing Competitive University Environment

Type

Peer-reviewed article not indexed in WoS or Scopus

Original Abstract

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.

English abstract

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.

Keywords

higher-education institutions, marketing communications, marketing communication mix

Key words in English

higher-education institutions, marketing communications, marketing communication mix

Authors

SCHÜLLER, D.; RAŠTICOVÁ, M.

RIV year

2012

Released

30.09.2011

Location

Zlín

ISBN

1804-171X

Periodical

Journal of Competitiveness

Volume

2011

Number

3

State

Czech Republic

Pages from

58

Pages to

71

Pages count

14

Full text in the Digital Library

http://hdl.handle.net/

BibTex

@article{BUT74051,
  author="David {Schüller} and Martina {Rašticová}",
  title="Marketing Communications Mix of Universities - Communication With Students in an Increasing Competitive University Environment",
  journal="Journal of Competitiveness",
  year="2011",
  volume="2011",
  number="3",
  pages="58--71",
  issn="1804-171X"
}