PETRŮ, Naděžda and Milan KAŠÍK. Využití internetu a nových médií v marketingu vysoké školy (THE USE OF THE INTERNET AND NEW MEDIA IN UNIVERSITY MARKETING). Znojmo: Soukromá vysoká škola ekonomická ve Znojmě. p. 219 - 227. ISBN 978-80-87314-76-0. 2015.
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Basic information
Original name Využití internetu a nových médií v marketingu vysoké školy
Name in Czech Využití internetu a nových médií v marketingu vysoké školy
Name (in English) THE USE OF THE INTERNET AND NEW MEDIA IN UNIVERSITY MARKETING
Authors PETRŮ, Naděžda and Milan KAŠÍK.
Edition Znojmo, p. 219 - 227, 2015.
Publisher Soukromá vysoká škola ekonomická ve Znojmě
Other information
Type of outcome Proceedings paper
Confidentiality degree is not subject to a state or trade secret
Publication form storage medium (CD, DVD, flash disk)
Organization unit University of Finance and Administration
ISBN 978-80-87314-76-0
ISSN 2336-7431
Keywords (in Czech) Internetový marketing, sociální média, Facebook, mobilní marketing, omnichannel marketing
Keywords in English Internet marketing, social media, Facebook, mobile marketing, marketing omnichannel
Tags AR 2015-2016, RIV_ne, xD2
Tags Reviewed
Changed by Changed by: Ing. Dominika Moravcová, učo 21787. Changed: 22/2/2017 13:44.
Abstract (in English)
The aim of this paper is to find trends in the use of Internet and new media for marketing purposes, assess their potential effectiveness in relation to a selected segment of applicants for full-time study at university. Introduces its modern trendy methods – mobile, behavioural, omnichannel marketing. It is focused on the importance of social media in relation to communication with prospective students, especially via Facebook social networking site. The article is prepared by a comparison of technical texts, evaluation of questionnaire survey results, deduction and synthesis of theoretical and practical knowledge of the authors. The questionnaire survey results showed that the potential prospective students seek information particularly on the Internet. Students are very active Internet users and spend a substantial part of a day using it – 30% of respondents more than 7 hours per day, 36% of respondents 5–6 hours per day, 25% of respondents 3–4 hours a day. The most widespread social network among students is Facebook, being used by 99% of students. The conclusion appeals to the need of adapting university communication to the mentality and customs of prospective students, it recommends to use infographics, a fun and playful form of communication.
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Right to administer:
  • a concrete person doc. Ing. Milan Kašík, CSc., učo 8037
  • a concrete person doc. Ing. Naděžda Petrů, Ph.D., učo 9895
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