Využití internetu a nových médií v marketingu vysoké školy
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 | |
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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 | |
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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) |
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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. |