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Subject Item
n2:RIV%2F00216305%3A26510%2F12%3APU98824%21RIV13-MSM-26510___
rdf:type
skos:Concept n13:Vysledek
dcterms:description
The purpose of this paper is to analyse how marketing communication (MC) activities are managed at public universities and their economics faculties in the Czech Republic. The main emphasis is placed on the process of planning and control. The further aim is to identify the main issues in this field. It will also seek to specify new marketing communication tools for use in higher education (HE) in the future. Methodology. This paper is based on qualitative research, whereby management and communications staff working for marketing departments at higher educational institutions were questioned by way of an individual structured interview. The results are summarised and elaborated on in written and tabular form. The qualitative research revealed that many Czech universities do not have a systematic management procedure for marketing communication planning and control. Furthermore, there are several areas in the marketing communication management of higher educational institutions which should be substa The purpose of this paper is to analyse how marketing communication (MC) activities are managed at public universities and their economics faculties in the Czech Republic. The main emphasis is placed on the process of planning and control. The further aim is to identify the main issues in this field. It will also seek to specify new marketing communication tools for use in higher education (HE) in the future. Methodology. This paper is based on qualitative research, whereby management and communications staff working for marketing departments at higher educational institutions were questioned by way of an individual structured interview. The results are summarised and elaborated on in written and tabular form. The qualitative research revealed that many Czech universities do not have a systematic management procedure for marketing communication planning and control. Furthermore, there are several areas in the marketing communication management of higher educational institutions which should be substa
dcterms:title
Marketing Communication Management in Higher Education Marketing Communication Management in Higher Education
skos:prefLabel
Marketing Communication Management in Higher Education Marketing Communication Management in Higher Education
skos:notation
RIV/00216305:26510/12:PU98824!RIV13-MSM-26510___
n13:predkladatel
n15:orjk%3A26510
n4:aktivita
n7:S
n4:aktivity
S
n4:cisloPeriodika
2
n4:dodaniDat
n18:2013
n4:domaciTvurceVysledku
n16:3159205 n16:7695187
n4:druhVysledku
n9:J
n4:duvernostUdaju
n12:S
n4:entitaPredkladatele
n10:predkladatel
n4:idSjednocenehoVysledku
148508
n4:idVysledku
RIV/00216305:26510/12:PU98824
n4:jazykVysledku
n17:eng
n4:klicovaSlova
Higher education, marketing communication management, planning, control, Czech Republic
n4:klicoveSlovo
n8:Czech%20Republic n8:marketing%20communication%20management n8:planning n8:Higher%20education n8:control
n4:kodStatuVydavatele
CZ - Česká republika
n4:kontrolniKodProRIV
[ECC859CD2B94]
n4:nazevZdroje
Acta Universitatis Bohemiae Meridionales. Jihočeská univerzita v Českých Budějovicích AE AH
n4:obor
n5:AE
n4:pocetDomacichTvurcuVysledku
2
n4:pocetTvurcuVysledku
2
n4:rokUplatneniVysledku
n18:2012
n4:svazekPeriodika
15
n4:tvurceVysledku
Schüller, David Chalupský, Vladimír
s:issn
1212-3285
s:numberOfPages
9
n6:organizacniJednotka
26510