PREFERENCES OF COMMUNICATION TOOLS IN CHOICE OF HIGH SCHOOL
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
Higher education institutions are for the sake of competition forced to develop effective communication strategies leading from primary addressing to potential candidates to acceptance of the candidate for the university. An essential role belongs to the choice of communication tools, as the primary source of information in process of deciding on the application for study. This paper identifies the preference of traditional versus digital communication tools of a representative faculty in the Czech Republic (Faculty of Multimedia Communications at TBU in Zlín) for applicants for study in the context of X and Y generation behaviors in the digital environment. Based on the results, the universities‘ approaches to setting up a communication strategy aimed at applicants for study are generalized.
Authors and Affiliations
Eliška Káčerková
Keywords
Related Articles
- EP ID EP590056
- DOI -
- Views 92
- Downloads 0
THE AESTHETICS OF LOGO OR WHY COMIC SANS IS NOT TO BLAME
The article deals with the relationship between the aesthetics of typography and the aesthetics of logo or logotype. The author claims to answer how much can the typeface influence the success of the brand in the market....
DIGITAL TRANSFORMATION AND ITS IMPACT ON BRAND
With the arrival of the Internet, revolution took place not only in the lives of ordinary people, but also in the business environment. Business has moved from the physical world, where the seller and the buyer met into...
SIX SIGMA FOR MARKETING
The article deals on Six Sigma methodology and its use in marketing processes. Six Sigma is the systematic further development and combination of proven tools and methods for improving processes. Emphasis is placed on th...
NEW MEDIA ACTIVISM, BRANDS, NETWORKS RESPOND TO E.U. MIGRANT CRISIS
In the last years, social media represent very dominant tool not only in the field of education or sharing, information diffusion, but in a distinctive way they also begin to interfere to fundamental, every day and socia...
IMPORTANCE AND EFFECTIVENESS OF CONTENT MARKETING IN CONDITIONS OF ECOMMERCE B2B MODEL
Content marketing is a term that is increasingly used in connection with online marketing. Many modern authors claim that it represents the future of marketing, which it definitely does not need to underestimate. Content...