Publication detail

Internal Marketing Communication of Higher Education Institutions

SCHÜLLER, D. CHALUPSKÝ, V.

Original Title

Internal Marketing Communication of Higher Education Institutions

English Title

Internal Marketing Communication of Higher Education Institutions

Type

journal article - other

Language

Czech

Original Abstract

The objective of this paper is to analyse how internal marketing communication activities are managed at public universities in the Czech Republic and identify best practice solutions in this sphere. This paper concentrates on the relevant organisational and motivational functions and their impact on internal marketing communication within universities. This paper is based on qualitative research, summarised in written and diagrammatical form herein, whereby management and communications staff working for marketing departments at higher educational institutions were questioned by way of a pre-prepared, structured interview. The qualitative research showed that there are several issues which could be substantially improved upon including: unclear organisation structures; insufficient use of non-financial incentives; unclear determination of economic faculty autonomy. This paper suggests appropriate solutions on the basis of the best practice submitted by participating universities. It further proposes a set of best practice non-financial motivational incentives for the improvement of internal marketing communication.

English abstract

The objective of this paper is to analyse how internal marketing communication activities are managed at public universities in the Czech Republic and identify best practice solutions in this sphere. This paper concentrates on the relevant organisational and motivational functions and their impact on internal marketing communication within universities. This paper is based on qualitative research, summarised in written and diagrammatical form herein, whereby management and communications staff working for marketing departments at higher educational institutions were questioned by way of a pre-prepared, structured interview. The qualitative research showed that there are several issues which could be substantially improved upon including: unclear organisation structures; insufficient use of non-financial incentives; unclear determination of economic faculty autonomy. This paper suggests appropriate solutions on the basis of the best practice submitted by participating universities. It further proposes a set of best practice non-financial motivational incentives for the improvement of internal marketing communication.

Keywords

internal marketing communication, higher education, organising, Czech Republic. JEL Classification: M31. Introduction

Key words in English

internal marketing communication, higher education, organising, Czech Republic. JEL Classification: M31. Introduction

Authors

SCHÜLLER, D.; CHALUPSKÝ, V.

RIV year

2011

Released

27. 4. 2011

Publisher

Faculty of Business and Management

Location

Brno

ISBN

1822-6515

Periodical

Economics and management-2007

Year of study

2011

Number

16

State

Republic of Lithuania

Pages from

1316

Pages to

1322

Pages count

7

BibTex

@article{BUT73005,
  author="David {Schüller} and Vladimír {Chalupský}",
  title="Internal Marketing Communication of Higher Education Institutions",
  journal="Economics and management-2007",
  year="2011",
  volume="2011",
  number="16",
  pages="1316--1322",
  issn="1822-6515"
}