Publication detail

Internal Marketing Communication of Higher Education Institutions

SCHÜLLER, D. CHALUPSKÝ, V.

Original Title

Internal Marketing Communication of Higher Education Institutions

Czech Title

Internal Marketing Communication of Higher Education Institutions

Language

cs

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.

Czech 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.

Documents

BibTex


@article{BUT73005,
  author="David {Schüller} and Vladimír {Chalupský}",
  title="Internal Marketing Communication of Higher Education Institutions",
  annote="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.",
  address="Faculty of Business and Management",
  chapter="73005",
  institution="Faculty of Business and Management",
  number="16",
  volume="2011",
  year="2011",
  month="april",
  pages="1316--1322",
  publisher="Faculty of Business and Management",
  type="journal article - other"
}