Publication detail

Marketing Communication Management in Higher Education

SCHÜLLER, D. CHALUPSKÝ, V.

Original Title

Marketing Communication Management in Higher Education

Czech Title

Marketingová komunikace managementu ve vysokoškolském vzdělávání

English Title

Marketing Communication Management in Higher Education

Type

journal article

Language

en

Original Abstract

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 substantially improved upon. These primarily include higher involvement of professionals such as marketing experts from the private sector; implementation of market orientation tools; more widespread use of integrated marketing communications etc.

Czech abstract

Cílem této práce je analyzovat, jak jsou činnosti marketingové komunikace (MC) řízeny na veřejných vysokých školách a jejich ekonomických fakult v České republice. Hlavní důraz je kladen na proces plánování a kontroly. Dalším cílem je identifikovat hlavní problémy v této oblasti. Budou rovněž určeny nové nástroje marketingové komunikace pro použití v oblasti vysokoškolského vzdělávání (HE) v budoucnosti. Tento příspěvek je založen na kvalitativním výzkumu, podle něhož byly řídící a komunikační zaměstnanci pracující pro marketingové oddělení na vysokých školách dotazováni formou individuálního strukturovaného rozhovoru. Výsledky jsou shrnuty a rozpracovány v písemné a tabulkové podobě. Kvalitativní výzkum ukázal, že mnohé české univerzity nemají systematický postup řízení pro plánování marketingové komunikace a kontroly. Navíc, existuje několik oblastí, v řízení marketingové komunikace vysokoškolských vzdělávacích institucí, které by měly být výrazně lepší. Jedná se zejména o vyšší zapojení odborníků, jako jsou marketingové odborníky ze soukromého sektoru, zavedení nástrojů pro řízení trhu orientace; širší využívání integrovaných marketingových komunikací apod.

English abstract

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 substantially improved upon. These primarily include higher involvement of professionals such as marketing experts from the private sector; implementation of market orientation tools; more widespread use of integrated marketing communications etc.

Keywords

Higher education, marketing communication management, planning, control, Czech Republic

RIV year

2012

Released

15.11.2012

Publisher

Jihočeská univerzita v Českých Budějovicích

Location

České Budějovice

Pages from

61

Pages to

69

Pages count

9

BibTex


@article{BUT92620,
  author="David {Schüller} and Vladimír {Chalupský}",
  title="Marketing Communication Management in Higher Education",
  annote="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 substantially improved upon. These primarily include higher involvement of professionals such as marketing experts from the private sector; implementation of market orientation tools; more widespread use of integrated marketing communications etc.",
  address="Jihočeská univerzita v Českých Budějovicích",
  chapter="92620",
  institution="Jihočeská univerzita v Českých Budějovicích",
  number="2",
  volume="15",
  year="2012",
  month="november",
  pages="61--69",
  publisher="Jihočeská univerzita v Českých Budějovicích",
  type="journal article"
}