Detail publikace

Internal Marketing Communication of Higher Education Institutions

SCHÜLLER, D. CHALUPSKÝ, V.

Originální název

Internal Marketing Communication of Higher Education Institutions

Český název

Internal Marketing Communication of Higher Education Institutions

Typ

článek v časopise - ostatní, Jost

Jazyk

cs

Originální abstrakt

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.

Český abstrakt

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.

Klíčová slova

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

Rok RIV

2011

Vydáno

27.04.2011

Nakladatel

Faculty of Business and Management

Místo

Brno

ISSN

1822-6515

Periodikum

Economics and management-2007

Ročník

2011

Číslo

16

Stát

LT

Strany od

1316

Strany do

1322

Strany počet

7

Dokumenty

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"
}