DIGITAL MARKETING IN THE CONDITIONS OF A PUBLIC EDUCATIONAL INSTITUTION
DIGITAL MARKETING IN THE CONDITIONS OF A PUBLIC EDUCATIONAL INSTITUTION
Author(s): Michal Vaněk, Roman Kozel, Marek BallarinSubject(s): Social Sciences, Visual Arts, Communication studies, Sociology, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: digital marketing; facebook; marketing research; online interviewing; social media; student; video;
Summary/Abstract: The paper describes the previous experience with using digital marketing in the conditions of a public university. The introduction of digital marketing had been prompted by the demographic fall in the number of students interested in the studies, limited financial means to carry out active marketing and the identification of social media as the preferred channel of communication by the target group, i.e. secondary school students as future university students. This resulted in the exploitation of selected online tools, namely social media, for the marketing influence on the selected target groups. A case study is included herein to present the use of digital marketing.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 353-362
- Page Count: 10
- Language: English