Identification and prioritization of key stakeholder groups in marketing communication of colleges

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dc.contributor.author Slabá, Marie
dc.contributor.author Štarchoň, Peter
dc.contributor.author Jáč, Ivan
dc.contributor.other Ekonomická fakulta cs
dc.date.accessioned 2014-12-03
dc.date.available 2014-12-03
dc.identifier.issn 12123609
dc.identifier.uri https://dspace.tul.cz/handle/15240/7137
dc.description.abstract This paper shows the possibility of using the Stakeholder Circle Methodology for the identification and prioritization of key stakeholder groups for the purpose of marketing communication in colleges. At the beginning, we emphasize the necessity of the use of marketing communications in the context of the changing market situation of tertiary education in the Czech and Slovak Republics, then we present basic steps of the Stakeholder Circle Methodology and methodology of the research. The selected research results are compared and subjective priorities are assigned based on professional judgment and, at the end, objective priorities are identified by Stakeholder index and subsequently key stakeholder groups are identified. Particular individual departments, faculty and staff, the media, potential and present students, and marketing and public relations departments belong among the most important target groups of stakeholders in marketing communication of universities. Based on the research results, the importance of internal communication has to be supported by universities’ marketing communication, followed by media relations forward to increasing a positive image and goodwill. en
dc.format text
dc.format.extent 101-110 s. cs
dc.language.iso en
dc.publisher Technická Univerzita v Liberci cs
dc.publisher Technical university of Liberec, Czech Republic en
dc.relation.ispartof Ekonomie a Management cs
dc.relation.ispartof Economics and Management en
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dc.rights CC BY-NC
dc.subject marketing function en
dc.subject marketing effectiveness en
dc.subject marketing efficiency en
dc.subject marketing department en
dc.subject marketing manager en
dc.subject.classification M31
dc.subject.classification M39
dc.title Identification and prioritization of key stakeholder groups in marketing communication of colleges en
dc.type Article en
dc.date.defense 2014-12-02
dc.publisher.abbreviation TUL
dc.relation.isrefereed true
dc.identifier.doi 10.15240/tul/001/2014-4-008
dc.identifier.eissn 2336-5604
local.relation.volume 17
local.relation.issue 4
local.relation.abbreviation E&M en
local.relation.abbreviation E+M cs
local.faculty Faculty of Economics
local.citation.spage 101
local.citation.epage 110
local.access open
local.fulltext yes


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