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

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dc.contributor.authorSlabá, Marie
dc.contributor.authorŠtarchoň, Peter
dc.contributor.authorJáč, Ivan
dc.contributor.otherEkonomická fakultacs
dc.date.accessioned2014-12-03
dc.date.available2014-12-03
dc.date.defense2014-12-02
dc.description.abstractThis 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.formattext
dc.format.extent101-110 s.cs
dc.identifier.doi10.15240/tul/001/2014-4-008
dc.identifier.eissn2336-5604
dc.identifier.issn12123609
dc.identifier.urihttps://dspace.tul.cz/handle/15240/7137
dc.language.isoen
dc.publisherTechnická Univerzita v Libercics
dc.publisherTechnical university of Liberec, Czech Republicen
dc.publisher.abbreviationTUL
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dc.relation.ispartofEkonomie a Managementcs
dc.relation.ispartofEconomics and Managementen
dc.relation.isrefereedtrue
dc.rightsCC BY-NC
dc.subjectmarketing functionen
dc.subjectmarketing effectivenessen
dc.subjectmarketing efficiencyen
dc.subjectmarketing departmenten
dc.subjectmarketing manageren
dc.subject.classificationM31
dc.subject.classificationM39
dc.titleIdentification and prioritization of key stakeholder groups in marketing communication of collegesen
dc.typeArticleen
local.accessopen
local.citation.epage110
local.citation.spage101
local.facultyFaculty of Economics
local.fulltextyes
local.relation.abbreviationE&Men
local.relation.abbreviationE+Mcs
local.relation.issue4
local.relation.volume17
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