2025
Digitalisation of marketing activities in higher education institutions
KISIOŁEK, Artur; Oleh KARYY; Paweł KOBIS a Adam PAWLICZEKZákladní údaje
Originální název
Digitalisation of marketing activities in higher education institutions
Autoři
KISIOŁEK, Artur; Oleh KARYY; Paweł KOBIS a Adam PAWLICZEK
Vydání
Amsterdam, Procedia Computer Science, od s. 1996-2005, 10 s. 2025
Nakladatel
Elsevier
Další údaje
Jazyk
angličtina
Typ výsledku
Stať ve sborníku
Stát vydavatele
Nizozemské království
Utajení
není předmětem státního či obchodního tajemství
Forma vydání
elektronická verze "online"
Odkazy
Organizační jednotka
Moravská vysoká škola Olomouc
ISSN
EID Scopus
2-s2.0-105024076129
Klíčová slova anglicky
digital marketing; digital transformation; e-marketing; higher education institutions (HEIs)
Změněno: 13. 1. 2026 10:29, Ing. Michaela Nováková
Anotace
V originále
Considering today's higher institutions from the perspective of the market for educational services, we can observe two parallel processes: the transformation of the idea of the higher education institution (from the Humboldtian model to the entrepreneurial model in Clark's terms) and the digital transformation, of which marketing communication is an essential component. This article aims to show the impact of the use of "digital" tools on the marketing activities of a higher education institution, and to analyse the types and frequency of individual activities conducted as part of traditional (offline) and internet-based (online) marketing activities, and their correlation with the allocated budget. On the basis of literature research, the theoretical part introduces selected questions of the digital transformation of higher education institution marketing, while the empirical part describes the results of own research at higher education institutions in Poland, Ukraine and the Czech Republic.