2025
Digitalisation of marketing activities in higher education institutions
KISIOŁEK, Artur; Oleh KARYY; Paweł KOBIS and Adam PAWLICZEKBasic information
Original name
Digitalisation of marketing activities in higher education institutions
Authors
KISIOŁEK, Artur; Oleh KARYY; Paweł KOBIS and Adam PAWLICZEK
Edition
Amsterdam, Procedia Computer Science, p. 1996-2005, 10 pp. 2025
Publisher
Elsevier
Other information
Language
English
Type of outcome
Proceedings paper
Country of publisher
Netherlands
Confidentiality degree
is not subject to a state or trade secret
Publication form
electronic version available online
References:
Organization unit
Moravian Business College Olomouc
ISSN
EID Scopus
2-s2.0-105024076129
Keywords in English
digital marketing; digital transformation; e-marketing; higher education institutions (HEIs)
Changed: 13/1/2026 10:29, Ing. Michaela Nováková
Abstract
In the original language
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.