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SCHÜLLER, D. CHALUPSKÝ, V.
Original Title
Internal Marketing Communication of Higher Education Institutions
English Title
Type
journal article - other
Language
Czech
Original Abstract
The objective of this paper is to analyse how internal marketing communication activities are managed at public universities in the Czech Republic and identify best practice solutions in this sphere. This paper concentrates on the relevant organisational and motivational functions and their impact on internal marketing communication within universities. This paper is based on qualitative research, summarised in written and diagrammatical form herein, whereby management and communications staff working for marketing departments at higher educational institutions were questioned by way of a pre-prepared, structured interview. The qualitative research showed that there are several issues which could be substantially improved upon including: unclear organisation structures; insufficient use of non-financial incentives; unclear determination of economic faculty autonomy. This paper suggests appropriate solutions on the basis of the best practice submitted by participating universities. It further proposes a set of best practice non-financial motivational incentives for the improvement of internal marketing communication.
English abstract
Keywords
internal marketing communication, higher education, organising, Czech Republic. JEL Classification: M31. Introduction
Key words in English
Authors
SCHÜLLER, D.; CHALUPSKÝ, V.
RIV year
2011
Released
27. 4. 2011
Publisher
Faculty of Business and Management
Location
Brno
ISBN
1822-6515
Periodical
Economics and management-2007
Year of study
Number
16
State
Republic of Lithuania
Pages from
1316
Pages to
1322
Pages count
7
BibTex
@article{BUT73005, author="David {Schüller} and Vladimír {Chalupský}", title="Internal Marketing Communication of Higher Education Institutions", journal="Economics and management-2007", year="2011", volume="2011", number="16", pages="1316--1322", issn="1822-6515" }