Communication Media in the Aspect of Competitive Intelligence of Selected University - Research of Pardubice University
Communication Media in the Aspect of Competitive Intelligence of Selected University - Research of Pardubice University

Author(s): Kateřina Kantorová, Jan Panuš, Hana JONÁŠOVÁ
Subject(s): Communication studies, Higher Education , ICT Information and Communications Technologies
Published by: Masarykova univerzita nakladatelství
Keywords: marketing; competitive intelligence; university;
Summary/Abstract: This paper is focused on the analysis of communication methods, with the aim to utilize the rate of individual communication media of selected stakeholder groups [applicants of researched University). The constituent part of this article is an example of benchmarking of the most frequent communication tools, websites and social networks. The major source is based on individual phases of a processing cycle, such as management of data collection, processing, and data analysis. The aim is to simplify University fast orientation in rapidly growing marketing communication and stabilize the competitive position. Data is taken from a questionnaire among students.

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