Title: Identification and prioritization of key stakeholder groups in marketing communication of colleges
Authors: Slabá, Marie
Štarchoň, Peter
Jáč, Ivan
Citation: E+M. Ekonomie a Management = Economics and Management. 2014, č. 4, s. 101-110.
Issue Date: 2014
Publisher: Technická univerzita v Liberci
Document type: článek
URI: http://www.ekonomie-management.cz/download/1420548574_1d83/08_IDENTIFICATION+AND+PRIORITIZATION+OF.pdf
ISSN: 1212-3609 (Print)
2336-5604 (Online)
Keywords: zúčastněné strany;kruhová metodika zúčastněných stran;identifikace zúčastněných stran;index zúčastněných stran;stanovení priorit zúčastněných stran
Keywords in different language: stakeholders;stakeholder circle methodology;stakeholders identification;stakeholders index;stakeholders prioritization
Abstract in different language: This 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.
Rights: © Technická univerzita v Liberci
CC BY-NC 4.0
Appears in Collections:Číslo 4 (2014)
Číslo 4 (2014)

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