MAIS-E2 MODEL AND R2-IBN FRAMEWORK: PORT APPLICATION CASE - Polish Journal of Management Studies

Search
Polish Journal of Management Studies
 ISSN 2081-7452
Go to content

Main menu:

MAIS-E2 MODEL AND R2-IBN FRAMEWORK: PORT APPLICATION CASE

Abstracts > Vol 3

MAIS-E2 MODEL AND R2-IBN FRAMEWORK:
PORT APPLICATION CASE


Abed M., Alimi A.M., Ghedira K., Hsairi L., Benabdelhafid A. *


Abstract:

The article discusses the communication policy of the selected educational institutions in the region of Eastern Slovakia in the context of the analysis of potential customers’ - secondary school students’ familiarity with the institutions  and favourable attitudes towards them. It monitors the attitudes of the above mentioned subjects towards the faculties of the selected higher education institutions putting the emphasis on finding and meeting their needs for information.  It also focuses  its attention on defining further target segments and meeting their needs for information resources by means of selecting tools of communication policy and their appropriate combination.

Keywords: Marketing communication, information resources, analysis of familiarity and favourable attitudes, educational institutions

Introduction

Communication policy of businesses and organisations can be characterised as a combination of global strategy and local tactics aimed at creating a desired image of their products and brands. The aforementioned aim, target segments and modes of communication  differ on particular markets depending upon business’s culture and social environment (cf. Ďuďák, 2010). The communication policy of public, state or commercial educational institutions can be characterised correspondingly.
The contribution pays attention to the communication policy of educational institutions in the context of information resources influencing the familiarity and favourable attitudes of secondary school students towards faculties of economics located in  Košice andšov region  and to the use of information resources in terms of the selected target group (secondary school students).  Moreover it deals with comparison of currently used tools of communication policy of the selected educational  resources considering the possibilities of communication policy development.

In general educational institutions start from the basic concept of promotion and where appropriate they adapt individual communication mix tools, content and the way of promotional  activities to the target audience inside a concrete, geographically determined region and outside it. A balanced combination of marketing communication tools (in terms of integrated marketing communication) enables the flow of information between the  educational institution and the target audience. And it is aimed at informing, familiarising it with products offers, and influencing the interest of target segments in the institution and its products.

... more in full version

Summary

Using the information resources and marketing communication tools for reaching target markets, potential and real customers is an essential part of communication policy of modern educational institutions. In times of crisis when financial resources for  promotion are insufficient (cf. Kot – Ślusarczyk, 2010) and introduction of modern communication technologies for the creation of customers’ networks inevitable (to have contact with domestic and foreign educational markets) it is  still possible to communicate effectively. However it is demanding to attract the attention, arouse the interest and achieve the desired behaviour of key segments because it calls for consistent examination of their needs and wishes and their prompt satisfaction  in innovative ways, especially in the case of the young generation and education in developing regions.  The role of education for the development of Eastern Slovakia region lies in the creation of modern conditions for education, in motivating prospective  and active young people to stay in this region, so that they could transform their surroundings, and also in providing a connection between research at the universities and faculties with economic orientation and practice in the form of commercial outputs.  The educational institutions – the universities, higher education institutions, and faculties located in this region could disseminate education and knowledge more effectively by appropriate choice of communication policy tools (and their adaptation  to changeable needs of their customers.


References

[1].   Ďuďák J. Komunikačná politika a jej uplatnenie v oblasti obchodovania s technikou. [elektronická verzia]. 2010. [cit. 21. 08. 2010]. Dostupné na internete: www.tf.uniag.sk/e_sources/katsvs/ost/6t_Komunik_politika.pdf
[2].   Ekonomická fakulta. Technická univerzita v Košiciach. 2010. [online]. [cit. 10. 09. 2010]. Dostupné na internete: <www.ekf.tuke.sk/>
[3].   EU Communication Policy. 2009. [online]. Brusel : 2009. [cit. 17. 06. 2010]. Dostupné na internete: www.euractiv.com/en/priorities/eu-communication-policy/article-117502
[4].   Fakulta manažmentu. Prešovská univerzita v Prešove. 2010. [online]. [cit. 10. 09. 2010]. Dostupné na internete: <www.unipo.sk/fm/index.php>
[5].   Hrehová D., Cehlár M. Kvalita stojí na ľuďoch, vzdelaní a skúsenostiach In: Moderné prístupy k manažmentu podniku: zborník príspevkov zo 17. medzinárodnej vedeckej konferencie. Bratislava: STU, 2007.  p. 286 – 289.
[6].   Jurková J., Ferencová M. Marketingový manažment. Prešov : Prešovská univerzita v Prešove, Fakulta manažmentu, 2010. 152 p.
[7].   Jurková J., Ferencová M. Informačné zdroje komunikačnej politiky v kontexte známosti vzdelávacích inštitúcií. In: Ekonomika a management organizací. Zborník z medzinárodne vedeckej konferencie.  Brno : Ekonomicko-správní fakulta Masarykovy univerzity, 2010.
[8].   Jurková J., Ferencová M. The opportunities for increase of marketing communication efficiency on the university education market. In: Management 2010 – Knowledge and Management in Times of Crisis and Ensuing Development. Part I. Prešov : University of Prešov, Faculty of Management, 2010. p. 435 – 443.
[9].   Jurková J. Produkt ako nástroj marketingového mixu vysokých škôl. In: Marketing vzdelávacích inštitúcií. Vedecký zborník príspevkov. Trnava : Fakulta masmediálnej komunikácie Univerzity sv.  C. a M.  v Trnave, 2007. s. 122 – 131.
[10].   Kot S., Ślusarczyk  B. Influence of Global Crisis on Investment in Poland In: Management 2010 – Knowledge and Management in Times of Crisis and Ensuing Development. Part 1. Prešov : University of Prešov, Faculty of Management,  2010. p. 46 – 54.
[11].   Mudrík M., Fedorko R. Business Via Google – New Possibilities and the Future. In: Management 20010 – Knowledge and Management in Times of Crisis and Ensuing Development. Part I. Prešov: University of Prešov in Prešov, Faculty of Management, 2010. p. 448 – 455.
[12].   Štefko R. Akademické marketingové inštrumentárium v marketingu vysokej školy. Bratislava : R. S. Royal Service, 2003. p. 262.
[13].   Ústav informácií a prognóz školstva. 2009. [online]. [cit. 14. 09. 2010]. Dostupné na internete: <www.uips.sk/VS>
[14].   Vysoká škola medzinárodného podnikania ISM Slovakia v Prešove. 2010. [online]. [cit. 10. 09. 2010]. Dostupné na internete: <www.ismpo.sk/>

POLITYKA KOMUNIKACYJNA WYBRANYCH INSTYTUCJI EDUKACYJNYCH W KONTEKŚCIE ANALIZY KORZYŚCI POSTAWY I ZNAJOMOŚCI

Streszczenie:

W artykule omówiono politykę komunikacyjną wybranych instytucji edukacyjnych w regionie wschodniej Słowacji w kontekście analizy potencjalnych klientów - uczniów szkół średnich "znajomość instytucji  i przyjaznego stosunku do nich. Monitoruje postawy wobec powyższych podmiotów wymienionych wydziałów wybranych instytucji szkolnictwa wyższego, kładąc nacisk na znalezienie i zaspokojenia ich potrzeb informacyjnych.  Ponadto skupia swoją uwagę na określenie dalszych segmentów docelowych i zaspokojenia ich potrzeb w zakresie zasobów informacyjnych za pomocą wybierania narzędzi polityki komunikacyjnej i ich właściwej kombinacji.




 
Back to content | Back to main menu