The Marketing Concept in an Academic Environment

Rešetová Kvetoslava ()
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Rešetová Kvetoslava: Division of Knowledge Management, Faculty of Materials Science and Technology, Slovak University of Technology, ul. Jána Bottu 25, 917 24 Trnava, Slovak Republic

Research Papers Faculty of Materials Science and Technology Slovak University of Technology, 2013, vol. 20, issue 32, 28-34

Abstract: Universities, as subjects of the academic environment, are institutions with the priority of education and research. The task of the marketing concept in the academic field is to communicate with all important target groups to support a stronger position and their perception of the school. The aim of the intervention is to increase the prestige, improve awareness, support positive attitudes, and present successful results in all areas of activity. This means creation and protection of a positive image, which enables higher interest of all target groups and secures better awareness about it.

Keywords: marketing management; academic environment; presentation maps (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:repfms:v:20:y:2013:i:32:p:28-34:n:4

DOI: 10.2478/v10186-012-0004-7

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