E-marketing campaign for a university. Case study.

- Beata Tarczydło Ph. D., Joanna Miłoń M. Sc.

The subject of this work is an e-marketing campaign for a university from theoretical and practical perspective. Starting from a definition of e-marketing and the set of instruments used in e-marketing, the stages of implementation of e-marketing campaigns dedicated to entities from the sector of education will be discussed. Methodology of research for the purposes of the article covered literature studies, meta-analysis of available Internet sources and authors’ own qualitative research with the application of the methods of mystery client and case study. The object of the research is a private university and the subject of research are e-marketing activities, including identified campaigns, conducted for the university. The authors’ goal is to present an e-marketing campaign for a university in theory and practice. The purpose of the article is working out guidelines and recommendations for marketing specialists interested in efficient marketing activities on the Internet for the analyzed entities.

Beata Tarczydło, Ph.D., AGH University of Science and Technology, Faculty of Management, Kraków, Polska – scientific-didactic employee, head of the Department of Company Management. Specialized in management and marketing, interested especially in brand management and building brand’s unique image. Head of the research project titled „Trendy we współczesnych działaniach marketingowych” (Trends in contemporary marketing activities). Author of over a hundred scientific publications. Participates actively in the transfer of knowledge from science to practice.

Joanna Miłoń, M.Sc., AGH University of Science and Technology, Faculty of Management, Kraków, Polska – doctoral student at the Faculty of Management of AGH University of Science and Technology in Kraków, in the area of management sciences. Lecturer at State Vocational College in Oświęcim. Teacher with about a dozen years of experience. Professional in the area of organization of school events. Research interests focused on e-marketing and event marketing of educational units

DOI: 10.2478/minib-2019-0017
Contact: BEATA.TARCZYDLO(at)poczta.fm, joannaprzystal(at)op.pl
MINIB, 2019, Vol. 31, Issue 1

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