<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></abstract>

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.

E-Marketing Campaign for a University. Case Study

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"E-Marketing Campaign for a University. Case Study"}

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...

E-Marketing Campaign for a University. Case Study

Published Online: Oct 07, 2019

Page range: 151 - 172

DOI: https://doi.org/10.2478/minib-2019-0017

Keywords
online marketing, e-marketing campaign, university promotion, private university and its stakeholders, case study

© 2019 Beata Tarczydło et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

E-Marketing Campaign for a University. Case Study

Published Online: Oct 07, 2019

Page range: 151 - 172

DOI: https://doi.org/10.2478/minib-2019-0017

Keywordsonline marketing, e-marketing campaign, university promotion, private university and its stakeholders, case study

© 2019 Beata Tarczydło et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
online marketing, e-marketing campaign, university promotion, private university and its stakeholders, case study