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The Consumer of University Educational Services – A Central Element of Educational Marketing

Abstract

The marketing of educational services has become both a priority and a challenge, taking into account the technological changes that have arisen from the aspect of the tools and teaching methods used, as well as from the point of view of the requirements on the market manifested by the bearers of labor demand and supply. In addition, the opening and internationalization of these services has led to an increase in competition in this area, which forces universities to attach greater importance to educational marketing activities. From the point of view of the study of the behavior of the consumer of university educational services, the approach is even more challenging as the offer of educational services presupposes the rendering of an inexpensive, unstable, perishable and extremely variable service in terms of diversity, which requires an extremely complex analysis of the variables that influence the behavior of the “consumer” student, as well as from the point of view of the purchasing decision process, as a result of the action of these factors. In this context, the present paper aims to analyze the necessity of applying specific educational marketing tools, methods and techniques, especially of university marketing, not only from the perspective of the promotional component, which has a leading role in this field, but also starting from to the analysis of the peculiarities of the behavior of the consumer of educational services as a beneficiary.

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Studying the User Experience in Online Banking Services: An Eye-Tracking Application

-Verlag; https://www.bitbrain.com/blog/neuromarketing-research-techniques-tools , retrieved 26.06.2019

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Usage of ICT in EU Culture Sector as a Tool of Cultural Participation

Abstract

Culture is not only an inherent part of human life but it also creates the potential for economic growth, employment and innovation. For this reason, the European Union considers the development of culture sector and Cultural and creative industries as very important. Nowadays the culture sector is confronted with the penetration of Information and communication technologies. The widespread use of Internet and Information and communication technologies implies more participatory behaviours on the side of users, who are increasingly involved in cultural activities electronically.

The presented article is focused on the issue of electronic cultural participation in European Union member countries. The aim is to evaluate the usage of Information and communication technologies for cultural purpose. For the purpose of this aim the selected multi-criteria decision-making method MAPPAC is applied. In the result is presented the ranking of European Union member countries according to the participation of citizens in culture through Information and communication technologies. In the research there was confirmed the importance of Information and communication technologies in European Union culture sector. High involvement of individuals in electronic cultural participation is obvious in developed European Union countries; in less developed countries the electronic cultural participation is habitually lower.

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The focus of marketing communication efforts of smes within south Africa

-26. Cant, M.C. and Wiid, J.A. (2016), “The use of traditional marketing tools by SMEs in an emerging economy: a South African perspective”, Problems and perspective Management, Vol. 14, No. 1, pp. 64-70. Eid, R. and El-Gohary, H. (2013), “The impact of E-marketing use on small business enterprises’ marketing success”, The Service Industries Journal, Vol. 33, No. 1, pp. 31-50. Fact Sheet on the European Union. (2016), “Small and Medium-sized enterprises”, Available at: <http://www.europarl.europa.eu/ftu/pdf/en/FTU_5.9.2.pdf> (accessed

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Sponsorship investments: do they deliver brand awareness for all sponsors?

.J., Humphreys, M.S. and Cornwell, T.B. (2012), “Change in a sponsorship alliance and the communication implications of spontaneous recovery”, Journal of Advertising, Vol. 41, No. 1, pp. 5-16. Meenaghan, T. (2001), “Understanding sponsorship effects”, Psychology & Marketing, Vol. 18, No. 2, pp. 95-122. Merriam, S. B. (2009), Qualitative research: A guide to design and implementation. San Francisco, Wiley & Sons. Millan, A. and Ball, M. (2012), “The use of social media as a tool for consumer brands to leverage sponsorship of

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Social Customer Relationship Management: A Case Study

http://www.inderscience.com/jhome.php?jcode=ijsmile ) Siakas, K., Kermizidis R., Kontos K. (2014a). Using Social Media in Business as a Tool for Open Innovations, Business-Related Scientific Research Conference (ABSRC 2014), Milan, Italy, Dec. 10-12. Siakas K. V., Belidis A., Siakas E. (2014b). Social media marketing for improved branding and valorisation in small family businesses, International Conference on Contemporary Marketing Issues (ICCMI 2014), 18-20 June, ISBN: 978-960-287-145-4, Athens, Greece, pp. 764-772. Siakas, K., Georgiadou, E

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Uncovering Market Positioning Coordinates Using In-Depth Interviews. Evidence from the Romanian Modern Retail

Dumitrescu, L., Cetina, I, Pentescu, A., (2014), Positioning Romania As A Tourism Destination Based On The Information From Online Travel Guides , Studies in Business and Economics, Vol. 9, no. 1, pp. 59-65 Dumitrescu, L., Fuciu, M., (2015), Consumer Behaviour In The Tourist Segmentation Process – A Marketing Research , Studies in Business and Economics, Vol. 10, no. 1, pp. 66-76 Edu, T. (2013): Marketing strategic , ed. Pro Universitaria, Bucuresti Edu, T., Negricea I. C., (2012), Brand Positioning – A Marketing Resource and an Effective Tool for

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The Use of ICT Platforms to Promote Knowledge Exchange in Project-Based Organisations

(6), pp.601–613. van Rooyen, A., 2015. Distance education accounting students’ perceptions of social media integration. Procedia - Social and Behavioral Sciences , 176, pp.444–450. Sage, D.J., Dainty, A.R.J. & Brookes, N.J., 2010. Who reads the project file? Exploring the power effects of knowledge tools in construction project management. Construction Management and Economics , 28(6), pp.629–639. Shachaf, P., 2008. Cultural diversity and information and communication technology impacts on global virtual teams: An exploratory study. Information

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Interactive learning: developing an eSimulation portal framework

and trust ( Christopher, 2005 ). Cousins (2002) outlined four distinct relationship types as being most effective for win-win relationships, depending on the level of strategic collaboration needed: traditional, opportunistic behaviour, strategic collaboration and tactical collaboration. Supply chain simulation Simulation software is a very powerful tool in highlighting the importance of collaboration to SCM, while also educating students on the high levels of risk involved due to supply chain complexity. A supply chain is stochastic and dynamic in nature

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Intercultural marketing: Culture and its influence on the efficiency of Facebook marketing communication

: Beverly Hills. Hrnčiar, M. and Madzík, P. (2016), “A change in the conception of the factors which form customer expectations”, Johannes Kepler Universitat Linz: Podebrady, pp. 145-152. Hudson, S., Huang, L., Roth, M. and Madden T. (2016), “The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors”, International Journal of Research in Marketing , Vol. 1, No. 33, pp. 27-41. Icha, O. and Edwin, A. (2016), “Effectiveness of social media networks as a strategic tool for

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