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An applicant for a paid study programme as a target audience of online persuasion by FSV UK
Čuprová, Michaela ; Gartnerová, Eva (advisor) ; Jirák, Jan (referee)
The subject of the diploma thesis is the process of online persuasion in the case of higher education applicants for bachelor's and master's programmes at the Faculty of Social Sciences, Charles University (FSV UK) subject to tuition fees. The selected programmes form a specific class within the set of study programmes offered by the faculty resulting in necessity of different promotion strategies. The specificity of these programmes lies in the primary focus on multidisciplinarity, specific target group and the requirement of tuition fee payment. Online marketing and the recipient's persuasion being an effective tool gaining attention rapidly in recent years is the focus of this thesis. The attitudes of the main actors involved in the online persuasion in case of FSV UK are analyzed employing both quantitative (a questionnaire survey) and qualitative (semi-structured interviews with applicants and students) approaches. A SWOT analysis is performed based on a theoretical framework of information from universities, university marketing, marketing mix of universities and the persuasive principles and tools used to persuade the applicants to apply for studies at FSV UK. The work concludes with a summary of results obtained in a proposal of marketing strategy optimization for the Department of Public...
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Comparative analysis of communication of selected Czech public universities via social network Facebook
Fikejzová, Michaela ; Máchová, Eva (advisor) ; Hrabánková, Markéta (referee)
The bachelor thesis deals with a content analysis of the official Facebook pages of selected Czech public universities for the period of December 2018 - March 2019. The selected subjects are following: Jan Evangelista Purkyně University in Usti nad Labem, University of Ostrava, Tomas Bata University in Zlin, University of West Bohemia in Pilsen and University of Hradec Kralove. The aim of this thesis is to determine what type of content the universities publish on their Facebook pages and to what extent they manage to encourage their followers to interact with given content and to spark conversation. In theoretical part, the thesis deals with the characteristics of social media and its communication specifics, as well as the social network Facebook and its role in the Czech context. The theory further focuses on the adoption of the marketing approach and its specifics in the field of tertiary education, followed by subchapter directly dedicated to the communication of universities via social networks and its effects. In the metodological part there is a characterization of the research method, quantitative content analysis, and its parameters used in the empirical part of this thesis. In the empirical part, there is the analysis of data obtained from the official Facebook pages of the...
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The role of social media in university education
Filipová, Ludmila ; Hejlová, Denisa (advisor) ; Hrabánková, Markéta (referee)
The internationalization of higher education creates a competitive environment among universities. To engage in these emulous fields, many universities therefore implement marketing strategies in their management and use social media to reach potential and current students. Social media are an effective relationship marketing tool suitable for building brand communities, support customer loyalty, and enhance positive behavior development among students. The aim of this thesis is to explore the use of Facebook by universities in the Czech Republic, to analyze communicated topics, the way they are presented and the response they receive from students. A total of 510 Facebook post from 19 university profiles has been analyzed. The author used the method of content analysis to identify communicated topics and post types. The results show that universities assign to the social media a "role" of community building. The greatest interest of the students received the category of historical events and the category of news. The most effective post format was the picture, the least effective were links to external websites. Analysis of variance further showed that there is a significant difference between individual university profiles and their proportional engagement and that the size of the institution is...
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