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The goal of this article is to describe specific aspects regarding the use of e-marketing tools as a factor influencing the perception of the image of a higher education institution among its target groups. The article draws on primary data acquired through surveying respondents with the use of a questionnaire. More specifically, the analysis is based on 400 responses given by students at the Faculty of management - University of Prešov in Prešov. The crux of the article consists in examining the opinions of the respondents, concentrating on selected website elements such as design, clarity, content quality, inclusion of social elements and on selected e-marketing tools such as a Blog, Microsite, Q&A / FAQ portal, E-mail newsletter, Wiki, Online publications / eBooks, Live chat, and Mobile application. The research results have shown that there is a significant correlation between the perception of the overall image of the faculty and the evaluation of individual elements of the faculty website. The hypothesis that there is a significant correlation between the students’ attitude towards the necessity to use new e-marketing tools and the expressed evaluation of the faculty's image has not been confirmed.

title "E Markeitng" 2024 by RAJENDER KUMAR
under license"Creative Commons Attribution Non-Commercial No Derivatives"

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E Markeitng

Created Feb. 7, 2024 by RAJENDER KUMAR

Role of E marketing

Importance of E Marketing

Advantage of E Marketing

Disadvantage of E Marketing

Limitation of E Marketing

Subject:: Management
Level:: College / Upper Division
Material Type:: Assessment

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KUMAR, RAJENDER. "E Markeitng". OER Commons. Institute for the Study of Knowledge Management in Education, 04 Dec. 2018. Web. 23 Nov. 2024. <https://oercommons.org/authoring/50449-e-markeitng>.

KUMAR, R. (2018, December 04). E Markeitng. OER Commons. Retrieved November 23, 2024, from https://oercommons.org/authoring/50449-e-markeitng.

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Updated Dec 4, 2018 by RAJENDER KUMAR

Created Dec 4, 2018 by RAJENDER KUMAR

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