The analysis of microsites and their functionality as part of the promotion of higher education institutions, universities and their individual degree courses

Abstract

This paper analyses microsites as an effective marketing communication tool often used nowadays by firms, companies and institutions of various types, as well as by different groups and individuals. The authors of the paper have paid particular attention to analysing the functional possibilities of microsites within the education system, as in terms of media selection microsites represent a suitable communication tool for addressing the target group of young people (secondary students and higher education students in the first place). The paper also focuses on linking theoretical starting points of online marketing with practical experience gained while designing and implementing the microsite www.ustav44.cz. This microsite has been created to promote the Department of Marketing Communications at TBU in Zlin and to increase the number of applicants to the degree course in Marketing Communications. The authors of the paper not only describe the individual stages of the microsite design, implementation and launch, but they also provide a subsequent analysis of its functionality complemented with several types of survey (eye tracking, data analysis based on Google Analytics, T-test and CHI-squared test). Based on these findings, a proposal outlining how to improve particular user elements of this microsite has been developed. It is presented in the final part of the paper. Therefore, this paper may be considered an instruction manual or perhaps a tool helping the user design and create a microsite of a similar type.