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Use of maturity model to create an effective marketing mix with a focus on educational facilities

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dc.title Use of maturity model to create an effective marketing mix with a focus on educational facilities en
dc.contributor.author Gonda, Dušan
dc.contributor.author Poór, Peter
dc.relation.ispartof Sustainability (Switzerland)
dc.identifier.issn 2071-1050 Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2023
utb.relation.volume 15
utb.relation.issue 8
dc.type article
dc.language.iso en
dc.publisher MDPI
dc.identifier.doi 10.3390/su15086806
dc.relation.uri https://www.mdpi.com/2071-1050/15/8/6806
dc.subject maturity models en
dc.subject educational facilities en
dc.subject marketing mix en
dc.description.abstract The presented article focuses on the acute topics of process management in educational institutions. A maturity model is here proposed in order to develop an effective marketing mix for educational facilities. It is used to assess the current state of each element of the marketing mix and identify areas for improvement. The main contribution is the detailed description of why it is necessary to create a maturity model when creating a marketing mix in the school sector. To achieve this, individual process information programs are analyzed and specifics for the educational sector are given. The article focuses on educational facilities, such as schools, universities, and training centers. By utilizing a maturity model, educational facilities can identify gaps in their marketing strategies and develop a more effective marketing mix to attract and retain students. Furthermore, up-to-date maturity models were analyzed and, as a result of the research, a new, separate model was created with detailed description. Part of the new model is also an analysis of practical use by employees in selected school establishments. The results of this study can provide insights for educational institutions to enhance their marketing strategies and better meet the needs of their target audience. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1011519
utb.identifier.obdid 43884617
utb.identifier.scopus 2-s2.0-85156165471
utb.identifier.wok 000978029100001
utb.source j-scopus
dc.date.accessioned 2023-05-24T13:10:16Z
dc.date.available 2023-05-24T13:10:16Z
dc.rights Attribution 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Poór, Peter
utb.fulltext.sponsorship This research received no external funding.
utb.wos.affiliation [Gonda, Dusan] Warsaw Management Univ, Coll Humanum, PL-03772 Warsaw, Poland; [Poor, Peter] Tomas Bata Univ, Fac Management & Econ, Mostni 5139, Zlin 76001, Czech Republic
utb.scopus.affiliation Collegium Humanum, Warsaw Management University, Warsaw, 03-772, Poland; Faculty of Management and Economics, Tomas Bata University, Mostní 5139, Zlín, 760 01, Czech Republic
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Attribution 4.0 International Kromě případů, kde je uvedeno jinak, licence tohoto záznamu je Attribution 4.0 International