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2020 | OriginalPaper | Buchkapitel

21. Digitales Marketing als strategischer Erfolgsfaktor von Hochschulen

verfasst von : Dorian Kschesniak, Mark Harwardt

Erschienen in: Führen und Managen in der digitalen Transformation

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Hochschulen können die äußerst heterogene Zielgruppe potenzieller und aktueller Studenten mithilfe der bisher genutzten Kommunikationswege nicht mehr erreichen. Um die Wettbewerbsfähigkeit zu sichern, müssen Bildungseinrichtungen trotz ihrer zumeist staatlichen und sozialen Ausrichtung marktorientiert aufgestellt und geführt werden, um sich im globalen Wettbewerb erfolgreich zu positionieren. Forscher stellten fest, dass vor allem die Möglichkeiten, die sich durch das zunehmende Aufkommen des digitalen Marketings bieten, bei richtiger Anwendung maßgeblich zur Bewältigung der aktuellen Herausforderungen beitragen können. Dies gilt insbesondere für die Bestimmung und die Erreichbarkeit der potenziellen Zielgruppen und die damit verbundene Effizienz.
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Metadaten
Titel
Digitales Marketing als strategischer Erfolgsfaktor von Hochschulen
verfasst von
Dorian Kschesniak
Mark Harwardt
Copyright-Jahr
2020
DOI
https://doi.org/10.1007/978-3-658-28670-5_21

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