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2020 | OriginalPaper | Chapter

21. Digitales Marketing als strategischer Erfolgsfaktor von Hochschulen

Authors : Dorian Kschesniak, Mark Harwardt

Published in: Führen und Managen in der digitalen Transformation

Publisher: 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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Metadata
Title
Digitales Marketing als strategischer Erfolgsfaktor von Hochschulen
Authors
Dorian Kschesniak
Mark Harwardt
Copyright Year
2020
DOI
https://doi.org/10.1007/978-3-658-28670-5_21