About this paper

Appears in:
Pages: 1535-1541
Publication year: 2018
ISBN: 978-84-09-05948-5
ISSN: 2340-1095
doi: 10.21125/iceri.2018.1350

Conference name: 11th annual International Conference of Education, Research and Innovation
Dates: 12-14 November, 2018
Location: Seville, Spain

DEVELOPMENT OF COMMUNICATION ARGUMENTS IN Y GENERATION IN THE UNIVERSITY ENVIRONMENT

J. Kocourek

Tomas Bata University in Zlin (CZECH REPUBLIC)
It is very important to respond at present to the requirements of applicants for study within the competition of universities. The main goal is to effectively target communication tools to the Y generation, which primarily uses new technology in everyday life. Integrated marketing communication in both online and offline environments is therefore essential for the overall communication effect of college. The aim of the paper is to predict the development of the influence of communication calls on Y generation, which is the main contemporary target group for universities. The relevant conclusions of the contribution will be based both on the secondary data from the development of the number of high school students and the primary data from the quantitative survey that has been carried out for a selected multidisciplinary university for a period of four years and where the development of individual calls towards Y generation can be monitored. Besides preference of communication channels, it is important to analyze and perceive the general preference of school of Y generation. These data will serve to give insights into Y generation and will help to recommend relevant conclusions that will be applicable to higher education institutions in the Czech Republic.
@InProceedings{KOCOUREK2018DEV,
author = {Kocourek, J.},
title = {DEVELOPMENT OF COMMUNICATION ARGUMENTS IN Y GENERATION IN THE UNIVERSITY ENVIRONMENT},
series = {11th annual International Conference of Education, Research and Innovation},
booktitle = {ICERI2018 Proceedings},
isbn = {978-84-09-05948-5},
issn = {2340-1095},
doi = {10.21125/iceri.2018.1350},
url = {http://dx.doi.org/10.21125/iceri.2018.1350},
publisher = {IATED},
location = {Seville, Spain},
month = {12-14 November, 2018},
year = {2018},
pages = {1535-1541}}
TY - CONF
AU - J. Kocourek
TI - DEVELOPMENT OF COMMUNICATION ARGUMENTS IN Y GENERATION IN THE UNIVERSITY ENVIRONMENT
SN - 978-84-09-05948-5/2340-1095
DO - 10.21125/iceri.2018.1350
PY - 2018
Y1 - 12-14 November, 2018
CI - Seville, Spain
JO - 11th annual International Conference of Education, Research and Innovation
JA - ICERI2018 Proceedings
SP - 1535
EP - 1541
ER -
J. Kocourek (2018) DEVELOPMENT OF COMMUNICATION ARGUMENTS IN Y GENERATION IN THE UNIVERSITY ENVIRONMENT, ICERI2018 Proceedings, pp. 1535-1541.
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