| Abstract [eng] |
The final master degree thesis examines the influence and importance of information and communication technologies in the life of modern society. The evolution of Internet has fostered the transfer of business operation to virtual environment. A particular attention is given to marketing functions. The final thesis analyses the concept of internet marketing, theoretical models, internet marketing communication tools and their effectiveness. Further, web site success factors are examined, as well as tools that could improve the efficiency of communication process between high education institutions, prospective and current students. An online survey helped to explore the opinion provided by current and prospective students about high education institutions’ web sites, the use of internet marketing communication tools and their importance, according which an internet marketing model was created. The thesis consists of the following parts: introduction, theoretical part, practical part, conclusions and references. Thesis volume: 69 pages without appendixes, 27 figures, 2 tables, 50 bibliographical and 4 internet references. Appendixes are presented separately. |
