Diploma thesis focuses on modern trends in marketing communication of specific educational institution. Main goal of the thesis is to analyse and to design of a mobile application for Faculty of Management University of Economics in Prague as a new tool of marketing communication intended for candidates interested in studying and potential students. Theoretical part of the thesis includes general topics about strategic university management of Universities, marketing communication and relations management. Author also presents the mobile application as a product, its applicability, ways of its distribution and necessary steps for its analysis and design.

En la actualidad, las entidades financieras están incentivando a sus clientes a optar por canales digitales. En este sentido, los aplicativos de banca móvil permiten a los usuarios realizar transacciones en cualquier lugar y momento desde un dispositivo móvil. La presente investigación, busca identificar los factores de mobile marketing que influyen en la intención de uso y que conllevan a la satisfacción de los usuarios de banca móvil en Lima Metropolitana. Por ende, los factores considerados en la investigación son: personalización, movilidad, compatibilidad y localización. Para ello, el presente trabajo ofrece un balance bibliográfico que se centra en describir cada factor propuesto. En este sentido, se propone una encuesta digital sobre la percepción de los usuarios de la banca móvil y la elaboración de un focus group. Asimismo, se muestran las principales evidencias sobre el contenido de las principales entidades bancarias en sus redes sociales, las cuales hacen referencia a los factores de estudio. / Currently, financial institutions are encouraging their clients to opt for digital channels. In this sense, mobile banking applications allow users to make transactions anywhere and anytime from a mobile device. This research seeks to identify the mobile marketing factors that influence the intention to use and that lead to the satisfaction of mobile banking users in Metropolitan Lima. Therefore, the factors considered in the research are: personalization, mobility, compatibility and location. For this, this work offers a bibliographic balance that focuses on describing each proposed factor. In this sense, a digital survey on the perception of users of mobile banking and the development of a focus group is proposed. Likewise, the main evidence on the content of the main banking entities in their social networks is shown, which refer to the study factors. / Trabajo de investigación

PhD (Business Management) / Department of Business Management / Despite the fast pace of development within the mobile commerce industry globally, marketers in developing countries are still lagging in understanding why and how consumers participate in mobile marketing transactions. The literature reporting on mobile marketing transactions’ adoption in a South African context remains largely inconsistent and fragmented as most previous studies are based on the experience of consumers in a non-South African (and nondeveloping country) context. Therefore, this study identifies a literature gap, in that there lacks a sufficient critical mass of studies into the moderating effect of information security on consumer adoption of mobile marketing transactions in South Africa particularly among the youth who have a strong affinity for constant mobile connectivity. Furthermore, confronted with rapid changes in emerging technology, previous models of technology adoption are slowly becoming outmoded. Consequently, this study considered testing a proposed model on the predictive power of marketing-related mobile activity to help improve understanding and prognosis of the adoption of mobile marketing transactions in South Africa. Specifically, in order to render these tests robust, perceived information security was applied as a moderator variable to increase the explanatory power of the model. The objectives set out for this research were measured utilising a single cross-sectional approach, guided by the positivist paradigm. In keeping with the dictates of ensuring the highest levels of reliability and validity, a measuring instrument developed from past studies was used. Using a self-administered questionnaire, data were collected from a sample of 810 students from selected South African universities. Descriptive and multivariate statistical tests including the moderated hierarchical regression analysis were used to analyse data. The implication of the study is that it provides both marketers and policymakers with a set of controllable variables that may be manipulated to promote the adoption of mobile marketing transactions. / NRF

Background: In an increasingly market-driven and global higher education industry, characterized by growing international competition and the emergence of disruptive mobile technologies, higher education institutions (HEIs) are challenged to adopt innovative ways of marketing for student recruitment to sustain student enrollment numbers. Within this new landscape the concept of mobile marketing for student recruitment has become an important issue for HEIs. Mobile devices are playing an increasingly significant role in the decision-making process of potential students and this trend has created the need to adopt new forms of marketing through mobile devices to stay relevant with a new mobile generation of students. Purpose: Despite the growing significance of mobile marketing for HEIs, little is still known about the phenomenon of mobile marketing for student recruitment within a higher education setting. Hence, the purpose of this thesis was to fill this knowledge gap by exploring how and why mobile marketing can be used during the student recruitment process from the perspective of education-marketing practitioners. Method: The research gap addressed in this thesis called for existing mobile marketing concepts to be introduced to the field of higher education marketing. Hence, in alignment with abductive reasoning, the starting point of the research was the creation of a theoretical framework that integrates theory on mobile marketing tools with the student recruitment process. Subsequently, through a collective case study design, exploratory qualitative research was undertaken amongst ten universities and four education-marketing agencies to learn about exemplary cases of mobile marketing practice in HEIs. Empirical data was collected from semi-structured interviews with 16 informants, as well as relevant documents to gain a rich understanding of the phenomenon of mobile marketing for recruiting new students. Results & Contribution: This thesis extends the higher education marketing literature by making a first contribution towards conceptualising mobile marketing for student recruitment. The empirical study revealed ten major categories of mobile student recruitment tactics to engage with potential students on mobile devices, and provides new insights on how and for what purpose these tools can be used to recruit new students. Furthermore, a conceptual model of mobile marketing for student recruitment was developed, which helps to understand how mobile marketing can be applied to the student recruitment process. The study is particularly relevant for education marketers, as it provides practitioners with new knowledge about the opportunities presented by mobile marketing channels to communicate with their main target audience. Specifically, the study provides empirical evidence of mobile marketing practices in the industry and a set of specific recommendations. Additionally, the new model may provide a framework for developing a mobile recruitment strategy for HEIs.