Thesis (Ph. D.)--Virginia Polytechnic Institute and State University, 1994. / Vita. Abstract. Includes bibliographical references (leaves 107-111). Also available via the Internet.

The subject of this thesis is the elaboration of the marketing strategy of the College of Polytechnics Jihlava, based on theoretical knowledge and conducted strategic analyses. The thesis is divided into two parts and three consecutive chapters. The first part (chapter 1 and 2) is devoted to the definition of basic concepts which are necessary basis for the text understanding and follow-up the definition of the basic theoretical and methodological foundations for the marketing strategies creation. In the second part (Chapter 3) the strategic analysis is performed, which is a necessary foundation for creating a marketing strategy, the proposal is also part of the 3rd chapter. There is a separate and overall evaluation of the analyses in this part of the thesis and it determines the competitive position of higher education institution (HEI), HEI catchment area and especially the strengths and weaknesses of the school, its opportunities and threats. Since this is the first strategic step at the College of Polytechnics Jihlava in the marketing activities area, the practical part also contains of many recommendations for the management of the school.

As scholarly institutions enter a new era of hyper-competition, seeking innovative ways to engage with student populations has become central to social media marketing efforts. Developing strategies and tactics to interact with existing student populations presents new challenges for marketing departments, as well as the stakeholders who are often asked to provide user-generated content. Strong ties among stakeholder relationships can enhance communication with effective outcomes; however, it is the weak ties that may have the most impact. This study draws on existing literature regarding Strength of Weak Ties Theory and faculty and student surveys in East Tennessee State University’s Clemmer College were conducted, to explore how ethos, pathos, logos, and Kairos can be leveraged in earned, owned, and shared media. This data is then used to inform future marketing campaigns that use professor-student engagement.