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Digitales Marketing als strategischer Erfolgsfaktor von Hochschulen

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Führen und Managen in der digitalen Transformation

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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.

„Thinking of students as customers is a natural consequence of taking marketing in higher education seriously.“ (Rob Cuthbert)

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Author information

Authors and Affiliations

  1. Connected Retail Experts, Düsseldorf, Deutschland

    Dorian Kschesniak

  2. E-Commerce und Marketing, Hochschule für angewandtes Management, Unna, Deutschland

    Mark Harwardt

Authors
  1. Dorian Kschesniak
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  2. Mark Harwardt
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Correspondence to Dorian Kschesniak .

Editor information

Editors and Affiliations

  1. E-Commerce und Marketing, Hochschule für angewandtes Management, Unna, Germany

    Mark Harwardt

  2. Education Technology, Hochschule für angewandtes Management, Ismaning, Germany

    Peter F.-J. Niermann

  3. Unternehmensführung & Team Leadership, Hochschule für angewandtes Management, Ismaning, Germany

    Andre M. Schmutte

  4. E-Business und Unternehmensführung, Hochschule für angewandtes Management, Ismaning, Germany

    Axel Steuernagel

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Kschesniak, D., Harwardt, M. (2020). Digitales Marketing als strategischer Erfolgsfaktor von Hochschulen. In: Harwardt, M., Niermann, PJ., Schmutte, A., Steuernagel, A. (eds) Führen und Managen in der digitalen Transformation. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-28670-5_21

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  • DOI: https://doi.org/10.1007/978-3-658-28670-5_21

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-28669-9

  • Online ISBN: 978-3-658-28670-5

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