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THE ROLE OF DIGITAL MARKETING IN UNIVERSITY SPORT: AN OVERVIEW STUDY OF HIGHER EDUCATION INSTITUTION IN CROATIA
Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 29 (2016), 2; 453-465. urn:nbn:hr:145:175717
Biloš, Antun; Galić, Tvrtko

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Biloš, A. i Galić, T. (2016). THE ROLE OF DIGITAL MARKETING IN UNIVERSITY SPORT: AN OVERVIEW STUDY OF HIGHER EDUCATION INSTITUTION IN CROATIA. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 29. (2), 453-465. Preuzeto s https://urn.nsk.hr/urn:nbn:hr:145:175717

Biloš, Antun i Tvrtko Galić. "THE ROLE OF DIGITAL MARKETING IN UNIVERSITY SPORT: AN OVERVIEW STUDY OF HIGHER EDUCATION INSTITUTION IN CROATIA." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 29, br. 2, 2016, str. 453-465. https://urn.nsk.hr/urn:nbn:hr:145:175717

Biloš, Antun i Tvrtko Galić. "THE ROLE OF DIGITAL MARKETING IN UNIVERSITY SPORT: AN OVERVIEW STUDY OF HIGHER EDUCATION INSTITUTION IN CROATIA." Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues 29, br. 2 (2016): 453-465. https://urn.nsk.hr/urn:nbn:hr:145:175717

Biloš, A. i Galić, T. (2016) 'THE ROLE OF DIGITAL MARKETING IN UNIVERSITY SPORT: AN OVERVIEW STUDY OF HIGHER EDUCATION INSTITUTION IN CROATIA', Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, 29(2), str. 453-465. Preuzeto s: https://urn.nsk.hr/urn:nbn:hr:145:175717 (Datum pristupa: 07.12.2024.)

Biloš A, Galić T. THE ROLE OF DIGITAL MARKETING IN UNIVERSITY SPORT: AN OVERVIEW STUDY OF HIGHER EDUCATION INSTITUTION IN CROATIA. Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues [Internet]. 13.12.2016. [pristupljeno 07.12.2024.];29(2):453-465. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:145:175717

A. Biloš i T. Galić, "THE ROLE OF DIGITAL MARKETING IN UNIVERSITY SPORT: AN OVERVIEW STUDY OF HIGHER EDUCATION INSTITUTION IN CROATIA", Ekonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues, vol. 29, br. 2, str. 453-465, Prosinac 2016. [Online]. Dostupno na: https://urn.nsk.hr/urn:nbn:hr:145:175717. [Citirano: 07.12.2024.]

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Naslov (engleski)THE ROLE OF DIGITAL MARKETING IN UNIVERSITY SPORT: AN OVERVIEW STUDY OF HIGHER EDUCATION INSTITUTION IN CROATIA
AutorAntun Biloš
AutorTvrtko Galić
Autorova ustanovaSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Znanstveno / umjetničko
područje, polje i grana		DRUŠTVENE ZNANOSTI
Ekonomija
Sažetak (engleski)
The importance of student sport activities within the structure of academic development is arguably significant. However, university sport is one of the elements of academic development that is not represented adequately as a research subject on a global scale in both scientific and professional environments alike. Along with the global growth of university level education based on the rise of student mobility across countries and continents, and the strong global ICT development, a new perspective on university sport can be observed and several implications analyzed. The focus of this paper is set on the communication capabilities of the internet as a digital medium that can be used as a means of fostering student sport and related activities while taking into account the characteristics and behavioral components of the student population. The primary research was conducted on a sample of students of Josip Juraj Strossmayer University of Osijek. The research provided several interesting implications on student behavior regarding the general information collection and consumption, as well as information about student sport activities on the university level. The paper provides a brief sport marketing literature review and suggests several important guidelines for further research. The assumption that the internet is a key element in the marketing potential of student sport was confirmed. Comparative analysis of digital marketing activities of benchmark universities has been conducted in order to determine suggestions on creating and/or improving digital marketing tools such as web site, social network presence and mobile application for reaching marketing potential of university sport.
Ključne riječi (engleski)
Jezikengleski
Vrsta publikacijeZnanstveni rad - Prethodno/kratko priopćenje
Status objaveObjavljen
Vrsta recenzijeRecenziran
Verzija publikacijeObjavljena verzija rada (izdavačev PDF)
Naslov časopisaEkonomski vjesnik : Review of Contemporary Entrepreneurship, Business, and Economic Issues
Brojčani podacivol. 29, br. 2, str. 453-465
p-ISSN0353-359X
e-ISSN1847-2206
URN:NBNurn:nbn:hr:145:175717
Datum objave publikacije2016-12-13
URL dokumentahttp://hrcak.srce.hr/170475
Vrsta resursaTekst
Prava pristupaOtvoreni pristup
Uvjeti korištenjaIkona licence Imenovanje-Nekomercijalno-Bez prerada 4.0 međunarodna (CC BY-NC-ND 4.0)
Datum i vrijeme pohrane2017-02-24 09:56:32