- Tytuł:
- Modelling the effectiveness index of digital marketing strategy oriented to increase the popularity of maritime education
- Autorzy:
-
Mickienė, R.
Valionienė, E. - Powiązania:
- https://bibliotekanauki.pl/articles/2063974.pdf
- Data publikacji:
- 2021
- Wydawca:
- Uniwersytet Morski w Gdyni. Wydział Nawigacyjny
- Tematy:
-
Maritime Education and Training
Popularity of Maritime Education
Maritime Education
Knowability Index
Effectiveness Index
Digital Marketing
Digital Marketing Strategy
System in Lithuania - Opis:
- Digitization of the maritime transport formed a paradoxical situation of an increased interest in informatics and data sciences among youth, whilst the level of interest of these programmes in the maritime education and training (MET) field remained relatively low. Based on theoretical modelling the solution to the problem is divided in two parts, one of which is related to adding data sciences to MET and the other refers to increasing intensity of digital advertising to solve the problem of low knowability index (KI) of MET. The research showed that KI is the output of effective digital marketing strategy. Thus, all parameters characterizing effectiveness could be divided into categories and by applying AHP methods the weight of each criteria could be assessed. Based on the weights and on the analytical measurements collected from monitoring tools the KI was calculated. Analysis of KI component and whole KI found out main ways of increasing MET popularity, which could be implemented through on increasing advertising intensity in the social networks the whole year and also by adding new content which are related within the digitization into MET study programmes’ modules.
- Źródło:
-
TransNav : International Journal on Marine Navigation and Safety of Sea Transportation; 2021, 15, 3; 559--567
2083-6473
2083-6481 - Pojawia się w:
- TransNav : International Journal on Marine Navigation and Safety of Sea Transportation
- Dostawca treści:
- Biblioteka Nauki
Artykuł