The increase in employment and productivity is crucial for the economic growth of the European Union. Specifically, the employment of young people needs to be increased. The excessively theoretical approach to education is identified as one of the most significant problems in the educational system. Acquirement of practical experience while study, presents for the students the advantage when applying for a job or starting their own business. Self-employment or entrepreneurship might be one of the partial solutions for high youth unemployment in EU countries. The information and communication technologies transform education processes already for decades. The education in the area of entrepreneurship is also the field where these transformations occur. New educational forms and tools are being used in this area. Project-Based Learning and virtual laboratory are two examples of such new forms of education supported by information and communication technologies used in entrepreneurial education. This paper aims to present how project-based learning and virtual laboratory can support entrepreneurial education on the examples of two courses offered at our faculty. Through project-based learning, participants of these courses achieve the opportunity to implement their knowledge, skills, and experience to solve practical problems. It, all together, enhances the students' motivation and involvement in the educational process. They also practical experience establishing and managing a small virtual business within the virtual laboratory of entrepreneurial education. The paper describes the setup of these courses, their content, and evaluation by students and achieved results. The findings show that project-based learning and the virtual lab supporting entrepreneurship education via electronic tools are useful ways of entrepreneurial skills development.
Purpose This study aims to analyze the impact of newly created brand awareness on customer’s buying behavior in online environment. Design/methodology/approach The authors analyzed more than 280,000 online customer journeys from four e-commerce stores based in Slovakia. Within the results of the interaction analysis of individual customer journeys, the authors determined three criteria based on the level of theoretical brand awareness. The purpose was to determine their occurrence in real-world data. Findings It was found that each of the specified criteria accounts for the significant share of the company’s revenues. Based on these criteria and the level of their occurrence, the authors introduced the term direct traffic effect. Research limitations/implications Because of the available Web analytics tools, the data might be imprecise because of data collection issues. There is also ambiguity in the interpretation of the customer journey. Practical implications The company can build awareness among prospective customers by offering them a positive customer experience during the first interactions online. Data proved that customer will not only repeatedly visit the website from the direct traffic source but also his customer journey will end with the purchase of the company’s products. Originality/value This paper fulfills the need for further research on the impact of multi-channel marketing on brand awareness and consumer behavior, respectively.
The knowledge of high-value customers provides the possibility to make decisions ensuring profitability of the company. By analyzing and optimizing a buyer's journey, companies can better understand their customers and optimize marketing costs in the way that will generate a higher return on investment. The primary objective of this paper is to define the current state of multichannel attribution and, based on the literature, study and analyze the data regarding the buyer's journey of high-and low-value customers of selected e-commerce business. To accomplish the main objective of our study, we retrieved and analyzed top conversion paths from Google Merchandise Store, the e-commerce website selling goods branded by Google, with the use of Markov chains and heuristic models. A difference between high-and low-value customers regarding the acquisition by marketing channels before the purchase was found. Moreover, it was found that high-value customers' journeys consist of more interactions compared to those of low-value customers.
Web 2.0 significantly affects the way how companies carry out product promotion. The Internet is almost infinite source of information, including brand and product information. As users browse the Internet in order to find solution that will fulfill their needs, content generated by company can affect consumer's decision in purchasing process. This article was focused on determining whether online media are used while searching information about products before purchase and whether users from Slovakia and Poland complete the purchase based on the information gathered from these media. The results of questionnaire survey shown that there is not significant difference between the use of selected online media for intended purchase between Slovak and Polish customers.However, difference between customers from selected countries was found in online media usage in already completed purchases. It was also found that emerging media in the environment of the Polish market are used in a greater way than in the Slovak market.
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