The Microsite

Abstract

This paper deals with the analysis of microsites as a low-cost marketing communication tool used to effectively address prospective applicants for admissions to higher education institutions. The paper contains the analysis of the microsite www.ustav44.cz, which has been created to promote the Department of Marketing Communications at Tomas Bata University in Zlín. Specifically, it has been created to promote the degree course in Marketing Communications. The authors of the paper describe the individual stages of the microsite design as well as its implementation and launch, including a subsequent analysis of its functionality and overall effectiveness within a selected target group. Based on the survey results, a proposal outlining how to improve particular user elements of this microsite and how to improve the microsite as a whole has been developed. The final part of this paper contains general instructions and basic tips that may help readers create a microsite of a similar type.