Online marketing challenges of micro and small companies

Different online marketing tools are effective in attracting and retaining customers and increasing companies’ competitiveness in today’s global market. The main problem of the online marketing tools for micro and small enterprises lies in their complexity, which exceeds the capacities of one employee. In addition, the employee is expected to be able to manage all these tools together with following the newest trends and managing other activities of his scope of work. The aim of the article is to identify the educational needs of small and medium enterprises (SMEs) in the field of online marketing. The paper is written on a basis of a study focused on micro-enterprise via international research (Czech, Bulgaria, Finland, Hungary, Italy) and small and medium enterprise areas. The research was conducted as part of international INSOM (Innovative support network for students in the field of online marketing) project, in which Xamk is one partner.