Marketing online education programs: frameworks for promotion and communication
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Hershey PA
Information Science Reference
2011
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | "This book provides an integrated marketing communications perspective to communication and promotion issues of online programs"--Provided by publisher. Includes bibliographical references and index |
| Beschreibung: | XXI, 440 S. graph. Darst. |
| ISBN: | 9781609600747 |
Internformat
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| 245 | 1 | 0 | |a Marketing online education programs |b frameworks for promotion and communication |c Ugur Demiray and Serdar Sever, editors |
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| 500 | |a "This book provides an integrated marketing communications perspective to communication and promotion issues of online programs"--Provided by publisher. | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Distance education |x Marketing | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Internet in education | |
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Datensatz im Suchindex
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| adam_text | IMAGE 1
TABLE OF CONTENTS
FOREWORD XV II
PREFACE XIX
SECTION 1
THE ROTE OF MARKETING AND COMMUNICATIONS IN ONLINE AND DISTANCE
EDUCATION
CHAPTER 1 INTEGRATED MARKETING COMMUNICATIONS AND THEIR APPLICATION TO
THE OPEN EDUCATION FIELD 1 JULIET STOLTENKAMP, UNIVERSITY 0/ THE WESTERN
CAPE, SOUTH AFRIEA JEPHIAS MAPUVA, UNIVERSITY 0/ THE WESTERN CAPE, SOUTH
AFRIEA
CHAPTER2 FROM CONSUMER TO PRODSUMER: CONTEMPLATION ON PRODUCT, PRODUCER
AND CONSUMER IN TERTIARY EDUCATION I 8
GOKNIL NUR KM;AK, MERSIN UNIVERSITY, TURKEY
CHAPTER3 EDUCATIONAL MARKETING: COMING DOWN FROM THE CLOUD USING LANDING
GEAR 26
RUTH GANNON COOK, DEPAUL UNIVERSITY, USA
CHAPTER 4 MARKETING ON LINE EDUCATION 32
ORMOND SIMPSON, UNIVERSITY 0/ LONDON, UK
CHAPTER 5 MARKETING AND PROMOTING ONLINE ADULT EDUCATION 41
VIETOR C. X WANG, CALIFORNIA STATE UNIVERSITY, USA
CHAPTER 6 BRAND MANAGEMENT PROCESS FOR THE ONLINE EDUCATION PROGRAMMES
56
EBRU GOKALILER, YA.YAR UNIVERSITY, TURKEY AYDA SABUNEUOGLU AYBAR, YA.YAR
UNIVERSITY, TURKEY
IMAGE 2
CHAPTER7
AD AVOIDANCE AND DISTANCE EDUCATION MARKETING: HOW AD AVOIDANCE CAN
AFFECT DISTANCE EDUCATION ADVERTISING 75
N BILGE ISPIR, ANADOLU UNIVERSITY, TURKEY
CHAPTER 8 MARKETING DISTANCE EDUCATION PROGRAMS: BUILDING A CUSTOMER
ORIENTATION 89
OSMAN GOK, YASAR UNIVERSITY, TURKEY EMIR OZEREN, DOKUZ EYLUL UNIVERSITY,
TURKEY
SECTION 2
SOCIAL MEDIA AND NEW TECHNOLOGIES
CHAPTER9 SOCIAL MED IA BASED RELATIONSHIP MARKETING 119
NAJMUDDIN SHAIK, UNIVERSITY 01 ILLINOIS URBANA-CHAMPAIGN, USA SHANNON
RITTER, PENN STATE WORLD CAMPUS, USA
CHAPTER 10 M-LEARNING: NEW CONCEPT, NEW RULES, NEW IMPLEMENTATIONS IN
MARKETING IN CASES ON CHALLENGES FACING E-LEARNING AND NATIONAL
DEVELOPMENT: INSTITUTIONAL STUDIES AND FRAMEWORKS 140 GONCA TELLI
YAMAMOTO, OKAN UNIVERSITY, TURKEY
SEETION 3
THE ROLE OF PEDAGOGY AND RELATED CONCEPTS IN MARKETING ONLINE AND
DISTANCE EDUCATION PROGRAMS
CHAPTER 11 DEFINING THE ROLE OF ONLINE EDUCATION IN TODAY S WORLD 159
JEPHIAS MAPUVA, UNIVERSITY 01 THE WESTERN CAPE, SOUTH AJRICA
CHAPTER 12 IMPORTANT ISSUES IN ONLINE EDUCATION: E-PEDAGOGY AND
MARKETING 184
MURAT HISMANOGLU, AKDENIZ UNIVERSITY, TURKEY
CHAPTER 13 MARKETING OFVIRTUAL HEALTHCARE COMMUNITIES AS BEING DISTANCE
AND OPEN LEARNING (DOL) ENVIRONMENTS 21 0
MEHPARE TOKAY ARGAN, BILECIK UNIVERSITY, TURKEY METIN ARGAN, ANADOLU
UNIVERSITY, TURKEY
IMAGE 3
CHAPTER 14
CONSIDERATIONS FOR MARKETING DISTANCE EDUCATION COURSES IN HEALTH
EDUCATION:
FIVE IMPORTANT QUESTIONS TO EXAMINE BEFORE DEVELOPMENT 222
MICHAEL STELLEFSON, TEXAS A&M UNIVERSITY, USA
SECTION 4
CROSS-CULTURAL DIFTERENCES AND VARIATIONS IN ONLINE AND DISTANCE
EDUCATION PROGRAMS
CHAPTER 15 MARKETING E-LEAMING AND THE CHALLENGES FACING DISTANCE
EDUCATION IN AFRICA 235
BAMIDELE A. OJO, FAIRLEIGH DICKINSON UNIVERSITY, USA
CHAPTER 16 APPLYING THE CORPORATE IDENTITY IN MEGA UNIVERSITIES WEB
SITES 248
MESUDE CANAN OZTURK, ANADOLU UNIVERSITY, TURKEY
CHAPTER 17 STRATEGIE FRAMEWORK FOR SUSTAINABLE DEVELOPMENT OFOPEN AND
DISTANCE LEAMING PROGRAMS IN IND IA: MARKETING PERSPECTIVE 262
PURNENDU TRIPATH, INDIRA GANDHI NATIONAL OPEN UNIVERSITY, INDIA SIRAN
MUKERJI, INDIRA GANDHI NATIONAL OPEN UNIVERSITY, INDIA
CHAPTER 18 CROSS-CULTURAL COMPARISON OF STUDENT PERCEPTIONS AND
PERFORMANCE IN A MULTICULTURAL, INTERDISCIPLINARY AND BILINGUAL ONLINE
EDUCATIONAL PROJECT 279
MANUEL CUADRADO-GARCIA, UNIVERSITY OF VALENCIA, SPAIN MARIA-EUGENIA
RUIZ-MOLINA, UNIVERSITY OFVALENCIA, SPAIN
SECTION 5
INDIVIDUALIZATION, FINANCE, LEADERSHIP, OTHER RELATED CONCEPTS IN ONLINE
AND DISTANCE EDUCATION
CHAPTER 19 STANDARDIZATION, HYBRIDIZATION, OR INDIVIDUALIZATION:
MARKETING IT TO A DIVERSE CLIENTELE 291 EVAN G. MENSE, SOUTHEASTERN
LOUISIANA UNIVERSITY, USA JOHN H FULWILER, SOUTHEASTERN LOUISIANA
UNIVERSITY, USA
MICHAEL D. RICHARDSON, SOUTHEASTERN LOUISIANA UNIVERSITY, USA KENNETH E.
LANE, SOUTHEASTERN LOUISIANA UNIVERSITY, USA
IMAGE 4
CHAPTER20
OLDER ADULTS AS NEW LEAMERS: A FRAMEWORK FOR MARKETING ONLINE EDUCATION
TO THE OTHER ADULT LEAMER 300
DAVID S. STEIN, THE OHIO STATE UNIVERSITY, USA CONSTANEE E. WANSTREET,
THE OHIO STATE UNIVERSITY, USA MICHELLE L. LUTZ, THE OHIO STATE
UNIVERSITY, USA TIFFANY DIXON, THE OHIO STATE UNIVERSITY, USA
CHAPTER 21 FINANCMG DISTANCE EDUCATION IN A TIME OF ECONOMIC CHALLENGE
315
ELIZABETH MOORE RHODES, SOUTHEASTERN LOUSIANA UNIVERSITY, USA WUUEENNIS
III, SOUTHEASTERN LOUSIANA UNIVERSITY, USA MINDY CRAIN-DOROUGH,
SOUTHEASTERN LOUSIANA UNIVERSITY, USA MICHAEL D. RIEHARDSON,
SOUTHEASTERN LOUSIANA UNIVERSITY, USA
TAK C. CHAN, KENNESSAW STATE UNIVERSITY, USA
CHAPTER 22 LEADERSHIP AND DISTANCE LEAMING: IMPLICATIONS FOR THE
ADMINISTRATION OF HIGHER EDUCATION EXTENDED CAMPUS LOCATIONS 328
DON S. STUMPF, ARMSTRONG ATLANTIE STATE UNIVERSITY, USA
CHAPTER23 PROMOTING ONLINE EDUCATION FOR NEW WORKING ENVIRONMENTS IN
COMPANIES 337
ILEANA HAMBURG, IAT, FH GELSENKIRCHEN, GERMANY JUDITH TERSTRIEP, !AT, FH
GELSENKIRCHEN, GERMANY STEFFI ENGERT, UNIVERSITY DUISBURG-ESSEN, GERMANY
CHAPTER24 THE MARKETING STRATEGIES AND APPLICATIONS OF ENGLISH LANGUAGE
TEACHING (ELT) PROGRAMS VIA DISTANCE EDUCATION 359
SALIH USUN, MUGLA UNIVERSITY, TURKEY SEVKI KOMUR, MUGLA UNIVERSITY,
TURKEY
AFTERWORD 380
COMPILATION OF REFERENCES 385
ABOUT THE CONTRIBUTORS 423
INDEX 434
IMAGE 5
DETAILED TABLE OF CONTENTS
FOREWORD XV II
PREFACE XIX
SECTION 1
THE ROLE OF MARKETING AND COMMUNICATIONS IN ONLINE AND DISTANCE
EDUCATION
CHAPTER 1 INTEGRATED MARKETING COMMUNICATIONS AND THEIR APPLICATION TO
THE OPEN EDUCATION FIELD 1 JULIET STOLTENKAMP, UNIVERSITY 0/ THE WESTERN
CAPE, SOUTH AFRIEA JEPHIAS MAPUVA, UNIVERSITY 0/ THE WESTERN CAPE, SOUTH
AFRIEA
NEW, EFFICIENT AND ENHANCED COMMUNICATION TOOLS, SUCH AS BLOGS, HAVE
COME TO TRANSCEND THE PREVIOUSLY GLORIFIED INTERNET WHICH HAD, OVER THE
YEARS, DOMINATED THE COMMUNICATION DISCOURSE. THROUGH BLOGS, INTERACTION
HAS BEEN ENHANCED AND IIVENED, AND INFORMATION HAS BEEN ABLE TO BE
EXCHANGED AND DISSEMINATED GLOBALLY IN A SHORT SPACE OFTIME. INTERACTION
HAS BECOME MORE EXCITING, AS BLOGGERS AND
VIEWERS HAVE BEEN ABLE TO INTERACT AND PROVIDE COMMENTS. RESEARCH
FINDINGS CAN BE POSTED BY BLOGGERS ON THEIR WEBSITES FOR ACCESS BY OTHER
RESEARCHERS. IN HEIS, BLOGS HAVE BEEN USED BY VARIOUS DEPARTMENTS AND
STAFFTO INTERACT ON PERTINENT ISSUES, ESPECIALLY THE USABILITY AND
EFFICIENCY OF E-TOOLS. THIS CHAPTER SEEKS TO SHARE HOW AN E-IEARNING
SUPPORT UNIT AT THE UNIVERSITY OF THE WESTERN CAPE (UWC) MARKETS
LECTURERS EXPERIENCES AND E-IEARNING PRACTICES; AS WEIL AS THE
APPLICATION OF E-PEDAGOGY. MOREOVER, THE CHAPTER SEEKS TO HIGHLIGHT THE
USE OF BLOGS AS A VEHICLE TO MARKET E-IEARNING BEST PRACTICES, WHICH ARE
INDICATIVE OF MEASURING E-IEAMING SUCCESS WITHIN THE INSTITUTION. SO
THAT THE AIM OF THE CHAPTER IS TO REFLECT ON THE EXTENT TO WHICH THE
BLOG AS MARKETING TOOL HAS BEEN USED TO FACILITATE COMMUNICATION AND
EXPOSE E-IEAMING BEST PRACTICES WITHIN A HEL
CHAPTER2 FROM CONSUMER TO PRODSUMER: CONTEMPLATION ON PRODUCT, PRODUCER
AND CONSUMER IN TERTIARY EDUCATION 18
GOKNIL NUR KOR;AK, MERSIN UNIVERSITY, TURKEY
THIS CHAPTER AIMS TO OPEN A DISCUSSION ON HOW TERTIARY LEVEL STUDENTS OF
21 ST CENTURY TRANSFORM FROM PASSIVE RECEIVERS OF COURSES TO PRODUCER -
CONSUMERS. THE CHAPTER BRINGS UP A NEW TERM THAT IS PROD-
IMAGE 6
SUMER. THE TERM EXPLAINS THAT STUDENTS ASSUME TWO ROLES SIMULTANEOUSLY.
BY DESIGNING THE LEARNING
PROGRAMS, DECIDING THE TECHNOLOGY, AND BY CHOOSING THE SOURCE OF
INFORMATION, THEY BECOME PRODUCERS OFTHEIR SERVICE PACKAGE. ON THE OTHER
HAND, BY CONSUMING THE PACKAGE THAT THEY INITIALLY CREATED, THEY ARE
CONSUMERS TOO. A NEW ERA IS OPENING UP; AND IN THIS NEW ERA STUDENTS
WILL ASSUME AND PRACTICE THE POWER WHICH THEY HAD NEVER BEFORE. WHEN
THE POWER OF PRODUCER AND CONSUMER IS UNITED IN ONE HAND, THIS WILL
INITIATE A NEW LOOK TO THE AGE OLD MARKETING PARADIGM. THUS, SUCH
CONCEPTION WILL CERTAINLY BE THE MILESTONE OF NEW ARGUMENTATIONS.
CHAPTER3 EDUCATIONAL MARKETING: COMING DOWN FROM THE CLOUD USING LANDING
GEAR 26
RUTH GANNON COOK, DEPAUL UNIVERSITY, USA
IN CHALLENGING ECONOMIES, MANY UNEMPLOYED AND UNDEREDUCATED OFTEN SEEK
FURTHER EDUCATION TO INCREASE THEIR CHANCES OF EMPLOYMENT. THE EMERGENCE
OFTHE INTERNET AND ONLINE LEARNING ENVIRONMENTS OFF ER NUMEROUS
OPPORTUNITIES TO UNIVERSITIES AND FOR-PROFIT TRAINING INSTITUTIONS TO
PROVIDE THAT EDUCATION. THE REAL QUESTION THAT THE ADMINISTRATORS
OFTHOSE INSTITUTIONS MUST ASK IS WHAT WILL MAKE STUDENTS
CHOOSE THEIR INSTITUTION OVER ANY OTHER. THAT QUESTION BECOMES PARAMOUNT
TO ENLIST AND KEEP AS MANY STUDENTS AS POSSIBLE WHILE MAINTAINING THE
HIGH STANDARDS OF THE EXISTING INSTITUTION. MANY INSTITUTIONS ARE
SEEKING COST-EFFECTIVE SOLUTIONS, SUCH AS C10UD MANAGEMENT, TO MAXIMIZE
RECRUITMENT WHILE EXPENDING MINIMUM EXPENSES. THIS CHAPTER ADDRESSES THE
EFFECTIVENESS OF DOWN-TO-EARTH MARKETING
EFFORTS OVER C10UD MANAGEMENT IN BOTH RECRUITMENT AND RETENTION OF
STUDENTS IN EDUCATIONALINSTITUTIONS AND PRESENTS SOME POSSIBLE OPTIONS
FOR UTILIZING BOTH TO MAXIMIZE RECRUITMENT AND RETENTION IN HIGHER
EDUCATIONAL SETTINGS.
CHAPTER4 MARKETING ONL INE EDUCATION 32
ORMOND SIMPSON, UNIVERSITY 0/ LONDON, UK
BEFORE ANY MARKETING CAMPAIGN, IT ESSENTIAL THAT A BUSINESS KNOWS ITS
PRODUCT, ITS STRENGTHS AND POTENTIAL WEAKNESSES, ITS POTENTIAL
CUSTOMERS, AND THE COSTS. IN EDUCATION, THERE IS ANOTHER VITAL FACTOR TO
BE TAKEN INTO ACCOUNT- THE ETHICAL ISSUES INVOLVED IN ANY NEW
DEVELOPMENT. THIS CHAPTER WILL LOOK AT THE PARTICULAR ISSUE OF MARKETING
ONLINE LEAMING AND SUGGEST THAT THERE ARE SEVERAL UNRESOLVED QUESTIONS
TO
CONSIDER-ACCESS, DELIVERY, AND COST AND BENEFITS.
CHAPTER5 MARKETING AND PROMOTING ONLINE ADULT EDUCATION 4 I
VIETOR C. X WANG, CALIFORNIA STATE UNIVERSITY, USA
THE PURPOSE OF THIS CHAPTER IS TO SHOW HOW WE CAN RELY ON PRACTICE AND
RESEARCH TO HAMESS THE GREAT YET UNTAPPED POTENTIAL OF ONLINE EDUCATION
TO MARKET AND PROMOTE ONLINE EDUCATION PROGRAMS ESPECIALLY AMONG ADULT
LEAMERS. MARKETING AND PROMOTING ONLINE EDUCATION PROGRAMS ARE EQUALLY
IMPORTANT AS HELPING ADULT LEAMERS LEAM.
IMAGE 7
CHAPTER6
BRAND MANAGEMENT PROCESS FOR THE ONLINE EDUCATION PROGRAMMES 56
EBRU GOKALILER, YA.YAR UNIVERSITY, TURKEY AYDA SABUNCUOGLU AYBAR, YA.YAR
UNIVERSITY, TURKEY
NOWADAYS THE CONCEPT OF BRAND IS GETTING MORE IMPORTANT FOR THE
ORGANIZATIONS BECAUSE OF THE DEVELOPMENTS IN INFORMATION AND
COMMUNICATION TECHNOLOGIES, THE INCREASE OF THE COMPETITION, AND THE
CHANGES OFTHE CONSUMER BEHAVIORS, NEEDS, AND WANTS. SO THE ORGANIZATIONS
STRIVE TO HAVE A STRONG BRAND TO DIFFERENTIATE FROM THEIR COMPETITORS
AND TO POSITION THEMSELVES POSITIVELY IN THE CONSUMERS MINDS.
THEY TRY TO EM POWER THEIR POSITIONS IN THE MARKET WITH THE FUNCTIONS OF
BRAND BY PROVIDING BENEFITS FOR THE CONSUMERS. BRANDS ARE CREATED WITH
STRONG COMMUNICATION PROCESSES AND INTENSIVE COMMUNICATION ACTIVITIES IN
LONG TERMS. IN ORDER TO MAKE A SUCCESSFUL ONLINE EDUCATION PROGRAMME
BRAND, ALL THESE STEPS MUST BE CARRIED OUT, AND THE PROGRAMME MUST BE
POSITIONED POSITIVELY IN THE CONSUMERS MINDS. IN ORDER
TO CREATE A SUCCESSFUL BRAND OF ONLINE EDUCATION PROGRAMME, THE
PROGRAMME SHOULD FOLLOW THE BRAND MANAGEMENT STAGES FOR PLACING A
POSITIVE MEANING ON THE CONSUMER MINDSET.
CHAPTER 7 AD AVOIDANCE AND DISTANCE EDUCATION MARKETING: HOW AD
AVOIDANCE CAN AFFECT DISTANCE EDUCATION ADVERTISING 75
N BILGE ISPIR, ANADOLU UNIVERSITY, TURKEY
PARALLEL TO TECHNOLOGICAL DEVELOPMENT AND COMPETITIVE ENVIRONMENT, IT IS
GETTING IMPORTANT TO REACH THE RIGHT TARGET AUDIENCE AND SATISFY THEIR
NEED. FOR THIS, ALL DISTANCE EDUCATION INSTITUTIONS STARTED TO MANAGE
THEIR MARKETING COMMUNICATION IN PROFESSIONAL WAYS ALL OVER THE WORLD.
AS A RESULT OF THESE MARKETING COMMUNICATION ACTIVITIES, TARGET STUDENTS
WERE BOMBARDED WITH MESSAGES IN DIFFERENT MEDI-
UMS. WITHIN THESE MESSAGES C1UTTER, DISTANCE EDUCATION INSTITUTIONS HAVE
TO PLAN THEIR MARKETING COMMUNICATION ACTIVITIES IN ORDER TO REACH
TARGET STUDENTS. ON THE OTHER HAND, TARGET STUDENTS HAVE DEVELOPED SOME
STRATEGIES FOR AVOIDANCE THIS MESSAGE BOMBARDMENT. THESE STRATEGIES ARE
CA LIED AFFECTIVE AVOIDANCE, COGNITIVE AVOIDANCE, AND BEHAVIORAL
AVOIDANCE. AD AVOIDANCE OF AUDIENCE WAS EXAMINED FIRST IN THE
TRADITIONAL MEDIA (TV, NEWSPAPER, MAGAZINE, RADIO). HOWEVER, AUDIENCE AD
AVOIDANCE ON
NEW MEDIA (INTERNET, SMS ADVERTISING ETC.) DEPENDS ON THE DEVELOPMENT OF
NEW TECHNOLOGIES BY THE ACADEMICIANS. DISTANCE EDUCATION INSTITUT IONS
USE BOTH TRADITIONAL MEDIA AND NEW MEDIA TO SEND THEIR MESSAGES TO REACH
TARGET STUDENTS. TO UNDERSTAND AUDIENCE AD AVOIDANCE ON NEW MEDIA AND
TRADITIONAL MEDIA IS IMPORTANT FOR DISTANCE EDUCATION INSTITUTIONS, AND
THIS UNDERSTANDING WILL EFFECT DISTANCE EDU-
CATION INSTITUTIONS MARKETING COMMUNICATION ACTIVITIES. IN THIS CHAPTER,
AD AVOIDANCE WILL BE EXPLAINED, AND FACTORS THAT AFFECT AD AVOIDANCE
WILL BE DISCUSSED IN THE POINT OFVIEW DISTANCE EDUCATION MARKETING
COMMUNICATION. IN ADDITION, MEDIA PLANNING IMPORTANCE WILL BE DISCUSSED.
CHAPTER8 MARKETING DISTANCE EDUCATION PROGRAMS: BUILDING A CUSTOMER
ORIENTATION 89
OSMAN GOK, YASAR UNIVERSITY, TURKEY EMIR OZEREN, DOKUZ EYLUL UNIVERSITY,
TURKEY
IMAGE 8
THIS CHAPTER ATTEMPTS TO PUT FORWARD THE CUSTOMER ORIENTATION IN
DESIGNING ONLINE EDUCATION (OE)
SERVICES. THE STUDY ALSO TRIES TO REFLECT AN IN-DEPTH UNDERSTANDING
ABOUT THE VITAL ROLE OF MARKETING PRACTICES ON THE ONLINE EDUCATION
PROGRAMS (OEPS) AND TO SHOW THE ONLINE EDUCATION ADMINISTRATORS,
COORDINATORS, AND PRACTITIONERS THE SIGNIFICANCE OF BUILDING CUSTOMER
ORIENTATION FOR THE DISTANCE EDUCATION COURSES. FOR THIS PURPOSE, THIS
CHAPTER TIES THE KEY TITLES OF MARKETING AREA OF KNOWLEDGE AND A
RELEVANT LITERATURE ON OEPS. CUSTOMER BEHAVIOR IN OE SERVICES,
POSITIONING OEPS, BRANDING, PRICING, AND PROMOTING OF OE SERVICES,
DESIGNING A CUSTOMER ORIENTED ONLINE ENVIRONMENT AND MANAGING CUSTOMER
INTERACTIONS AND PEOPLE FACTOR IN OE SERVICES ARE THE ISSUES COVERED
THROUGHOUT THE CHAPTER. THIS MARKETING AND CUSTOMER ORIENTATION CAN BE
PARTICULARLY SIGNIFICANT FOR THE EDUCATION INDUSTRY WHERE
MARKETING APPLICATIONS AND CULTURE ARE NOT WEIL ESTABLISHED AND
APPRECIATED. THE CHAPTER ARGUES THAT OE SERVICE PROVIDERS REQUIRE WEIL
DESIGNED MARKETING STRATEGIES AND SHOULD DIFFERENTIATE THE INSTITUTION
AND THE PROGRAMS FROM COMPETITION. HENCE, DESIGNING SUCCESSFUL OEPS
RELIES HEAVILY ON BUILDING AN ORGANIZATION-WIDE CUSTOMER ORIENTATION AND
A SIGNIFICANT MARKETING PERSPECTIVE.
SEETION 2
SOCIAL MEDIA AND NEW TECHNOLOGIES
CHAPTER9 SOCIAL MEDIA BASED RELATIONSHIP MARKETING 119
NAJMUDDIN SHAIK, UNIVERSITY 0/ ILLINOIS URBANA-CHAMPAIGN, USA SHANNON
RITTER, PENN STATE WORLD CAMPUS, USA
IN ONLINE MARKETING, THERE HAS BEEN RAPID GROWTH IN THE EVOLUTION AND
USE OF SOCIAL NETWORKS SUCH AS FACEBOOK, MYSPACE, FLICKR, AND YOUTUBE.
AT THE SAME TIME, A GROWING NUMBER OF STUDENTS ARE ACTIVELY
PARTICIPATING IN SOME FORM OF SOCIAL MEDIA SUCH AS WEB LOGS, FORUMS,
WIKIS, SOCIAL BLOGS, AND TWEETS.
THE SOCIAL MEDIA PLATFORM LEVERAGES THE WEB S MASSIVE SCALE TO CARRY
INFORMATION GLOBALLY AND INSTANTLY. SOCIAL MEDIA IS NOT A BUZZWORD, AND
INSTITUTIONS CAN NO IONGER AFFORD TO EXC1UDE SOCIAL MEDIA FROM ONLINE
MARKETING STRATEGIES. SOCIAL MEDIA IS RAPIDLY BECOMING A PREFERRED
CHANNEL FOR DISSEMINATING INFORMATION AND COMMUNICATIONS. MARKETERS ARE
ALARMED AT THE PROSPECT OF LOSING CONTROL OF MARKET-
ING COMMUNICATIONS UNLESS THEY SPEAK DIRECTLY TO THEIR CONSTITUENTS
WITHOUT THE INVOLVEMENT OF MEDIA INTERMEDIARIES. A GROWING NUMBER OF
COLLEGES AND UNIVERSITIES ARE USING SOCIAL MEDIA AS AN INTEGRAL
COMPONENT OFTHEIR MARKETING STRATEGY, BECAUSE THEY REALIZE MARKETING IS
NOT A MARKETER-IED, ONE-WAY FORM OF COMMUNICATION, BUT A STUDENT-IED,
TWO-WAY DIALOGUE. BY BECOMING PART OFTHIS CONVERSATION,
INSTITUTIONS CAN LEAM ABOUT HOW TO INCORPORATE SOCIAL MEDIA AS PART
OFTHEIR MARKETING STRATEGY TO REACH THESE STUDENTS. THIS CHAPTER
COMBINES AN OVERVIEW OF SOCIAL MEDIA BASED MARKETING TOOLS AND
REALWORLD EXPERIENCE FROM CORPORATE AND ACADEMIC INSTITUTIONS ON
SOCIAL MEDIA BASED MARKETING. THIS CHAPTER ALSO INC1UDES A GENERIC CA SE
STUDY TO ASSIST MARKETING MANAGERS TO CREATE SOCIAL PRESENCE FOR
ONLINE EDUCATIONAL PROGRAMS.
CHAPTER 10 M-LEAMING: NEW CONCEPT, NEW RULES, NEW IMPLEMENTATIONS IN
MARKETING IN CASES ON CHALLENGES FACING E-LEAMING AND NATIONAL
DEVELOPMENT: INSTITUTIONAL STUDIES AND FRAMEWORKS 140 GONCA TELLI
YAMAMOTO, OKAN UNIVERSITY, TURKEY
IMAGE 9
MOBILE LEARNING IS A NEW WAY OF LEARNING IN CONTEMPORARY EDUCATION, AND
IT IS ONE OF THE LATEST STAGES
INFORMATION SOCIETY HAS REACHED. CELL PHONES/PDA S, WH ICH ARE LAUNCHED
AS THE MOST ENHANCED INSTRUMENTS OF MOBILE SYSTEMS POSSES CERTAIN
PECULIAR CHARACTERISTICS COMPARED TO EXISTING COMPUTERS IN TERMS OF
ACCESSING, SHARING, AND CREATING INFORMATION, AND THEY BECOME APART OF
LIFE IN A MUCH FASTER WAY. THEY REPRESENT UNIQUE DISTINCTIONS SUCH AS
BEING OPERABLE 24 HOURS A DAY/7 DAYS A WEEK EVERY-
WHERE WITHIN THE COVERAGE AREA, AND HAVING THE ABILITY TO COMMUNICATE
AND DELIVER MESSAGES TO ALMOST ANY CORNER OF THE WORLD. THE MOBILE MEANS
LEAD TO OPENING NEW GATES OF THE WORLD BEYOND THE PERSON AND TO THE
DEVELOPMENT OF NEW ENVIRONMENTS OF INFORMATION SHARING FOR EVER BODY
AROUND THE WORLD.
THIS STUDY COULD BE DEFINED AS THE PROCESS THROUGH WHICH AN EDUCATION
TYPICALLY MOVES, AS WEIL AS THE MOVES OF MARKETING OF THESE PROGRAMS.
THIS STUDY ALSO TRIES TO PRESENT THE KEY ATTRIBUTES OF C1ASSICAL
LEARNING, E-IEARNING, AND M-IEARNING MARKETING IN A COMPARISON TABLE OR
SOMETHING SIMILAR. USER FRIENDLY APPLICATIONS OF MOBILOGREN FROM TURKEY
WILL BE GIVEN AS A CASE STUDY AS A SAMPIE OF A BEGIN-
NING STAGE OFTHESE DEVELOPING SOFTWARE.
SECTION 3
THE ROLE OFPEDAGOGY AND RELATED CONCEPTS IN MARKETING ONLINE AND
DISTANCE EDUCATION PROGRAMS
CHAPTER 11 DEFINING THE ROLE OFONLINE EDUCATION IN TODAY S WORLD 159
JEPHIAS MAPUVA, UNIVERSITY 0/ THE WESTERN CAPE, SOUTH AFRIEA
THIS SECTION OFTHE BOOK IS GOING TO ATTEMPT TO PROVIDE ADEFINITION AND
THE ROLE OF ONLINE EDUCATION IN TODAY S WORLD. IN THIS SECTION, ONLINE
EDUCATION IS GOING TO BE USED INTERCHANGEABLY WITH SIMILAR-MINDED TERMS
AS E-IEARNING, INTERNET, E-PEDAGOGY AND THE APPLICATION OFTECHNOLOGY IN
EDUCATION AND THE CORPORATE WORLD. THE AUTHOR WILL GO BEYOND THE ROLE OF
ONLINE EDUCATION IN FORMAL EDUCATIONAL INSTITUTIONS
AND WILL INCULCATE THE VITAL ROLE OFTHE INTERNET IN LEARNING, HEREIN
REFERRED OFTO AS E-IEARNING, AND E-PEDAGOGY, THE LATTER BEING THE
RENEWED INTEREST, AND INNOVATIVE WAY OF INCORPORATION OF ICTS IN
ENHANCING LEARNING AND COMMUNICATION AMONG GLOBAL PLAYERS AS WEIL AS
POVERTY ALLEVIATION IN RURAL LIVELIHOODS.
IN ESSENCE, THE SECTION WILL DEAL WITH THE INTERPLAY BETWEEN ICTS AND
INFORMATION DISSEMINATION, WITH SPECIAL EMPHASIS ON EDUCATION PROVISION
AND THE ENHANCEMENT OF COMMUNICATION IN AN INCREASINGLY GLOBALISED
WORLD.
CHAPTER 12 IMPORTANT ISSUES IN ONLINE EDUCATION: E-PEDAGOGY AND
MARKETING 184
MURAT HISMANOGLU, AKDENIZ UNIVERSITY, TURKEY
THIS CHAPTER AIMS AT EXPOUNDING IMPORTANT ISSUES IN ONLINE EDUCATION IN
TERMS OF PEDAGOGICAL ASPECTS IN CONJUNCTION WITH MARKETING PARADIGM,
WHICH RECEIVES VERY SLIGHT ATTENTION IN THE GLOBAL WORLD WHERE
KNOWLEDGE, CONCEPTS, TECHNOLOGY, PHILOSOPHIES, IN FACT, ALMOST
EVERYTHING, IS SWIFTLY ALTERING. THIS IMPACT IS C1EARLY FEIT IN THE
EDUCATIONAL FIELD AS WEIL, AND INSTITUTIONS ARE ADOPTING INTERNET AND
WEB TECH-
NOLOGIES IN THE C1ASSROOM AS APART OFTHE LEARNING ENVIRONMENTS WH ICH IS
SUGGESTED BY MANY STUDIES TO HAVE NUMEROUS ADVANTAGES IN THE FOLLOWING:
LEARNING ON YOUR OWN SCHEDULE, HIGH COMPUTER SELF-EFFI-
IMAGE 10
CACY, NO TRAVELING TO CAMPUS, STUDY AT YOUR OWN PACE, COURSES ARE
AVAILABLE AT ANY TIME, STUDY AT HORNE,
WORK, OR ANYWHERE, MORE STUDENT-CENTERED EDUCATION, READ MATERIALS
ONLINE OR DOWN LOAD THEM, WIDE RANGE OF ONLINE DEGREES TO MEET YOUR
NEEDS, WIDE RANGE OF PRICES TO FIT YOUR BUDGET, WIDE RANGE OF ONLINE
UNIVERSITIES TO CHOOSE FROM, AND DEMONSTRATING ASOLID GRASP OFINTEMET
SKILLS TO POTENTIAL EMPLOYERS. IN OVERALL TERMS, THUS, THE DATA REVIEWED
SO FAR HAVE LEAD TO SUCH A CHAPTER OUTLINE IN THE FOLLOWING WHOSE
SUB-CATEGORIES WILL BE INTRODUCED AND DISCUSSED IN DEPTH IN THE LIGHT OF
AVAILABLE RECENT LITERATURE.
CHAPTER 13 MARKETING OFVIRTUAL HEALTHCARE COMMUNITIES AS BEING DISTANCE
AND OPEN LEAMING (DOL) ENVIRONMENTS 210
MEHPARE TOKAY ARGAN, BILECIK UNIVERSITY, TURKEY METIN ARGAN, ANADOLU
UNIVERSITY, TURKEY
LIKE IN ALL AREAS, VIRTUAL COMMUNITIES MAKE THEIR PRESENCE FEIT IN THE
AREA OFHEALTHCARE TOO. VIRTUAL COMMUNITIES PLAY AN IMPORTANT ROLE IN
HEALTHCARE IN TERMS OF GATHERING INFORMATION ON HEALTHCARE, SHARING OF
PERSONAL INTERESTS, AND PROVIDING SOCIAL SUPPORT. VIRTUAL COMMUNITIES
PROVIDE A WAY FOR A GROUP OF PEERS TO COMMUNICATE WITH EACH OTHER. IN
THE HEALTH CONTEXT, THEY MAYAISO BE REFERRED TO AS ELECTRONIC SUPPORT
GROUPS. THEY INCLUDE FORUMS, DISCUSSION BOARDS ON WEBSITES, MAILING
LISTS, CHAT ROOMS, OR NEWSGROUPS.
THIS CHAPTER PROVIDES AN OVERVIEW AND DISCUSSION OFVIRTUAL COMMUNITIES
IN HEALTH CARE. IN THIS CHAPTER, THE STATE OF MARKETING IMPLICATIONS IN
VIRTUAL COMMUNITIES IN THE HEALTH CARE SECTOR IS REVIEWED. THE CASE
STUDY METHOD WAS USED. DATA WERE COLLECTED FROM A WEBSITE ABOUT
HEALTHCARE, AS CONTENT ANALYSIS.
CRM, CUSTOMIZATION, MARKETING RESEARCH AND DATABASE, E-WORD OF MOUTH,
E-SERVICES, AND PROMOTIONS AS MARKETING TOOLS WERE USED IN THE VIRTUAL
COMMUNITY. THE FINDINGS INDICATE THAT MEMBERS OF THE REVIEWED WEBSITE
USED FORUMS HEAVILY AS A MEANS OF INTERACTIVITY AND GATHERING OF HEALTH
RELATED AND SOCIAL BASED INFORMATION.
CHAPTER 14 CONSIDERATIONS FOR MARKETING DISTANCE EDUCATION COURSES IN
HEALTH EDUCATION:
FIVE IMPORTANT QUESTIONS TO EXAMINE BEFORE DEVELOPMENT.. 222
MICHAEL STELLEFSON, TEXAS A&M UNIVERSITY, USA
THIS CHAPTER DISCUSSES CONSIDERATIONS FOR MARKETING SELECT DISTANCE
EDUCATION COURSES IN HEALTH EDUCATION. FIVE QUESTIONS AND ANSWERS ARE
PROVIDED REGARDING: (A) IMPLEMENTING FEASIBILITY ANALYSES FOR COURSE
DEVELOPMENT; (B) COURSE AUGMENTATION STRATEGIES USING DISTANCE EDUCATION
OFFERINGS; AND (C) IDENTIFYING IMPORTANT DEVELOPMENTAL ASPECTS OF
PROPOSED COURSE OFFERINGS. CREATING AN INIMITABLE PRO-
CESS FOR EFFECTIVELY MARKETING PROSPECTIVE DISTANCE EDUCATION COURSES
ENHANCES A HEALTH EDUCATOR S ABILITY TO APPROPRIATELY USE EDUCATIONAL
TECHNOLOGY WITHIN BOTH PRE-EXISTING AND EMERGENT COURSE OFFERINGS. IN
ADDITION, VARIOUS HEALTH EDUCATION COURSES ESPECIALLY CONDUCIVE TO
DISTANCE EDUCATION WILL BE DISCUSSED BASED ON CURRENT TRENDS. MARKETING
CONCEPTS SUCH AS: DEMAND, COURSE MANAGEMENT, COURSE
VISIBILITY, AND BRANDING WILL BE DISCUSSED WITHIN THE CONTEXT OFHIGHER
EDUCATION COURSES IN HEALTH EDUCATION. THE IMPORTANCE OF RELATIONSHIP
MARKETING BETWEEN VARIOUS STAKEHOLDERS IN THE COURSE DEVELOPMENT PROCESS
WILL BE DISCUSSED TO ENABLE POSITIVE EXPERIENCES IN COURSE ENROLLMENT
AND CREATE MUTUALLY BENEFICIAL EXPERIENCES FOR STUDENTS, FACULTY AND
ADMINISTRATIVE PERSONNEL. FINALLY, DISTANCE EDUCATION
QUALITY INDICATORS WILL BE SUGGESTED FOR FUTURE COURSE EVALUATION
PROTOCOLS.
IMAGE 11
SECTION 4
CROSS-CULTURAL DIFFERENCES AND VARIATIONS IN ONLINE AND DISTANCE
EDUCATION PROGRAMS
CHAPTER 15 MARKETING E-LEAMING AND THE CHALLENGES FACING DISTANCE
EDUCATION IN AFRICA 235
BAMIDELE A. OJO, FAIRLEIGH DICKINSON UNIVERSITY, USA
THIS CHAPTER EXAMINES THE MARKETING OF E-IEAMING AND CHALLENGES FACING
DISTANCE EDUCATION IN AFRICA.
WHILE DISCUSSING THE GROWING TREND IN DISTANCE EDUCATION, THIS CHAPTER
ALSO EXAMINES THE SOCIO-POLITICAL AND ECONOMIC FACTORS LIMITING ITS
EFFECTIVENESS ON THE CONTINENT. THE CONCLUSION OFTHIS CHAPTER IS THAT
THE CRISIS WITHIN THE AFRICAN STATE CONSTITUTES A HINDRANCE TO EFFECTIVE
MARKETING AND IMPLEMENTATION OF
E-IEAMING AND DISTANCE EDUCATION.
CHAPTER 16 APPLYING THE CORPORATE IDENTITY IN MEGA UNIVERSITIES WEB
SITES 248
MESUDE CANAN OZTURK, ANADOLU UNIVERSITY, TURKEY
MEGA UNIVERSITIES USE WEB PAGES TO REFLECT CORPORATE IDENTITY, AN
IMPORTANT ELEMENT OF PUBLIC RELATIONS.
IN ORDER TO GROW THEIR CORPORATE IDENTITY, THESE UNIVERSITIES MAY
INCLUDE INFORMATION ABOUT THE PHILOSOPHY OF THEIR INSTITUTION IN THEIR
WEB PAGES. INSTITUTIONS MUST ALSO LEAM IDENTITY OF OTHER UNIVERSITIES,
AND THE DIFFERENCES IN STRATEGIES IN ORDER TO SHOW THEIR SUPERIORITY.
CORPORATE IDENTITY STUDIES ARE VERY IMPORTANT FOR IMPROVING THE DEGREE
OF RECOGNITION OF INSTUTIONS. THE PURPOSE OF THIS STUDY IS TO SHOW
HOW MEGA-UNIVERSITIES HANDLE WEB PAGES AS A PUBLIC RELATIONS TOOL FOR
GIVING INFORMATION AND SHOWING CORPORATE IDENTITY. THIS INFORMATION
APPLIES TO UNIVERSITIES AND MEGA UNIVERSITIES, SO THE TARGET AUDIENCE
OFTHIS WORK CAN COMPARE RESOURCES AND FINDINGS.
CHAPTER 17 STRATEGIC FRAMEWORK FOR SUSTAINABLE DEVELOPMENT OF OPEN AND
DISTANCE LEAMING PROGRAMS IN INDIA: MARKETING PERSPECTIVE 262
PURNENDU TRIPATH, INDIRA GANDHI NATIONAL OPEN UNIVERSITY, INDIA SIRAN
MUKERJI, INDIRA GANDHI NATIONAL OPEN UNIVERSITY, INDIA
THE ODL INSTITUTIONS NEED TO HAVE A COMPETITIVE STRATEGY SO AS TO
PROVIDE QUALITY EDUCATION AT AN AFFORDABLE COST. THIS MAKES INDIA A
SPECIAL CASE OF INVESTIGATION WHEREIN A NETWORK OF OVER 10 OPEN
UNIVERSITIES AND 104 INSTITUTES OF OPEN AND DISTANCE EDUCATION (LODE)
ARE PROVIDING ACCESS AND EQUITY TO EDUCATION. CHALLENGE AND COMPETITION
IN THE EDUCATION SECTOR HAVE PRESENTED A NEW SITUATION WHERE
INSTITUTIONS ARE NOW VIEWED AS CONGLOMERATES AND EDUCATIONAL PROGRAMS AS
EDUCATIONAL PRODUCTS.
CHAPTER 18 CROSS-CULTURAL COMPARISON OF STUDENT PERCEPTIONS AND
PERFORMANCE IN A MULTICULTURAL, INTERDISCIPLINARY AND BILINGUAL ONLINE
EDUCATIONAL PROJECT 279
MANUEL CUADRADO-GARCIA, UNIVERSITY 0/ VALENCIA, SPAIN MARIA-EUGENIA
RUIZ-MOLINA, UNIVERSITY 0/ VALENCIA, SPAIN
IMAGE 12
EXCHANGE AGREEMENTS BETWEEN UNIVERSITIES AND NEW TECHNOLOGIES ARE
INFLUENCING THE EDUCATION-LEARNING
PROCESS DURING THE PAST FEW YEARS. E-LEARNING HAS BECOME AN EDUCATIONAL
TOOL WITH SEVERAL APPLICATIONS AND THE MAIN AIM OF FACILITATING STUDENT
LEARNING PROCESS AND ADAPTING IT TO THE SOCIAL AND PROFESSIONAL REALITY.
IN THIS STUDY, WE PRESENT AN ONLINE PROJECT BASED ON A MULTICULTURAL,
INTERDISCIPLINARY AND BILINGUAL COLLABORATION DEVELOPED BETWEEN TWO
EUROPEAN UNIVERSITIES, LE. THE UNIVERSITY OFVALENCIA (SPAIN)
AND LONDON SCHOOL OF ECONOMICS AND POLITICAL SCIENCE (UNITED KINGDOM)
THROUGH THE FREE ACCESS ACADEMIC PLATFORM MOODLE. ADDITIONALLY, WE
EXAMINE THE SIGNIFICANT DIFFERENCES IN STUDENT PERCEPTIONS AND
PERFORMANCE AS WEIL AS PROBLEMS ARISING FROM CULTURAL DIFFERENCES.
SEETION 5
INDIVIDUALIZATION, FINANCE, LEADERSHIP, OTHER RELATED CONCEPTS IN ONLINE
AND DISTANCE EDUCATION
CHAPTER 19 STANDARDIZATION, HYBRIDIZATION, OR INDIVIDUALIZATION:
MARKETING IT TO A DIVERSE CLIENTELE 291 EVAN G. MENSE, SOUTHEASTERN
LOUISIANA UNIVERSITY, USA JOHN H FULWILER; SOUTHEASTERN LOUISIANA
UNIVERSITY, USA
MICHAEL D. RICHARDSON, SOUTHEASTERN LOUISIANA UNIVERSITY, USA KENNETH E.
LANE, SOUTHEASTERN LOUISIANA UNIVERSITY, USA
WITH STUDENT POPULATION ON THE RISE GLOBALLY, COLLEGES AND UNIVERSITIES
FACE DAUNTING NEW CHALLENGES TO ACCOMMODATE THE INCREASED DEMAND FOR
SERVICES (MARGINSON, 2006). THE HISTORIC THRESHOLD OF 100 MILLION
STUDENTS WORLDWIDE HAS BEEN CROSSED, AND THE PROSPECT OFREACHING THE
FIGURE OF 125 MILLION STUDENTS WILL BE ATTAINED BEFORE 2020 (NCES,
1993). IMPORTANT INCREASES IN STUDENT NUMBERS ARE REPORTED
IN ALL REGIONS, PARTICULARLY IN AFRICA, LATIN AMERICA AND THE CARIBBEAN,
ARAB COUNTRIES, AND IN EASTERN AND CENTRAL EUROPE (ALTBACH & BALAN,
2007). AMERICAN UNIVERSITIES AND COLLEGES WILL SPEND MORE THAN $6
BILLION FOR INFORMATION TECHNOLOGY, OF WHICH ROUGHLY $1 BILLION WILL BE
FOR INFORMATIONAL TECHNOLOGY GOODS AND SERVICES (BROWN, 2006).
UNIVERSITIES AND COLLEGES WORLD-WIDE ARE UTILIZING INSTRUCTIONAL
TECHNOLOGY FOR THE DELIVERY OF DISTANCE LEARNING TO MEET THE NEEDS OF
STUDENTS PRIMARILY FOR TWO REASONS:
INCREASED STUDENT ENROLLMENT AND INCREASED DEMAND FOR UTILIZATION OF
INSTRUCTIONAL TECHNOLOGY (SCHOFER & MEYER, 2006).
CHAPTER20 OLDER ADULTS AS NEW LEARNERS: A FRAMEWORK FOR MARKETING ONLINE
EDUCATION TO THE OTHER ADULT LEARNER 300
DAVID S. STEIN, THE OHIO STATE UNIVERSITY, USA CONSTANCE E. WANSTREET,
THE OHIO STATE UNIVERSITY, USA MICHELLE L. LUTZ, THE OHIO STATE
UNIVERSITY, USA TIFFANY DIXON, THE OHIO STATE UNIVERSITY, USA
THIS CHAPTER PRESENTS A MARKETING MODEL FOR FOUR-YEAR HIGHER EDUCATION
INSTITUTIONS THAT MAY BE APPROPRIATE FOR ENGAGING AGING BABY BOOMERS IN
LIFELONG LEAMING. BABY BOOMERS WILL CHALLENGE HIGHER EDUCATION
INSTITUTIONS TO RETHINK THEIR CUSTOMER BASE AND RESPOND TO A DIFFERENT
SET OF NEEDS FROM THAT
IMAGE 13
EXHIBITED BY TRADITIONAL STUDENTS AND BY ADULT LEARNERS WHO ARE
CURRENTLY 65 OR OLDER. HIGHER EDUCATION
INSTITUTIONS HAVE NOT PREPARED FOR THE DEMANDS THAT AGING BABY BOOMERS
MAY PLACE ON PROVIDERS OF LEARNING. THE PRI2SM MODEL SUGGESTS WAYS TO
RECRUIT NONTRADITIONAL STUDENTS TO TRADITIONAL PROVIDERS OF HIGHER
EDUCATION.
CHAPTER 21 FINANCMG DISTANCE EDUCATION IN A TIME OF ECONOMIC CHALLENGE
315
E/IZABETH MOORE RHODES, SOUTHEASTERN LOUSIANA UNIVERSITY, USA WILLIE
ENNIS IIL SOUTHEASTERN LOUSIANA UNIVERSITY, USA MINDY CRAIN-DOROUGH,
SOUTHEASTERN LOUSIANA UNIVERSITY, USA MIEHAE/ D. RIEHARDSON,
SOUTHEASTERN LOUSIANA UNIVERSITY, USA
TAK C. CHAN, KENNESSAW SLATE UNIVERSITY, USA
THIS CHAPTER EXAMINES MARKETING MESSAGES THAT MAY PERSUADE OLDER ADULT
LEARNERS TO ENROLL IN ONLINE HIGHER EDUCATION PROGRAMS. IT BUILDS ON A
THEORETICAL FRAMEWORK OF THE FACTORS IN ADULTS DECISIONS TO ENROLL IN
HIGHER EDUCATION PROGRAMS. A DEMOGRAPHIE SHIFT HAS BEEN OCCURRING THAT
WILL INFLUENCE THE POPULATION TARGETED FOR ACADEMIC ONLINE EDUCATIONAL
OPPORTUNITIES. BABY BOOMERS ARE BECOMING OLDER
ADULTS, DEFINED AS THOSE OVER THE AGE OF 60, AND IT IS PROJECTED THAT
THESE INDIVIDUALS WILL REMAIN IN EDUCATIONAL, SOCIAL SERVICE,
MANAGERIAL, AND CUSTOMER SERVICE POSITIONS PAST THE TRADITIONAL AGE OF
RETIREMENT. YET MARKETING STRATEGIES USED BY INSTITUTIONS OFHIGHER
EDUCATION MAY BE NEGLECTING THIS POPULATION, WHO WILL REQUIRE ADDITIONAL
EDUCATIONAL OPPORTUNITIES TO OBTAIN CREDENTIALS NEEDED FOR WORKPLACE
OPPORTUNITIES (WIIIIS, 2006; STOKES, 2006). IN ADDITION, OLDER ADULT
LEARNERS DO NOT HAVE TIME TO DEVOTE TO LONG EDUCATIONAL EXPERIENCES AND
MUST MOVE THROUGH THE SYSTEM AS QUICKLY AS POSSIBLE, OFTEN ATTENDING
ONLY PART TIME TO ACCOMMODATE WORK AND FAMILY NEEDS.
CHAPTER 22 LEADERSHIP AND DISTANCE LEARNING: IMPLICATIONS FOR THE
ADMINISTRATION OF HIGHER EDUCATION EXTENDED CAMPUS LOCATIONS 328
DON S. STUMPF, ARMSTRONG AT/ANTIE STATE UNIVERSITY, USA
DISTANCE LEARNING PROGRAMS HAVE INFLUENCED NEARLY ALL ASPECTS OF HIGHER
EDUCATION. EXTENDED CAMPUS LOCATIONS AT MANY COLLEGES AND UNIVERSITIES
HAVE BEEN ASSIGNED ADMINISTRATIVE RESPONSIBILITY FOR DISTANCE LEARNING
PROGRAMS. THE MERGER OFTHESE HIGHLY VISIBLE PROGRAMS CREATES AN
EDUCATIONAL LEADERSHIP PARADIGM SHIFT THAT DRAWS ATTENTION TO ITSELF.
THIS MERGER REQUIRES ARE-EVALUATION OFTHE CURRENT
EDUCATIONALLEADERSHIP PRACTICES ASSOCIATED WITH EFFICIENT OPERATION
OFTHE EXTENDED CAMPUS LOCATION.
CHAPTER23 PROMOTING ONLINE EDUCATION FOR NEW WORKING ENVIRONMENTS IN
COMPANIES 337
I/EANA HAMBURG, IAT, FH GE/SENKIREHEN, GERMANY JUDITH TERSTRIEP, !AT, FH
GE/SENKIREHEN, GERMANY STEFFI ENGERT, UNIVERSITY DUISBURG-ESSEN, GERMANY
IN COMPARISON TO CONVENTIONAL TRAINING, ONLINE LEAMING, PARTICULARLY
E-IEARNING METHODS WITH THEIR FLEXIBILITY OF TIME AND PLACE, HAVE MANY
ADVANTAGES FOR COMPANIES ALSO IN THIS CONTEXT. IN THIS CHAPTER,
IMAGE 14
RESULTS OFEUROPEAN STUDIES AND PROJECTS COORDINATED ALSO BY AUTHORS I.E.
ARIEL (ANALYSING AND REPORT-
ING ON THE IMPLEMENTATION OFELECTRONIC LEARNING IN EUROPE (ARIEL),
SIMPEL) ARE PRESENTED SHOWING THAT IT-BASED ONLINE LEAMING ACTIVITIES IN
COMPANIES OFTEN FACE ASERIES OF PROBLEMS. SECONDLY, SOME ISSUES RELATED
TO THE DESIGN OF NEW WORKING ENVIRONMENTS ARE PRESENTED, PARTICULARLY
THE ASPECT OF LEARNING IN NEW WORKING ENVIRONMENTS. THIS IS FOLLOWED BY
A PRESENTATION OFTHE CONCEPT OFCOMMUNITIES OF
PRACTICE (COPS) AS AN INTERESTING APPROACH TO COOPERATIVE LEAMING BY
USING ONLINE METHODS PARTICULARLY BASED ON WEB 2.0. THE CONCEPT OF
CLUSTER IS ALSO PRESENTED. IN THE FINAL SECTION, SOME CONC1USIONS ARE
PRESENTED.
CHAPTER24 THE MARKETING STRATEGIES AND APPLICATIONS OFENGLISH LANGUAGE
TEACHING (ELT) PROGRAMS VIA DISTANCE EDUCATION 359
SALIH USUN, MUGLA UNIVERSITY, TURKEY SEVKI KOMUR, MUGLA UNIVERSITY,
TURKEY
THE MAIN AIM OFTHIS DESCRIPTIVE STUDY IS TO REVIEW THE MARKETING
STRATEGIES AND APPLICATIONS OFENGLISH LANGUAGE TEACHING (ELT) PROGRAMS
VIA DISTANCE EDUCATION. THE STUDY, FIRSTLY, INTRODUCES THE ROLE OF
ENGLISH AS A GLOBALLANGUAGE IN THE 21 ST CENTURY AND THE IMPORTANCE OF
MARKETING OF ENGLISH LANGUAGE TEACHING (ELT) PROGRAMS, EXAMINES USING
WAYS OF DISTANCE EDUCATION AND DISTANCE TEACHER TRAINING
IN ELT, AND FINALLY, PRESENTS THE SOME SAMPIE OFWEBSITES ON MARKETING
ELT PROGRAMS AND PRODUCTS VIA E-IEAMING.
AFTERWORD 380
COMPILATION OF REFERENCES 385
ABOUT THE CONTRIBUTORS 423
INDEX 434
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| spellingShingle | Marketing online education programs frameworks for promotion and communication Distance education Marketing Internet marketing Internet in education E-Learning (DE-588)4727098-6 gnd |
| subject_GND | (DE-588)4727098-6 (DE-588)4143413-4 |
| title | Marketing online education programs frameworks for promotion and communication |
| title_auth | Marketing online education programs frameworks for promotion and communication |
| title_exact_search | Marketing online education programs frameworks for promotion and communication |
| title_full | Marketing online education programs frameworks for promotion and communication Ugur Demiray and Serdar Sever, editors |
| title_fullStr | Marketing online education programs frameworks for promotion and communication Ugur Demiray and Serdar Sever, editors |
| title_full_unstemmed | Marketing online education programs frameworks for promotion and communication Ugur Demiray and Serdar Sever, editors |
| title_short | Marketing online education programs |
| title_sort | marketing online education programs frameworks for promotion and communication |
| title_sub | frameworks for promotion and communication |
| topic | Distance education Marketing Internet marketing Internet in education E-Learning (DE-588)4727098-6 gnd |
| topic_facet | Distance education Marketing Internet marketing Internet in education E-Learning Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020889104&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT demirayugur marketingonlineeducationprogramsframeworksforpromotionandcommunication |