Marketing strategies for higher education institutions: technological considerations and practices
Gespeichert in:
| Weitere Verfasser: | |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
s.l.
Business Science Reference
2013
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXI, 366 S. Ill. |
| ISBN: | 9781466640146 9781466640160 |
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| 245 | 1 | 0 | |a Marketing strategies for higher education institutions |b technological considerations and practices |c Purnendu Tripathi ... [eds.] |
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Datensatz im Suchindex
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| adam_text | Titel: Marketing strategies for higher education institutions
Autor: Tripathi, Purnendu
Jahr: 2013
Detailed Table of Contents
Preface.................................................................................................................................................xv
Acknowledgment...............................................................................................................................xxi
Chapter 1
What is the Secret of Successful University Brands?............................................................................1
Chris Chapleo, Bournemouth University, UK
This paper examines branding and how the concept adds value to organizations beyond the usual fo-
cus of consumer product marketing. In particular, the focus of exploring branding conceptualizations
associated with successful higher education brands in a UK context makes a contribution to a little
researched but increasingly topical area. The UK focus was chosen for this initial stage with a view
to later comparison with other markets such as the United States where branding of universities has a
longer track record. The literature was examined and the concept of successful brands explored. The
research approach involved generating constructs to determine what underpins a successful university
brand, and subsequently testing these among a larger sample of UK university customers. Findings
explore the variables that underpin successful university brands and significant relationships among
these variables. Ultimately, the paper offers initial conclusions on what underpins a successful university
brand and proposes variables associated with such brands.
Chapter 2
Marketing Educational Programs through Technology and the Right Philosophies ...........................15
Victor C. X. Wang, California State University at Long Beach, USA
This article uses a real case to illustrate that marketing educational programs through technology is
affected by one s philosophies positively or negatively, depending on the philosophies adopted. Seven
philosophies are discussed in relationship to marketing educational programs via technology. Connections
between the seven philosophies and different types of universities/colleges are drawn. Future research
directions also revolve around marketing educational programs, Web 2.0 technologies and one s philoso-
phies. It is recommended that universities/colleges seriously consider hiring those administrators who
have adopted the right philosophies as the wrong philosophies will work against the mission of certain
academic departments, hence the whole university or college.
Chapter 3
Business Lessons for Higher Education Marketing.............................................................................25
Ruth Gannon Cook, DePaul University School for New Learning, USA
Kathryn Ley, University of Houston Clear-Lake, USA
Today, recent business marketing approaches that depend upon market analysis and planning have
stimulated the growth of marketing firms that offer sophisticated quantitative market analyses in order
to identify an organization s potential and current customers and their needs. This analysis contrasts
educational service provider to enrollment outcomes at two nonprofit higher education institutions. The
authors data indicates securing educational marketing services may be a costly approach in order to
attract and keep customers or students.
Chapter 4
Identifying the Basis for Segmenting Higher Education: Evidence from Egypt..................................32
Maha Mourad, American University in Cairo, Egypt
HamedM. Shamma, American University in Cairo, Egypt
This paper reviews the developments taking place in the Higher Education (HE) industry. The focus of the
research is to identify the main variables used to segment universities in Egypt. The research is qualita-
tive in nature as the dimensions for segmentation were derived based on a series of in-depth interviews
followed by two focus groups. Perceived quality and level of internationalization were found to be the
two most important dimensions for classifying HE institutions in Egypt. These two dimensions formed
the basis of a two-by-two matrix, which was used to segment HE universities into four main segments.
The four HE segments that were identified are: legacy, prestigious, imitators, and the uncertain. Each
quadrant was identified based on the level of perceived quality and the degree of internationalization.
The matrix is useful for universities administrators to identify their current position and assess their
future positioning strategies.
Chapter 5
A Mobile Market: Opportunities and Strategies in Higher Education..................................................46
Thomas J. Hayes, Xavier University, USA
Mary M. Walker, Xavier University, USA
As schools deploy mobile web capabilities, students have the ability to connect anytime, anywhere giv-
ing universities an important tool to engage and connect with university target markets. With mobile
based internet usage expected to exceed desktop usage within the next four years this study focuses on
understanding the role of this technology in connecting with prospective and current students. Research
conducted with college students demonstrates that the usage of mobile technology is highest among this
age segment and must be taken into consideration when communicating to its student base. Furthermore,
the implications from this study suggest that mobile app features have value for current students and is
in line with their usage of mobile technology and represent an important channel for reaching students.
Finally, the paper focuses the need to develop content that can be measured and analyzed for effective-
ness and that is in line with the university s brand.
Chapter 6
Mediating Effects of Study Outcomes on Student Experience and Loyalty: A Comparison of
Home and International Students..........................................................................................................61
Vanessa Ann Quintal, Curt in University, Australia
Tekle Shanka, Curtin University, Australia
Pattamaporn Chuanuwatanakul, Curtin University, Australia
This paper aims to examine whether expectations of the student experience have an impact on student
loyalty that is mediated by expectations of study outcomes at their university. To achieve this, a 15-minute
pen and paper survey was self-administered to a convenience sample of students at a major university
in Western Australia. The total sample size was 400 students, with 200 students each drawn from the
home and international student populations. Findings suggest the university s image and facilities that
prepare students for career, personal and academic development were positively related to home student
loyalty, while teaching and support services that prepare students for career development were positively
related to both home and international students loyalty. Since the global trend is toward a customer-
oriented model, universities can remain competitive by providing the gestalt student experience that
helps students to achieve their study outcomes and develop loyalty toward their university.
Chapter 7
They re Here, Now How Do You Keep Them? Lessons Learned with
First Year College Students...................................................................................................................84
Ruth Gannon Cook, DePaul University School for New Learning, USA
This is a case study of a class of first year traditional college-age students enrolled in a class that assessed
measures to orient new students and enlist them in becoming committed to completing their degrees.
The motivation of the university that designed the course was two-fold: to help students develop good
time management and study skills; and to nurture student loyalty to retain them through graduation
at this university. The study followed a small class of 18-20 year old first year students through their
first semester at a mid-sized western public university. The results of the study indicated that while
many factors affect students attitudes and retention throughout their college years, simple measures of
enlistment and peer-mentoring fared best to positively influence student attitudes and responses in the
college-orientation class; and, peer involvement offered the most promise of future brand commitment
to student retention at the university.
Chapter 8
How Technologies Can Localize Learners in Multicultural Space: A Newly Developed
Global Studies Curriculum..............................................................................................................103
Gilbert Ahamer, Austrian Academy of Sciences, Austria
Technological innovations can be used in many ways to enhance the suitability of global learning. A
newly developed online-supported curriculum Global Studies takes account of the necessities of in-
terdisciplinary, intercultural and interparadigmatic learning. The history and genesis of such an innova-
tive curriculum is embedded in a national umbrella organisation focusing on development studies. As
the interdisciplinary core, a new lecture on the fundamentals of Global Studies has been implemented
in 2010/11 that envisions team teaching and interdisciplinary perspectives. The web platform allows
students to present their professional views and discuss them in a peer review. Dialogue and discourse
are enhanced by repeated change of roles which is enriched by the broad international and intercultural
backgrounds of the participating students. Cultures of understanding are generated and widened as a
prerequisite for future careers in development cooperation, diplomacy and transnational organisations.
Chapter 9
Higher Education Marketing: A Study on the Impact of Social Media on Study Selection and
University Choice...............................................................................................................................128
Efthymios Constantinides, University of Twente, The Netherlands
Marc C Zinck Stagno, University of Twente, The Netherlands
The importance of the Internet as commercial platform is by now universally recognized, and businesses
increasingly adopt online marketing channels at the cost of traditional ones. The social media, being sec-
ond generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer
engagement, and user generated content. The interest of higher education institutions in social media
as part of the marketing toolkit is increasing, but little is known about the potential of these channels in
higher education marketing strategies. Even less is known about the role of social media as influencers of
future students in the choice of study and university. This article presents the results of a study identify-
ing the role and importance of social media on the choice of future students for a study and university
in comparison with the traditional university marketing channels in the Netherlands. The study identi-
fies and describes three market segments among future students based on their use of the social media.
Chapter 10
Using Social Network Sites for Higher Education Marketing and Recruitment...............................148
Natalia Rekhter, Lincoln College, USA
In this paper, the author examines how the rapid penetration of Social Network Sites (SNSs) into every-
day life affects higher education marketing. Among unique features offered by SNSs are unprecedented
trackability of students interests, immediacy in responses, targeted personalization of marketing efforts,
and low institutional financial obligations. Growth in Internet Penetration Rates and strong international
SNSs membership suggests further globalization of marketing strategies and inclusion of lower income
countries into targeted markets. Concerns associated with the use of SNSs include dearth of fluency
in the sites content and operation among admission personnel, lack in users privacy, and absence of
control over the content. The skyrocketing evolution of SNSs surpasses the corresponding research as
do applications of SNSs for higher education marketing. As the result, this qualitative study had to draw
information from the variety of secondary sources including blogs, web reports, group discussions,
comments, forums, videos, etc.
Chapter 11
The Use of Facebook as a Marketing Tool by Private Educational Institutions in Singapore ..........164
H. K. Leng, Nanyang Technological University, Singapore
With social network sites growing in popularity, many organisations have started to use this platform to
market themselves. However, marketing on social network sites is different from traditional marketing.
Its value lies in engaging members of the social network and generating shared cultural meaning of the
advertised brand rather than promoting awareness of the brand to a large number of people. This is not
apparent to marketers and as such, many organizations are not leveraging on this media tool effectively.
This paper examines the use of Facebook as a marketing tool by private educational institutions offer-
ing degree programmes in Singapore and investigates the extent that these educational institutions are
leveraging on this new marketing communications tool. The findings suggest that marketing on social
network sites remains in its infancy. Educational institutions in Singapore have started to use social net-
work sites as a marketing communications tool. However, as the majority of visitors were using social
network sites as an extension to existing mediums for seeking information, there is clearly the potential
for the educational institutions to move to the next level in leveraging on social network sites to engage
its members and generating a shared cultural meaning of their brands.
Chapter 12
Marketing to and Developing Faculty Members to Create High Quality, Highly Interactive
Online Courses...................................................................................................................................176
Jace Hargis, Higher Colleges of Technology, UAE
In this paper, the author shares a detailed process for soliciting and securing exemplar faculty members,
who are ready to redesign and offer their course in a high quality online environment. The goal is to
help faculty create highly engaging online learning opportunities as good as or better than their current
face to face classes. Interested faculty members submitted a competitive proposal, and were selected to
interact in a highly dynamic three day short course. The course introduced and applied learning theories
as a mechanism to help faculty develop their materials, so that learners could attend, process, retain and
use meaningful conceptually-based material. The outcome of the program was targeted, high quality
online courses; word of mouth support and requests for short courses from our law and dental schools.
Chapter 13
Increasing Graduate Education Relevance through Innovative Marketing: Interview with
Mike Scorzo........................................................................................................................................187
Lynn Wilson, SeaTrust Institute and Kaplan University, USA
This interview illustrates how innovative collaborations encourage interdisciplinary flexibility, such as
customized specializations, internships, and transdisciplinary partnerships within and beyond traditional
higher education circles, and can be used to develop academically rigorous graduate programs that serve
the needs of employers in the emerging field of environmental policy.
Chapter 14
E-Service Delivery in Higher Education: Meeting MBA Student Expectations................................194
Matt Elbeck, Troy University, USA
Brian A. Vander Schee, Aurora University, USA
This study explores graduate students expectations regarding website design in higher education. Focus
group discussions and the Kano method are used to improve the college website experience of Master
of Business Administration students. Student survey results (n = 110) suggest 23 features describing
an ideal college website. Results guide college website design according to three need-based groups;
basic, performance, and excitement to improve website value to students and ultimately student loyalty.
Chapter 15
Technology in Marketing Education: Insights from Sales Training...................................................205
Eileen Bridges, Kent State University, USA
Company training programs provide insights for university classrooms, particularly those in schools
and colleges of business. This research shows an increase in usage of technology based training among
successful firms, but it is not growing as quickly as consumer use of self-service technologies because
some firm goals require more personal training modes. The present findings regarding business adoption
of training technology are consistent with consumer research that suggests satisfaction increases with
experience in use. Also, selected technology must be congruent with learning goals-technological tools
are more effective when students are learning related material-and results of training suggest increased
efficacy when this is true. In this regard, university learning environments focused on business should
utilize technology as appropriate to learning goals, but should not gratuitously replace traditional class-
room learning activities.
Chapter 16
Service Recovery Encounters in the Classroom: Exploring the Attributes of Professors
Desired by Male and Female Students................................................................................................219
Sneha Chandra, The University of Manchester, UK
Thorsten Gruber, The University of Manchester, UK
Anthony Lowrie, Minnesota State University, USA
This paper explores the nature of service recovery encounters, particularly the qualities and behaviours
that male and female students expect from professors in personal service recovery encounters. For
this purpose, 40 semi-standardized laddering interviews were conducted (with 20 male and 20 female
respondents) in order to gain a deeper understanding of student expectations and the values that drive
these expectations. The analysis and findings enrich the existing limited stock of knowledge on desired
attributes of professors in service recovery encounters in higher education by developing a deeper un-
derstanding of the attributes of professors that dissatisfied female and male students desire, as well as
the underlying values for these expectations. Results show that the professor s active listening skills,
expertise, friendliness, concern for students, and being empathetic were important to both male and female
students. However, gender differences are important in a service-recovery encounter in a classroom,
which suggests differential treatment. While men place more importance on a quick problem solution,
women seem to prefer a more communal approach.
Chapter 17
You Name It: Comparing Holistic and Analytical Rating Methods of Eliciting Preferences in
Naming an Online Program Using Ranks as a Concurrent Validity Criterion....................................240
Michael J. Roszkowski, La Salle University, USA
Scott Spreat, Woods Services, Inc., USA
Current and prospective students (n =133) were surveyed about their preferences for a name for a new
online series of courses to be launched by a university. Preferences for each of five names were solicited
by means of analytical ratings, holistic ratings, and rankings. All three techniques were employed to
assure that the most appropriate name for the program was selected, but this also afforded us the op-
portunity to study several theoretical issues: (a) Do the different methods lead to discrepant decisions
at the aggregate level? (b) Is the holistic rating or the analytical rating approach more closely related to
the rankings? (c) To what extent is lack of agreement between ratings and rankings due to lack of dif-
ferentiation in ratings? The authors find that at the aggregate level all three methods suggest the same
name for the program; the holistic rating is slightly more highly correlated with the ranking; and the
lack of differentiation in ratings is one reason producing inconsistencies between ratings and rankings.
Chapter 18
Co-Constructing a Learning Community: A Tool for Developing International Understanding.......263
Chris Robertson, University of Worcester, UK
This paper explores the development of professional understanding across a large group of profession-
als and academics from eight different countries engaged in an international project. The focus of the
project was to develop a suite of appropriate electronic tools to support the wide range of professionals
(doctors, teachers, care and family workers, psychologists and medical and occupational therapists) who
may be involved in working with and providing support for vulnerable children and families, which
would be relevant across European countries. This case study explores how effective communication
developed between the members of the research group to enable greater common understanding of both
cultural and country specific provision, needs, and the underpinning philosophy and principles behind
current provision in different countries represented. It explores the role of a learning community and a
community of practice (Lave Wenger, 1998) in this process as a tool for developing understanding.
It provides insights into related issues, and possible future lessons to be learnt.
Chapter 19
Assessing Learning via Web 2.0 Technologies: A Dichotomy...........................................................274
Victor C X. Wang, California State University at Long Beach, USA
Beth Kania-Gosche, Lindenwood University, USA
Online learning takes place among learners of all ages in both formal and informal contexts. Due to
the fact that traditional age students learn differently from non-traditional age students, especially in
the virtual environment, educators are encouraged to employ either pedagogical or andragogical as-
sessment methods accordingly. Using pedagogical assessment methods may work for traditional age
learners. Likewise, applying andragogical methods may work for non-traditional age learners. Available
assessment methods such as objectively-scored tests, subjectively-rated tests and criterion referenced
tests will be discussed as well as a new form of assessment—learner self-evaluation. To use the proper
tests or methods to assess online learning, educators are encouraged to possess both pedagogical and
andragogical knowledge and/or skills. Instructors should use a variety of instructional and assessment
methods. The authors of this article provide specific examples of online assessments from both andra-
gogy and pedagogy.
Chapter 20
Lighting the Fires of Entrepreneurialism? Constructions of Meaning in an English
Inner City Academy............................................................................................................................294
Philip A. Woods, University of Hertfordshire, UK
Glenys J. Woods, FreeSpirit Education, UK
Entrepreneurialism and entrepreneurial leadership are increasingly viewed as essential to improving the
capability of organisations to innovate and improve performance. This article aims to refine the concep-
tual understanding of entrepreneurialism in the context of public education, drawing on data concerning
constructions of meaning around entrepreneurialism in an inner city Academy in England. The authors
highlight effects of power in forming the discourse and meanings around entrepreneurialism, the layers
of meaning in these constructions, and the presence of both business entrepreneurialism and alternative
groundings for entrepreneurialism. The article concludes by refining the typology of entrepreneurialism,
placing it in the context of levels of meaning and suggesting three implications for schools and educational
policy. The association the authors found of enterprise with relational motivations and with public and
community-orientated aims suggests a general appetite exists to forge a more radical entrepreneurialism
than that prescribed solely by a private, competitive business view of the world.
Compilation of References ..............................................................................................................318
About the Contributors...................................................................................................................359
Index...................................................................................................................................................363
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| spelling | Marketing strategies for higher education institutions technological considerations and practices Purnendu Tripathi ... [eds.] s.l. Business Science Reference 2013 XXI, 366 S. Ill. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Education, Higher Marketing Education, Higher Marketing Technological innovations 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content Tripathi, Purnendu edt Erscheint auch als Online-Ausgabe 9781466640153 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026212303&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Marketing strategies for higher education institutions technological considerations and practices Education, Higher Marketing Education, Higher Marketing Technological innovations |
| subject_GND | (DE-588)4143413-4 |
| title | Marketing strategies for higher education institutions technological considerations and practices |
| title_auth | Marketing strategies for higher education institutions technological considerations and practices |
| title_exact_search | Marketing strategies for higher education institutions technological considerations and practices |
| title_full | Marketing strategies for higher education institutions technological considerations and practices Purnendu Tripathi ... [eds.] |
| title_fullStr | Marketing strategies for higher education institutions technological considerations and practices Purnendu Tripathi ... [eds.] |
| title_full_unstemmed | Marketing strategies for higher education institutions technological considerations and practices Purnendu Tripathi ... [eds.] |
| title_short | Marketing strategies for higher education institutions |
| title_sort | marketing strategies for higher education institutions technological considerations and practices |
| title_sub | technological considerations and practices |
| topic | Education, Higher Marketing Education, Higher Marketing Technological innovations |
| topic_facet | Education, Higher Marketing Education, Higher Marketing Technological innovations Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026212303&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT tripathipurnendu marketingstrategiesforhighereducationinstitutionstechnologicalconsiderationsandpractices |