Prospective Students' ZMOT in ICT-Based International Universities

2019 ◽  
pp. 195-214
Author(s):  
Jose Manuel Saiz-Alvarez ◽  
Oscar Alberto Hoyos-Villa
Keyword(s):  
Higher Education ◽  
Mexico City ◽  
Selection Process ◽  
Education Institution ◽  
Digital Marketing ◽  
The Internet ◽  
Prospective Students ◽  
Zero Moment ◽  
First Moment ◽  
Traditional Strategy

The zero moment of truth (ZMOT) is a concept related to marketing that is changing gradually the traditional strategy used to select a product or service offered in the market. This concept has gained popularity among consumers due to the internet, but ZMOT has been barely analyzed during the selection process of prospective students choosing an international HEI (higher education institution). The objective of this chapter is to reflect how the combination of ZMOT, FMOT (first moment of truth), and SMOT (second moment of truth) is a successful strategy for global universities based on digital marketing to attract prospective students. An educational procedure that can be followed by technology-driven international HEIs, and by universities aiming to attract prospective students. In this sense, the authors propose a brand-new concept entitled PSA (potential for student attraction) that they apply to two campuses (Guadalajara and Mexico City) of the Tecnológico de Monterrey, Mexico.

scholarly journals КЉУЧНИ ФАКТОРИ УСПЕШНЕ КОМУНИКАЦИЈЕ ВИСОКООБРАЗОВНЕ ИНСТИТУЦИЈЕ СА БУДУЋИМ СТУДЕНТИМА

TEME ◽  
2017 ◽  
pp. 557
Author(s):  
Jelena Gajic ◽  
Radmila Živković ◽  
Nenad Stanić
Keyword(s):  
Higher Education ◽  
Communication Channels ◽  
Education Institution ◽  
Prospective Students ◽  
Study Program ◽  
Successful Recruitment ◽  
Education Environment ◽  
University Reputation ◽  
Strategic Approach

Today’s higher education environment has become increasingly competitive and universities need to assume a strategic approach in communication with prospective students. Numerous studies have shown that modern digital communication channels are increasingly more used to promote the attributes of universities, while traditional channels are no longer considered that important. The principal aim of this study is to examine the importance of certain attributes and communication channels the students in Serbia rely on when choosing the most appropriate faculty. The research was conducted for the period 2007-2013. The results obtained clearly show that the Internet, friend recommendations and presentations at high schools are the most effective communication channels, whereas the university reputation, study system and quality of the study program are considered the most important attributes when making a decision to enroll in a certain faculty. Based on the research findings, the mathematical model for forecasting the respodents’ behaviour in the following five-year period was developed. It enables developing the communication platform that would contribute to enhancing the quality of the overall management processes of an higher education institution, market orientation, encourage successful recruitment of prospective students, their enrollment and retention.

scholarly journals A Study Into The Effects Of eLearning On Higher Education

2005 ◽  
Vol 2 (1) ◽  
pp. 16-27
Author(s):  
Gurmak Singh ◽  
◽  
John O'Donoghue ◽  
Harvey Worton ◽  
◽  
...  
Keyword(s):  
Higher Education ◽  
Technological Development ◽  
Higher Education Institutions ◽  
The Internet ◽  
Prospective Students ◽  
Global Impact ◽  
Course Materials ◽  
Business Market ◽  
The Way

The Internet is a technological development that has the potential to change not only the way society retains and accesses knowledge but also to transform and restructure traditional models of higher education, particularly the delivery and interaction in and with course materials and associated resources. Utilising the Internet to deliver eLearning initiatives has created expectations both in the business market and in higher education institutions. Indeed, eLearning has enabled universities to expand on their current geographical reach, to capitalise on new prospective students and to establish themselves as global educational providers. This paper examines the issues surrounding the implementation of eLearning into higher education, including the structure and delivery of higher education, the implications to both students and lecturers and the global impact on society.

Introduction to Online Teaching of Technology-Based Courses

2011 ◽  
pp. 1-31
Author(s):  
Lee Chao
Keyword(s):  
Higher Education ◽  
Online Teaching ◽  
Teaching And Learning ◽  
Education Institution ◽  
Educational Institutions ◽  
The Internet ◽  
Learning Method ◽  
Web Based ◽  
Computer Labs ◽  
The Web

With the improvement of the Internet and computer technologies, online or Web-based teaching has become an important teaching and learning method in educational institutions. In various degrees, online teaching has been implemented in almost every higher education institution. To better understand online teaching systems and how they are related to the book’s main topics, online computer labs for technology-based courses, we will take an overview about online teaching and technology-based courses in this chapter. We will take a look at the strengths and weaknesses of the Web-based teaching (WBT) systems. We will also investigate the roles played by these Web-based teaching systems in teaching technology-based courses. The investigation of these aspects will lead to the discussion to the book’s main topics.

scholarly journals Interactive Recommender System for Identifying Learning Partner

2021 ◽  
Vol 11 (6) ◽  
pp. 72-77
Author(s):  
Tanty Oktavia ◽  
◽  
Surya Sujarwo
Keyword(s):  
Higher Education ◽  
Recommender System ◽  
Learning Process ◽  
Selection Process ◽  
Design Science ◽  
Education Institution ◽  
Science Research ◽  
Global Perspective ◽  
Design Stage ◽  
The Right

— Currently, higher education must open their mindset to change the learning process. This process cannot still stay on a conventional process that only involved students and lecturers as learning participants because to capture what the current industry needs and the trend of knowledge, higher education institutions must collaborate with external parties as learning partners to give a global perspective about the industrial needs and trends. The process to identify a learning partner to contribute to the learning process is not easy way. The higher education institution must select which partner has appropriate skills and competency suitable for the subject’s course. Many parameters will be involved in the selection process to identify the right partner. In this proposed system, external parties in this context consist of professionals or educators from the external institution easily can be defined to be selected as learning partners based on their competency and experience, that listed on social media LinkedIn as a professional platform. The method to build this interactive recommender system in this study is based on design science research that identifies step by step design stage to propose the best way solution for the recommender system. The result of this study is an interactive recommender system that can help higher education to find out the best candidate for their learning partner so the collaboration of learning can be implemented effectively

scholarly journals Marketing Strategy for Higher Education Institution Based On Marketing Stimuli (Case Study at Politeknik Pos Indonesia)

2020 ◽  
Vol 7 (1) ◽  
pp. 25-32
Author(s):  
Senny Handayani Suarsa ◽  
Muhammad Meki Munawar
Keyword(s):  
Higher Education ◽  
Education Institution ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Influential Factor ◽  
Prospective Students ◽  
Higher Education Institution ◽  
Education Services ◽  
Selection Of

The purpose of this study is to examine whether marketing strategies based on the marketing stimuli of higher education services influence the selection of the Politeknik Pos Indonesia as higher education institution to continue their studies, as well as which of these marketing mix factors is most influential. The data collection was carried out by an independent survey involving 356 Politeknik Pos Indonesia students. The results showed that all variables had a significant influence on the decision making of the Politeknik Pos Indonesia by prospective students. Hence, the first and second hypotheses are proven by the most influential factor is the product.

Sign in / Sign up

Export Citation Format

Share Document