International Journal of Technology and Educational Marketing

10.4018/ijtem ◽  
2020 ◽  
Keyword(s):  
Educational Marketing

Past, Future and Presents

2015 ◽  
Vol 5 (2) ◽  
pp. 19-33
Author(s):  
Ruth Gannon Cook ◽  
Kathryn Ley
Keyword(s):  
Student Retention ◽  
Online Courses ◽  
Life Experiences ◽  
Customer Relationships ◽  
Instructional Designers ◽  
Education Student ◽  
Educational Marketing ◽  
Design Development ◽  
Instructor Interaction

This study approaches educational marketing from the perspective of the customers, the students. Instructors and instructional designers have designed online learning using a process that revolves around delivery. The process addresses meeting the needs of administrators and aligns well with the growing demands of the educational marketplace. But the growing failure of students to successfully complete online courses warrants further exploration than simply adding more interactivities or instructor interaction. The authors pose that advertising and marketing have addressed complex consumer relationships for almost a century and have created long term successful customer relationships which could provide insights to help with higher education student retention issues. A look at design development research and marketing semiotics could provide greater understanding and student involvement to help marketing semiotics provide a deeper understanding of the importance of inclusion of students' life experiences and cultural histories.

scholarly journals Dynamic capabilities, operational capabilities (educational-marketing) and performance

2017 ◽  
Vol 19 (65) ◽  
pp. 375-393 ◽  
Author(s):  
Adriana Roseli Wünsch Takahashi ◽  
Sergio Bulgacov ◽  
Mônica Maier Giacomini
Keyword(s):  
Dynamic Capabilities ◽  
Educational Marketing ◽  
Operational Capabilities ◽  
And Performance

scholarly journals THE EVOLUTION OF EDUCATIONAL MARKETING

10.26458/1744 ◽  
2017 ◽  
Vol 17 (4) ◽  
pp. 37-45 ◽  
Author(s):  
Natalia Manea ◽  
Mihaela PURCARU
Keyword(s):  
Social Marketing ◽  
Service Marketing ◽  
Marketing Strategies ◽  
Conceptual Level ◽  
Educational Marketing ◽  
State Budget ◽  
Non Profit ◽  
Financial Benefits ◽  
The Social

The association of the term ‘educational’ to the term ‘marketing’ generates a specialized domain, by applying methods, politics and marketing strategies in the area of education. Due to the cultural, social and complex role of the education, educational marketing represents a part of the services marketing, the social marketing and the non-profit organizations. By offering mandatory educational services, financed from the state budget, the school units, through their activity, respect the principles of social marketing, regardless of the financial benefits that result from the provision of these services.  This article aims to place educational marketing below the conceptual level in the field of service marketing; the reference works in the field of educational marketing are not many, a consequence of the fact that this is a new field.

scholarly journals Insights of School Head About Marketing Education Services Through Digital Media

2016 ◽  
Vol 3 (1) ◽  
pp. 52 ◽  
Author(s):  
Samer Iqbal
Keyword(s):  
Digital Media ◽  
Private School ◽  
Cost Effective ◽  
Educational Marketing ◽  
Digital Platforms ◽  
Education Services ◽  
Marketing Education ◽  
School Head ◽  
Marketing Tool ◽  
Phenomenological Interview

This study mainly focuses on the insights of a private school’s head pertaining to the use of digital media in educational marketing. The qualitative research paradigm was chosen for this study and in depth phenomenological interview was conducted from a head of a private school. Two themes were extracted from the data: Marketing educational services through digital media and its challenges, and digital media tool for marketing education services. The study revealed that the school head perceived the digital media to be cost-effective marketing strategy that was multidimensional and value-driven, but due to lack of awareness, skills, attitude, and sense of maturity among stakeholders, digital media was ignored and was not much used as a cost-effective marketing tool. Nevertheless, it is proposed that by hiring marketing personnel to promote services professionally, by aligning their strategies according to the demands of their customers, and by inviting customers’ voice on digital platforms, digital media can become a cost-effective and a valuable tool for mercerization of education.

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