Finding New Ways to Reach Older Students: Creating a Social Media Marketing Plan for Professional and Continuing Higher Education Programs

2017 ◽  
Vol 65 (2) ◽  
pp. 73-81 ◽  
Author(s):  
Marilyn Martin Melchiorre ◽  
Scott A. Johnson
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Social Media Marketing ◽  
Marketing Plan ◽  
Older Students ◽  
Education Programs ◽  
Continuing Higher Education

Web 2.0 Technologies and Marketing

2017 ◽  
pp. 733-755
Author(s):  
Dora Simões ◽  
Sandra Filipe
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Web 2.0 ◽  
Social Media Marketing ◽  
Statistical Techniques ◽  
Brand Knowledge ◽  
Media Type ◽  
Use Of Social Media ◽  
Portuguese Higher Education

This chapter reports on the use of social media marketing by pre-adults, setting off from a case study of pre-adults of different courses at a Portuguese higher education school. Data were collected through a questionnaire available online and analyzed with descriptive statistical techniques. Based on the pointed outlines, the aim is to evaluate longitudinally the types of social media used by pre-adults, the contexts in which they use each social media type, their opinions about the intentions of social media marketing and the influences of social media marketing on their brand knowledge, attitude and behaviour. Tendencies around concepts, tools and levels of attraction by the audiences, with focus on relationship marketing in the 2.0 era are revisited. Furthermore, the chapter presents the perception of pre-adults about social media marketing, and contributes with critical information that might help cast light over recent theories and practices of social media marketing.

Social Media Marketing in Trinidad and Tobago

2020 ◽  
Vol 2 (2) ◽  
pp. 72-83
Author(s):  
Natasha Ramkissoon-Babwah ◽  
Shevaughn Darion Racha
Keyword(s):  
Social Media ◽  
Trinidad And Tobago ◽  
Formal System ◽  
Marketing Channel ◽  
Social Media Marketing ◽  
Marketing Plan ◽  
Structured Interviews ◽  
Media Campaigns ◽  
Food And Beverage ◽  
Marketing Tool

The objective of this research was to examine the utilization of social media by SMEs as a marketing tool in Trinidad and Tobago. A review of the literature in the field was undertaken on themes such as social media marketing, the value of social media for SMEs, and the challenges to implementing social media campaigns. The empirical process consisted of 35 qualitative semi-structured interviews with SMEs throughout Trinidad and Tobago to examine the experiences and impact of their social media strategies. The participants had businesses in sectors such as food and beverage, clothing, health and wellness, and sporting goods. The study concluded by giving recommendations such as developing a formal system to manage social media performance, conducting a due diligence before social media channel selection, embarking on and developing a strategic marketing plan for SMEs when the decision has been made to incorporate the tools of social media as a significant marketing channel.

scholarly journals Push and Pull Travel Motivation: Segmentation of the Greek Market for Social Media Marketing in Tourism

2020 ◽  
Vol 12 (11) ◽  
pp. 4770 ◽  
Author(s):  
Christina Katsikari ◽  
Leonidas Hatzithomas ◽  
Thomas Fotiadis ◽  
Dimitrios Folinas
Keyword(s):  
Social Media ◽  
Cost Effective ◽  
Social Media Marketing ◽  
Basic Question ◽  
Marketing Plan ◽  
Motivation Factors ◽  
Travel Motivation ◽  
Tourism Sector ◽  
Tourism Motivation ◽  
Push And Pull

The intense competition in the tourism sector increasingly pushes tourism destination marketers to seek more effective promotional practices, so that they remain competitive and attract more visitors. The fast expansion of the Internet and social media provides the opportunity for destination marketers to approach potential tourists in a simple and cost-effective way. While managing the official pages of destinations on social media, the basic question that arises is the configuration of the content, and how attractive this content could be for potential tourists. The purpose of this study is to investigate what elements of a destination, when displayed on social media, could be attractive factors for tourists. Through the analysis of push and pull tourism motivation factors in particular, this study focuses on the segmentation of the Greek market for those traveling abroad and the emergence of the basic elements that could attract each segment through social media. The respondents have been classified into four segments, according to the motives that more greatly influence their desire to travel. This analysis also shows the important relationships between these segments and the pull motivation factors on social media. The study concludes with findings and suggestions that can contribute to the planning of an effective social media marketing plan.

Web 2.0 Technologies and Marketing

2015 ◽  
pp. 1-23
Author(s):  
Dora Simões ◽  
Sandra Filipe
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Web 2.0 ◽  
Social Media Marketing ◽  
Statistical Techniques ◽  
Brand Knowledge ◽  
Media Type ◽  
Use Of Social Media ◽  
Portuguese Higher Education

This chapter reports on the use of social media marketing by pre-adults, setting off from a case study of pre-adults of different courses at a Portuguese higher education school. Data were collected through a questionnaire available online and analyzed with descriptive statistical techniques. Based on the pointed outlines, the aim is to evaluate longitudinally the types of social media used by pre-adults, the contexts in which they use each social media type, their opinions about the intentions of social media marketing and the influences of social media marketing on their brand knowledge, attitude and behaviour. Tendencies around concepts, tools and levels of attraction by the audiences, with focus on relationship marketing in the 2.0 era are revisited. Furthermore, the chapter presents the perception of pre-adults about social media marketing, and contributes with critical information that might help cast light over recent theories and practices of social media marketing.

ONLINE TUTORING IN CONTINUING HIGHER EDUCATION PROGRAMS. A CASE STUDY AND AN EXPLORATORY CONFIRMATORY DESIGN

2021 ◽  
Author(s):  
Marisa Vercher-Ferrandiz ◽  
Fernando Mayor-Vitoria ◽  
Ana García-Bernabeu ◽  
David Pla-Santamaria
Keyword(s):  
Higher Education ◽  
Education Programs ◽  
Continuing Higher Education ◽  
Online Tutoring
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