Potential of the social media as instruments of higher education marketing: a segmentation study

2011 ◽  
Vol 21 (1) ◽  
pp. 7-24 ◽  
Author(s):  
Efthymios Constantinides ◽  
Marc C. Zinck Stagno
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Higher Education Marketing ◽  
The Social ◽  
Education Marketing

scholarly journals Higher Education Marketing

2012 ◽  
Vol 2 (1) ◽  
pp. 41-58 ◽  
Author(s):  
Efthymios Constantinides ◽  
Marc C. Zinck Stagno
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Marketing Channels ◽  
Online Marketing ◽  
Customer Engagement ◽  
Higher Education Marketing ◽  
Internet Applications ◽  
University Marketing ◽  
The Social ◽  
Education Marketing

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 second 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 identifying 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 identifies and describes three market segments among future students based on their use of the social media.

Higher Education Marketing

2013 ◽  
pp. 128-147 ◽  
Author(s):  
Efthymios Constantinides ◽  
Marc C. Zinck Stagno
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Marketing Channels ◽  
Online Marketing ◽  
Customer Engagement ◽  
Higher Education Marketing ◽  
Internet Applications ◽  
University Marketing ◽  
The Social ◽  
Education Marketing

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 second 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 identifying 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 identifies and describes three market segments among future students based on their use of the social media.

scholarly journals Identification of the effectiveness of higher education marketing strategies using social media

2021 ◽  
Vol 9 (1) ◽  
pp. 1-9
Author(s):  
Lelo Sintani ◽  
Yuniati Fransisca ◽  
Ary Dwi Anjarini ◽  
Aria Mulyapradana
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Data Analysis ◽  
Young People ◽  
Evaluation System ◽  
Marketing Strategies ◽  
Higher Education Marketing ◽  
University Marketing ◽  
Analysis Process ◽  
Education Marketing

There are many ways that universities can promote their programs and services to get the attention of prospective buyers. One strategy is to use social media to promote its products and services. Furthermore, the author believes that the successful promotion of various products owned by investment will determine the University's progress. We obtained data from publications such as comma books, journals, and several websites discussing university marketing promotion issues on social media pages to fill out this discussion. To answer this royal question, we have to go through the data analysis process by following the rules of scientific studies, including through a coding data evaluation system and drawing conclusions considering that the data we present is valid and reliable. Finally, we can conclude after reviewing the data and also in-depth discussions where we found that the effectiveness of marketing through social media for investment products and services is very appropriate and effective considering that today social media has become a place not only for young people to be friends but also a place for young people to become friends, and literature for business purposes as well as promotion including promotion of high change programs.

Exploring the Secret of Successful University Brands

2014 ◽  
pp. 94-108
Author(s):  
Chris Chapleo
Keyword(s):  
Higher Education ◽  
The United States ◽  
Higher Education Marketing ◽  
Ongoing Research ◽  
Academic History ◽  
Significant Relationships ◽  
Education Marketing ◽  
Primary Focus ◽  
Qualitative Exploration ◽  
University Brand

This chapter contributes to the topical area of higher education marketing by exploring how branding adds value to universities. The primary focus of exploring branding concepts associated with successful higher education brands in a UK context was chosen for this work with a view to later comparison with other countries such as the United States, where branding of universities has a longer practical and academic history. The concept of “successful” brands was explored through the extant literature, and the subsequent research identified constructs underpinning a successful university brand. These constructs were then tested among a larger sample of UK university stakeholders. The findings explored the variables associated with successful university brands and suggested significant relationships among these variables. A further stage involved qualitative exploration of current perceptions and practices in HE branding, designed to maintain currency and build ongoing research possibilities. Overall, the chapter offers suggestions for both academia and practice on what underpins a successful university brand, and the variables associated with these brands.

DIFFICULTIES AND BARRIERS FOR THE IMPLEMENTING OF MARKETING MODEL IN WROCLAW UNIVERSITY OF SCIENCE AND TECHNOLOGY

2018 ◽  
Vol 19 (1) ◽  
pp. 9-22
Author(s):  
Zbigniew Malara ◽  
Radosław Ryńca ◽  
Yasmin Ziaeian
Keyword(s):  
Higher Education ◽  
Science And Technology ◽  
Critical Role ◽  
Higher Education Marketing ◽  
Marketing Model ◽  
Marketing Models ◽  
Education Marketing ◽  
New Students

Higher education marketing plays a critical role in attracting new students. Buildin awareness and perception among potential students can effectively set the stage for targete recruiting efforts by the admissions team and communications programs by publi relations. Therefore, in this study will be focused on difficulties and barriers, which Wrocla University of Science and Technology faced them to implement the marketing models.

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