Strategic brand management for higher education institutions with graduate degree programs: empirical insights from the higher education marketing mix

2018 ◽  
Vol 28 (3) ◽  
pp. 225-245 ◽  
Author(s):  
Weng Marc Lim ◽  
Teck Weng Jee ◽  
Ernest Cyril De Run
Keyword(s):  
Higher Education ◽  
Brand Management ◽  
Higher Education Institutions ◽  
Marketing Mix ◽  
Degree Programs ◽  
Graduate Degree ◽  
Higher Education Marketing ◽  
Graduate Degree Programs ◽  
Education Marketing

scholarly journals ANALYSIS OF HIGHER EDUCATION MARKETING MIX IN IMPROVING THE IMAGE OF VOCATIONAL COLLEGES

Epigram ◽  
2020 ◽  
Vol 17 (2) ◽  
pp. 125-132
Author(s):  
Iwan Mulyawan ◽  
Wahyu Rafdinal
Keyword(s):  
Higher Education ◽  
Sampling Technique ◽  
Marketing Mix ◽  
Higher Education Marketing ◽  
Purposive Sampling ◽  
Physical Evidence ◽  
Analysis Technique ◽  
Education Marketing ◽  
Vocational Colleges

This study aims to analyze the effect of the marketing mix of higher education on the image of vocational colleges. The sampling technique is purposive sampling with 200 respondents. The analysis technique used is SEM PLS. The results showed that the marketing mix can affect the image of vocational colleges. People consisting of staff and lecturers gave the biggest contribution in improving the image of vocational colleges. The process of service and physical evidence also contributes greatly to the image of vocational colleges.

Business Lessons for Higher Education Marketing

2013 ◽  
pp. 25-31
Author(s):  
Ruth Gannon Cook ◽  
Kathryn Ley
Keyword(s):  
Higher Education ◽  
Service Provider ◽  
Higher Education Institutions ◽  
Market Analysis ◽  
Educational Service ◽  
Educational Marketing ◽  
Higher Education Marketing ◽  
Education Marketing ◽  
Marketing Firms

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.

scholarly journals Marketing Mix Instruments as Factors of Improvement of Students’ Satisfaction in Higher Education Institutions in Republic of Serbia and Spain

2020 ◽  
Vol 12 (18) ◽  
pp. 7802 ◽  
Author(s):  
Sandra Brkanlić ◽  
Javier Sánchez-García ◽  
Edgar Breso Esteve ◽  
Ivana Brkić ◽  
Maja Ćirić ◽  
...  
Keyword(s):  
Higher Education ◽  
Student Satisfaction ◽  
Higher Education Institutions ◽  
Descriptive Analysis ◽  
Marketing Mix ◽  
Public Image ◽  
Education Marketing ◽  
The Republic ◽  
The Impact ◽  
Students Satisfaction

This paper explores the impact of marketing mix instruments on the students’ satisfaction in faculties in the Republic of Serbia and Spain, with the aim of determining how significant the effects of each marketing mix tool and their combinations are in relation to satisfaction of students in Higher Education Institutions (HEIs). The detailed literature review is provided in the theoretical part, which contributes to a better understanding of terms like marketing in higher education, marketing mix instruments in higher education and students’ satisfaction. Data were collected from 896 respondents, who are all students at the faculties in Serbia and Spain, and were obtained using the questionnaire purposefully composed for this research. The methods used to highlight any gaps in this marketing mix practice and the relative customer–student satisfaction in HEIs are statistical analyses (descriptive analysis, correlation analysis, multiple regression analysis and t-independent samples tests), leading to the general conclusions regarding the following: by improving marketing mix instruments (service, distribution, human factor, physical evidence, service process) we can, and by improving (price, promotion) we cannot, improve students’ satisfaction in higher education institutions. The general conclusions clearly highlight what needs to be improved in practice in higher education institutions to improve students’ satisfaction, especially students’ loyalty, students’ choices, students’ satisfaction with the quality of the marketing mix instruments at the faculty, students’ satisfaction with expectation which they had upon enrolment and student satisfaction with the public image of the faculty, which is the main goal of these institutions.

Higher Education and FOSS for E-Learning

2011 ◽  
pp. 55-74 ◽  
Author(s):  
Shahron Williams van Rooij
Keyword(s):  
Higher Education ◽  
Teaching And Learning ◽  
Learning Technology ◽  
Degree Programs ◽  
Graduate Degree ◽  
Student Knowledge ◽  
Total Cost ◽  
Adoption Decision ◽  
Graduate Degree Programs ◽  
E Learning

This paper examines the paradox of FOSS adoption in U.S. institutions of higher education, where campus-wide deployment of FOSS for e-learning lags far behind adoption for technical infrastructure applications. Drawing on the fields of organizational management, information systems, and education, the author argues that the gap between the advocacy for FOSS teaching and learning applications and the enterprise-wide deployment of FOSS for e-learning is a consequence of the divergent perspectives of two organizational sub-cultures—the technologist and the academic—and the extent to which those sub-cultures are likely to embrace FOSS. The author recommends (a) collaborative needs analysis/assessment prior to a go/no go adoption decision, and (b) broad dissemination of total cost of ownership (TCO) data by institutions deploying FOSS for e-learning enterprise-wide. This discussion satisfies e-learning administrators and practitioners seeking research-based, cross-disciplinary evidence about the FOSS decision-making process and also assists educators in graduate degree programs seeking to expand student knowledge of e-learning technology options.

Business Lessons for Higher Education Marketing

2011 ◽  
Vol 1 (1) ◽  
pp. 60-66 ◽  
Author(s):  
Ruth Gannon Cook ◽  
Kathryn Ley
Keyword(s):  
Higher Education ◽  
Service Provider ◽  
Higher Education Institutions ◽  
Market Analysis ◽  
Educational Service ◽  
Educational Marketing ◽  
Higher Education Marketing ◽  
Education Marketing ◽  
Marketing Firms

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.

Investing in higher education marketing

2019 ◽  
pp. 125-134
Author(s):  
Elena Koval ◽  
Ksenia Ilyina ◽  
Anatasia Fefelova
Keyword(s):  
Higher Education ◽  
Education Reform ◽  
Social Innovation ◽  
Higher Education Institutions ◽  
Higher Education Reform ◽  
The State ◽  
Investment Model ◽  
Educational Services ◽  
Higher Education Marketing ◽  
Education Marketing

The aim of the article is to research the state and prospects of expanding investments in the marketing of higher education and adapting to the fluctuations in the educational services market. The research methodology is based on the methods of scientific abstraction in determining the components of the market, comparative analysis of the world experience and domestic sources of the higher education institutions financing, analysis of the expenditures structure on education in the state budget of the country, monographic method of the studing the state and improving of the competitiveness in domestic institutions of higher education, statistics information. The scientific novelty of the conducted research is that the state of financing of higher education institutions is scientifically substantiated, alternative instruments of financing of investments in marketing of educational services are analyzed, directions of increase in competitiveness of market participants are outlined. Conclusions.Among other important areas of the European Union’s investment model are research, innovation and digitization in research marketing projects, as well as the financing of projects in the fields of skills, education, training and social innovation. Higher education reform in Ukraine aims to integrate into the European higher education area and the research area on the basis of a competitive national higher education system. Expanding the international activity of domestic higher education institutions is aimed at introducing modern global trends ofthe investment in higher education marketing.

scholarly journals Adult Barriers To Higher Education: A Comparison Of Gender, Age, And Ethnicity In Faith-Based Colleges

2006 ◽  
Vol 3 (1) ◽  
Author(s):  
Sara B. Kimmel ◽  
Mary Nell McNeese
Keyword(s):  
Higher Education ◽  
Adult Students ◽  
Degree Programs ◽  
Accelerated Programs ◽  
Graduate Degree ◽  
Working Adults ◽  
Graduate Degree Programs ◽  
Faith Based ◽  
Faith Based Institutions ◽  
Programs Of Study

The study compares the responses of students in nontraditional undergraduate and graduate degree programs from three faith-based institutions and multiple campuses to determine what barriers exist for adult students. Nontraditional, in this case, refers to degree programs offered within the context of night classes and accelerated programs of study that cater primarily to working adults.

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.

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