The utilization of Internet marketing communication tools by higher education institutions (on the example of Poland and Ukraine)

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Artur Kisiołek ◽  
Oleh Karyy ◽  
Liubov Нalkiv
Keyword(s):  
Higher Education ◽  
Literature Review ◽  
Higher Education Institutions ◽  
Internet Marketing ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Communication Tools ◽  
Content Type ◽  
Staff Members ◽  
Internet Users

PurposeThe purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine.Design/methodology/approachIn the article, the authors used the literature review method to justify the importance of implementing HEI marketing strategy based on marketing communications with Internet users, and thus to justify the relevance of the chosen research topic. Based on the literature review, the authors identified the goals of HEI advertising campaigns on the Internet (branding, recruitment of students, site traffic increase and subscription of Internet users to the university newsletter) and substantiated the analytical study of the two countries. The survey conducted by the authors allowed them to form their conclusions, the validity of which is based on the interpretation of the indicators calculated in the analytical section.FindingsThe hypothesis that the focus of HEI Internet marketing communications, recruitment of students, is universal regardless of the country of origin is proven. There is also no significant differences in Internet marketing communication tool use that is “simpler” and cheaper. University marketing managers widely use Internet advertising tools, but they have difficulty implementing public relations and sales promotion tools. Internet marketing communication is an important component of HEIs' marketing strategies, thus, comparing EU and non-EU HEIs informs future strategies.Practical implicationsThe results of this research are of interest to HEIs that seek to improve the adaptation of their marketing communication strategy to meet the conditions of digitalisation and to strengthen their competitive foothold within the market. Also, the findings can help HEI marketing staff members to improve marketing communication tools used to build and maintain relationships with their online customers.Originality/valueThis study highlights the similarities and differences in approach to Internet marketing communications among EU (Poland) and non-EU HEIs (Ukraine). In conducting a thorough review of research, as well as a survey of 185 HEI marketing staff members, the paper offers insight into the approach HEIs of varying cultural backgrounds take to Internet marketing communications and online recruitment.

Quality assurance systems: enemies or allies of innovation in higher education institutions?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mariana Ferreira de Mello Silva ◽  
Eduardo Raupp de Vargas
Keyword(s):  
Higher Education ◽  
Quality Assurance ◽  
Literature Review ◽  
Higher Education Institutions ◽  
University Management ◽  
Content Type ◽  
Body Of Knowledge ◽  
The University ◽  
The Relationship ◽  
Innovation In Higher Education

Purpose This study aims to examine the extant literature to analyze the relationship between quality assurance (QA) and innovation in the higher education context. Design/methodology/approach This study selected 63 articles through a systematic literature review in Scopus and Web of Science databases and performed a descriptive and thematic synthesis-analysis on the sample. Findings The research identifies several perspectives discussed on QA systems covering experiences, criticisms and practice implications. The literature review shows there is no clear consensus on whether innovation in higher education institutions (HEIs) is fostered or hindered by QA processes. However, it seems that the likelihood of innovativeness and positive QA outcomes are directly linked to how these processes are managed in universities. Research limitations/implications This review highlights the university management concerns that emerge with QA issues as it is not yet clear to what extent innovation is actually promoted in scenarios where QA is applied. Hence, this literature review could be considered comprehensive but not exhaustive. Further studies are recommended to improve the understanding of how HEIs can both innovate and ensure quality at the same time. Originality/value The paper contributes to the existing body of knowledge by advancing the opportunities and challenges that HEIs face due to QA system features.

QoS in higher education institutions: the concept, a literature review and future directions

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Gyan Prakash
Keyword(s):  
Higher Education ◽  
Literature Review ◽  
Student Satisfaction ◽  
Value Chain ◽  
Higher Education Institutions ◽  
The United States ◽  
The Body ◽  
Teaching Excellence ◽  
Content Type ◽  
Body Of Knowledge

PurposeThe purpose of this paper is to understand the meaning and operationalisation of quality of service (QoS) in the context of higher education institutions (HEIs).Design/methodology/approachA systematic literature review of 167 articles published in various peer-reviewed journals between 1990 and 2019 is performed.FindingsThe findings reveal that around 40 dimensions have been used to conceptualise QoS in HEIs. Reliability followed by responsiveness, tangibility, empathy, assurance, programme design, academic and non-academic processes, reputation and facilities have received the highest attention. The most popular approach is empirical, and surveys and single-context studies are the most popular methods. The United Kingdom (UK) leads research on quality in HEIs, followed by the United States of America (USA) and India.Research limitations/implicationsThis paper contributes to the body of knowledge by presenting a comprehensive synthesis of articles addressing QoS in HEIs.Practical implicationsPolicymakers and academic administrators can use the findings of this study to conceptualise student satisfaction along the educational value chain. The discussion on HEIs’ and students’ perspectives will help policymakers create teaching excellence.Originality/valueThis paper contributes to the body of knowledge by presenting a unified synthesis of various strands of the literature on QoS in HEIs.

The impacts of higher education institutions on sustainable development

2019 ◽  
Vol 20 (1) ◽  
pp. 23-38 ◽  
Author(s):  
Florian Findler ◽  
Norma Schönherr ◽  
Rodrigo Lozano ◽  
Daniela Reider ◽  
André Martinuzzi
Keyword(s):  
Higher Education ◽  
Sustainable Development ◽  
Literature Review ◽  
Conceptual Framework ◽  
Systematic Literature Review ◽  
Higher Education Institutions ◽  
Future Research ◽  
Content Type ◽  
Holistic Perspective ◽  
Indirect Impacts

PurposeThis paper aims to conceptualize impacts of higher education institutions (HEIs) on sustainable development (SD), complementing previous literature reviews by broadening the perspective from what HEIs do in pursuit of SD to how these activities impact society, the environment and the economy.Design/methodology/approachThe paper provides a systematic literature review of peer-reviewed journal articles published between 2005 and 2017. Inductive content analysis was applied to identify major themes and impact areas addressed in the literature to develop a conceptual framework detailing the relationship between HEIs’ activities and their impacts on SD.FindingsThe paper identifies six impact areas where direct and indirect impacts of HEIs on SD may occur. The findings indicate a strong focus on case studies dealing with specific projects and a lack of studies analyzing impacts from a more holistic perspective.Practical implicationsThis systematic literature review enables decision-makers in HEIs, researchers and educators to better understand how their activities may affect society, the environment and the economy, and it provides a solid foundation to tackle these impacts.Social implicationsThe review highlights that HEIs have an inherent responsibility to make societies more sustainable. HEIs must embed SD into their systems while considering their impacts on society.Originality/valueThis paper provides a holistic conceptualization of HEIs’ impacts on SD. The conceptual framework can be useful for future research that attempts to analyze HEIs’ impacts on SD from a holistic perspective.

scholarly journals Excellent prospects for beautiful minds: marketing international education

2015 ◽  
Vol 29 (5) ◽  
pp. 582-595 ◽  
Author(s):  
Johanna Vuori
Keyword(s):  
Applied Sciences ◽  
Higher Education ◽  
International Education ◽  
Qualitative Content Analysis ◽  
Higher Education Institutions ◽  
Marketing Communication ◽  
Prospective Students ◽  
Market Mechanisms ◽  
Content Type ◽  
Universities Of Applied Sciences

Purpose – The purpose of this paper is to examine how Finnish higher education institutions communicate market differentiation on the admissions webpages of their international business and technology programmes when attempting to appeal to prospective students and distinguish themselves from other institutions. Design/methodology/approach – The sample included admissions webpages of 68 bachelor’s and master’s programmes representing both Finnish universities and universities of applied sciences. The analysis method was a qualitative content analysis. Findings – The international programmes heavily accentuated their labour market relevance in their advertising and generated strong claims regarding the future career prospects of the graduates. In addition, the programmes emphasised their pedagogical methods and international atmosphere. References to non-academic life were not observed. Research limitations/implications – The analysis was only based on text and included two study fields. Practical implications – The results of this study can be used by marketers to critically examine their own marketing differentiation efforts and promises made to students. Social implications – Finnish business and technology programmes send an unequivocal marketing message that education has an instrumental value and students are considered consumers of education. Originality/value – This study is the first comprehensive study of the marketing communication practices of international higher education programmes in Finland. Moreover, this study contributes to the study of global international market mechanisms and research on marketing communication practised by higher education institutions.

scholarly journals A whole-institution approach towards sustainability: a crucial aspect of higher education’s individual and collective engagement with the SDGs and beyond

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Katrin Kohl ◽  
Charles Hopkins ◽  
Matthias Barth ◽  
Gerd Michelsen ◽  
Jana Dlouhá ◽  
...  
Keyword(s):  
Higher Education ◽  
Sustainable Development ◽  
Literature Review ◽  
Policy Development ◽  
International Association ◽  
Higher Education Institutions ◽  
Scientific Evidence ◽  
Global Network ◽  
Full Potential ◽  
Content Type

Purpose Higher education and its leadership are not yet using their potential impact for a sustainable future. This paper aims to focus on UN developments and the long history of university involvement in sustainability might create more interest and understanding that sustainably oriented universities are actually possible and a much stronger role for higher education is needed when nations are discussing their future. Design/methodology/approach Literature review with a focus on international treaties and declarations on the UN level and international university networks, literature review of the background and potential of the whole-institution approach and the need/suggestions for further research, also to measure advancement. Findings History shows a strong engagement of higher education with sustainability from its beginnings. There have been strong calls/offers from within university networks to take a crucial role in moving towards sustainable development that involves more than teaching about sustainability. The international community calls for higher education to be involved in policymaking rather than simply implementation, have been limited and the full potential of higher education institutions using all opportunities such as being living labs for sustainability has not as yet been realized. Currently, calls for engagement are often still limited to training and providing research when scientific evidence is wanted. Research limitations/implications Literature review focused on UN level treaties/declarations English- and German-language review national developments limited to samples of members of the Sustainable Development Goal (SDG) 4 subcluster in the Higher Education and Research for Sustainable Development (HESD) Global Cluster by the International Association of Universities (IAU). Practical implications Guidance for university leaders and other stakeholders to become aware of and consider a whole-institution approach. Practitioner relevance as countries is encouraged to embed UN recommendations, treaties and declarations. Defining opportunities for further research. Presenting the HESD Cluster by the IAU as a sample for new approaches of higher education to interact with the SDGs. Social implications Strengthening the role of higher education in the pursuit of a better future would focus on science and research as a neutral basis for decision-making and policy development. Sustainability embedded in all streams of university can help universities to be a practical example of the possibilities of sustainability at work. Originality/value Composition of authors with UN background and involvement. Focus on UN treaties/declarations and guidance for academics and practitioners in leadership on adopted UN and other international documents. Summarizing the background of the whole-institution approach as a genuine development over time but including limitations and implications for future roles for higher education leadership. IAU SDG 4 Subcluster is unique in its own approach and with its connections to a global network of higher education institutions and UNESCO.

Rethinking student admission and access in higher education through the lens of capabilities approach

2020 ◽  
Vol 34 (1) ◽  
pp. 175-185 ◽  
Author(s):  
Vimbi Petrus Mahlangu
Keyword(s):  
Higher Education ◽  
Socioeconomic Status ◽  
Literature Review ◽  
Needs Assessment ◽  
Selection Bias ◽  
Higher Education Institutions ◽  
Capabilities Approach ◽  
Student Population ◽  
Human Beings ◽  
Content Type

Purpose The purpose of this paper is to contribute to the scholarship of diversity, equity and inclusivity in higher education. The focus is to advance an understanding of the issues concerning student admissions and access in higher education. The paper will contribute to the debate on student admissions and access in higher education. Among others, the author argues that in the context of higher education, access has different meanings. Design/methodology/approach This paper is conceptual in approach and draws from extant literature and the review was used in compiling the paper. Interpretivist approach was used in understanding the topic. Relying on capabilities approach (CA) as a lens in understanding student admissions and access the author argues that higher Education Institutions should consider opportunities (capabilities) for all students to live the lives that they have reason to value (valued functionings). CA works from the premise that human beings share universal capabilities and students’ life can be fulfilling if given the opportunity to exercise their capabilities by universities. Findings Universities can rely on students’ racial and ethnic backgrounds, socioeconomic status and students’ disabilities in admitting them. Diversity characteristics can be used as a tool to ensure the heterogeneity of the student population or as an unfair advantage given to students who might otherwise be deemed inadmissible on the basis of their academic or test performance. Factors such as changing demographics, public policy, institutional practices and marketing techniques seem to have a subtle influence on the process of admission. Students may experience challenges because of the “invisibility” of their disabilities due to a breakdown in communication within higher education systems. Research limitations/implications The paper relied on literature review only and this is its limitation. Literature review may have been influenced by selection bias of the author and is likely to include only those sources that are most consistent with the author’s personal opinion. Selection bias can arise when the inclusion and exclusion criteria for the review are not clearly stated and that might bias the findings. Practical implications Admission officials in higher education institutions are expected to conduct a diversity needs assessment before admissions with the aim of using the data to identify student population. The needs assessment can look at aspects such as the students’ racial and ethnic backgrounds, socioeconomic status and students’ disabilities to ensure access and success of all students. Social implications Inequities around access and admission for diverse groups of students in higher education are a reality worldwide. There is a worldwide trend within countries to see universities as contributors to economic growth, and many institutions are now increasingly attuned to the money economy. A student’s decision to apply on where to study may be influenced by the reputation of the institution. Originality/value This concept is relative and has different meanings depending on the nature of the work in question. The paper was compiled through literature review, all the sources used have been acknowledged, and the paper conveys the thoughts, interpretations and ideas of the author.

Balanced scorecard in higher education institutions

2017 ◽  
Vol 25 (4) ◽  
pp. 489-499 ◽  
Author(s):  
Nigusse W. Reda
Keyword(s):  
Higher Education ◽  
Quality Assurance ◽  
Literature Review ◽  
Balanced Scorecard ◽  
Higher Education Institutions ◽  
Academic Disciplines ◽  
Input Process ◽  
Content Type ◽  
The Balanced Scorecard ◽  
The Status

Purpose The purpose of this paper is twofold: first, to highlight the congruence and roles of the balanced scorecard in the quality assurance practices in higher education institutions, and second, to propose a balanced scorecard model for higher education institutions. Design/methodology/approach A descriptive literature review was used to understand the balanced scorecard, quality assurance practice (System model) and characteristics of the higher education institutions. Findings Used appropriately, the philosophical tenets of the perspectives of the balanced scorecard seem to be congruent with the input, process and output dimensions of quality assurance practices. Thus, if the core functions of higher education are explicitly represented in each perspective, the balanced scorecard seems important for materializing the input, process and output dimensions of quality assurance in higher education institutions. It may help to track and measure the status of higher education institutions in each quality assurance dimension and ultimately help to align each dimension with the university’s vision. Research limitations/implications The paper relied on the description of previous literature. Therefore, as it did not depend on the empirical evidences, the conclusions derived in the paper are more argumentative. Practical implications The paper will add an input to the ongoing discussions on the applications of the balanced scorecard to higher education institutions. Moreover, the proposed model of the balanced scorecard may help higher education managers to assess the performances of higher education institutions and their academic disciplines according to their areas of excellence. Originality/value This paper attempts to undertake a literature review on the balanced scorecard and its roles to the quality assurance practices in higher education. In addition, the congruence between the balanced scorecard and the contemporary characteristics of the higher education institutions is also explored.

scholarly journals The Microsite

2021 ◽  
Vol 15 ◽  
pp. 81-87
Author(s):  
Tomáš Šula ◽  
Milan Banyár
Keyword(s):  
Higher Education ◽  
Higher Education Institutions ◽  
Low Cost ◽  
Similar Type ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Communication Tool ◽  
Survey Results ◽  
The Individual ◽  
Overall Effectiveness

This paper deals with the analysis of microsites as a low-cost marketing communication tool used to effectively address prospective applicants for admissions to higher education institutions. The paper contains the analysis of the microsite www.ustav44.cz, which has been created to promote the Department of Marketing Communications at Tomas Bata University in Zlín. Specifically, it has been created to promote the degree course in Marketing Communications. The authors of the paper describe the individual stages of the microsite design as well as its implementation and launch, including a subsequent analysis of its functionality and overall effectiveness within a selected target group. Based on the survey results, a proposal outlining how to improve particular user elements of this microsite and how to improve the microsite as a whole has been developed. The final part of this paper contains general instructions and basic tips that may help readers create a microsite of a similar type.

Exploring the benefits and challenges of learning analytics in higher education institutions: a systematic literature review

2019 ◽  
Vol 47 (1) ◽  
pp. 25-34 ◽  
Author(s):  
Shahira El Alfy ◽  
Jorge Marx Gómez ◽  
Anita Dani
Keyword(s):  
Higher Education ◽  
Literature Review ◽  
Systematic Literature Review ◽  
Learning Analytics ◽  
Teaching And Learning ◽  
Higher Education Institutions ◽  
Critical Role ◽  
Systematic Research ◽  
Content Type ◽  
Research Questions

Purpose The potential capabilities and benefits that learning analytics can provide are not fully utilized. A current stream of research suggests that learning analytics has more to offer for continuous improvement of higher education institutions. This study aims to explore the opportunities that data analytics stand to offer higher education and the challenges that plays down its role, adoption and usage in different areas of higher education institutions. Design/methodology/approach This study adopts a systematic literature review approach in answering the research questions. The critical role of learning analytics and the exploratory nature of research questions justify the use of systematic literature review. The current study used systematic research process adapted and presented by Hallinger (2013) to be used in social sciences in general and in educational leadership and management in particular. A standard process of finding relevant articles and examining reference lists is followed using articles from higher education which is the research context. Findings An examination of the literature showed that the majority of studies within the sample of articles are empirical representing 53 per cent, 32 per cent are conceptual, while only 15 per cent of the articles are a systematic literature review. Results also show that 58 per cent of the articles are teaching and learning related, 34 per cent are management related, while only 8 per cent are research related. Several challenges and opportunities of learning analytics in the three areas highlighted are presented and discussed. Originality/value The benefits and challenges of learning analytics are numerous and scattered in the literature. In this study, a typology related to different educational domains is developed to shed light on the benefits and challenges of learning analytics within particular higher education areas that are relevant to specific stakeholders. Benefits and challenges of learning analytics are classified into being management related, teaching and learning related and research related.

Institutional Plagiarism Policy (Georgian higher education institutions’ case)

2018 ◽  
Vol 3 (2) ◽  
Author(s):  
Natela DOGHONADZE ◽  
Ekaterine PIPIA ◽  
Nikoloz PARJANADZE
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Literature Review ◽  
Foreign Language ◽  
Academic Writing ◽  
Higher Education Institutions ◽  
Survey Questionnaire ◽  
Existing Problems ◽  
Copyright Violation ◽  
University Policies

The article deals with various aspects of plagiarism: definition (discriminating it from cheating and copyright violation), types (intended / unintended), involved people, causes, prevention, detection and punishment of plagiarism. A survey (questionnaire containing 42 items to be assessed in a 5-point Likert scale and one open- ended item) was conducted in Georgia. The questionnaire developed based on the literature review was uploaded on social media in three variants (to analyze the results separately and compare them): for students, for researchers and for assessors. The obtained results revealed that the opinions of the three groups of respondents differed to a certain degree, but were quite similar, eventually. The survey disclosed the existing problems, such as: lack of academic writing (in the native and especially foreign language) and research skills, lack of training in avoiding plagiarism, insufficiently clear university policies in the area, the emphasis on punishment instead of prevention, etc. Based on the obtained results recommendations for universities are given concerning plagiarism policies. 

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