scholarly journals Role of AI Technology in Brend Building of Chinese Higher Education Institution – Thought Based on Integrated Marketing Communicanion

2021 ◽  
Vol 5 (2) ◽  
pp. 7-13
Author(s):  
Wu Lingling ◽  
◽  
Chen Fuli ◽  
Keyword(s):  
Higher Education ◽  
Language Processing ◽  
High Efficiency ◽  
Brand Image ◽  
Communication Channels ◽  
Negative Information ◽  
Communication Process ◽  
Integrated Marketing ◽  
Communication Content ◽  
Information Monitoring

As the competitions among higher education institutions (HEIs) intensify, brand building has gradually become an important means for HEIs to build their images and enhance their competitiveness. For HEIs, the significance of integrated marketing communication lies in the integration of brand image communication content, communication channel and communication process. At present, the influence of traditional communication channels declines, the influence of self-established media is limited, and the negative information is not monitored well. Under such circumstances, AI technology can provide technical support for integrated marketing communications of HEI brand. In terms of communication content, VR/AR, UAV, interactive games and chatbot are mainly applied. In the aspect of communication channels, the data mining technique is mainly used to achieve differentiated communication, and the big data analysis technique is adopted to integrate brand image information communication channels. With regard to negative information monitoring, the natural language processing technology can provide high-efficiency, full-coverage and round-the-clock negative information monitoring.

PENGARUH BRAND KNOWLEDGE TERHADAP BRAND PREFERENCE CALON MAHASISWA PASCASARJANA: BUKTI EMPIRIS PADA PROGRAM MAGISTER MANAJEMEM UNPAR

2014 ◽  
Vol 9 (2) ◽  
pp. 127
Author(s):  
Ronald Chandra Fattama
Keyword(s):  
Higher Education ◽  
Multiple Regression ◽  
Brand Image ◽  
Brand Awareness ◽  
Brand Preference ◽  
Public And Private ◽  
Brand Knowledge ◽  
Marketing Program ◽  
Catholic University ◽  
Result Show

One of nicknames that given to Bandung is city of students. It called that way, because of many institutions both public and private in Bandung. Some study estimates that higher education’s demand will increase about four times in 2025. Students that sign up to Parahyangan Catholic University Master of Management had a declining tendency. That delcining tendency is allegeldy because marketing program and promotion that used by Parahyangan Catholic University didn’t go well. The purpose of this research is generally to determine the effect of Parahyangan Catholic University’s brand knowledge on prospective student’s brand preference.The analysis of this research using multiple regression to determine the effect of Parahyangan Catholic University Master Management’s brand awareness and iamge on prosprective student’s brand preference. The findings of this result show that Parahyangan Catholic University Master of Management is recommended to enhance their marketing program and promotion. Marketing program and promotion need to be increase in order to enhance prospective student’s brand awareness and brand image, which leads to increase number of student that sign up for Master Managemen itself. Keywords: brand knowledge, brand image, brand preference, higher education

Communication Processes of Information Technology Executives in Higher Education

2018 ◽  
Vol 30 (2) ◽  
pp. 71-87 ◽  
Author(s):  
Angela K. Hollman ◽  
Sonja H. Bickford ◽  
Janet L. Lear
Keyword(s):  
Higher Education ◽  
Information Technology ◽  
Internal Communication ◽  
Communication Process ◽  
Chief Information Officers ◽  
Information Technology Management ◽  
Communication Processes ◽  
Integration Of Technology ◽  
Key Variables ◽  
Successful Technology

This article seeks to explain the key variables of internal communication processes of information technology executives, specifically chief information officers (CIOs), at higher education institutions. By understanding the key variables that influence the IT communication process, leaders and administrators, such as the CIO, can better communicate with their stakeholders leading to a successful, technology-integrated organization. While others have sought to model this business-IT relationship using communication as one part of a model, this study focuses upon only the CIO communication process adding value to current information technology management literature. This exploratory pilot article offers empirical insights about how CIOs communicate within their own team and up through the executive ranks of an organization. It suggests that CIOs can be divided into two categories; these two categories, keying off of communication variables, appear to directly affect the ultimate success or failure regarding the integration of technology into the mission and vision of the organization.

scholarly journals The Global Infectious Diseases Epidemic Information Monitoring System—a tool for travel health management (Preprint)

2020 ◽  
Author(s):  
Ruiling Dong ◽  
Jianan He ◽  
Jie Sun ◽  
Xin Shi ◽  
Ying Ye ◽  
...  
Keyword(s):  
Infectious Disease ◽  
Infectious Diseases ◽  
Monitoring System ◽  
Language Processing ◽  
Health Management ◽  
Health Staff ◽  
Learning Technology ◽  
Web Crawler ◽  
Travel Health ◽  
Information Monitoring

BACKGROUND Obtaining comprehensive epidemic information for the targeted global infection disease is crucial for travel health. However, different infectious disease information websites may have various purposes which may lead misunderstanding for travelers and travel health staff for the accurate epidemic control and managmement. OBJECTIVE Developed A Global Infectious Diseases Epidemic Information Monitoring System (GIDEIMS)，in order to get comprehensive and timely global epidemic information. METHODS Distributed web crawler and cloud agent acceleration technology are used to automatically collect epidemic information for more than 200 infectious diseases from 26 established epidemic websites and Baidu news. Natural language processing and in-depth learning technology have been developed to intelligently process epidemic information collected in 28 languages. Currently, the GIDEIMS presents world epidemic information using a geographical map, including date, disease name and reported cases of different countries , epidemic situations in China, etc. RESULTS In order to make a practical assessment of the GIDEIMS, on July 16, 2019, We checked infectious disease data collected from GIDEIMS and other websites. Compared with the Global Incident Map and Outbreak News Today, GIDEIMS provided more comprehensive information on human infectious diseases. GIDEIMS is currently used in the Health Quarantine Department of Shenzhen Customs District (Shenzhen, China), and is recommended to the Health Quarantine Administrative Department of the General Administration of Customs (China) and travel health-related departments. CONCLUSIONS GIDEIMS provides a helpful tool for travelers and travel health management staff with travel health management.

scholarly journals KUALITAS PELAYANAN SEKOLAH TTERHADAP KEPUASAN MAHASISWA DAN PENCIPTAAN BRAND IMAGE

2018 ◽  
Author(s):  
Lusiah
Keyword(s):  
Higher Education ◽  
High School ◽  
Brand Image ◽  
Good Service ◽  
Good Image ◽  
New Students ◽  
The Government ◽  
The Impact

The development of higher education in Indonesia is increasingly evident. It is characterized by many private colleges are spread all over Indonesia. But in recent years the government did not give permission to those who want to establish a college. One reason is the government not only menginginkankan development in terms of quantity alone, but must be accompanied by good quality of any existing college.The number of colleges that exist today is already growing its own competition. The high level of competition among private universities is happening now requires every college has the right strategy to attract the interest of new students. Each college offers the advantages of each. However, not all universities have a particular brand image compared with other universities.One of the determining factors of brand image is the satisfaction of its customers. While satisfaction itself arises as a result of service perceived by the customer.College is not only required to provide a good quality education, but they also must be able to provide good service to students as well. Good service is expected to provide satisfaction for students. Of course in the long term, the impact of satisfaction that will form a good image for the college concerned anyway.STIE IBBI Medan is one of the private high school that has a good image in the city of Medan. However, STIE IBBI still have to further improve the quality of services provided to students. It is necessary to maintain the good image that has been owned STIE IBBI today.The plan of the research will be conducted in STIE IBBI Medan. The population is all students STIE IBBI. The long term goal of this research is to STIE IBBI to increase public confidence in higher education that will take in high school applying good quality excellent service. Expected from the results of this study, STIE IBBI can also implement appropriate marketing strategies to improve the quality of service to students. In addition, the results of this research can be a good reference for prospective new students who will pursue higher education in the STIE IBBI Medan.

scholarly journals The State and Outlooks of Improving the Education of the Culture of Communication of Students in a Higher Education Institution

2020 ◽  
pp. 162-167
Author(s):  
Viktoriia Shvyrka ◽  
◽  
Asia Lysohor ◽  
Keyword(s):  
Higher Education ◽  
Professional Development ◽  
Education Institution ◽  
Educational Process ◽  
Communication Process ◽  
Communicative Behavior ◽  
The Real ◽  
Doctoral Candidates ◽  
Communication Culture ◽  
Real State

The article discloses the real state and prospects of the education of culture of communication of doctoral candidates for higher education in the educational process of an institution of higher education, which is considered as an integral part of the overall process of professional development of a future specialist. The results of the research of real state of students' culture of communication on the basis of cognitive, motivational and activity criteria are presented. The pedagogical conditions of education of communication culture of an institution of students of higher education are suggested. The stages of the implementation of pedagogical conditions are presented: adaptational, basic, advanced, which are designed to form knowledge of the characteristics of the communication process, skills and abilities of adequate communicative behavior in various situations of verbal and non-verbal communication.

scholarly journals IMPLEMENTATION OF CO-CREATION BY USING STUDENTS’ MASTERY OF10 SKILLS AS A NEW PRODUCT IN HIGHER EDUCATION 4.0

2020 ◽  
Vol 8 (4) ◽  
pp. 158-171
Author(s):  
Kastolani ◽  
Rr. Wuri Arenggoasih ◽  
Sika Nur Indah ◽  
Muslimah Susilayati
Keyword(s):  
Higher Education ◽  
Pearson Correlation ◽  
New Product ◽  
Integrated Marketing ◽  
Average Percentage ◽  
A Value ◽  
Assessment Guidelines ◽  
Final Score ◽  
Organizational Ability ◽  
New Vision

Purpose of the study: To determine the effectiveness of co-creation implementation by using students’ mastery of 10 skills as a new product, and to analyze the readiness stage for digitally integrated marketing communication 4.0 in higher education. Methodology: The technique of data collection was administered by giving questionnaires to respondents. The questionnaire consisting of 10 closed questions was created by researchers. Afterward, the data were processed by the SPSS application. The results proved to be valid if each indicator question had a value of Pearson correlation significant 1-tail less than 0.05. Meanwhile, the data are reliable if the Cronbach’s alpha reliability value is more than 0.60. The average final score can be converted into a level of product quality qualitatively with ideal assessment guidelines. Main Findings: The average percentage of students’ mastery of 10 skills in IAIN Salatiga is 47 percent for ability to solve complex problems, 49 percent for critical thinking, 50 percent for creativity, 51 percent for organizational ability, 57 percent for ability to corporate, 52 percent for emotional intelligence, 55 percent for daring to make a decision, 54 percent for contentment to serve, 52 percent for negotiation ability, and 55 percent for flexibility thinking. The students ‘mastery average of all skills is 52 percent in the range of Fair (F). The readiness to continue the next steps of digital integrated marketing 4.0 is quite ready (QR). Applications of this study: This study can be useful for practical review for the implementation of co-creation in higher education as the new vision of marketing in the 4.0 era. Novelty/Originality of this study: This study proposes that the effectiveness of co-creation in higher education can be measured by the students’ mastery of the 10 skills.

scholarly journals Marketing and education: directions of distance learning development

2021 ◽  
Vol 20 (1) ◽  
pp. 1-10
Author(s):  
Nadiia Lysytsia ◽  
Yuliya Byelikova ◽  
Maryna Martynenko ◽  
Tamara Prytychenko
Keyword(s):  
Higher Education ◽  
Online Survey ◽  
Marketing Research ◽  
Educational Process ◽  
Communication Process ◽  
Survey Method ◽  
Full Time ◽  
Teacher Student ◽  
Development Of Competencies ◽  
Learning Development

DL), which has resulted in an unprecedented experiment in the sphere of higher education in Ukraine that requires scientific analysis. The aim of the work was to identify the possible potential directions of DL development in institutions of higher education as a result of marketing research of satisfaction/dissatisfaction of students with DL. The survey method was used in the study. The results of marketing research (an online survey of students) (Kharkiv, 2020, n = 316) allowed the authors to identify the factors of satisfaction and dissatisfaction of students with DL. Students considered the most important factors of satisfaction with DL as follows: development of competencies, self-organization, discipline, self-motivation, responsibility, taking an active position as participants of the educational process, comfort. Students expect that lectures secure improvement of teacher-student communication process; flexibility of educational approaches; use of interactive tools and constant change of activities to maintain the attention, interest, concentration of students on studying process. The latter will maximize students’ involvement in activities during training; improvement of digital competencies. The students` expectations are: flexibility of the DL platforms compared to full-time in-person education; creation of the “map” of the educational process in a distance mode. It is noted that the results of marketing research (the online survey) demonstrated the factors of satisfaction and dissatisfaction of students with DL. This information was considered as the arguments for identifying the possible potential directions of DL development in higher education institutions.

scholarly journals The Perceived Value of Higher Education and University Competitiveness - The Rubik Cube Metaphor

2021 ◽  
Vol 7 (1) ◽  
pp. 33-59
Author(s):  
Costinel Dobre ◽  
Gheorghe Preda ◽  
Anca Milovan ◽  
Remus Ionut Naghi ◽  
Sorin Ioan Prada
Keyword(s):  
Higher Education ◽  
Relationship Marketing ◽  
Quantitative Research ◽  
Perceived Value ◽  
Positive Influence ◽  
Integrated Marketing ◽  
Measurement Scales ◽  
Relational Value ◽  
Fierce Competition

Purpose. Over the past two decades, concerned with how stakeholders perceive the value of their services, universities have adopted entrepreneurial orientations and relationship marketing approaches into their activities. The fierce competition on the global higher education market, forced university managers to innovate, to look for new ways to build their offer. Relationship marketing and the knowledge regarding the stakeholders, primarily the students’ perception of their offerings, can provide universities with a competitive advantage. As such, university managers need to carry out satisfaction surveys, inquiries regarding the universities image or the perceived value of the academic programs and services offered, need to plan and organize offline and online integrated marketing communication campaigns. Methodology/Design/Approach. Based on the resemblance of perceived value with a Rubik's cube, university marketers can constantly innovate through the way they match the various dimensions of perceived value or facets of the cube to meet the stakeholders’ expectations. Result /Findings. This research highlights the dimensions of the perceived value of the educational offer and determines the extent to which factors such as the university image, the source of financing the studies and the duration of the student - university relationship have an influence on the perception of value. For this purpose we conducted a quantitative research on a sample of 320 students from the largest faculty from the West University of Timișoara, Romania. To perform the statistical data analysis, the following steps were carried out: (1) the reliability of the measurement scales analysis; (2) the opportunity to perform the factorial analysis verification; (3) the exploratory and confirmatory factor analysis and (4) the research hypotheses testing. Research results showed that the perceived relational value affects the student’s perceptions on the quality of learning, the usefulness and quality of the acquired knowledge, the employment opportunities. The institutional image has a positive influence on the perceived value of the educational offer. For university or faculty managers, it is important to know how to combine the various facets of the perceived value-technical value, relational value, social value, temporal value- in order to provide the value expected by their stakeholders, primarily by students.

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