Effective Market Segmentation for Open Distance Learning Institutions’ Marketing Strategy

2021 ◽  
Vol 7 (2) ◽  
pp. 42
Author(s):  
Mohd Nazri Bin Mohd Noor ◽  
Azlina Abdul Aziz ◽  
Yanty Roslinda Harun ◽  
Norsiah Aminudin ◽  
Zulaikha Zakariah
Keyword(s):  
Distance Learning ◽  
Market Segmentation ◽  
Marketing Strategies ◽  
Path Coefficient ◽  
Generational Cohort ◽  
Gen Y ◽  
Working Adults ◽  
Learning Institutions ◽  
Gen X ◽  
Meaningful Data

This study aims to examine prospective learners’ perceptions toward effective market segmentation strategies for Open Distance Learning (ODL) advertisements. A descriptive study was conducted to assess preferences based on the generational cohort. Self-administered questionnaires were used to obtain meaningful data from 282 potential learners in Malaysia. The potential learners were working adults based on generational cohorts, namely, Gen Z, Gen Y, Gen X and Baby Boomers. The study was conducted from October to December 2020. Based on the analysis, Substantiality and Accessibility between ODL institutions and the market were viewed by the majority of the respondents as more effective than Responsiveness and Identifiability. However, the standardised path coefficient shows that all variables are significant predictors of the effective market segmentation. Therefore, it is noteworthy to develop creative marketing strategies to attract the attention of a wider audience. The insights obtained can potentially assist ODL institutions to better understand the characteristics of effective market segmentation. The study adds to the existing marketing literature and has strong implications in both academic and ODL institutions, particularly regarding the aspect of prospective learners’ opinions pertaining to effective market segmentation.

Bridging the gap between Gen X and Gen Y

2011 ◽  
Vol 5 (3) ◽  
pp. 72-76 ◽  
Author(s):  
Ketan H. Mhatre ◽  
Jay A. Conger
Keyword(s):  
Gen Y ◽  
Gen X

Monkey see, monkey do? Examining the effect of entrepreneurial orientation and knowledge sharing on new venture creation for Gen Y and Gen Z

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Muhammad Hamdi ◽  
Nurul Indarti ◽  
Hardo Firmana Given Grace Manik ◽  
Andy Susilo Lukito-Budi
Keyword(s):  
Knowledge Sharing ◽  
Entrepreneurial Orientation ◽  
New Venture ◽  
New Venture Creation ◽  
Venture Creation ◽  
Content Type ◽  
Gen Y ◽  
Two Generations ◽  
Gen X ◽  
Practical Implications

Purpose This study aims to examine the effect of entrepreneurial intention and attitude towards knowledge sharing on new business creation by comparing two generations, Y generation (millennials) and Z generation (post-millennial). In addition, the current study uses a social cognitive theory as a point of departure to test the research hypotheses. Design/methodology/approach This study deploys a quantitative approach (hypothetic-deductive approach) by surveying 300 respondents representing the two Indonesian generations. The questionnaire consisting of demographic items (age, education, etc.) and variables was the primary research instrument. This study used regression analysis, a Wald test for examining the proposed hypotheses and a t-test to provide a deeper analysis of the findings. Findings Findings from the current study show that Gen Y is still seeking a balance for their learning sources by involving in their social environments as well as exploring the digital world. In contrast, Gen Z is much more dominant in the independence to learn things that interest them. They have less dependency on social patrons but prioritise themselves as the leading model. Practical implications The findings of this study provide practical implications for higher education institutions in the development of entrepreneurship education to achieve learning effectiveness. Originality/value This study aims to contribute by providing empirical evidence in the effect of entrepreneurial orientation and attitude towards knowledge sharing on new venture creation with particular reference to Gen Y and Gen Z, suggested by previous studies. Although Gen Y and Gen Z are digital natives, this study provides insight into a shift in the characteristic of two generations, as also found in comparison to previous generations, such as Baby-Boomer vs Gen X and Gen X vs Gen Y. This study proclaims the need to adjust organisational theories to enable them to explain the shifting phenomena at the micro and macro level for every generation. Exploratory research to better understand the characteristics of a generation in other settings is a crucial proposal proposed by this study.

scholarly journals Consumer Background and Decision Making Styles of Malaysian College Students

2017 ◽  
Vol 13 (1) ◽  
pp. 170
Author(s):  
Sharifah Azizah Haron ◽  
Anyanwu Hilary Chinedu
Keyword(s):  
College Students ◽  
Market Segmentation ◽  
Household Income ◽  
New Product ◽  
Simple Random Sampling ◽  
Higher Learning ◽  
Consumer Markets ◽  
Decision Making Styles ◽  
Klang Valley ◽  
Learning Institutions

This study tested a section of consumer styles inventory (CSI) among Malaysian college students. Using stratified and simple random sampling, 2068 samples were collected from five higher learning institutions in Klang Valley, Malaysia. The study extracted seven factors through exploratory factor analysis from the original CSI scale which was found reliable and useful to consumer markets. Gender, age, ethnicity, family size, household income and place where a student was raised were found to have significant influence on the CSI factors. The findings will be a guide for markets facing competitive pressures by guiding them on the appropriate market segmentation. In addition, firms should focus on the influential background variables during new product designs in order to get the target markets’ preferences and balance their competitive pressures simultaneously.

scholarly journals Video Conference Application using Android and Firebase

2020 ◽  
Vol 6 (12) ◽  
pp. 463-465
Author(s):  
Rahul Roy and SeemaKalonia
Keyword(s):  
Distance Learning ◽  
Video Conferencing ◽  
Video Conference ◽  
Significant Growth ◽  
The People ◽  
The World ◽  
Learning Institutions

As the world is changing rapidly and there has been a significant increase in the number of technologies which are getting introduced over the years to bridge the gap between the people. Video conferencing is one of the that which has seen a significant growth over the years. Understanding what are required for video conferencing and its application has become one amongst the foremost important researched topics by various learning institutions and businessmen. In this paper, an introduction to video conferencing is presented with the strain on its application in distance learning.

Studi Komparasi Perilaku Wisatawan Nusantara Generasi-X dan Milenial Era Revolusi Industri 4.0 di Indonesia

2020 ◽  
Vol 6 (1) ◽  
pp. 110-126
Author(s):  
Dina Mayasari Soeswoyo ◽  
Sekti Rahardjo
Keyword(s):  
Survey Research ◽  
Generation X ◽  
Travel Behavior ◽  
Rapid Development ◽  
Tourism Industry ◽  
Gen Y ◽  
Face To Face ◽  
Two Generations ◽  
Media Preferences ◽  
Gen X

The rapid development of the tourism industry in Indonesia has also contributed to the intense level of competition among tourism destination and their supporting industries. Marketers are required to be smarter in determining the promotion tool and marketing strategies of their businesses. This survey research aims to improve understanding of the characteristics and travelling behavior from two different market segments namely Generation X (born 1965-1980) and Generation Y or Millennial Generation (born 1981-2000). Data collection techniques were carried out by triangulation, namely literature review, questionnaires and interviews face to face directly and through WhatssApp. The sample of respondents used was 162 Gen-X and 244 Gen-Y selected purposively, by distributing questionnaires during February 2020 to visitors who have traveled to the city of Bogor. Data analysis was performed descriptively qualitative. The result from this survey research in this case study is that Gen-X and Gen-Y have many similarities in terms of characteristics and travel behavior. Significant differences in the two generations are in the 3 attributes of Respondent Characteristics (gadget usage time per day, social media preferences used, travel budget) and Travel Behavior in the aspects of Initiation, Decision Making, When Traveling and Post-Traveling.

Technology Management Through Artificial Intelligence in Open and Distance Learning

2019 ◽  
pp. 338-368 ◽  
Author(s):  
Serap Uğur ◽  
Gulsun Kurubacak
Keyword(s):  
Artificial Intelligence ◽  
Qualitative Research ◽  
Distance Learning ◽  
Technology Management ◽  
Qualitative Research Methods ◽  
Learning Systems ◽  
Distance Learners ◽  
Interpretive Phenomenology ◽  
Open And Distance Learning ◽  
Learning Institutions

Technology management is a management discipline that evaluates the potential of the cutting-edge technology integration to maintain the competitive institutions, and seeks ways to use these potentials for the benefit of the organizations. The technologies that use in open and distance learning institutions for learner enrollment and course follow-ups, software that teachers use both in content presentations and evaluation stages, etc. They need to use technology in many different services and processes in the managerial dimension. In this chapter, which is conducted by using interpretive phenomenology method from qualitative research methods, it was questioned how to integrate artificial intelligence in open and distance learning systems determined within the scope of technology management for a technology-driven international university. Suggestions were made for artificial intelligence applications in the management of open and distance learners.

Quality Assurance in Open and Distance Learning

2021 ◽  
pp. 22-35
Author(s):  
Amir Manzoor
Keyword(s):  
Higher Education ◽  
Quality Assurance ◽  
Distance Learning ◽  
Economies Of Scale ◽  
Management Practices ◽  
Case Analysis ◽  
Access To Higher Education ◽  
Open And Distance Learning ◽  
Learning Institutions

Today, open and distance-learning universities are regarded as a groundbreaking option to expand access to higher education. Economies of scale supported by a large number of enrolments have fueled the growth of open and distance learning institutions (ODLIs) across the globe. At the same time, many have raised serious concerns about the quality of education provided by ODLIs. This chapter presents a comparative case analysis of quality assurance (QA) programs in distance education at two large open and distance learning universities in Pakistan. The study explored QA policies and their implementation in the context of management practices and structures and internal and external environmental factors.

E-Moderating in Higher Education

2011 ◽  
pp. 2163-2180
Author(s):  
Gilly Salmon
Keyword(s):  
Higher Education ◽  
Distance Learning ◽  
Staff Development ◽  
Low Cost ◽  
Good Practice ◽  
Academic Competence ◽  
Online Environment ◽  
Knowledge And Skills ◽  
Current Climate ◽  
Learning Institutions

There are few published reports of structured approaches to developing lecturers for new online roles. However, both campus and distance learning institutions can offer some experiences in developing lecturing staff to moderate and teach with low cost text-based online conferencing. This role is known as e-moderating. Staff development is often asserted as a key issue in the success of everything from a project, a course or a whole institution to an online environment. The current climate asserts the importance both for university and college lecturers of adopting a good practice and an understanding of teaching in addition to academic competence. This chapter considers and explores the knowledge and skills that the best e-moderators have and how they can be recruited, trained and developed.

Social or Group Learning Theories

2011 ◽  
pp. 1630-1633
Author(s):  
Gary A. Berg
Keyword(s):  
Distance Learning ◽  
Learning Process ◽  
Group Learning ◽  
Social Activity ◽  
Learning Theories ◽  
Learning Approaches ◽  
Self Reliance ◽  
Educational Environments ◽  
Computer Based ◽  
Learning Institutions

In both computer-based and traditional educational environments, there has been a growing organization of learning in groups with an increased use of teams and group projects (Berg, 2003). Goldman (1999) claims that traditionally education is seen as an activity of isolated thinkers pursuing truth in a spirit of American self-reliance. However, in practice education is very much a social activity, especially the research component that is heavily dependent on colleagues. In fact, some argue that the key to the learning process as a whole is the interaction among students, and between faculty and students (Palloff & Pratt, 1999). Group learning approaches have been widely adopted by many of the leading distance learning institutions, and consequently an understanding of this approach is important.

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