ROLE OF REFERENCE GROUP IN WINNING BANTEN HIGHER EDUCATION SERVICE MARKET

The competitive conditions in the market of higher education services encourage every college in Banten to be able to retain students and acquire new students every year. The decision of the prospective student in determining the college of his choice is very important for the sustainability of every college in Banten. Understanding the factors that influence the prospective student's decision is expected to increase the competitive advantage of Banten college so as to win the target market. The purpose of this study is to test the model that explains the effect of education services and reference groups on the decision of prospective students in choosing a college. In addition, this study also aims to examine the role of mediation of reference groups that mediate the influence of educational services on the decision of prospective students in choosing a college. Survey research design is used to obtain data to be analyzed using SEM with the help of AMOS software. Questionnaires were distributed to 418 students from high school and vocational schools, both public and private in Banten. The SEM estimation results indicate that Service and Reference Group directly influence the decision of prospective students in choosing a college to continue their studies. In addition, the reference group proved to mediate the influence of the Services on the Decision of the Student Candidate. Thus, the reference group has an important role for the Education Services in determining the decision of the prospective student. Marketing communications should be directed in addition to the target market itself, but also to reference groups with positioning as distinct and superior educational services.

Download Full-text

Library in Information and Education Environment of a Modern University

Bibliotekovedenie [Library and Information Science (Russia)] ◽

10.25281/0869-608x-2009-0-1-30-34 ◽

2009 ◽

pp. 30-34

Author(s):

Nina A. Koryakovtseva

Keyword(s):

Higher Education ◽

Education Institution ◽

Educational Services ◽

Educational Service ◽

Higher Education Institution ◽

Service Market ◽

New Approach ◽

Modern Library ◽

Education Environment

According to increase of the role of high education in continually changing world and of development of competitiveness situation on the educational service market, it’s really important to analyze the factors influencing the positioning of higher education institution within the market of educational services. The author analyzes the state of informational and educational environment and offers a new approach — to consider it as the result of cultural and creative activities of a higher education institution modern library.

Download Full-text

Descriptive Evidence on the Role of Corporate Brands in Marketing Higher Education Services

Service Science ◽

10.1287/serv.2.3.154 ◽

2010 ◽

Vol 2 (3) ◽

pp. 154-166 ◽

Cited By ~ 8

Author(s):

Maha Mourad ◽

Christine Ennew ◽

Wael Kortam

Keyword(s):

Higher Education ◽

Education Services ◽

Corporate Brands ◽

Marketing Higher Education

Download Full-text

Enhancing the Role of Educational Services of Higher Education System in the Competitive Specialists Training for Industry

E3S Web of Conferences ◽

10.1051/e3sconf/20171504018 ◽

2017 ◽

Vol 15 ◽

pp. 04018

Author(s):

Olga Kuznetsova ◽

Svetlana Kuznetsova ◽

Egor Yumaev ◽

Vladimir Kuznetsov ◽

Inna Plotnikova

Keyword(s):

Higher Education ◽

Education System ◽

Educational Services ◽

Higher Education System

Download Full-text

Identity Crisis: The Agency of Instagram in Schools of Architecture

New Instrumentalities ◽

10.35483/acsa.intl.2018.28 ◽

2018 ◽

Author(s):

Benjamin J. Smith ◽

Keyword(s):

Higher Education ◽

United States ◽

Social Media ◽

Identity Formation ◽

The United States ◽

Identity Crisis ◽

Prospective Student ◽

Representational Practice ◽

Contemporary Architecture

The focus of this paper addresses themes of neoliberalism, university commercialization and marketing, architecture school identity formation as a representational practice through social media, and the role of image curation and its production in contemporary architecture. This paper emerged after hearing the phrase ‘buyer’s motive,’ which explained what schools needed to consider for attracting students to their programs at a conference by Ruffalo Noel Levtiz on recruitment, marketing, and retention in higher education in the United States. The use of the word, ‘buyer’, instead of ‘student’, or ‘prospective student’, or ‘learner’ seemingly transformed the production of engaged education to its passive consumption.

Download Full-text

Economic aspects of exports of educational services

10.47813/dnit.2021.2.155-162 ◽

2021 ◽

Keyword(s):

Higher Education ◽

International Education ◽

Labour Market ◽

Economic Activity ◽

Labour Supply ◽

Educational Services ◽

Educational Service ◽

Economic Aspects ◽

Education Services ◽

Knowledge And Skills

Since exporting higher education is a type of economic activity, let us consider international education services as a special type of export commodity. In this case, the object of an educational service will be knowledge and skills, as well as the means of their identification, which are subsequently realised in the labour market in the form of labour supply.

Download Full-text

МІСЦЕ ТА РОЛЬ ДЕРЖАВИ У ЗАБЕЗПЕЧЕННІ КОНТРОЛЮ ЯКОСТІ НАДАННЯ ЗВО ОСВІТНІХ ПОСЛУГ: АНАЛІЗ РЕЗУЛЬТАТІВ ОПИТУВАННЯ ЛАТВІЙСЬКИХ СТУДЕНТІВ

Manager. Bulletin of Donetsk State University of Management ◽

10.35340/2308-104x.2019.82-1-07 ◽

2019 ◽

Vol 82 (1) ◽

pp. 68-81

Author(s):

MOROZ S.,

Keyword(s):

Higher Education ◽

Quality Control ◽

Quality Assurance ◽

Public Administration ◽

Education Quality ◽

Educational Services ◽

Higher Education Quality ◽

The University ◽

The Relationship

За результатами аналізу відповідей студентів з Європейськогопростору вищої освіти було з’ясовано думку респондентів щодо місця таролі держави у забезпеченні контролю за якістю надання освітніх послугзакладом вищої освіти. Розглянуто особливості взаємовідносинінституту держави та інституції університету в контекстізабезпечення якості вищої освіти. Крім того, в статті обґрунтованонапрями вдосконалення змісту та практики використання механізмівдержавного управління якістю вищої освіти, а також визначенопріоритети використання суб’єктами державного управління окремихметодів впливу на систему забезпечення якості вищої освіти в Україні. Basing on the results of survey of answers of students from the Europeanhigher education space, there was determined an opinion of respondents as fora place and role of state in provision quality control of educational services ofhigher educational institutes. The features of the relationship between theInstitute of state and the institutes of the University in the context of provisionof higher education quality. In addition, the article substantiates the directionsof improving the content and practice of usage of mechanisms of statemanagement of the higher education quality, as well as determined thepriorities for the subjects of public administration to use certain methods ofinfluence on the system of quality assurance of higher education in Ukraine.

Download Full-text

The role of the standard per capita funding in the pricing control of higher education services

Management Issues ◽

10.22394/2304-3369-2020-4-55-70 ◽

2020 ◽

pp. 55-70

Author(s):

S.G. Strebkov ◽

Keyword(s):

Higher Education ◽

Education Services ◽

Per Capita ◽

Pricing Control

Download Full-text

Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups

Journal of Consumer Marketing ◽

10.1108/jcm-12-2014-1243 ◽

2016 ◽

Vol 33 (1) ◽

pp. 32-40 ◽

Cited By ~ 23

Author(s):

Manfred Hammerl ◽

Florian Dorner ◽

Thomas Foscht ◽

Marion Brandstätter

Keyword(s):

Online Survey ◽

Reference Group ◽

Symbolic Meaning ◽

Balance Theory ◽

Reference Groups ◽

Factor Analyses ◽

Content Type ◽

Brand Meaning ◽

Group Research

Purpose – The purpose of this paper is to examine the role played by both, self-brand connection and reference groups, in attributing symbolic meaning to a brand. Current studies focus either on the influence of reference groups or on the role of self-brand connection. We demonstrate that both interact in attributing symbolic meaning. To explain interactions between the consumer, the brand and the reference groups, we draw on Heider’s balance theory. Design/methodology/approach – A questionnaire was developed which included scales on self-brand connection, reference group belonging and symbolic brand meaning. Data were collected through an online survey and analyzed with factor analyses, analyses of variance and correlation analyses. Findings – Our findings suggest that consumers may alter their beliefs about a brand depending on both, their self-brand connection and the influence of reference groups. If a consumer feels a strong connection with a brand and this brand is used by a dissociative reference group, the consumer will not attribute high symbolic meaning to that brand. The same is valid if the consumer’s in-group uses a brand which the consumer does not feel connected to. Originality/value – The present study introduces Heider’s balance theory to the fields of reference group research and self-brand connection research. Balance theory has proved to be a valuable framework for analyzing the relationships of consumers, their brands and their reference groups in the context of attributing symbolic brand meaning. Building on these insights, researchers and practitioners may better understand the emergence of symbolic brand meaning hereafter.

Download Full-text

National strategy for promotion of Russian universities in the world market of education services

International Journal of Educational Management ◽

10.1108/ijem-10-2016-0207 ◽

2018 ◽

Vol 32 (1) ◽

pp. 46-56

Author(s):

Natalia Mushketova ◽

Elizaveta Bydanova ◽

Gilles Rouet

Keyword(s):

Higher Education ◽

Global Market ◽

Educational Services ◽

National Strategy ◽

Market Place ◽

Russian Government ◽

Content Type ◽

Education Services ◽

The World ◽

Russian Universities

Purpose The export of Russian educational services worldwide was not considered by the Russian Government as a full-fledged economic sector until recently. However, the situation has changed since the early 2000s, when in 2002, the Russian Government approved the national strategy for higher education promotion abroad and since then has been actively working on development of incentives and measures to support Russian universities to better market themselves in a global competitive market place of higher education. The paper aims to discuss these issues. Design/methodology/approach In this paper, the authors use a systematic approach to analyze different instruments for promoting higher education services abroad, consider the current state of this issue in Russia and look at what difficulties may arise at various levels when the state attempts to implement its strategy. Findings They are formulated as a set of marketing activities at different levels (national, regional and institutional), allowing a more advantage positioning of Russian universities in the global environment. Practical implications This paper focuses on the development of a marketing strategy for universities in a dynamic setting. The urgency of the problem is determined by the fact that today universities have to deal with a number of challenges: the reduced funding; increased competition at the regional, national and global markets; the growth of the importance of international and national rankings; and demographic and social challenges. Effective positioning in the global market place can be viewed as a source of new opportunities, as well as a challenge, not easy to master in some cases. Originality/value The paper scrutinizes strategies for the promotion of Russian universities to increase effectiveness of their positioning and create for them comfortable conditions for development in the world markets of educational services. The topic of marketing of educational services worldwide for a post-Soviet country is not an issue commonly addressed in the literature today.

Download Full-text