scholarly journals Marketing in higher education: promoting educational services and programmes

2019 ◽  
Author(s):  
Yulia Stukalina
Keyword(s):  
Higher Education ◽  
Marketing Strategy ◽  
Research Topic ◽  
Brand Awareness ◽  
Educational Services ◽  
International Environment ◽  
New Challenges ◽  
Competitive Marketing Strategy ◽  
The University ◽  
Practical Implications

Purpose – the purpose of the article is to investigate current marketing and branding trends in higher education, and to discuss some popular marketing tools incorporated into the marketing strategy of a contemporary university. The rele-vance of the research topic is determined by the fact that managers working in higher education have to become more market-oriented as they are facing new challenges in an extremely competitive international environment. Research methodology – the article is based on the analysis of theoretical literature and previous research on the topic, OECD and EU documents on the basic trends in higher education, and marketing plans of randomly chosen higher edu-cation institutions. Findings – the analysis performed in the article has allowed the author to identify the main challenges experienced by contemporary universities in the agenda of promoting their educational services and programmes, and some novel mar-keting tools applied for enhancing the university’s brand awareness and reputation. Research limitations – the limitations of the study are mainly related to the research base, which includes a few higher education institutions, so future study with a broader research base is recommended to generalize the findings. Practical implications – the research results may be useful for higher education managers responsible for developing a competitive marketing strategy of the university aimed at promoting their educational services and programmes. Originality/Value – the research is based on the analysis of working marketing plans of some universities having good marketing traditions.

Nine emerging student needs

2017 ◽  
Vol 25 (3) ◽  
pp. 181-189 ◽  
Author(s):  
Andrew Hines ◽  
Alexandra Whittington
Keyword(s):  
Higher Education ◽  
Design Methodology ◽  
Institutions Of Higher Education ◽  
Student Life ◽  
Student Needs ◽  
Content Type ◽  
World Cafe ◽  
The Future ◽  
The University ◽  
Practical Implications

Purpose A research project exploring emerging student needs explored six aspects of student life: living, learning, working, playing, connecting and participating. Design/methodology/approach A modified version of the University of Houston’s “Framework Foresight” method was used to explore the future of six aspects of future student life. The resulting scenarios were analyzed for their implications, including the use of the World Café technique, and ultimately led to the identification of nine emerging student needs. Findings Nine specific emerging needs of future students could be used strategically by institutions of higher education to guide and inform planning and to generate innovative ideas for university offerings. Specific examples of offerings that would meet the projected future needs are recommended. Research limitations/implications In terms of research limitations, the paper is focused on the needs of students and does not purport to be an exhaustive analysis of all of the issues influencing higher education. It views the future of higher education through the lens of students and their emerging needs. Practical implications The paper is intended for educators, researchers and administrators to provide insight on how the needs of students, their key customers, are evolving. Originality/value This piece explores student life in its totality as way to more accurately identify student needs in the future.

scholarly journals FORMATION AND DEVELOPMENT OF THE INTERNAL SYSTEM OF EDUCATION QUALITY ASSURANCE AT THE UNIVERSITY AS A FACTOR OF STATE SOCIO-ECONOMIC DEVELOPMENT

2020 ◽  
pp. 96-103
Author(s):  
A. Artyukhov
Keyword(s):  
Higher Education ◽  
Economic Development ◽  
Quality Assurance ◽  
Foreign Students ◽  
Education Institution ◽  
The State ◽  
Educational Services ◽  
Socio Economic Development ◽  
The University

The article is devoted to the description and analysis of factors that potentially and actually affect the socio-economic development of the state on the example of the higher education institution. It is established that at the system level the level of ensuring the quality of educational activities and the quality of higher education has a decisive influence on the formation of a positive image of a higher education institution. The results of a survey of students on the criteria for choosing a university to study are presented. Statistics on public funding of education in general and higher education in particular are presented and analyzed. It is established that, despite the formally high percentage of education funding from the level of GDP in absolute terms, the actual funding is low and needs to be strengthened by attracting external funding from customers. Attention is also paid to the state of development of educational services for foreign students. In a competitive environment at the national and international level, the decisive influence on the involvement of foreign students in the university is influenced by the structure of the training program, teacher qualifications, organization of the educational process in the classroom and so on. The article on the example of a higher education institution presents the main stages of formation and development of the internal system of quality assurance of education as an object of influence on the socio-economic development of the state. The development and/or improvement of internal quality assurance systems in universities is becoming a powerful basis for increasing university funding from external (personally involved) sources, reducing the outflow of applicants abroad and the successful provision of educational services to foreign students. At this stage, given the limited opportunities for funding of educational activities by the state (compared to EU countries), the successful implementation of the university development strategy is possible provided that systematic work is done to improve the quality of educational services for domestic and foreign citizens. As part of further research, it is planned to analyze the mutual impact of the education quality assurance system on the effectiveness of scientific activities, the provision of additional paid educational services, training for external customers and other sources.

scholarly journals Models of work-based learning, examples and reflections

2016 ◽  
Vol 8 (1) ◽  
pp. 17-28 ◽  
Author(s):  
David Major
Keyword(s):  
Higher Education ◽  
Evolutionary Development ◽  
Access To Higher Education ◽  
Content Type ◽  
New Ways Of Working ◽  
Working Practices ◽  
Public Organisations ◽  
The University ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to identify a number of different models of work-based learning (WBL) in operation at the University of Chester and provides two examples of university-employer partnership where WBL is used as the principal means for bringing about change in the workplace. Design/methodology/approach This paper is based on the experience of one UK University with significant WBL provision and outlines the evolutionary development of a number of different models of WBL designed to meet the specific needs of employers and individual students. Findings The paper reflects on the distinctive contribution of WBL in higher education to bring about change to the culture and working practices of two public organisations, thereby improving performance and developing new ways of working. Practical implications It will also consider the impact of WBL on learners often giving them a greater sense of their own identity and professionalism and point to the way in which WBL challenges the university as much as it challenges employer partners. Social implications Widening access to higher education and increasing participation in HE. Originality/value The identification and description of a number of different models of WBL in operation in the HE sector.

Emerging student needs disrupting higher education

2017 ◽  
Vol 25 (3) ◽  
pp. 197-208 ◽  
Author(s):  
Andy Hines
Keyword(s):  
Higher Education ◽  
Design Methodology ◽  
Balance Of Power ◽  
Student Perspective ◽  
Institutions Of Higher Education ◽  
Student Needs ◽  
Content Type ◽  
Job Preparation ◽  
The University ◽  
Practical Implications

Purpose A research project exploring emerging student needs identified two potentially disruptive shifts for the future of higher education: a shift in balance of power from institutions toward the students and a shift in the purpose of higher education away from job preparation. The research suggests that current drivers are eventually moving toward these shifts but that several “accelerators” may hasten their arrival. The paper aims to describe the process for identifying the emerging needs, the potentially disruptive shifts and key implications for higher education. Design/methodology/approach A modified version of the University of Houston’s “Framework Foresight” method was used to identify the emerging needs, the disruptive shifts and their implications. Findings Emerging student needs suggest two potential disruptive shifts for higher education: shift in balance of power from institutions toward the students and shift in the purpose of higher education away from job preparation. Practical implications Current institutions of higher education may need to reconsider their purpose, mission and value proposition in light of these disruptive shifts. Social implications Beyond just higher education, there is a need for a larger society-wide dialogue about the emerging future and how to best prepare students for it. Originality/value This extensive research carried out from the student perspective suggests disruptive shifts ahead relating to the purpose and future of higher education.

scholarly journals Methodology for Analyzing Break-even Educational Services in the Marketing Activities of the University

2020 ◽  
Vol 23 (1) ◽  
pp. 62-68
Author(s):  
Vlada Zhykharieva ◽  
◽  
Inna Poznanska ◽  
Vira Baryshnikova ◽  
◽  
...  
Keyword(s):  
Higher Education ◽  
Economic Efficiency ◽  
Educational Services ◽  
Teaching Staff ◽  
Marketing Activities ◽  
Economic State ◽  
Break Even Point ◽  
The Cost ◽  
The University ◽  
Contract Form

Introduction. Global changes in the system of financing higher education in recent years became the reason to the new approaches formation of development pricing strategy in universities. One of the main conditions for the formation of such a strategy is to improve the efficiency of the pricing system for educational services. It requires the selection and justification of optimality criteria, provided production costs correspond to the level of prices in the educational services market, the usefulness of the proposed specialties and quality of service. The development of a methodology for assessing the financial and economic state of the university based on the analysis of the break-even point of the marketing activities of the university will allow: the cost of the contract for individual specialties or specializations, to plan income and expenses for future periods, to identify ways to save costs for individual items, the feasibility of introduction new specialties. The criterion of the break-even point of the educational services of the university depends on such indicators as the number of students, conditionally fixed and variable expenses, the university’s income from educational activities in which full coverage of expenses is possible. The use of the methodology for assessing the financial and economic state of the university based on the analysis of the break-even point of the marketing activities of the university allows not only to determine the minimum possible cost of a contract for a specific specialty, but also to identify shortcomings in the system of accounting and analysis of financial and economic indicators of the university. Purpose. The aim of the study is to create a methodology for calculating the determination of the break-even rate of the university educational services for a particular specialty or specialization, taking into account the costs related to the implementation of a separate curriculum. Results. Based on the analysis of the financial and economic indicators of the university’s activities, the classification of expenses for the provision of educational services has been improved by dividing costs into variable and conditionally fixed costs. The criteria for dividing individual cost items into variable and conditionally fixed ones have been determined, the structure of these costs has been analyzed using the example of the Odessa National Maritime University. The formula for calculating the break-even point for higher education institutions has been improved based on the proposed cost classification. The methods of calculating the components of these costs have been clarified, which include the unit costs of the salaries of the teaching staff, depending on the teaching load and the level of qualifications, salary charges for the scientific and pedagogical staff. The formula for calculating the break-even contingent of students of the contract form of study has been improved based on the above approach to calculating the break-even point. The formula for calculating the break-even contingent of students of the contract form of study has been improved based on the above approach to calculating the break-even point. Ways to reduce costs have been proposed, which are aimed at unifying the curriculum, reducing the cost of maintaining the administrative and managerial apparatus and reducing utility costs. Conclusions. The challenges of recent years in the field of higher education form a number of problematic issues, leading to the need to develop new methods for assessing the economic efficiency of universities in Ukraine. Using the break-even point in assessing the viability of specialties allows you to identify financial reserves, determine and justify the cost of training for a student of a contract form of study, justify the economic efficiency of educational and professional programs, detail costs and identify gaps in their allocation. The disadvantages of this method include the lack of indicators that would characterize the uniqueness and prospects of the studied specialty: employability of graduates, advanced training of the teaching staff and other indicators that would take into account not only the analysis of previous periods, but also modern trends in the educational services market.

scholarly journals APPLICATION OF COMPETITIVE MARKETING STRATEGIES IN BRAND MANAGEMENT

Management ◽  
2021 ◽  
Vol 32 (2) ◽  
pp. 137-146
Author(s):  
Liang Rui ◽  
Kateryna Prokopenko ◽  
Svitlana Vovchok
Keyword(s):  
Higher Education ◽  
Marketing Strategy ◽  
Brand Management ◽  
Educational Institutions ◽  
Management Tools ◽  
External Resources ◽  
Urgent Task ◽  
Object Of Study ◽  
The University ◽  
University Brand

Introduction. Against the background of marketing and globalization of higher education, many organizations and enterprises not only face stiff competition and quality problems in the market. Despite all the current challenges, they need to implement brand management tools. The urgent task for universities was how to apply the brand's marketing strategy to the brand management of universities, implement the optimal distribution of tangible and intangible resources, create a good brand image, expand popularity and reputation and gain competitive advantage.The hypothesis of scientific research is that for the formation of an effective brand it is necessary to use the tools of strategic marketing.The aim is to study the theoretical and methodological foundations of brand formation in educational institutions using modern competitive marketing strategies.The research methodology is a comparative analysis to reflect trends in the development of the brand of education; systematization and classification – for the classification of structural elements of the object of study; system approach – for the formation of theoretical foundations of regulation of brand management processes.Results. Based on the law on higher education and reliance on the mechanism and legislation of the market, this article examines brand management and argues that university brands should be optimized, coordinated and integrated to take full advantage of internal and external resources. It is necessary to strengthen the concept of brand management, explain the position of the university brand, create a strong university brand, strengthen the dominant university brand, create a crisis management system for university brands, increase the basic competitiveness of universities and gain greater benefits.Conclusions. University brand management should be based on the marketing strategy of enterprise brands, make full use of their own resources, strengthen the concept of brand management, determine the position of the university brand and create a strong university brand. universities, the university brand is undoubtedly a dazzling edge of the sword.

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

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.

Rating Assessment of Students' Knowledge vis-a-vis Rating Evaluation of University Teachers

2020 ◽  
pp. 174-199
Author(s):  
Elena Viktorovna Burdenko
Keyword(s):  
Higher Education ◽  
Quality Management System ◽  
Services Quality ◽  
Educational Services ◽  
External Assessment ◽  
Internal Assessment ◽  
Quality Of Higher Education ◽  
Quality Of Teaching ◽  
The University

This chapter focuses on the problem of assessing the quality of higher education. It has been identified that the quality assessment of higher education consists of external and internal assessment of educational services quality. External assessment of educational services quality is carried out by all economic entities that are consumers. Internal assessment of educational services quality should be carried out by the university itself. For these purposes, the university develops a quality management system and organizes a department responsible for organizing and monitoring the quality of educational services. Internal assessment of educational services quality includes such parameters as the quality of student training and the quality of teaching at university. A rating assessment of students' knowledge is developed at university to control the quality of students' training. A rating assessment of the university academic staff is carried out to maintain the quality of teaching.

Work-based learning

2016 ◽  
Vol 6 (3) ◽  
pp. 305-314 ◽  
Author(s):  
Jonathan Garnett
Keyword(s):  
Higher Education ◽  
Curriculum Design ◽  
Operational Experience ◽  
Content Type ◽  
Socially Constructed ◽  
Individual Knowledge ◽  
The Individual ◽  
The University ◽  
Practical Implications

Purpose – The purpose of this paper is to show how transdisciplinarity is woven into the key curriculum components of individually negotiated work-based learning (WBL) programmes and to focus upon the performative value of knowledge in the work context. Design/methodology/approach – This paper draws upon WBL academic literature and the authors 22 years operational experience of WBL. Findings – The paper suggests that while university-level WBL can enhance the performance of organizations and individuals it is also inherently challenging and challenged by the hegemony of subject disciplines and disciplinary-based university structures. WBL is concerned with knowledge which is often unsystematic, socially constructed and is action focused in order to achieve outcomes of significance to work. This contests the supremacy of the role of the university in curriculum design, delivery and validation of knowledge and means that work-based knowledge is often seen as transdisciplinary rather than conforming to traditional subject disciplines (Boud and Solomon, 2001). Research limitations/implications – Central to the distinctive nature of university WBL programmes is the role of the external organization as a partner with the university and the individual learner in the planning of learning activities which are intended to have significance for the workplace. For individual knowledge to become organizational knowledge, and thus fully contribute to the intellectual capital of the organization, it must be shared and accepted by others. It follows that a key concern for organizations must be the facilitation of the recognition of knowledge and this goes beyond using a transdisciplinary lens when guiding and assessing the work of individual higher education students. Practical implications – The paper has practical implications for the design and facilitation of WBL programmes at higher education level. Originality/value – Provides an informed and sustained examination of the concept of WBL and knowledge.

scholarly journals COVID-19: emergency remote teaching and university professors’ mental health

2021 ◽  
Vol 21 (suppl 1) ◽  
pp. 237-243
Author(s):  
Geórgia Maria Ricardo Félix dos Santos ◽  
Maria Elaine da Silva ◽  
Bernardo do Rego Belmonte
Keyword(s):  
Mental Health ◽  
Higher Education ◽  
Educational Environment ◽  
Educational Context ◽  
Exclusion Criteria ◽  
University Professors ◽  
Work Routine ◽  
New Challenges ◽  
The University ◽  
Reflective Processes

Astract Objectives: reflections on the experiences of emergency remote teaching by the faculty of the university and the impacts of these professionals’ mental health during the COVID-19 pandemic. Methods: this is a bibliographic review. The descriptors "Docent", "Mental health", "Covid-19", "Higher Education" were used in Portuguese, English and Spanish. The articles found were selected using the pre-established inclusion and exclusion criteria. The text was organized into two thematic approaches: “Emergency remote teaching and the professors’ difficulties /challenges” and “Professors’mental health during the COVID-19pandemic”. Results: in view of the current educational context, professors faced new demands that had repercussions on their social and work routine, due to the increase in the number of hours, the pace and diversity of work. It was evident that these professionals were affected financially, affectively and motivational aspects. Conclusions: the pandemic brought a series of feelings and perceptions to the professor with new challenges in his/her teaching. However, it is important to encourage the establishment of reflective processes around physical and mental balance in and outside the educational environment.

Sign in / Sign up

Export Citation Format

Share Document