scholarly journals Higher Education Marketing

2012 ◽  
Vol 2 (1) ◽  
pp. 41-58 ◽  
Author(s):  
Efthymios Constantinides ◽  
Marc C. Zinck Stagno
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Marketing Channels ◽  
Online Marketing ◽  
Customer Engagement ◽  
Higher Education Marketing ◽  
Internet Applications ◽  
University Marketing ◽  
The Social ◽  
Education Marketing

The importance of the Internet as commercial platform is by now universally recognized, and businesses increasingly adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and university. This article presents the results of a study identifying the role and importance of social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. The study identifies and describes three market segments among future students based on their use of the social media.

Higher Education Marketing

2013 ◽  
pp. 128-147 ◽  
Author(s):  
Efthymios Constantinides ◽  
Marc C. Zinck Stagno
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Marketing Channels ◽  
Online Marketing ◽  
Customer Engagement ◽  
Higher Education Marketing ◽  
Internet Applications ◽  
University Marketing ◽  
The Social ◽  
Education Marketing

The importance of the Internet as commercial platform is by now universally recognized, and businesses increasingly adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and university. This article presents the results of a study identifying the role and importance of social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. The study identifies and describes three market segments among future students based on their use of the social media.

scholarly journals Identification of the effectiveness of higher education marketing strategies using social media

2021 ◽  
Vol 9 (1) ◽  
pp. 1-9
Author(s):  
Lelo Sintani ◽  
Yuniati Fransisca ◽  
Ary Dwi Anjarini ◽  
Aria Mulyapradana
Keyword(s):  
Higher Education ◽  
Social Media ◽  
Data Analysis ◽  
Young People ◽  
Evaluation System ◽  
Marketing Strategies ◽  
Higher Education Marketing ◽  
University Marketing ◽  
Analysis Process ◽  
Education Marketing

There are many ways that universities can promote their programs and services to get the attention of prospective buyers. One strategy is to use social media to promote its products and services. Furthermore, the author believes that the successful promotion of various products owned by investment will determine the University's progress. We obtained data from publications such as comma books, journals, and several websites discussing university marketing promotion issues on social media pages to fill out this discussion. To answer this royal question, we have to go through the data analysis process by following the rules of scientific studies, including through a coding data evaluation system and drawing conclusions considering that the data we present is valid and reliable. Finally, we can conclude after reviewing the data and also in-depth discussions where we found that the effectiveness of marketing through social media for investment products and services is very appropriate and effective considering that today social media has become a place not only for young people to be friends but also a place for young people to become friends, and literature for business purposes as well as promotion including promotion of high change programs.

Connecting Small and Medium Enterprises to the New Consumer

2010 ◽  
pp. 1-21 ◽  
Author(s):  
Efthymios Constantinides
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Small And Medium Enterprises ◽  
Low Cost ◽  
Online Marketing ◽  
Internet Applications ◽  
The Social ◽  
Develop Market ◽  
Medium Enterprises ◽  
New Consumer

This chapter explains the nature, effects and current standing of the new generation of Internet applications, commonly known as Social Media or Web 2.0, reviews their role as marketing instruments and identifies opportunities for SMEs for engaging them as part of their marketing strategy. The chapter defines and analyses the Social Media phenomenon, identifying the main approaches corporations follow in engaging Web 2.0-based applications in order to that support, complement or improve their traditional and online marketing activities. These approaches aim at using the social Internet as source of market intelligence, communicating with customers, efficiently develop-, market- and distribute products and also improve customer relations and retention. The chapter proposes a classification of the main Social Media -based applications and their roles as passive or active marketing instruments. Based on the experience of pioneering firms the chapter identifies the main conditions and options for SMEs willing to utilize the Web 2.0 as commercial tool in order to advance their marketing operations and connect to the new consumer in the virtual and physical marketplace. While field experience so far indicates that large corporations rather than SMEs are more likely to engage in Social Media marketing the low cost, potential and apparent popularity of Social Media among customers make the domain extremely attractive for SMEs.

Connecting Small and Medium Enterprises to the New Consumer

E-Marketing ◽  
2012 ◽  
pp. 439-459
Author(s):  
Efthymios Constantinides
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Small And Medium Enterprises ◽  
Low Cost ◽  
Online Marketing ◽  
Internet Applications ◽  
The Social ◽  
Develop Market ◽  
Medium Enterprises ◽  
New Consumer

This chapter explains the nature, effects and current standing of the new generation of Internet applications, commonly known as Social Media or Web 2.0, reviews their role as marketing instruments and identifies opportunities for SMEs for engaging them as part of their marketing strategy. The chapter defines and analyses the Social Media phenomenon, identifying the main approaches corporations follow in engaging Web 2.0-based applications in order to that support, complement or improve their traditional and online marketing activities. These approaches aim at using the social Internet as source of market intelligence, communicating with customers, efficiently develop-, market- and distribute products and also improve customer relations and retention. The chapter proposes a classification of the main Social Media -based applications and their roles as passive or active marketing instruments. Based on the experience of pioneering firms the chapter identifies the main conditions and options for SMEs willing to utilize the Web 2.0 as commercial tool in order to advance their marketing operations and connect to the new consumer in the virtual and physical marketplace. While field experience so far indicates that large corporations rather than SMEs are more likely to engage in Social Media marketing the low cost, potential and apparent popularity of Social Media among customers make the domain extremely attractive for SMEs.

scholarly journals Process modeling for business management of online marketing campaigns through social media

2019 ◽  
Vol XXII (2) ◽  
pp. 116-125
Author(s):  
Popescu M. A. M.
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Marketing Channels ◽  
Online Marketing ◽  
Process Models ◽  
Social Media Networks ◽  
The Social ◽  
Media Reputation ◽  
Set Up ◽  
A Company

The online environment is becoming more competitive each day, and the consumer's journey is becoming more complex, going through several marketing channels on their way to buying. Social media networks environments facilitate access to information and at the same time contribute to creating an image, a perception of reality. Building and strengthening social media reputation are essential for companies in 2018. To have credibility, a company must create and maintain a good image across all the social networks it finds. The more transparent and sincerer through their communication, the easier it will be for brands to maintain their reputation and gain consumer confidence, which can be achieved through social media. The article presents the main social networks used by companies to create digital marketing campaigns. The authors illustrate the steps needed to set up audiences on Facebook, Instagram and Twitter, organizing the information in tables in order to be easier to track. BPM Software is used to design process models for these online marketing campaigns.

scholarly journals Pendampingan Usaha Kecil Dan Menengah Tenun Ikat Troso Dalam Peningkatan Produktivitas dan Kualitas Produk Kain

2018 ◽  
Vol 2 (1) ◽  
pp. 79
Author(s):  
Hadi Ismanto ◽  
Muhammad Husni Tamrin ◽  
Silviana Pebruary
Keyword(s):  
Social Media ◽  
Operating Procedure ◽  
Standard Operating Procedure ◽  
Marketing Channels ◽  
Online Marketing ◽  
Woven Fabric ◽  
Standard Operating

ABSTRAK                Kegiatan ini bertujuan untuk menigkatkan kuantitas dan kualitas produk kain yang dihasilkan oleh mitra, dan meningkatkan jalur pemasaran yang dapat digunakan oleh mitra dalam meningkatakan penjualan kain tenun ikat torso. Metode yang digunakan adalah penampingan, pelatihan, dan praktek langsung oleh mitra UMKM Tenun Ikat Troso Jepara. Capain kegiatan ini adalah dimilikinya alat tenun bukan mesin yang telah ditambah alat jangkar untuk memproduksi varian kain yang berbeda dengan kain yang selama ini diproduksi oleh mitra. Mitra memiliki standar operasi prosedur (SOP) produksi untuk menjaga kualitas kain yang diproduksi. Mitra memiliki jalur pemasaran baru melalui online marketing dengan memanfaatkan website dan social media guna meningkatkan daya saing UMKM. Kata kunci: Pendampingan, Pelatihan, UMKM, Tenun Ikat. ABSTRACT                This activity aims to improve the quantity and quality of woven fabric, and improve the marketing channels that can be used by partners in increasing sales. The method used is direct mentoring, training, and practice by SME's partners Tenun Ikat Troso Jepara.  Achievement this activity are owned ATBM that have been added jangkar tool to produce variants of different fabrics with fabric that had been produced by partners. Partners have standard operating procedure (SOP) production to maintain the quality of fabric produced. Partners have new marketing channels through online marketing by utilizing websites and social media to improve the competitiveness of SMEs. Keyword: Mentoring, Training, SME, Weaving ikat

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