How to Sell Hope and Mobility

2017 ◽  
Author(s):  
Alex Posecznick
Keyword(s):  
Higher Education ◽  
Safety Net ◽  
Student Enrollment ◽  
Institutional Mission ◽  
Fiscal Risk ◽  
Education Market ◽  
New Students ◽  
Higher Education Market ◽  
The University ◽  
Persuasive Arguments

This chapter describes Ravenwood's position in the higher education market and the kinds of persuasive arguments that members of the community deploy to recruit new students every year. Corporatization in the university has brought the logic and language of markets to these processes, which align with the Jeffersonian paradigm of education and create a somewhat rigid interpretation of institutional mission and risk. Diversification of student enrollment is a safety net from fiscal risk but also reflects the potential watering down of institutional brand. Administrators are thus constantly balancing contradictory tensions in their attempts to secure fiscal security without sacrificing the mission or brand of the institution. Individual counselors also tackle similar propositions within the context of their own careers.

scholarly journals Ways to create an effective positioning of Romanian universities through identity, image and promotion elements

2019 ◽  
Vol 13 (1) ◽  
pp. 47-55
Author(s):  
Marius Bălăşescu ◽  
Simona Bălăşescu
Keyword(s):  
Higher Education ◽  
Marketing Research ◽  
University Marketing ◽  
Quantitative Marketing ◽  
Education Market ◽  
Synergetic System ◽  
Main Components ◽  
Educational Market ◽  
Higher Education Market ◽  
The University

Abstract The process of universities positioning, as a component of educational and university marketing consists of a synergetic system composed of all the marketing and management efforts of a university as an entity inside the educational market, materialized in identity, image and promotion elements that lead to the creation of a strong brand of the university and to contribute to the consolidation of a solid reputation. The present paper aims to address the topic of effective positioning of universities, as a tool of university marketing, in a Romanian and European higher education market with increasingly complex evolutions. Taking into account the tendencies in the field of education and university marketing (eg: competition between universities in Romania, but also at European and worldwide level), the authors consider that higher education institutions have to emphasize the various elements of identity, image and institutional promotion, because current or future bachelor students, master students and PhD students want to belong to some entities with prestige and reputation, in other words, with a strong image and identity to provide them with confidence and security. The paper considers an approach on three main components: the analysis of the stage of knowledge of the higher education field, an original marketing research research and the conclusions and solutions. The research consists of a quantitative marketing research applied among the Romanian high school graduating students, regarding their perception about different elements of identity, image and promotion of some important universities in Romania. The paper aims, as a fundamental objective, to provide results that can be integrated into the marketing strategies of the universities from Romania and Europe.

scholarly journals Supporting and Enabling Scholarship: Developing and Sharing Expertise in Online Learning and Teaching

2018 ◽  
Vol 6 (1) ◽  
pp. 66-74
Author(s):  
Fiona Barnes ◽  
Sue Cole ◽  
Ingrid Nix
Keyword(s):  
Higher Education ◽  
Online Learning ◽  
Staff Development ◽  
Learning Technologies ◽  
Small Scale ◽  
Teaching Online ◽  
Learning And Teaching ◽  
Education Market ◽  
Higher Education Market ◽  
The University

In a highly competitive, rapidly changing higher education market, universities need to be able to generate pedagogical expertise quickly and ensure that it is applied to practice. Since teaching approaches are constantly evolving, partly responding to emerging learning technologies, there is a need to foster ways to keep abreast on an ongoing basis. This paper explores how a small-scale project, the Teaching Online Panel (TOP), used scholarship investigations and a bottom-up approach to enhance one particular aspect of academic practice – online learning and teaching. The experiences of TOP are useful for identifying:  how a scholarship approach can help develop academic expertise its contribution to enhancing understanding of staff’s different roles in the University ways of developing the necessary supportive network for those undertaking such scholarship the effectiveness of staff development which is peer-led rather than imposed from above how practical examples can stimulate practice development the relevance of literature on communities of practice and landscapes of practice for scholarship the important role of ‘brokers’ to facilitate the dissemination of scholarship findings the benefits to the brokers’ own professional roles the challenges of sustaining such an approach and lessons learnt. This study has relevance for those involved in supporting scholarship or delivering staff development in Higher Education.

scholarly journals Academic and Corporate Cultures in Modern University (A Case Study of Armenia and Belarus)

wisdom ◽  
2019 ◽  
Vol 12 (1) ◽  
pp. 49-61
Author(s):  
Maria ZASLAVSKAYA ◽  
Larissa TITARENKO ◽  
Pargev AVETISYAN
Keyword(s):  
Higher Education ◽  
Corporate Culture ◽  
Academic Culture ◽  
Institutional Autonomy ◽  
Academic Values ◽  
Education Market ◽  
Market Cultures ◽  
Higher Education Market ◽  
The University

Any reforms of modern education in the context of the Bologna principles somehow connected with the fundamental academic values and freedoms that guarantee institutional autonomy and social integrity of the universities. At the same time, post-soviet transformations of the higher education systems (HESs) often assume the introduction of the market-oriented approaches to meet the economic challenges that may contradict the traditional academic culture. On the basis of research data gleaned mainly from expert interviews in framework of case study in Armenia and Belarus, the authors analyze the ongoing transformations in HES with a focus on the features of implementation of academic freedoms in the context of existing contradiction between the new tendencies in higher education (market-oriented values, the entrepreneurial university model) and its classical humanistic model oriented to academic values, as well as to assess a possibility of coexisting academic and market cultures within the university.  The authors reveal the contradictory attitudes to assessment of the level of implementation of academic freedoms and to the possibility of combining academic freedoms with corporate culture in mentioned countries. Moreover, HESs needs the radical changes that would not destroy its fundamental culture and help to adjust universities to the global challenges.

scholarly journals Discursive Practices as Drivers of Academic Culture in Higher Education (Baikal School of BRICS Case Study)

2021 ◽  
Vol 12 (4) ◽  
Author(s):  
Svetlana Latysheva ◽  
Lyubov Bogodelnikova
Keyword(s):  
Higher Education ◽  
Academic Culture ◽  
Competitive Advantages ◽  
Language Performance ◽  
Educational Programmes ◽  
Education Market ◽  
Higher Education Market ◽  
The University ◽  
Educational Paradigms

Irkutsk National Research Technical University has recently launched a number of English-taught educational programmes with the paramount objective to transform the educational landscape of the university. Delivering the programmes in a foreign language gives the university significant competitive advantages in the higher education market, and also enhances the standards of education by attracting foreign experts, professors and students. The purpose of the study is to identify specific didactic tasks that will determine the design of English-taught educational programmes. Having analysed the experience based on language training of undergraduate and graduate students who study in multicultural groups and take English-taught courses, we conclude that the academic status of foreign languages within the programmes of Baikal School of BRICS differs from classical educational paradigms. The implemented lingua-didactic approach when delivering the disciplines focused on language performance is based on the principles of intercultural reflection, acceptance of linguistic and cultural diversity, generation of common meanings and values of education and academic cooperation within the studied subjects, and it contributes to the development of adequate educational technologies resulting in appropriate learning outcomes of students. The results of the study can be used to evaluate and develop similar educational products.

The University in the Marketplace

2017 ◽  
Author(s):  
David Willetts
Keyword(s):  
Higher Education ◽  
Personal Growth ◽  
Professional Training ◽  
Higher Education System ◽  
Market Values ◽  
Education Market ◽  
Student Demand ◽  
Education Voucher ◽  
Higher Education Market ◽  
The University

The opening chapters of this book were a story of expansion, in which more and more universities were created after progressive reformers finally broke the Oxbridge duopoly. And, just as important, in the second part of the book we have seen it is also a story of personal growth and advance as more people have their lives transformed by higher education. In the previous two chapters we have then seen how useful this institution has become—broadening its role in professional training and promoting growth and innovation by working with business and government. The university is one of the key institutions of the twenty-first century and finds itself deeply embedded in the market economy. But there are doubters who are wary of this very success because it is changing the character of the university. One of my main objectives as universities minister was to create a more open and diverse higher education system which would work better for students. That meant more choice and competition between universities and easier entry for new providers as well as removing the number controls which limited the scope for universities to grow in response to student demand. I believed these changes would ensure students were better served and make British universities stronger in a higher education market which is increasingly global. In effect our funding reforms gave students an education voucher to be spent at the university of their choice if they met its admission requirements, to be repaid when they were graduates if they could afford to. We replaced funding via a Government agency providing grants to universities with funding via the fees (funded by loans) which students brought with them. Many people in higher education are suspicious of this wider agenda. They worry about ‘marketization’ and, just as bad, ‘consumerism’. Those market values pervade the wider environment within which Western universities operate. All these changes open up a key question: to what extent should universities themselves absorb these values or should they deliberately hold themselves apart? There are sceptics who fear that as universities grow bigger and more economically significant they betray their distinctive values.

Wiring Watkins University

2011 ◽  
pp. 242-263
Author(s):  
Andy Borchers
Keyword(s):  
Erp Implementation ◽  
Web Based ◽  
Budget Planning ◽  
Laptop Program ◽  
Midwestern University ◽  
Education Market ◽  
Card System ◽  
Higher Education Market ◽  
The University ◽  
The Impact

This case describes the “wiring” of Watkins University (a fictional name for a real Midwestern university) between 1997 and 2003 as the university responded to competitive pressures in the higher education market. After describing the University and the competitive challenges it faced, the case takes the student into a strategy session between the organization’s CFO, CTO and Provost as they review progress on four key initiatives: Web based teaching, student laptop program, a Web based ERP implementation and a proposed “one card” system. Questions are raised as to acceptance of the technology, the impact of these initiatives on the organization’s strategic posture and competitiveness, IT budget planning, and future steps for the organization to take.

Unwarranted Stigma

2019 ◽  
pp. 201-221
Author(s):  
Darryl M. Tyndorf Jr.
Keyword(s):  
Higher Education ◽  
Economic Growth ◽  
Community Colleges ◽  
Higher Education Policy ◽  
Education Institution ◽  
University Education ◽  
Demand For Education ◽  
Education Market ◽  
New Research ◽  
Higher Education Market

Investment in higher education is essential to improve the knowledge and skills of a country's labor force for economic growth. Higher education is a dynamic context with various institution types. However, the higher education market and research has generally suggested a single higher education institution, university education. Such single entity promotion has informed policies to increase university enrollments and completions resulting in a belief that universities are prestigious institutions that provide greater economic growth while stigmatizing community colleges as less prestigious and of little or no value to economic growth. University models have provided higher education to selected members of society which has not met the global demand for education or improved economic growth. This chapter will demonstrate that community colleges are becoming a higher education policy focus for their ability to provide flexible, short cycle education, and new research demonstrates their short- and medium-term economic impact. Thus, the community college stigma is unwarranted.

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