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

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.

ANALYSIS OF HIGHER EDUCATION MARKETING MIX IN IMPROVING THE IMAGE OF VOCATIONAL COLLEGES

This study aims to analyze the effect of the marketing mix of higher education on the image of vocational colleges. The sampling technique is purposive sampling with 200 respondents. The analysis technique used is SEM PLS. The results showed that the marketing mix can affect the image of vocational colleges. People consisting of staff and lecturers gave the biggest contribution in improving the image of vocational colleges. The process of service and physical evidence also contributes greatly to the image of vocational colleges.

Unsanctioned user-generated content: student perceptions of academic brand parody

PurposeWhile universities and colleges engage in marketing their brands through official communications, there also exists the unique case of social media accounts created by and for university students, which have the sole purpose of disseminating humorous parody content about the university. These accounts and their content are neither managed nor sanctioned by the university. While user-generated satire has been studied in the areas of politics and popular culture, it has not often been considered within the realm of universities and their student stakeholders.Design/methodology/approachA total of 200 undergraduates at a large public university in the southeastern United States were surveyed regarding their engagement with and thoughts about parody accounts associated with their school.FindingsAll students surveyed were aware of these parody accounts associated with their university; however, results suggest that enjoyment of and engagement with these accounts varies. Those students engaged with university parody accounts experience heightened identification with, but reduced concern over this satirical (and often unprofessional) community, which could be harmful to their university's image.Practical implicationsAlthough educational institutions aim to convey an outward-facing message of academic excellence and professionalism, their student population may create, engage with and disseminate alternative messaging that must be considered.Originality/valueWhile this unique form of online brand engagement is potentially harmful to the university image due to its humorous nature, it also can be seen as a form of brand community, lending to feelings of group identification for students. Brand parody within social media remains a largely ignored topic within higher education marketing.