University Marketing using the Howard-Sheth Paradigm

A fundamental premise for understanding and forecasting the functioning of a system, modeling is a method that aids in the development of any phenomena, without question. Marketing modeling is a concept that is seldom utilized in university marketing.

A Strategic Model to Promote University of Choice Decisions Among the International Students

The internationalisation of higher education has become increasingly important for many higher education institutions (HEIs) globally. To recruit national and international students, HEIs must invest in effective digital marketing and recruitment strategies. This study investigated the development of a strategic university of choice model that can assist universities in the recruitment of international students. A survey was completed by 306 international students studying at a South African university. The factors identified in this study included academic programme and quality, visa requirements, country/city attractiveness, lectures in English, costs, student life, safety and security, university location, university reputation, and assistance from the international office. The strategic university of choice model could assist university marketing personnel to develop a focused, targeted, and cost-effective digital marketing and recruitment strategy to recruit international students.

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.

“It's not just parties, it's so much more”: student perceptions of the credibility of UK events management degrees

PurposeThis article explores (1) student perceptions and understanding of Events Management; (2) how Events Management is positioned by different UK Higher Education providers through their online marketing; and (3) the perceived value of an Events Management degree among students.Design/methodology/approachA mixed-methods approach, combining an online student questionnaire (n = 524), semi-structured interviews with current first year Events Management students (n = 24) at two UK universities, and website analysis of all Events Management degrees offered in the UK.FindingsStudents demonstrate a lack of knowledge about what Events Management is, what a career in Events Management might entail and the perceived value of an Events Management degree. This suggests the need to reposition Events Management degrees within a broader applied management base. Current course marketing presents a narrow view of Events Management degrees and the narrow vocationally-laden narrative undersells and “over-vocationalises” the subject.Practical implicationsUnderstanding student perceptions better will help universities market Events Management degrees more effectively and will benefit broader efforts to illustrate the value and credibility of it as a degree subject choice and career. More balanced presentation between the practical and non-practical aspects of the courses in university marketing may help reposition Events Management alongside more readily understood vocational subjects.Originality/valueThis is the first study to examine student perceptions over the credibility of Events Management degrees. It also addresses Park and Park's (2017) observation that reviews of Events Management education and curricula are conspicuously absent from Hospitality and Tourism journals.

Evaluation of the Work-Integrated Learning Methodology: Teaching Marketing through Practitioner Experience in the Classroom

The teaching methodology in university marketing subjects has traditionally been based on “lecture classes”, which have proved to be insufficient for providing students with professional skills that can be directly applied in the workplace. This research aims to reduce this gap between the university and business by applying the active teaching methodology of work-integrated learning (WIL), which consists of providing students with knowledge and experiences directly from professionals that are invited to the classroom. We evaluated the effects of the WIL methodology on university students in a marketing degree course through self-administered questionnaires. During a semester, perceived personal, academic, and professional outcomes were assessed in two groups of students of the same module, one of which participated in the WIL program (i.e., they received lectures by professional marketing experts who were invited to the classroom and explained, through real examples, the content of the subject being taught), and the other served as a control (i.e., they learned the content only through traditional lectures from the college instructor). The results revealed that the students who took part in the WIL program experienced increased motivation, enjoyment, and interest in the subject. Furthermore, they had an increased understanding and acquisition of the concepts, as well as a greater perceived ability to manage companies and a comprehension of the economic environment. These findings constitute an advance because they identify the benefits of applying WIL in knowledge fields where the acquisition of professional skills is crucial for graduates’ entry into the labor market.

Role of Servicescape on Student Institution Choice

In recent years there has been increased discussion of the subjective, emotional and sociological factors influencing student choice of university. However, there is a dearth of information exploring what constitutes these feelings. This exploratory paper uses the conceptual model of the servicescape to provide insight into the emotional factors driving student choice. In-depth interviews with prospective students revealed that first impressions really do count. Students are deterred by poor physical environments and excited by enthusiastic staff and students. Most significantly, the study revealed the necessity of a restorative servicescape to provide both a sense of escape and feeling of belonging. This paper contributes to broadening the application of the servicescape model and to a greater understanding of the impact of the environment on prospective students, and creates an opportunity to inform policy by providing university marketing decision makers with a better understanding of what constitutes the university environment and what makes it appealing to prospective students.

The Death and Life of UK Universities and the Cultural Spaces They Consume

The shift in focus in UK higher education since Thatcherism from the production of knowledge for civic betterment to the production and consumption of knowledge by the university for revenue generation can be read through the social rearrangement of space in the university town or city. A key spatial reconfiguration emerging from the shift in economic conditions is the collapse of the modern university as a singular, ideological construct. Like ‘the city’ before it, the modern university has, at its interior, been reformed into a newly defined, fragmented public–private social space, and, at its exterior, into a devourer of the space of the local community. This article showcases excerpts from a film made by the authors entitled The Death and Life of UK Universities – a title inspired by Jane Jacobs’s critique of great American cities. Our film is a cinematic database survey of the changing space of all British universities which considers this systematic spatial reprogramming of space within the city. The two-year research project is an audio-visual critique of the way in which neoliberalism, corporatization and commercial interests have co-opted the space of the British university. Referencing the films of Charlie Chaplin and Gordon Matta-Clark and the writings of Henri Lefebvre, the film focuses on university cities, critically observing the rise of university marketing material and the consumption of the city and of local community life for university student accommodation. We ask: How are UK universities being spatially reconfigured and what are the consequences?

UNIVERSITY MARKETING IN AN AGE OF DIGITAL GLOBALIZATION

Digital globalization is regarded as the environment for the functioning of the 21st century’s university. Problems of digitalization of industries, globalization of markets, growing instability and uncertainty of the environment, increased social inequality, networking, platformization of business models predetermine the importance of university marketing as management focused on global resource markets. The trends in the development of holistic marketing in the era of digital globalization are presented – digitalization and globalization of operations, individualization and democratization of solutions, artificial intellectualization, networking, platformization of activity, co-creation of value with consumers and stakeholders, the growing importance of consumer experience. The guidelines for the development of university marketing in line with digital transformation at the internal and external levels of university management have been proposed: the transition from university rankings to the ranking of people (employees and university students) as a response to the trends of individualization, personalization and networking, the emphasis on intra-university marketing in comparison with external one, the strengthening of intellectual knowledge-valuable promotional tools in comparison with advertising. New guidelines for transformation of management and marketing of the university were defined.

Artificial Intelligence for University Marketing

Artificial intelligence (AI) is embedded in digital marketing technologies and so facilitates the development of university marketing management. The article discusses digital globalization trends and factors influential for AI deployment in higher education.

Why do digital teaching innovations so often fail?

In a dynamic field, university marketing educators ought to harness new digital tools and social media platforms successfully in the curriculum, but evidence of its widespread adoption is meager (Tuten & Marks, 2012). By explicitly investigating exemplars of pedagogic innovation failure, this research paper analyses faculty and digital marketing student perspectives on the use of digital tools and social media for formal learning. This research paper makes a case to dispel the unhelpful narrative of technophobic instructors struggling to teach homogeneous tech-savvy digital natives, but to recognise a nuanced continuum of digital capabilities, for both students and instructors. Educators should seek to collaborate with students to choose how they interact using digital tools, recognising the importance and diversity of public-private boundaries, and consider the need for this to take place beyond the gaze of faculty.