Marketing View of Core Competence Cultivating on Business Majors in Private Universities

It is necessary and feasible to develop core competencies for busniness majors of private universities. The purpose of this study was to apply business management theories, especially marketing theories to researches on busniness majors, along with the higher education theories. We trace back core competence theory, point out the essential elements and the interpretations of core competencies on disciplines and majors. It must conform to the law of higher education development, and the interdisciplinary theory should also be taken as an important analysis perspective. Good talents training mode is the key. This paper studies the way to optimize the mode in the perspective of target marketing. We should follow three steps: segmenting, targeting, positioning. We can use multitudinous variables such as age, preferences, interests, etc. to segment education market, employ indifference marketing, differentiated marketing or focus marketing to choose the suitable target market on the basis of our own strengths and weaknesses. And then, offer the tailored talents training plans. Private universities should position themselves properly, it will directly result in school-running ideas, funding, curriculum development, types of talents etc. The training objective is core of training mode, also the cornerstone and guidance of other elements. The curriculum system gives support to achieving training goals, it affects the coordinated development of students’ knowledges, abilities, quality structure. The paper uses product theory to inquire into curriculum orientation, curriculum modes and teaching methods. It also expounds the structuring of practical teaching system. School, discipline, and major images intensively embody the core competence, image-building is a process of brand shaping and communicating. Some specific marketing measures are applied to promote business majors development. The measures include internal branding and other three strategies: brand image speaker, affections, cultural charm. Finally, the research conclusions and relevant suggestions are put forward.

The Self-Rated Writing Skills of Business Majors: Graduating Perceptions and Collegiate Improvement

We analyze the self-rated writing skills of graduating business majors and perceptions on how much these skills changed during college. Subjective skill measures may be good proxies of objective skills, and affect outcomes such as career goals, job applications, and graduate school enrollment. The sample includes 436,370 students from 619 different institutions. On average and all else equal, business majors are estimated to be 17.6% less likely to report high writing skills at graduation when compared with other students and 11.5% less likely to report high gains in these skills during college. Average differences across disciplines are often large.

Is Seeing Believing? A Longitudinal Study of Vividness of the Future and Its Effects on Academic Self-Efficacy and Success in College

This research followed students over their first 2 years of college. During this time, many students lose sight of their goals, leading to poor academic performance and leaving STEM and business majors. This research was the first to examine longitudinal changes in future vividness, how those changes impact academic success, and identify sex differences in those relationships. Students who started college with clear pictures of graduation and life after graduation, and those who gained clarity, were more likely to believe in their academic abilities, and, in turn, earn a higher cumulative GPA, and persist in STEM and business. Compared to men, women reported greater initial vividness in both domains. In vividness of graduation, women maintained their advantage with no sex differences in how vividness changed. However, men grew in vividness of life after graduation while women remained stagnant. These findings have implications for interventions to increase academic performance and persistence.

Changing Perceptions of Marketing Ethics and Social Responsibility in Principles of Marketing

The principles of marketing course usually includes coverage of marketing ethics and social responsibility. This study attempts to gain an understanding of students’ perceptions of the importance of marketing ethics and social responsibility and to see if these perceptions can be enhanced. Students were provided one class period lecture on the topics with prelecture and postlecture evaluation. The study addressed marketing ethics and social responsibility as distinct constructs. Postlecture there was an improvement in marketing ethics perceptions for all majors, with nonmarketing business majors showing the most improvement. Postlecture perceptions of the importance of social responsibility increased significantly with nonbusiness majors showing the lowest level of improvement. Changing perceptions of importance can motivate long-term engagement in beliefs about the significance and value of business ethics and social responsibility.

A Case Study of Adopting European Experience of Office Hours to Improve Off-class Instructor-student Interaction in Private Universities in China

To integrate with international standards, the University of Sanya explores European experiences in teaching and management. In 2016, the university promoted a campus-wide office-hour policy to improve student-teacher communication after class. However, after four years of implementation, most teachers believe such a policy failed to achieve the goal. Therefore, the author delivers questionnaires and interviews to students and teachers from selected business majors. This paper finds that office hour was an inferior way to communicate as in China students are allowed to have teachers' personal contact information. And students learning behavior is key to off-class communication. Moreover, the working environment affects teachers attitudes towards office hour. Office hour is a small case but can be inspiring to the future adoption of foreign experience in education as pre-investigation and localization do matter.