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Cases on Innovations in Educational Marketing

Book Description

Growing global competition for quality education, technology and collaboration is playing a paramount role in redefining institutions, requiring them to re-strategize to achieve a competitive advantageous international position. Cases on Innovations in Educational Marketing: Transnational and Technological Strategies addresses the prominent issues involved in marketing these new educational approaches that are revolutionizing the entire education sector. The institutions highlighted in these cases are emerging as educational corporate entities with a bouquet of academic programs as products endeavoring to augment their presence worldwide with innovative technological and transnational strategies. This book provides comparative and comprehensive analysis of technological and transnational strategies in educational marketing on various issues across the world and also the best practices and experiences from a diverse range of countries.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
  5. Editorial Advisory Board and List of Reviewers
    1. Editorial Advisory Board
    2. List of Reviewers
  6. Foreword
  7. Preface
  8. Acknowledgment
  9. Chapter 1: Exporting Hong Kong’s Higher Education to Emerging Asian Markets
    1. EXECTIVE SUMMARY
    2. ORGANIZATION BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. DISCUSSION
    6. CONCLUSION
  10. Chapter 2: Heterogeneity Analysis in the University Context
    1. EXECUTIVE SUMMARY
    2. ORGANIZATIONAL BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. SEGMENTATION PROCESS
    6. SOLUTIONS AND RECOMMENDATIONS
  11. Chapter 3: The Google Online Marketing Challenge
    1. EXECUTIVE SUMMARY
    2. BACKGROUND
    3. ONLINE AND SEARCH ADVERTISING
    4. OVERVIEW OF THE GOOGLE CHALLENGE
    5. TRANSNATIONAL COMPARISON OF CLASSROOM LEARNING
    6. STUDENT PERCEPTIONS OF THE COURSE
    7. CONCLUSION OF THE INSTRUCTOR
    8. STUDENT PERCEPTIONS OF THE COURSE
    9. CONCLUSION OF THE INSTRUCTOR
    10. CONCLUSION
  12. Chapter 4: The Adjunct’s Role in Delivering Quality Online Instruction
    1. EXECUTIVE SUMMARY
    2. BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. CASE FINDINGS
    6. CURRENT CHALLENGES FACING ORGANIZATIONS
    7. SOLUTIONS AND RECOMMENDATIONS
    8. CONCLUSION
  13. Chapter 5: School Images, School Identity, and How Parents Select Schools for Their Children
    1. EXECUTIVE SUMMARY
    2. INTRODUCTION
    3. CASE DESCRIPTION
    4. REPORT OF THE SURVEY OF PARENTS IN THE COMMUNITY
    5. QUESTIONS TO PONDER
    6. RECOMMENDATIONS AND CONCLUSION
    7. Appendix
  14. Chapter 6: Technology in the Development and Teaching of a Literacy Program for XXI Century Education
    1. Executive Summary
    2. ORGANISATIONAL BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. CURRENT CHALLENGES FACING THE ORGANISATION
    6. SOLUTIONS AND RECOMMENDATIONS
  15. Chapter 7: An International Collaborative Masters Degree in Integrated Marketing Communications
    1. EXECUTIVE SUMMARY
    2. ORGANIZATION BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. CHALLENGES FACED
    6. RECOMMENDATIONS AND CONCLUSION
  16. Chapter 8: A Multidisciplinary Project Integrating Marketing Research, Art and Spanish Language for Social Sciences
    1. EXECUTIVE SUMMARY
    2. ORGANIZATION BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. METHODOLOGY FOR ANALYZING TEACHING-LEARNING OUTCOMES
    6. CONCLUSION, LIMITATIONS AND RECOMMENDATIONS
  17. Chapter 9: A Four-Step Process to Reposition Small Schools as Sites Within Teaching and Learning Networks
    1. EXECUTIVE SUMMARY
    2. BACKGROUND
    3. CASE DESCRIPTION
    4. CONCLUSION
  18. Chapter 10: Academic Freedom and the Ethics of Marketing Education
    1. EXECUTIVE SUMMARY
    2. BACKGROUND TO THE PROBLEM
    3. CONCEPTS AND CONCERNS
    4. THE TEACHING FUNCTION OF THE UNIVERSITY
    5. MODELS OF SERVICE PROVISION IN THE MODERN AUSTRALIAN HIGHER EDUCATION MARKET
    6. POWER AND POLITICS IN A CASUALIZED UNIVERSITY SECTOR
    7. ACADEMIC FREEDOM AND THE ETHICS OF THE INSTITUTION
    8. CONCLUSION
  19. Chapter 11: Developing a Grassroots Cross-Cultural Partnership to Enhance Student Experiences
    1. EXECUTIVE SUMMARY
    2. INTRODUCTION
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. PROJECT OUTLINE
    6. CHALLENGES FACING THE PROJECT
    7. SOLUTIONS AND RECOMMENDATIONS
  20. Chapter 12: Using Text Mining for Improving Student Experience Management in Higher Education
    1. EXECUTIVE SUMMARY
    2. ORGANIZATION BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. RESULTS AND CURRENT CHALLENGES
    6. SOLUTIONS AND RECOMMENDATIONS
  21. Chapter 13: Innovations in Technology for Educational Marketing
    1. EXECUTIVE SUMMARY
    2. ORGANISATION BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. CURRENT CHALLENGES
    6. SOLUTIONS, RECOMMENDATIONS AND LESSONS LEARNED
  22. Chapter 14: When Going Online Isn’t Going
    1. executive summary
    2. INTRODUCTION
    3. ORGANIZATION BACKGROUND
    4. SETTING THE STAGE
    5. CASE DESCRIPTION
    6. CURRENT CHALLENGES FACING THE ORGANIZATION
    7. SOLUTIONS AND RECOMMENDATIONS
  23. Chapter 15: The Trends and Challenges of Higher Education in China
    1. EXECUTIVE SUMMARY
    2. BACKGROUND
    3. SETTING THE STAGE
    4. THE CHALLENGES OF CHINESE HIGHER EDUCATION
    5. FUTURE STRATEGIES
    6. CONCLUSION
  24. Chapter 16: Transformation through Marketing
    1. EXECUTIVE SUMMARY
    2. SCHOOL BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. CURRENT CHALLEGES FACING THE SCHOOL
    6. SOLUTIONS AND RECOMMENDATIONS
  25. Chapter 17: Navigating a Pathway to Partnership through Turbulent Seas of Adversity
    1. EXECUTIVE SUMMARY
    2. ORGANIZATIONAL BACKGROUND
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. CURRENT CHALLENGES FACING THE ORGANISATION
    6. SOLUTIONS AND RECOMMENDATIONS
  26. Chapter 18: Exploration of Multi-cultural Teaching and Learning in a Collaborative Virtual Environment
    1. EXECUTIVE SUMMARY
    2. SETTING THE STAGE
    3. INTRODUCTION
    4. CASE DESCRIPTION
    5. TRANSITION TO THE CASE STUDY
    6. CURRENT CHALLENGES WITH THE VİRTUAL TEAM PROJECT
    7. SUGGESTIONS AND RECOMMENDATIONS
  27. Chapter 19: Marketing Services Globally
    1. EXECUTIVE SUMMARY
    2. INTRODUCTION
    3. SETTING THE STAGE
    4. CASE DESCRIPTION
    5. CONCLUSION
  28. Compilation of References
  29. About the Contributors