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Marketing Online Education Programs

Book Description

Enormous developments in the IT field and the ease in access to online resources have led to major advancements in online education. The marketing of this education is a controversial issue and the opinions on the significance of the educational institution as a product, and the students as the customers, remains arguable.Marketing Online Education Programs: Frameworks for Promotion and Communication provides relevant theoretical frameworks and the latest empirical research findings in this field. Teachers are adopting new technologies in their instructional strategies, be it for course design, development or delivery. The field of distance and online education is experiencing continuing growth. Marketing for distance and online learning environments faces a number of challenges in the form of delivering what these environments are promising, how to find the right information, regular updating of the courses and not to forget the effective user interaction with the course developers and peers. This book provides an integrated marketing communications perspective to communication and promotion issues of online programs.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Foreword
  5. Preface
    1. WIDE SCALE MARKETING FOR DISTANCE AND ONLINE LEARNING
  6. Section 1: The Role of Marketing and Communications in Online and Distance Education
    1. Chapter 1: Integrated Marketing Communications and Their Application to the Open Education Field
      1. ABSTRACT
      2. INTRODUCTION
      3. IDENTIFICATION OF MARKETING COMMUNICATION TOOLS
      4. CASE STUDY OF THE UNIVERSITY OF THE WESTERN CAPE
      5. TRANSFORMATION OF COMMUNICATION AND MARKETING
      6. CHALLENGES AND OPPORTUNITIES
      7. CONCLUSION
    2. Chapter 2: From Consumer to Prodsumer
      1. ABSTRACT
      2. INTRODUCTION
      3. HOW ABOUT SATISFACTION
      4. DISCUSSION AND CONCLUSION
      5. CONSEQUENTLY
    3. Chapter 3: Educational Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. A REVIEW OF THE LITERATURE ON ACADEMIC MARKETING
      4. MISSION OF THE STUDY
      5. CASE STUDY
      6. ETHNOGRAPHY
      7. SUMMARY
    4. Chapter 4: Marketing Online Education
      1. ABSTRACT
      2. THE E-LEARNING PRODUCT ITSELF
      3. THE POTENTIAL CUSTOMERS FOR E-LEARNING
      4. CONCLUSIONS
    5. Chapter 5: Marketing and Promoting Online Adult Education
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MARKETING AND PROMOTING ONLINE EDUCATION PROGRAMS TO REACH MORE ADULT STUDENTS
      5. MARKETING AND PROMOTING IMPORTANT ONLINE EDUCATION PROGRAMS AMONG ADULT LEARNERS
      6. FUTURE TRENDS
      7. CONCLUSION
    6. Chapter 6: Brand Management Process for the Online Education Programmes
      1. ABSTRACT
      2. INTRODUCTION
      3. THE FUNCTIONS OF THE ONLINE EDUCATION PROGRAMME BRANDS FOR THE CONSUMERS
      4. BRAND MANAGEMENT PROCESS OF THE ONLINE EDUCATION PROGRAMME
      5. CONCLUSION
    7. Chapter 7: Ad Avoidance and Distance Education Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. DISTANCE EDUCATION MARKETING
      4. AD AVOIDANCE
      5. FACTORS AFFECTING AD AVOIDANCE
      6. CONCLUSION
    8. Chapter 8: Marketing Distance Education Programs
      1. ABSTRACT
      2. INTRODUCTION
      3. CUSTOMER BEHAVIOR IN OE SERVICES
      4. POSITIONING OEPs
      5. MARKETING AT WORK: UNIVERSITY OF FLORIDA’S ONLINE MBA PROGRAM AT THE HOUGH GRADUATE SCHOOL OF BUSINESS
  7. Section 2: Social Media and New Technologies
    1. Chapter 9: Social Media Based Relationship Marketing
      1. ABSTRACT
      2. INTRODUCTION
      3. RELATIONSHIP MARKETING
      4. SOCIAL MEDIA
      5. SOCIAL MEDIA BASED RELATIONSHIP MARKETING
      6. CASE STUDY: Penn State World Campus & Social Media
    2. Chapter 10: M-Learning
      1. ABSTRACT
      2. INTRODUCTION
      3. M-LEARNING MIND MAP
      4. M-LEARNING & EDUCATION
      5. M-LEARNING IMPLEMENTATION
      6. M-LEARNING & SOCIAL INTERACTION
      7. M-LEARNING MARKETING
  8. Section 3: The Role of Pedagogy and Related Concepts in Marketing Online and Distance Education Programs
    1. Chapter 11: Defining the Role of Online Education in Today’s World
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORIES UNDERPINNING THE PROVISION OF EDUCATION
      4. BEHAVIOURISM
      5. COGNITIVISM
      6. GLOBALISATION AND ITS DICTATES
      7. DEFINITION OF ONLINE EDUCATION
      8. DISTANCE EDUCATION
      9. TECHNOLOGY AND COURSE DELIVERY SUPPORT
      10. OPEN SOURCE AND PROPRIETARY
      11. OPEN SOURCE IN EDUCATION
      12. VIRTUAL LEARNING ENVIRONMENTS (VLES)
      13. TRENDS IN ONLINE EDUCATION
      14. LEGISLATION GUIDING PROVISION OF ONLINE EDUCATION
      15. RESOURCES REQUIRED FOR ONLINE EDUCATION
      16. EMERGING TECHNOLOGIES AND DISTANCE ONLINE EDUCATION
      17. EMERGING TECHNOLOGIES AND ONLINE EDUCATION
      18. SOME MISCONCEPTIONS ABOUT ONLINE EDUCATION
      19. OPPORTUNITIES AND CHALLENGES DERIVING FROM ONLINE EDUCATION
      20. PLAGIARISM AS A CHALLENGE IN ONLINE EDUCATION
      21. CONCLUSION
    2. Chapter 12: Important Issues in Online Education
      1. Abstract
      2. INTRODUCTION
      3. ONLINE LEARNING
      4. BENEFITS AND CHALLENGES OF ONLINE EDUCATION
      5. DEGREES IN ONLINE EDUCATION
      6. Online MBA Programs & Distance Learning MBAs
      7. College Online Courses
      8. CHARACTERISTICS OF SUCCESSFUL ONLINE LEARNERS AND INSTRUCTORS
      9. PRINCIPLES OF EFFECTIVE ONLINE INSTRUCTION
      10. MARKETING ONLINE EDUCATION TODAY
      11. TIPS FOR BETTER MARKETING ONLINE EDUCATION PROGRAMS
      12. CONCLUSION
    3. Chapter 13: Marketing of Virtual Healthcare Communities as Being Distance and Open Learning (DOL) Environments
      1. ABSTRACT
      2. INTRODUCTION
      3. E-HEALTH AND DISTANCE EDUCATION
      4. THE CONCEPT OF VIRTUAL COMMUNITY
      5. VIRTUAL HEALTHCARE COMMUNITIES
      6. MARKETING APPLICATIONS OF VIRTUAL HEALTH COMMUNITY
      7. CONCLUSION
      8. ADDITIONAL READING
    4. Chapter 14: Considerations for Marketing Distance Education Courses in Health Education
      1. ABSTRACT
      2. INTRODUCTION
      3. IS THE HEALTH EDUCATION COURSE AMENABLE TO DISTANCE EDUCATION?
      4. WHO BENEFITS FROM THE HEALTH EDUCATION COURSE OFFERED VIA DISTANCE?
      5. HOW DO YOU GO ABOUT FACILITATING AN ADEQUATE ON-LINE PRESENCE TO MAXIMIZE COURSE VISIBILITY TO POTENTIAL STUDENTS?
      6. HOW DO YOU EFFECTIVELY ENGAGE IN RELATIONSHIP MARKETING WITH FACULTY, STAFF, AND STUDENTS?
      7. WHAT MUST BE CONSIDERED WHEN PLANNING FOR EVALUATING THE EFFECTIVENESS OF ON ONLINE COURSE OFFERING?
      8. CONCLUSION
  9. Section 4: Cross-Cultural Differences and Variations in Online and Distance Education Programs
    1. Chapter 15: Marketing E-Learning and the Challenges Facing Distance Education in Africa
      1. ABSTRACT
      2. INTRODUCTION
      3. DISTANCE EDUCATION AND E-LEARNING
      4. THE WIDENING GAP-THE AFRICAN EXPERIENCE
      5. MARKETING DISTANCE EDUCATION IN AFRICA
      6. CONCLUSION
    2. Chapter 16: Applying the Corporate Identity in Mega Universities’ Web Sites
      1. ABSTRACT
      2. INTRODUCTION
      3. MEGA UNIVERSITIES’ WEB PAGES AND COPRORATE IDENTITIES
      4. CONCLUSION
    3. Chapter 17: Strategic Framework for Sustainable Development of Open and Distance Learning Programs in India
      1. ABSTRACT
      2. INTRODUCTION
      3. THE GROWTH SO FAR
      4. ANALYSIS OF ACADEMIC PROGRAMMES
      5. STRATEGIES: WHAT NEEDS TO BE DONE?
  10. Section 5: Individualization, Finance, Leadership, Other Related Concepts in Online and Distance Education
    1. Chapter 18: Cross-Cultural Comparison of Student Perceptions and Performance in a Multicultural, Interdisciplinary and Bilingual Online Educational Project
      1. ABSTRACT
      2. Introduction
      3. Theoretical Framework
      4. The LSE-UV e-learning project
      5. Hypothesis and research design
      6. Analysis of results of the CLIL activity
      7. Conclusions and Implications
    2. Chapter 19: Standardization, Hybridization, or Individualization
      1. ABSTRACT
      2. INTRODUCTION
      3. INSTRUCTIONAL TECHNOLOGY
      4. DISTANCE EDUCATION
      5. MARKETING DISTANT EDUCATION
      6. LEARNING CENTERED VS. PROGRAM CENTERED VS. CONTENT CENTERED
      7. CONCLUSION
    3. Chapter 20: Older Adults as New Learners
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. THE PRI2SM MARKETING FRAMEWORK
      5. FUTURE TRENDS
      6. CONCLUSION
    4. Chapter 21: Financıng Distance Education in a Time of Economic Challenge
      1. ABSTRACT
      2. INTRODUCTION
      3. WHAT IS DISTANCE LEARNING?
      4. FUNDING FOR DISTANCE LEARNING
      5. WHAT TECHNOLOGY IS USED FOR ONLINE DISTANCE LEARNING?
      6. ROLE OF DISTANCE LEARNING INTERNATIONALLY
      7. FLEXIBILITY IN TOUGH ECONOMIC TIMES
      8. COST SHARING IN TIMES OF ECONOMIC DISTRESS
      9. RATIONALE FOR COST SHARING
      10. CONCLUSION
    5. Chapter 22: Leadership and Distance Learning
      1. ABSTRACT
      2. INTRODUCTION
      3. EDUCATIONAL LEADERSHIP
      4. CONCLUSION
    6. Chapter 23: Promoting Online Education for New Working Environments in Companies
      1. ABSTRACT
      2. INTRODUCTION
      3. ONLINE EDUCATION IN SMES: A EUROPEAN OBSERVATORY
      4. CONCEPTS FOR COMPETENCE-BUILDING & IMPROVEMENT OF ONLINE EDUCATION MARKETING
      5. CONCLUSION
    7. Chapter 24: The Marketing Strategies and Applications of English Language Teaching (ELT) Programs via Distance Education
      1. ABSTRACT
      2. INTRODUCTION
      3. THE ROLE OF ENGLISH AS A GLOBAL LANGUAGE IN THE 21ST CENTURY
      4. THE IMPORTANCE OF MARKETING OF ENGLISH LANGUAGE TEACHING (ELT) PROGRAMS
      5. ELT MARKET AND TEACHER TRAINING
      6. ELT MARKETING CONFERENCES
      7. USING TECHNOLOGY AND DISTANCE EDUCATION IN ELT
      8. USING DISTANCE EDUCATION IN ENGLISH LANGUAGE TEACHING (ELT)
      9. USING NEWSPAPERS IN ENGLISH LANGUAGE TEACHING (ELT)
      10. USING RADIO IN ENGLISH LANGUAGE TEACHING (ELT)
      11. USING VIDEO IN THE ELT CLASSROOM
      12. DISTANCE TEACHER TRAINING IN ELT
      13. DISTANCE ENGLISH LANGUAGE TEACHING (DELT) AND ENGLISH LANGUAGE TEACHER TRAINING (DELTT) PROGRAMMES IN TURKEY
      14. SOME SAMPLES of MARKETING ELT PROGRAMS and PRODUCTS
      15. A CREATIVE PARTNERSHIP AND AN INNOVATIVE AND EFFECTIVE MULTIMEDIA ENGLISH LANGUAGE LEARNING AND TEACHING WEBSITE
      16. LEARNING MULTIPLE LANGUAGES ON THE INTERNET
      17. E-LEARNING ENGLISH WITH TELL ME MORE®
      18. ERUDITOR
      19. THE LINGUAPHONE GROUP
      20. CONCLUSION
  11. Compilation of References
  12. About the Contributors
  13. Afterword
    1. INTRODUCTION
    2. INTERNAL MARKETING CHALLENGES
    3. STRATEGIC MARKETING FOUNDATION
    4. INFORMATION: CUSTOMER AND COMPETITOR IDENTIFICATION
    5. USE OF TECHNOLOGY
    6. CONCLUSION
  14. Index