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Marketing Strategies for Higher Education Institutions

Book Description

Although higher education institutes are not typically thought of as a business, colleges and universities utilize marketing strategies in order to compete for students. Information and communication technologies have enhanced and changed the nature and context of communication exchange, allowing for a broader range of competition. Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices provides different aspects of marketing management and technological innovations in all parts of education, including K-12, non-formal, and distance education. Highlighting research studies, experiences, and cases on educational marketing, this book is essential for educational planners, administrators, researchers, and marketing practitioners involved in all aspects of educational development.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Editorial Advisory Board and List of Reviewers
    1. Associate Editors
    2. List of Reviewers
  5. Preface
  6. Acknowledgment
  7. Chapter 1: What is the Secret of Successful University Brands?
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW
    4. SUCCESSFUL BRANDS
    5. UNIVERSITY BRANDING
    6. THE INSTITUTIONS AS CORPORATE BRANDS
    7. EXPLORING SUCCESSFUL UNIVERSITY BRANDS
    8. METHODOLOGY
    9. FINDINGS
    10. DISCUSSION OF THE ‘BRAND STRENGTH INDEX’ (BSI)
    11. AN ABSOLUTE MEASURE OF UNIVERSITY SUCCESS? A COMPARISON BETWEEN EXTERNAL LEAGUE TABLES OF UK UNIVERSITIES AND IDENTIFIED SUCCESSFUL BRANDS
    12. CONCLUSION
    13. FURTHER RESEARCH
    14. MANAGERIAL IMPLICATIONS
  8. Chapter 2: Marketing Educational Programs through Technology and the Right Philosophies
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. A REAL EXAMPLE CONCERNING TECHNOLOGY AND THE RIGHT PHILOSOPHIES
    5. FUTURE RESEARCH DIRECTIONS
    6. CONCLUSION
  9. Chapter 3: Business Lessons for Higher Education Marketing
    1. ABSTRACT
    2. INTRODUCTION
    3. A REVIEW OF THE LITERATURE
    4. BUSINESS MARKETING RESEARCH
    5. HIGHER EDUCATION MARKETING RESEARCH
    6. METHODOLOGY
    7. RESULTS
    8. CONCLUSION
  10. Chapter 4: Identifying the Basis for Segmenting Higher Education
    1. ABSTRACT
    2. INTRODUCTION
    3. OVERVIEW OF SEGMENTATION STRATEGIES
    4. DETERMINANTS OF UNIVERSITY SELECTION
    5. PERCEIVED QUALITY AS THE FIRST DETERMINANT IN HIGHER EDUCATION
    6. INTERNATIONALIZATION AS THE SECOND DETERMINANT IN HIGHER EDUCATION
    7. RESEARCH CONTEXT
    8. EXPLORATORY RESEARCH
    9. RECOMMENDATIONS AND IMPLICATIONS
    10. FUTURE RESEARCH AGENDA
  11. Chapter 5: A Mobile Market
    1. ABSTRACT
    2. A MOBILE MARKET: OPPORTUNITIES AND STRATEGY
    3. FINDINGS
    4. IMPLICATIONS AND DISCUSSION
  12. Chapter 6: Mediating Effects of Study Outcomes on Student Experience and Loyalty
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW
    4. PROPOSED MODEL AND HYPOTHESES
    5. METHODOLOGY
    6. RESULTS
    7. DISCUSSION, LIMITATIONS, AND CONCLUSION
  13. Chapter 7: They’re Here, Now How Do You Keep Them?
    1. ABSTRACT
    2. INTRODUCTION
    3. A REVIEW OF THE RESEARCH ON SUCCESSFUL MARKETING AND RETENTION
    4. METHODOLOGY
    5. ANALYSIS
    6. SUMMARY
    7. APPENDIX A
    8. APPENDIX B
  14. Chapter 8: How Technologies Can Localize Learners in Multicultural Space
    1. ABSTRACT
    2. 1. UNDERLYING DIDACTICS
    3. 2. INTERDISCIPLINARITY, INTERCULTURALITY AND BEYOND
    4. 3. THE MISSION OF GLOBAL STUDIES IN GRAZ
    5. 4. TWO CURRICULA FOR “GLOBAL STUDIES” IN GRAZ
    6. 5. CONCEPT FOR AN E-JOURNAL “GLOBAL STUDIES SURVEY” (GLOSS)
    7. 6. FACTS AND FIGURES FOR THE GS MASTER’S CURRICULUM
    8. 7. IT MAY ACT AS TURBO FOR DIALOGIC LEARNING
    9. CONCLUSION
  15. Chapter 9: Higher Education Marketing
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND AND RESEARCH ISSUES
    4. METHODOLOGY
    5. RESULTS
    6. DISCUSSION
    7. LIMITATIONS AND ISSUES FOR FURTHER RESEARCH
  16. Chapter 10: Using Social Network Sites for Higher Education Marketing and Recruitment
    1. ABSTRACT
    2. INTRODUCTION
    3. USE OF SOCIAL NETWORKS
    4. PERCEIVED EFFECTIVENESS OF SNSS FOR STUDENT RECRUITMENT
    5. PREVALENCE OF SNSS IN OTHER REGIONS AND COUNTRIES
    6. CONCERNS AND BARRIERS
    7. CONCLUSION AND RECOMMENDATIONS
  17. Chapter 11: The Use of Facebook as a Marketing Tool by Private Educational Institutions in Singapore
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW
    4. METHODOLOGY
    5. FINDINGS AND ANALYSIS
    6. CONCLUSION
  18. Chapter 12: Marketing to and Developing Faculty Members to Create High Quality, Highly Interactive Online Courses
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW
    4. METHODS
    5. DISCUSSION
    6. FURTHER WORK
  19. Chapter 13: Increasing Graduate Education Relevance through Innovative Marketing
    1. INTRODUCTION
    2. CONCLUSION
  20. Chapter 14: E-Service Delivery in Higher Education
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE REVIEW
    4. METHOD
    5. RESULTS
    6. DISCUSSION
    7. MANAGERIAL IMPLICATIONS
    8. LIMITATIONS
    9. CONCLUSION
  21. Chapter 15: Technology in Marketing Education
    1. ABSTRACT
    2. INTRODUCTION
    3. BACKGROUND
    4. RESEARCH QUESTIONS
    5. METHODOLOGY
    6. RESULTS AND DISCUSSION
    7. CONCLUSION
  22. Chapter 16: Service Recovery Encounters in the Classroom
    1. ABSTRACT
    2. INTRODUCTION
    3. SERVICE FAILURE AND RECOVERY IN HIGHER EDUCATION
    4. GENDER DIFFERENCES
    5. AIM OF STUDY
    6. RESEARCH METHODOLOGY AND DESIGN
    7. FINDINGS AND DISCUSSION
    8. LIMITATIONS AND DIRECTIONS FOR FURTHER RESEARCH
    9. CONCLUSION
  23. Chapter 17: You Name It
    1. ABSTRACT
    2. INTRODUCTION
    3. ADVANTAGES AND DISADVANTAGES OF RANKING VERSUS RATING
    4. AGREEMENT BETWEEN RATINGS AND RANKINGS
    5. HOLISTIC RATINGS VERSUS ANALYTIC RATINGS
    6. ADVANTAGES AND DISADVANTAGES OF HOLISTIC RATING SCALES
    7. VALIDITY IS THE BOTTOM LINE CRITERION
    8. STUDIES USING RANKS AS A VALIDATION CRITERION FOR RATINGS
    9. CONVERGENCE BETWEEN HOLISTIC AND ANALYTICAL RATINGS
    10. REASONS FOR LACK OF AGREEMENT BETWEEN HOLISTIC RATINGS AND AGGREGATED RATINGS
    11. RATIONALE FOR PRESENT STUDY
    12. METHOD
    13. RESULTS
    14. DISCUSSION AND IMPLICATIONS
  24. Chapter 18: Co-Constructing a Learning Community
    1. ABSTRACT
    2. CONTEXT
    3. METHODOLOGY
    4. CASE STUDY
    5. DISCUSSION OF FINDINGS
    6. IMPLICATIONS AND CONCLUSION
  25. Chapter 19: Assessing Learning via Web 2.0 Technologies
    1. ABSTRACT
    2. INTRODUCTION
    3. LITERATURE ON ASSESSMENT
    4. METHODS, BENEFITS, AND BARRIERS OF ONLINE ASSESSMENT
    5. ASSESSING LEARNING VIA WEB 2.0 TECHNOLOGIES THROUGH THE LENS OF BLOOM’S TAXONOMY
    6. FUTURE RESEARCH DIRECTIONS
    7. CONCLUSION
  26. Chapter 20: Lighting the Fires of Entrepreneurialism?
    1. ABSTRACT
    2. INTRODUCTION
    3. POLICY CONTEXT
    4. ENTREPRENEURIALISM
    5. CASE STUDY ACADEMY
    6. CONSTRUCTIONS OF MEANING IN THE ACADEMY
    7. DISCUSSION
    8. CONCLUSION
  27. Compilation of References
  28. About the Contributors