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Mahmoud, Rudaina. "The main determinants of international student identification with a UK middle ranking business school corporate brand : an international marketing perspective." Thesis, Brunel University, 2014. http://bura.brunel.ac.uk/handle/2438/13820.
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The aim of this study is to make a theoretical contribution vis-à-vis the main determinants of international student identification with a middle ranking business school corporate brand. The findings of this study are of foundational significance in theory building terms. A substantive theory of international postgraduate student identification in UK middle ranking business school corporate brands is introduced. This theory was found to be underpinned by five attractiveness dimensions: brand similarity, brand distinctiveness, association with a metropolitan city brand, country brand and university physical campus. The findings showed that brand similarity, brand distinctiveness, association with a metropolitan city brand, country brand and university physical campus are the main corporate brand identification dimensions of international postgraduate students – in terms of attractiveness – of a middle ranked business school (Brunel Business School). Whilst the tuition fees were a constituent part of the initial theoretical framework, this variable was not shown to have a significant effect on middle ranking business school corporate brand attractiveness. The findings also showed that brand distinctiveness and the country brand had a direct positive effect on international postgraduate student identification. Moreover, brand similarity, brand distinctiveness, metropolitan city brand, country brand and university physical campus affect international postgraduate student identification indirectly through the mediating effect of middle ranking business school corporate brand attractiveness. Whereas the effects of brand distinctiveness and country brand on international postgraduate student identification are partially mediated, and the effect of metropolitan city brand is fully mediated, tuition fees have an inverse, unmediated effect on international postgraduate student identification. A test of alternative moderating effect showed that the effects of brand similarity, brand distinctiveness, association with a metropolitan city brand, country brand, university physical campus and tuition fees on international student corporate brand identification were not moderated by the effect of middle ranking business school corporate brand attractiveness. This study – focusing on a middle ranking business school corporate brand, internationalisation/international marketing– appears to be the first of its kind. It is one of the first attempts to provide a theoretical undertaking regarding the main determinants of international student identification with a middle ranking business school corporate brand. The instrumental contributions of this study stress the efficacy of business school managers in focusing on corporate brand building and corporate brand communication activities. Whilst the statistical generalisability of the findings generated from a single case study is limited, the insights are analytically generalisable.
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Zachhuber, Bernhard, and Per Adolfsson. "Putting a Price Tag on Loyalty : The Relationship of Customer-Segment Pricing and Student Loyalty in the Case of the Mecenat Card at Jönköping International Business School, Sweden." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Marketing and Logistics, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18316.
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Background Catering to customer needs and wants by, at the same time, reaping maximum profits has, since the beginning of trade, been a tricky task for companies. Customer-segment pricing, i.e. offering lower prices to different target group segments, and its retail manifestation, student discounts, cater to students’ budgetary constraints, serving not only their particular needs but in return offering the company the possibility to reap long term profits from loyal students. High levels of price sensitivity among students provide companies a welcome point of action to address students and make them both attitudinal and behavioural loyal customers by means of financial incentives. The Mecenat card grants students access to those discounts – but does it help to make them loyal? Purpose The purpose of this thesis lies in the exploration and description of a potential relationship between customer-segment pricing, i.e. student discounts and the formation of student loyalty. This exploration shall further be accompanied by a thorough analysis of the Mecenat card as a loyalty program and its ability to evoke student loyalty within the student body of Jönköping International Business School. Method The research interest was served best by conducting qualitative prior to quantitative research. The focus groups allowed for a first insight into the topic and students’ opinions. These findings were then described by means of content analysis and further processed in quantitative research. An electronic survey was used to collect data from a sample drawn out of the total population of JIBS students. The data then was processed by means of descriptives, correlations, T-tests and factor analysis. Conclusion Students at JIBS are a highly profitable customer segment, willing to be both attitudinal and behavioural loyal to stores that cater to their budgetary constraints by offering student discounts. The Mecenat card, however, due to low awareness and usage levels within the student body does not facili-tate, but rather hinders, the development of student loyalty. Thus, the find-ings were also processed into managerial implications that could help im-prove the service, such as improvements in communication
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Gonzalez, M. F., Y. Cohen-Charash, K. Busse, M. L. Ambrose, D. E. Gibson, A. R. Grotto, R. E. Johnson, Lorianne D. Mitchell, J. I. Sanchez, and L. M. Steele. "Psych’d Up for Business School: Preparing I-O Psychologists for Business School Careers." Digital Commons @ East Tennessee State University, 2020. https://dc.etsu.edu/etsu-works/8310.
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Li, Helen Hai Yan. "An exploration of relationship development and management in international business schools : MBA Students' perspectives." Thesis, University of Manchester, 2014. https://www.research.manchester.ac.uk/portal/en/theses/an-exploration-of-relationship-development-and-management-in-international-business-schools-mba-students-perspectives(5f0237e8-cd42-421a-8d65-06787380a410).html.
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Given the increasing importance of international higher education (HE) markets from a business perspective (Chadee and Naidoo, 2009; Anonymous, 2011a, 2012a), this research responds to the review of Hemsley-Brown and Oplatka (2006) that highlighted a lack of holistic approaches and theoretical models to address the nature of the HE service; and built on scholarly work (Mazzarol and Hosie, 1996; Mazzarol, 1998; Naude and Ivy, 1999; Ivy and Naude, 2004; Ivy, 2008) relating to HE marketing strategies. The research moves from the traditional marketing approach adopted predominantly in the existing literature of HE marketing (i.e. Mazzarol et al., 2003; Hemsley-Brown and Oplatka, 2006) and instead adopts a relational approach. This offers an alternative way of investigating the HE service, and contributes towards a broader theoretical perspective on HE strategy and a deeper understanding of the complex nature of the HE service. The theoretical background of this research was based on both the Interaction Approach (Håkansson ed., 1982) and the Relationship Life-Cycle Model (Ford, 1980; Wilkinson and Young, 1994). In response to limited existing research on the students’ perspective in HE (Trowler, 2010), this study provides a means of exploring HE marketing from the perspective of a markets-as-networks tradition (Håkansson and Snehota, 1995; Ford et al., 2002). Due to the adoption of a social constructivist epistemological stance (Gergen, 1985; Tashakkori and Teddlie, 1998), a case studies research approach (Yin, 2003, 2011) and semi-structured interviews (Denzin and Lincoln, 1994; Miles and Huberman, 1994) were utilised. Template analysis was chosen for data examination and interpretation (King, 1998, 2004), from a longitudinal contextual time-space of prospective students, current students and future alumni viewpoints (Halinen and Törnroos, 2005). The research findings suggest that the HE service is interactive and relational by nature, comprising six key relationships that are fundamentally important from the perspective of students being the focal-actor. These include relationships with alumni, other students, academic staff, administrative staff, multi-national companies (MNCs), and overseas exchange partner higher education institutions (HEIs). Despite the multiple roles of students, as clients (Mills et al., 1983; Hill, 1995), producers (Armstrong, 1995), products (Emery, et al., 2001; Modell, 2005) and customers (Kotler and Fox, 1985; Conway et al., 1994) of the HEIs, students are the users of these networks. They are also the beneficiaries of these key relationships, as they perceive and seek the added-value of the HE service, such as knowledge enrichment and employability enhancement. The synergy of these relationships and networks collectively contribute to the added-value of the HE service, enhance students’ overall positive experience and satisfaction with their institutions, and also have the potential to significantly impact on the HEIs’ competencies and business strategies. Practically, managing and influencing these relationships provide an opportunity for HE managers in resource allocation, strategic planning and policy-making, and the quality of service provision at the operational level.
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Vokál, Pavel. "Strategická analýza International School of Business and Management." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-4056.
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The aim of the thesis is to make a strategic analysis of the newly opened private school by University of Economics, Prague. For analysis of external environment is used PEST model and Porter's model of Five Competitive Forces. Special attention is paid to description of Czech-MBA-schools market. Internal environment is described by analysis of company's resources. Outputs from partial analyses are summarised in SWOT analysis. SWOT analysis serves than for formulation of strategic recommendation to ISBM.
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Demacopoulos, Alexander Christos. "International engineering and construction business environments." Thesis, Massachusetts Institute of Technology, 1987. http://hdl.handle.net/1721.1/52894.
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McGreevy, Jeanette Sue. "No school business official left behind School business officials, superintendents, and role theory--Association of school business officials (ASBO) international professional standards and job proficiency /." [Ames, Iowa : Iowa State University], 2006.
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Hanaeus, Amanda, Jelena Filipovic, and Meagan Jonsson. "International Students Integration Into the City : A Case Study of Jönköping International Business School." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-18975.
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The prevalence of internationalization in universities today is affecting the cities in which they are located. As the integration of international students adds to the ambiance and culture of a city, the authors argue that mutual participation of universities and communities will influence the development of a city. The aim of this thesis is therefore to explore the collaborations between the two, using Jönköping’s International Business School (JIBS) as a case study. In focusing our attention on international students and their part-time employment, we wish to gain a better understanding of the potential effects a university may have in enhancing a city. Research was conducted in an effort to obtain diverse views and uncover underlying themes that may exist between different stakeholders. Respondents from the following organizations were interviewed to clarify the different perceptions: The University Service’s Career Center, International and Recruitment Offices at JIBS, and Jönköping Municipality. It was found that networking between JIBS and Jönköping exists, but that the relationship appears to be complex as each party has different dimensions to consider, making true collaboration difficult. However, communication and cooperation could be useful in steering the direction of city development. The presence of international students is seen as influencing the culture, knowledge, and image of the city, but a true integration of these students is lacking. A further contribution through the inclusion of international students in part-time employment is believed to be beneficial to both the city and students, but barriers such as language make this a difficult task. An alliance between JIBS and Jönköping is therefore encouraged, as their combined efforts are crucial in solving these types of issues. We claim that the integration of international students through the creation of part-time jobs or internships demonstrates one way JIBS contributes to the city. The prevalence of internationalization in universities today is affecting the cities in which they are located. As the integration of international students adds to the ambiance and culture of a city, the authors argue that mutual participation of universities and communities will influence the development of a city. The aim of this thesis is therefore to explore the collaborations between the two, using Jönköping’s International Business School (JIBS) as a case study. In focusing our attention on international students and their part-time employment, we wish to gain a better understanding of the potential effects a university may have in enhancing a city. Research was conducted in an effort to obtain diverse views and uncover underlying themes that may exist between different stakeholders. Respondents from the following organizations were interviewed to clarify the different perceptions: The University Service’s Career Center, International and Recruitment Offices at JIBS, and Jönköping Municipality. It was found that networking between JIBS and Jönköping exists, but that the relationship appears to be complex as each party has different dimensions to consider, making true collaboration difficult. However, communication and cooperation could be useful in steering the direction of city development. The presence of international students is seen as influencing the culture, knowledge, and image of the city, but a true integration of these students is lacking. A further contribution through the inclusion of international students in part-time employment is believed to be beneficial to both the city and students, but barriers such as language make this a difficult task. An alliance between JIBS and Jönköping is therefore encouraged, as their combined efforts are crucial in solving these types of issues. We claim that the integration of international students through the creation of part-time jobs or internships demonstrates one way JIBS contributes to the city.
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Huang, Wei, Elena Paraschiv, and Dung Do Thuy. "Technology acceptance in blended learning: The case of Jönköping International Business School." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-28709.
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Nowadays, in the new era of technology, everything needs to be updated, which represents a new challenge to education to adapt to the developments in technology. Moreover, due to the gap of theory separating practices in business schools, it is becoming obvious that the Universities can hardly help students to acquire experience. Due to this problem, business schools can limit the potential of students’ success. This study examines the efficiency of technology use in class as well as outside of the classroom. This was done by interviewing five teachers within different areas of teaching in Jönköping International Business School. The results show that there are many aspects that need to be considered such as policy, teacher development, the development of the virtual learning environment and other technological improvements, before applying technology in flipped classroom.Den nya eran av teknik i dagens samhälle gör att allt måste uppdateras. Detta utgör en ny utmaning för utbildningen som bör anpassa sig till denna tekniska utveckling. Dessutom, som en följd av det teoretiska gapet som separeras från praxis i handelshögskolor är det tydligt att universiteten knappast kan hjälpa studenter att skaffa sig underförstådd kunskap. På grund av det här problemet kan handelshögskolor begränsa potentialen av studentens framgång. Däremot visar vår forskning att användningen av tekniken i det flippade klassrummet kan bidra till att förbättra situationen. Denna studie undersöker effektiviteten i teknikanvändning i klassrummet såväl som utanför klassrummet genom att intervjua fem lärare inom olika områden av undervisning på Jönköping Internationella Handels Högskola. Resultaten visar att det är många aspekter som bör beaktas, såsom policy, utvecklingsarbete av lärare, utveckling av VLE i tillägg till andra tekniska förbättringar, innan man applicerar tekniken i det flippade klassrummet.
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Pierson, Gina Lee. "Program manual for international business academies." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2865.
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This project is a Progam Manual for the International Business Academy of La Sierra High School for at-risk students to show how to successfully run an academy and graduate students in compliance with the California High School Exit Exam.
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Hooper, Donald Moore. "Marketing strategy in the commercial aircraft engine business : a case study." Thesis, Massachusetts Institute of Technology, 1986. http://hdl.handle.net/1721.1/14995.
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Thesis (M.S.)--Massachusetts Institute of Technology, Sloan School of Management, 1986.MICROFICHE COPY AVAILABLE IN ARCHIVES AND DEWEY
Vita.
Bibliography: leaves 145-147.
by Donald Moore Hooper.
M.S.
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Johnson, Bonita Morgan White Bonnie J. "Factors contributing to stress In business/marketing educators resulting from administration, school climate, and resources." Auburn, Ala, 2008. http://repo.lib.auburn.edu/2007%20Fall%20Dissertations/Johnson_Bonita_2.pdf.
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van, der Poel Marcel H. "Developing intercultural competence of faculty and staff members at Hanze International Business School." Scholarly Commons, 2013. https://scholarlycommons.pacific.edu/uop_etds/843.
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Palihawadana, D. "Marketing of management education : a case study related to the Strathclyde Business School." Thesis, University of Strathclyde, 1992. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21274.
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This thesis examines the role of market orientation within the field of postgraduate management education in the UK. A detailed study of student expectations and outcomes was undertaken at the Strathclyde Business School in order to test the hypothesis that British management educational institutions are not adequately market orientated. The study was carried out in relation to MCom in Marketing, MSc in Marketing and MBA programmes offered by the SBS. Thus the study involved: a. A survey of the entering students: In addition to the basic purpose of examining the levels of academic, career, social and personal expectations students have when they embark on a study programme, the study attempted to examine the expectations students have about the course, the institution and the study environment. b. Current student survey: The same students surveyed at the entering stage were surveyed again after six months of enrolment to ascertain the extent to which they feel their expectations a re fulfilled by the programmes, the institution and the study environment. C. Past graduates survey: The purpose of carrying out this survey was to ascertain the extent to which past graduates feel their expectations are fulfilled by the programme, the institution and the study environment some time after the completion of the programmes. Analysis of the responses received at the three stages of the survey revealed that there are certain gaps that exist between expectations and outcomes. The direction of the relationship between expectations and outcomes was found to be curvilinear, suggesting that students change their evaluative criteria over time. The major thrust of the study is the necessity to conduct continual research of the market for management education and setting up and maintaining a database of both current and past students. Other recommendations which evolve from the findings of the study are related to internal marketing, staff/student interaction, promotion of programmes and the organisation and management of the programmes.
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Elenkov, Detelin S. (Detelin Serafimov). "Patterns of international business activity in an eastern European country : the case of Bulgaria." Thesis, Massachusetts Institute of Technology, 1992. http://hdl.handle.net/1721.1/13152.
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Omoruyi, Trevor Uyi. "An investigation into the implementation of relationship marketing on international student retention : a review of four business schools in the Greater Manchester area." Thesis, University of Salford, 2016. http://usir.salford.ac.uk/40244/.
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One of the most challenging issues facing Higher Education Institutions in recent years has been how to develop and gain competitive advantage in the global marketplace which is currently experiencing increasing and intense competition. The growth in competition has been driven, in part by the goal of every Higher Education Institution to internationalise. Consequently, the notion of international patronage, in terms of attracting and retaining international students, has become increasingly significant. Based on these competitive forces the aim of this study is to evaluate critically the implementations of relationship marketing initiatives by Business Schools as it relates to international student retention. Three stakeholders studies of a total of fifty two participants including: nine Business Schools managers; thirteen academic staff working in Business Schools and thirty international students (undergraduates & postgraduates) participated in this study. The study involved four Business Schools in the Greater Manchester Area. These participants were selected as a result of their direct involvement with the research focus. The Business School managers included a Business Director, Deans, Academic Deans, and International Directors who were directly involved in developing and applying relationship marketing approaches in their respective Business Schools. Academic staff included staff members who were involved in delivering teaching to international students in their Business School. The International students were from thirteen different countries. Data was collected using: semi-structured face-to-face interviews; focus groups; observation and documents reviews. A number of important findings have been obtained from the data collected which were analysed using thematic analysis. Firstly, results showed that whilst there are several definitions of international students’, there is agreement amongst all stakeholders about the importance of international students not only to Business Schools but also to the local and national UK economy. Secondly, the results revealed that several aspects of the relationship marketing approach including extra academic support and student integration etc. were significant for international student retention. Thirdly, the study reveals that current RM practices do not focus sufficiently on individual students cultural and religious backgrounds. Fourthly, the results show that current relationship marketing initiatives are perceived by stakeholders to have positive implications for retaining international students in the participating Business Schools. The implications of the results are that Business School managers and staff members should endeavour to understand international student dynamics and as a result develop unique aspects of their relationship marketing approach that focus on such dynamics. Business School should engage all international students and employees who are in contact points with international students especially academic staff who develop marketing policies that are international student related. Business School managers should also consider involving students extended family prior to, during and post student experience of study as they are often the financial source for the student and key stakeholders in the student decision making process.
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Grabowski, Leszek, John Porti, Hwu Ching-Hwa, and Piotr Lewandowski. "A study of issues affecting international students at the Graduate School of Business and Public Policy in the Naval Postgraduate School." Monterey, California. Naval Postgraduate School, 2005. http://hdl.handle.net/10945/10036.
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MBA Professional ReportThe NPS mission is "To provide relevant and unique advanced education and research programs that increase the combat effectiveness of the United States and Allied Forces..." The goal of this study of International Military Students (IMS) at the Graduate School of Business and Public Policyis to identify issues that affect them. A total of 42 IMS participated in the study, out of a possible 59 students from 51 different countries, including four graduating students, 10 new students and 38 current students. Issues that were identified include: lack of information on NPS before coming to Monterey, some students do not select their curriculum, some students have insufficient skills in speaking and writing English, heavy workloads, unfamiliarity with IMS ranks by US students and faculty, and the high cost of living.
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Palmqvist, Monica. "Shaping the Identity of the International Business School : -Accreditation as the Road to Success?" Thesis, Umeå University, Umeå School of Business, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-26783.
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Internationalization is an important strategic issue for survival for most business schools of today. Following this, various international accreditation bodies have in recent years been very successful in promoting accreditation as a means of gaining status and prove high quality. These business school accreditation schemes clearly state their targets against top quality international schools and programs. Internationalization of the business school operations can thus be stated to be of vital importance for schools aiming for one or more of these accreditations. The intention of this study is to turn the issue around and explore to which extent, and with what kind of impact, the accreditation processes in turn have on the area of internationalization within the business school organization.
The theoretical framework consists of three main areas: ’The Business School Environment’, ‘Strategy as Practice’ and ‘Institutional Theory’. The first part aims to reach an understanding for the environment and situation that business schools of today are facing. It also highlights major challenges for the future. In the second part, Strategy as Practice research theories are used to gain understanding for strategy behaviour and strategy creation within pluralistic organizations, such as the higher education institution. The third part deals with issues on Quality Frameworks with the aim to reach understanding for the impact such processes can have on the organization. Sensemaking Theory is further used to illustrate the rational behind decision making of business school leaders and the concluding part connects theories on quality frameworks to Identity Creation, linking together identity with culture and image.
The research approach for this qualitative study is the abductive one and the empirical data is collected through a number of semi-structured interviews with business school representatives at various levels working in the area of international relations.
Main findings are presented within the framework of a time structured (past, present, future) model connected to the study’s five objectives: The development of internationalization within the school; the view on internationalization among organizational members; the characteristics of decision making and implementation processes; the main impact factors of accreditation and the expectations of major future challenges.
The results indicate that although accreditation has shown to have had a substantial impact on the success of business school operations in an international perspective, it is to a much lesser extent a concrete tool for change and improvement within the area of internationalization as such. Accreditation has shown to be strongly connected to previous development and view on internationalization within the organizations. Also, a strong belief in, and commitment to, internationalization among influential organizational members has proved to be vital for the accreditation processes. Furthermore, a number of unique characteristics connected to the identities’ of the organizations studied, showed to have notable impact on the success of the schools’ international operations, so also the accreditation processes. This includes organizational culture and tradition; working methods; dissemination of information; strong social connections; knowledge, dedication and commitment by individuals and management’s ability to provide organizational members with trust, respect, autonomy and encouragement.
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Larsson, Johan. "Service Quality in Higher Education : An empirical study at the Jönköping International Business School." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 1997. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-21873.
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Lundahl, Sofia, and Pernilla Bredolt. "Graduating students' preferences in first employment attributes : A quantitative study among students at Jönköping International Business School and Jönköping School of Engineering." Thesis, Jönköping University, JIBS, Business Administration, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-7672.
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Purpose: The purpose of this study is to examine what attributes graduating students prefer when choosing their first employer after graduation.
Background: To attract good employees are becoming more and more important. Since there are over 60 000 students graduating every year from universities in Sweden, it is crucial for organizations to know how to best attract these talents. It is generally small- and medium sized companies (SMC’s) that have problem since they don’t have the resources to find information and brand themselves as good employers, and hence, large multinational companies are being ranked as the most attractive employers. If these SMC’s would know what attributes the graduate students find most important, they would be able to focus on those and more successfully attract the students suitable for their organization.
Method: In order to fulfill the purpose, an exploratory study had been made. Quantitative data was collected by a delivery and collection questionnaire, which was handed out in classes at Jönköping International Business School (JIBS) and Jönköping School of Engineering (JTH). The findings in this thesis are based on 124 graduating students preferred job attributes.
Conclusion: When looking at JIBS and JTH in total, the students find attributes relating to responsibilities and involvement in decision making to be the most important. However, when only looking at JTH, the students value job security and good relationship at the workplace over other attributes. At JIBS, graduate students are attracted to jobs where they can take responsibility and make further career advancements.
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Parham, Antonio M. (Antonio Miguel). "Prodigy Business Services--an "instructional case" study of marketing tactics for a computerized electronic information service." Thesis, Massachusetts Institute of Technology, 1990. http://hdl.handle.net/1721.1/45186.
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Isaacs, Julien(Julien Dylan). "Digital expansionism : exploring the U.S.-China technology dynamic through cybersecurity policy and international marketing strategies in the Cloud Computing Sector." Thesis, Massachusetts Institute of Technology, 2019. https://hdl.handle.net/1721.1/122125.
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Thesis: S.M. in Management Studies, Massachusetts Institute of Technology, Sloan School of Management, 2019Cataloged from PDF version of thesis.
Includes bibliographical references (pages 86-94).
The U.S. and China remain largely separated from one another in terms of technological market access, with both sides implementing policy regimes serving as official or unofficial barriers to international trade, especially evident in data-sensitive industries, such as cloud computing. The result is a very low market share for American cloud computing providers in China, and vice-versa. This paper explores the U.S.-China dynamic insofar as government policy and action are concerned, the U.S. and China markets, and private enterprise's response and strategy in the cloud computing industry, which is notable not only given its value, $278.3 billion worldwide by 2021, but also its central position in the flow of global data.' The paper arrives at a number of conclusions. Firstly, given China's techno-nationalist policy regime, U.S. cloud computing firms, and by extension, all U.S. technology companies, will face increasingly limited market share and opportunity in China. Conversely, Chinese cloud computing providers, and by extension Chinese technology products, in general, may be able to successfully garner market share in the U.S. by offering innovative products with little to no substitutes, for which Americans will potentially waive their data privacy concerns in order to access (which may lead to unintended consequences). Lastly, the U.S. and China should work together to form, articulate and implement cybersecurity and data norms, enhancing international cooperation on a government and private enterprise level, effectively removing international trade barriers and promoting and enhancing market access. Cooperation, however, remains a challenge, given the differing policy objectives of the U.S. and China.
by Julien Isaacs.
S.M. in Management Studies
S.M.inManagementStudies Massachusetts Institute of Technology, Sloan School of Management
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Mitchell, Lorianne D., and G. E. Boone. "Enhancing Business Students' Cultural Competency by Internationalizing OB Course Content." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etsu-works/8329.
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Tsamoglou, Theodoros. "IMET feasibility study and implementation maximizing the Graduate School of Business and public policy sxperience for International Students at the Naval Postgraduate School /." Monterey, Calif. : Naval Postgraduate School, 2006. http://handle.dtic.mil/100.2/ADA451441.
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"Submitted in partial fulfillment of the requirements for the degree of Master of Business Administration from the Naval Postgraduate School, June 2006."Advisor(s): Roxanne Zolin, Becky Jones, support advisor. "June 2006." "MBA professional report"--Cover. Description based on title screen as viewed on August 27, 2007. Includes bibliographical references (p. 93). Also available in print.
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Tsamoglou, Theodoros. "IMET feasibility study and implementation: maximizing the Graduate School of Business and Public Policy experience for International Students at the Naval Postgraduate School." Monterey, California. Naval Postgraduate School, 2006. http://hdl.handle.net/10945/10117.
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MBA Professional ReportIn 2005, IMET research investigated the problems and benefits GSBPP International Military Students (IMS) experience, and how problems could be alleviated. This proposal focuses on implementing the suggestions made by the IMS on Academic Support Facilities and Quality of Life issues. The objective of this MBA Project is to evaluate the prior proposals, identify new problem areas IMS face while at NPS, and follow up on implementation of those recommendations. The research includes the conduct of a survey among the current international students at GSBPP. The proceedings of this initiative that contributed to both developing an implementation strategy and facilitating the gathering of critical information IMS need to achieve a comprehensive understanding were analyzed. Some issues explored include opportunities for streamlining the library, such as more computer facilities, more access to home-country resources for both news and research, opportunities for improving the quality of life such as the non-saluting issue, parking, and finally, the opportunity toward achieving better communication between IMS and the faculty at GSBPP, with the establishment of a new faculty briefing/workshop. The ultimate goal of this study is to ensure maximization of the learning experience of the international students at GSBPP or NPS as a whole.
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McGowan, Dennis M., and Dennis M. McGowan. "Marketing the joint Naval Postgraduate School of Business and Public Policy and University of Maryland, Robert H. Smith School of Business, defense focused Masters in Business Administration to active duty military officers." Thesis, Monterey, California. Naval Postgraduate School, 2004. http://hdl.handle.net/10945/9909.
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MBA Professional ReportApproved for public release, distribution is unlimited
MBA Professional Report
Approved for public release, distribution is unlimited
In April 2001, the Naval Postgraduate School's Graduate School of Business and Public Policy (NPS GSBPP), and the University of Maryland (UMD), Robert H. Smith School of Business embarked on a joint venture to provide a defense focused Masters in Business Administration (MBA) to military service members and Department of Defense (DoD) civilians living in the metropolitan Washington, D.C., area. This program is commonly called the Joint MBA (JMBA). Through market research; Strength, Weakness, Opportunities and Threat Analysis; analysis of consumer buying; behavior and consideration of product life cycle; this marketing plan establishes an overarching marketing strategy for the JMBA. The strategy includes a product mission, marketing objectives, positioning, communication channels, the JMBA message and a description of managing the JMBA marketing process.
In April 2001, the Naval Postgraduate School's Graduate School of Business and Public Policy (NPS GSBPP), and the University of Maryland (UMD), Robert H. Smith School of Business embarked on a joint venture to provide a defense focused Masters in Business Administration (MBA) to military service members and Department of Defense (DoD) civilians living in the metropolitan Washington, D.C., area. This program is commonly called the Joint MBA (JMBA). Through market research; Strength, Weakness, Opportunities and Threat Analysis; analysis of consumer buying; behavior and consideration of product life cycle; this marketing plan establishes an overarching marketing strategy for the JMBA. The strategy includes a product mission, marketing objectives, positioning, communication channels, the JMBA message and a description of managing the JMBA marketing process.
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Mary, Eckert. "EIGHT YEARS OF UBIQUITOUS TECHNOLOGY ACCESS AND DIGITAL CURRICULA: BUSINESS AND MARKETING HIGH SCHOOL TEACHERS’ PERSPECTIVE." VCU Scholars Compass, 2010. http://scholarscompass.vcu.edu/etd/2333.
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This research was conducted during the 2009-2010 school term as a case study of a large school division’s technology initiative after eight years to chronicle its effect on high school business and marketing teachers’ use and integration of technology. The 18 teachers were business and marketing teachers from eight high schools, two technical centers and one alternative school who participated in the one-to-one laptop initiative from its inception and who were asked to participate in the study. A web-based survey on technology use and adoption was administered to 18 high school business and marketing teachers. The researcher conducted a total of four unannounced observations of each teacher’s instruction, specifically for technology use, by using the Instructional Technology Resource Teachers’ Technology Integration form. Additionally, the teachers were asked to participate in one of two focus group interviews to determine their level of technology use along with their perceptions regarding the technology initiative and its effect on their instruction and teaching strategies. This case study has relevance to school districts with technology initiatives or districts considering adopting one. The high school business and marketing teachers’ vantage point provided unique information about the effect a one-to-one laptop initiative has made on business and marketing teachers’ technology use over the last eight years. The effect that a comprehensive, one-to-one initiative had on business and marketing high school teachers’ technology use was twofold. First, instruction was affected. Teachers and students were found to manage data electronically, the amount of and methods for teachers’ communication changed, and exemplars surfaced. Second, challenges emerged. Teachers’ classroom management responsibilities included laptop monitoring, access issues as a consequence of network filtering policies, and a need for additional technology-based professional development for teachers and time to practice new skills. While some positive effects were visible, eight years into the one-to-one laptop initiative problems were evident, and administrative support as well as teacher acceptance seemed to play an important role in teachers’ willingness to regularly and enthusiastically modify their pedagogy to include technology in teaching strategies and student lessons.
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Varadarajan, Balasubramanian. "Branding Strategies of Private International Schools in India." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2589.
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Private international schools in India are considered by many to be a quality brand. They have grown rapidly leading to competition among schools for student enrollments. The purpose of this case study was to explore the branding strategies used by leaders of Indian private international schools. The study population consisted of private international school leaders in India as well as the faculty and parents from the study site. The double vortex brand model served as the conceptual framework for the study. Semistructured interviews were conducted with 5 school leaders, 5 faculty, and 5 parents from an international school in Chennai. Participants were selected using purposive sampling. Secondary data was collected from school website and school policy manual. Data were analyzed using thematic analysis. The major themes that emerged related to vision, mission, values, culture of the school, and the school's functional capabilities. Study findings suggest international schools in India adopt branding strategies based on core values to inspire, motivate, and educate employees to implement internal branding and communicate their school's brand story using social media tools. School administrators looking to enhance their school brand may find social benefits through improved sustainability, resource availability, and a more harmonious relationship between school leaders and parents. Social implications include better educational outcomes for students who then become better prepared to continue their academic pursuits after high school. The study may be of value to school leaders looking to enhance their school brand.
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Harte, Patrick. "An analysis of EHEA Business School approaches to the development, configuration and management of international academic alliances." Thesis, Edinburgh Napier University, 2016. http://researchrepository.napier.ac.uk/Output/976954.
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The purpose of this study is to investigate the motivations for international academic alliance development, the configuration of alliance networks and their sustained management in Business Schools within the European Higher Education Area (EHEA). A purposive sample of Higher Education Institutions (HEIs) engaged with international alliance activities was selected from seven Business Schools within the target markets of France, Germany and Scotland. In order to investigate issues inherent within international alliance development this sample provided access to academic and administrative elites competent to discuss their alliance portfolios, from a strategic perspective, through semi-structured interview conducted in their home institutions. A key feature of the research was that, in the interest of minimising the potential for superficial or pre-conceived conclusions to be drawn, interviews with participants from two respondent institutions were positioned outside the researcher's direct ‘preferred partner' network. This insider-outsider perspective reduced potential bias through over-familiarity with solely networked institutional respondents when analysing the development, configuration and management of international academic alliances and alliance portfolios (APs).The study identifies three key findings on the basis of the analysis of institutional alliance activity. Firstly, that HEIs, operating within an appropriate regulatory environment can utilise both exploitation and exploration alliance strategies simultaneously to extend their resource base. The two strategies can be mutually reinforcing, and are not contradictory in tertiary education. Secondly, the analysis indicates that the extent to which resource extension may be achieved is reflected in the alliance strategy employed as HEIs internationalise. The movement from exploitation to exploration alliance strategy signifies a fundamental change in strategic intent and direction of the Business School, so new internationalisation strategy definitions are proposed for tertiary education. Thirdly, alliance management capability has the potential to develop, within complex partnership scenarios, as an institutional core competence, providing the potential for sustainable competitive advantage. On the basis of this analysis tools are developed which can assist in the strategic decision-making process for further evolution of alliance networks within institutional internationalisation strategies. The resultant application of these strategic tools allows for Business Schools to determine the characteristics of appropriate alliance partners to fill the gaps identified within their alliance network or portfolio.
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Lertangtam, Issares, Luis R. Trevino, Nick Viera, and Issares Lertangtam. "Marketing plan for the Naval Postgraduate School Master of Business Administration to the Navy unrestricted line community." Monterey, California. Naval Postgraduate School, 2004. http://hdl.handle.net/10945/9942.
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MBA Professional ReportApproved for public release; distribution is unlimited.
MBA Professional Report
Approved for public release; distribution is unlimited.
The purpose of this Master of Business Administration (MBA) project is to develop a practical marketing plan to attract U.S. Navy Unrestricted Line (URL) officers to the resident Naval Postgraduate School (NPS) Defense-Focused MBA. The intent of this project is to create awareness in the Navy Unrestricted Line community about the benefits of the Defense-focused MBA and to build a brand name for the Naval Postgraduate School MBA (NPS-MBA). The goal is to make the resident NPS-MBA the graduate business school product of choice. The authors believe that the MBA degree provides URL officers the business tools required to become successful managers in the modern naval establishment. The starting point of this project was to conduct a present situation analysis of the MBA degree by determining its strengths, weaknesses, opportunities and threats. It was noted that there is a decreasing number of URL officers in the NPS-MBA program since its inception in January 2002. Although graduate education is a strategic goal for Navy officers, it was found that current URL career progression does not provide an adequate time for resident graduate education. In addition, a fleet survey was conducted to assess URL attitudes toward the NPS-MBA in order to ascertain their awareness levels, which would enable the authors to arrive at effective marketing strategies and recommendations. The survey was conducted in a fleet concentrated area in San Diego, California in March of 2004. Based on the research, there is a need for boosting awareness of the program with a marketing plan that identifies strategies and distribution channels. In addition, research suggests that further marketing to operational commands, hardware commands and detailers, is essential for lobbying Navy URL officers to join the resident NPS-MBA program. Thus, in order to fulfill those needs, a practical marketing plan for the resident NPS-MBA to Navy URL officers is created.
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Schützler, Felicia, and Oscar Reis. "Are you in the mood for a virtual fika? : A single-case study on Jönköping International Business School." Thesis, Jönköping University, IHH, Organisation, Ledarskap, Strategi och Entreprenörskap, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52609.
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Background – Digitalization has enabled multiple opportunities, where one opportunity is working remotely. Remote work is a concept used to describe working conditions performed outside of the traditional office walls. It has been used for many years to enable flexibility in terms of work, and thus allow workers to do their job while, for example, traveling or caring for their sick child. COVID-19 virus impacted the world in many different ways. Organizations faced forced lockdown as a recommendation, and the employees had to shift their daily routine to working primarily from home. The shift to remote work meant a decrease in physical, social interactions and less networking amongst employees. Organizational culture is a concept used to describe the fundamental values, artifacts, and internal language of an organization and one key pillar in organizational culture is the people and the social interactions within a workplace. The shift to remote work has thus created multiple gaps in research, where there is a need to understand the impact on organizations and their organizational culture. Purpose – This thesis aims to understand the impact on organizational culture as a result of the COVID-19 pandemic and shift to remote work. Method – Empirical data was collected from a single-case interview study with employees from Jönköping International Business School. The interviewees have experienced the shift from office to remote work from home the past year, and hence contributed with valuable insights that were then used to understand the impact on the organizations’ culture. The data was analyzed using the Gioia method and hence allowed for categorization of the data. Findings – The findings of this thesis showed that the employees experienced a digital and virtual fatigue from working virtually and remotely at home. The fatigue is based on not being able to catch smaller breaks which are engraved in the foundational culture at Jönköping International Business School, in combination with an unclear communication strategy. Furthermore, with the removal of physical presence and interactions in the employee’s daily activities, the internal relationships within Jönköping International Business School has started to fade away, and the attitude on nurturing them has also been impacted. Many attempts by the organization have been made to keep together the employees and the culture, although what is evident in the findings is that by duplicating all activities from the physical office activities to the virtual world, the experience does not give the same response virtually. In fact, it can be even more damaging to the attitude of the organization and the internal network.
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Ricker, Audrey 1941. "Effects of mainstream media on upper-middle-class children of middle-school age: A qualitative study." Diss., The University of Arizona, 1997. http://hdl.handle.net/10150/282359.
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This study shows the findings of a qualitative study undertaken in the homes of seven primary participants of middle school age in Tucson, Arizona, Southern California, and New York City. The purpose of the study was to determine whether mainstream media has commodified these children into saleable audiences who would consume its media products. Findings show that all participants, at all levels, were ready to buy, and wanted to buy, at least one kind of mainstream media at any time. All participants with the exception of one, who did not seem to care about one form of media over another, pursued at least one form of mainstream media, usually more, during most of his waking hours and often. During the ninety hours of observation, at least two or more mainstream media products were used consistently. All participants expressed the desire to buy more specific products and wanted to have more than one title at a time. No regionally or locally distributed media were desired by any subject, only the mainstream media on forced-choice menus. Limitations of the research included difficulty of finding parents and children willing to allow the researcher into the home. Another problem was the invasion of privacy that some subject felt during the study. These were the major two limitations. Further research should be conducted on preschoolers' use of media. This study suggests that children aged one to five may already be addicted to Disney media in ways that preclude their enjoyment of other mainstream media. This study also suggests that these children may be so affected cognitively by their constant use of mainstream media products that their placement in school must be reassessed. Another area that requires more research is the ability of students with diagnosed learning disabilities to concentrate on, and operate, interactive media and to read any manual, article or electronic text having to do with their chosen media, without any problem. The conclusion is that participants in this study are, by their desire and willingness to buy, members of a commodity audience. Thus, the commodity audience actually exists.
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Malmström, Dan, and Patrik Mårtensson. "Marknadsstrategier på den reformerade skolmarknaden : En undersökning om gymnasieskolors marknadsföringsmetoder." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-6493.
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I början av 1990-talet så genomförde den borgerliga regeringen friskolereformen vilket in-nebar att det statliga monopolet upplöstes och att fristående skolor kunde konkurrera på samma villkor som kommunala skolor. Detta medförde att det ekonomiska ansvaret för gymnasieskolan övertogs av respektive kommun och att skolpengen infördes. Reformen har inneburit ökat antal skolor och hårdare konkurrens. Detta tillsammans med minskat elevan-tal har pressat skolorna till att optimera sin marknadsföring för att attrahera elever. Syftet med uppsatsen är att beskriva och analysera om det finns någon skillnad i hur kommunala respektive fristående gymnasieskolor arbetar med marknadsföring. Samt att undersöka hur deras syn på dagens skolmarknad ser ut. För att ta reda på detta har vi intervjuat företrädare för fyra stycken kommunala och fyra fristående skolor i Stockholms län. Vi har även valt att göra observationer på Gymnasiemässan 2010. Undersökningen har visat att Öppet hus och gymnasiemässan är viktiga mötesplatser för att skapa långsiktiga relationer till eleverna. Det har även visat sig att skillnaden mellan vad skolorna kommunicerar inte beror på vilken huvudman skolan tillhör. Två av de kommunala skolorna hade problem med att anpassa sig till nyare teknologi och nyare kommunikationskanaler jämfört med två av de fristående sko-lorna som var i framkant när det gäller kommunikationskanaler. De fristående skolorna var alla överens om att det var viktigt att skydda sig mot konkurrensen genom att differentiera sig på dagens marknad.In the beginning of the 1990’s, the Swedish government changed the rules on the school mar-ket by implementing a school reform. The reform made it possible for private actors to com-pete on the market along with the municipal schools on equal terms. The economic responsi-bility for the schools was held by the county. The reform made entry to the market easy which has led to hardened competition. By present time it is clear that the number of pupils is de-creasing. As a result, this forces the schools into optimising their marketing to attract pupils. The purpose of this paper is to describe and analyse whether there is any difference in how municipal schools and independent schools conduct their marketing, and how their perception of the schoolmarket is. To study this we have made four interviews with municipal schools and four interviews with independent schools in the county of Stockholm. We have also made an observation on Gymnasiemässan (high school fair at the event hall “Stockholmsmässan”). The conclusion of the study is that to create a long term relationship with the pupils it is nec-essary to use Öppet hus (when schools invite parents and pupils to experience the school) at the schools and to attend on the High school fair. The message communicated by the schools does not differentiate depending if the school is independent or municipal. Two of the munic-ipal schools were having a problem with adapting to newer technology and newer channels of communication, compared to two of the independent schools who were in a leading position in ways of channel communication. All of the independent schools did agree upon the neces-sity to differentiate on today’s market to be protected from the competition.
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Joandén, Daniella, and Adnan Jahic. "Hur kan en handelshögskola marknadsföra sig? : En fallstudie av Handelshögskolan vid Karlstads universitet." Thesis, Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-28535.
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Kampen om studenterna blir allt hårdare för handelshögskolorna, och studieplatserna blir allt fler. Det gäller för handelshögskolorna att attrahera studenterna att just välja dem som studieplats. Handelshögskolorna är idag i en kamp där det gäller att sticka ut och erbjuda det lilla extra som skiljer en handelshögskola från dess konkurrenter. Konkurrensen är hård, och utbildningarna är oftast av samma kvalité. Ändå finns det handelshögskolor som Handelshögskolan i Stockholm och Handelshögskolan i Göteborg som ligger i toppskiktet. För Handelshögskolan i Karlstad gäller det att sticka ut bland de etablerade och traditionella handelshögskolorna i landet. Handelshögskolan måste hitta ett effektivt sätt att sticka ut och konkurrera på bland de stora handelshögskolorna i landet. En sak som är säker är att tid är en viktig variabel. Att bygga upp ett högt anseende tar tid och få potentiella studenter att vet vad handelshögskolan står för och vad studenterna kan få ut av det. Som ny och ung är det alltid svårt, därför är det nu upp till Handelshögskolan i Karlstad att finnas där studenten finns, och lyssna på vad studenterna vill. Samtidigt som handelshögskolan ska erbjuda utbildningar av hög kvalité och med tiden bygga sitt varumärke ännu starkare. För att bli en framgångsrik handelshögskola krävs de generellt goda kontakter i näringslivet och att kunna erbjuda praktiska inslag i utbildningarna i form av praktik och samarbete med partnerföretag i näringslivet. Handelshögskolorna måste även ha en stark profil som syns generellt i marknadsföringen av handelshögskolan.The battle for students is getting tougher for business schools, and study sites abound. It applies for business schools to attract students to choose them as their place to study. Business schools are in a battle where you have to stand out and offer that extra something that separates you from your competitors. The competition is fierce and the training is generally of the same quality, but still there are those business schools like the School of Economics in Stockholm and Gothenburg that are located at the top. For the Business School in Karlstad it applies to stand out among the established and traditional business schools in the country. One must find an effective way to stand out and fight among the major business schools in the country. One thing for sure is that time is the most important variable, to build up a good reputation and a strong brand, that potential students know what you stand for and what they can get from you is the winning recipe. But as a new and young, it is always difficult, so it is now up to the Business School in Karlstad to be where the students are, and listen to what the students’ want, while you can offer high quality and with time build their brand even stronger. I order to be a success full business school it requires generally good contacts in the business community and to offer students practical elements in their education, such as intern ships and co-operation with business partners. Business schools must also have a strong profile that is seen generally in the marketing of the business school.
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Straker, John Oldfield. "A case study of international student participation in an undergraduate module in management in a UK Business School using the lens of activity theory." Thesis, University of Exeter, 2014. http://hdl.handle.net/10871/15078.
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This case study of international student participation in an undergraduate module in Management in a UK Business School arose from concerns that international students do not always meet institutional expectations of full participation. In the literature, the issues of language and culture have dominated discussion, while education theory has not been prominent. Using a post-Vygotskian framework (Activity Theory), the study set out to understand international student participation from the students’ perspective, taking account of the different elements of activity. It offers a holistic approach, placing the dominant themes in a broader context. The research was undertaken in two phases over a 12-month period using focus groups as the research instrument. Classroom observation, impromptu and planned interviews and correspondence with lecturers, as well as module documentation, contributed to a broader understanding of the context. The focus groups included both international and home students. Phase 1 enabled the conceptual framework to be assessed and refined for use as a coding frame. Following initial coding in Phase 2, the research focus was redefined as participants’ understandings of object-motive, and an in-depth analysis of this element was undertaken. Four module objects were identified: collaboration in diverse groups, task, academic study, and professional practice. In addition, participants identified some more personal objects. The impact of English language level and cultural background were quite extensively discussed, but not to the exclusion of other factors. The analysis indicated that focus group members’ experiences and understanding of participation in international classrooms were shaped by the objects they held in view. Thus, while the study identified the factors which participants understood as impacting on international students’ participation, the analysis of object-motive offered an explanatory framework for understanding the importance they assigned to these. The study highlights the prominence of task-based group work in the module, and questions the extent students were prepared for this type of pedagogy. It notes that home students in particular might benefit from opportunities to increase their intercultural awareness. Participants’ apparent concern for the language and academic levels of some international students may reflect the English language and academic levels of international students at entry into the institution, and serve as a reminder of the importance of well-considered entry decisions.
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Flodin, Ellen, and Frida Jansson. "Service Firms in an Early stage of Internationalization." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-21570.
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Purpose The aim of this study is to explore, describe and analyze how service firms overcome barriers of internationalization at an early stage. Thus, this study is aiming to increase a better understanding of what kind of preconditions these firms have in the very early stages of internationalization. Methodology This research has been based on qualitative case study and abductive approach. We wanted to pursue this research strategy since we were aiming to receive an in-depth understanding of service firms’ early internationalization process. A delimitation we further have applied in this study is a focus only on early entry to Norwegian market and on Swedish consulting firms. These delimitations have been based mainly on the fact that it would be easier to compare the results from the empirical data. We have furthermore conducting a total of 5 interviews with 6 interviewees. Three of these have been with our chosen case companies and the other two have been with two external actors with profound knowledge about the Norwegian market. Conclusions In our conclusions, we have identified the main characteristics of barriers in an early internationalization stage for service firms and enablers to overcome these barriers. The three key enablers are networks and relationships, international entrepreneurship and presence at the foreign market.
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Fritiofsson, Malin, and Anna Olofsson. "Marknadsföring inom den kommunala gymnasieskolan : En fallstudie om institutionell komplexitet." Thesis, Linköpings universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-139046.
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Bakgrund: Sedan slutet av 1980 - talet har skolmarknaden genomgått stora förändringar i och med konkurrensutsättningen, kommunaliseringen av skolan, friskolereformen och det fria skolvalet. Från att tidigare endast varit en del av den offentliga logiken har den kommunala gymnasieskolan nu även blivit en del av marknadslogiken vilket har medfört ett ökat behov för skolan att marknadsföra sin verksamhet. Att kombinera två institutionella logiker kan ge upphov till institutionell komplexitet vilken är viktig för organisationer att förstå och hantera för att på så sätt kunna överleva på marknaden. Syfte: Syftet med denna undersökning är att bidra med ökad kunskap om hur den institutionella komplexiteten tar sig uttryck i marknadsföringsarbetet i den kommunala gymnasieskolans kontext. Genomförande: Studien tar sin utgångspunkt i det fenomenologiska perspektivet och är en kvalitativ enfallsstudie med ett iterativt angreppssätt. Studiens urval består av fem strategiskt utvalda respondenter inom den valda fallorganisationen och data har samlats in genom semistrukturerade intervjuer. Slutsats: Den institutionella komplexiteteten tar sig uttryck i marknadsföringsarbetet genom att den skapar utmaningar som uppvisas i organisationens interna dynamiker missnöje, gemensamma värderingar, maktförhållanden och handlingsförmåga. Organisationen hanterar dessa utmaningar till en viss grad, men för att ytterligare minska den institutionella komplexiteten måste organisationen inse och acceptera de konkurrerande logikernas samexistens. En prioritering av logikerna behöver göras för att därefter forma en marknadsföringsstrategi och därmed agera proaktivt. En vidare rekommendation är att anställa ytterligare en resurs till att enbart arbeta med marknadsföring för att på så sätt även kunna minska den institutionella komplexiteten.Background: Since the end of the 1980s, the school market has undergone major changes in the face of competition, the municipalization, the reform of the private schools and the free choice of school. Before the reforms, the public school has only been a part of the public institutional logic but is now also a part of the market institutional logic which has lead to an increased need for the public school to market their business. Combining two institutional logics may lead to institutional complexity which is important for the organization to understand and manage in order to survive. Aim: The aim of the study is to contribute to an increased knowledge of how the institutional complexity is expressed in the markering within the public school context. Completion: The study takes its starting point in a phenomenological perspective and is a qualitative single case study with an iterative approach. The study´s sample consists of five strategically selected respondents within the chosen case organization and data has been collected through semi structured interviews. Conclusion: The insitutional complexity is expressed through the marketing and challanges are perceived in the internal dynamics of the organisation which are interest dissatisfaction, value commitment, shared values and power dependencies. The challenges are handled by the orgaisation to a certain extent, but in order to further reduce the institutional complexity, the organization has to realize and accept the competing institutional logics coexistence. A priorititazion between the logics must be made so that a strategy can be fomulated which will help the organization to act in a more proactive way. Further, a recommendation to hire a person responsible for marketing is given in order to reduce the institutional complexity, institutional confusion anc enabling a proactive way of working.
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Dhawan, Anuj. "Motivation factors for online buying the price driver : a dissertation submitted to the graduate faculty of design and creative technologies, AUT University, in partial fulfilment of the requirements for the degree of Master of Business, School of Computing and Mathematical Sciences, Auckland, New Zealand, 2008." Abstract. Full dissertation, 2008.
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Ribeiro, Phillip Gouveia. "An entrepreneurs guide to importing goods into South Africa from the People's Republic of China." Thesis, Stellenbosch : Stellenbosch University, 2006. http://hdl.handle.net/10019.1/50562.
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Thesis (MBA)--Stellenbosch University, 2006.ENGLISH ABSTRACT: The political relationship between "The People's Republic of China (PRC) and South Africa has grown from strength to strength since the end of the apartheid era. As a result of this cooperation, the importing and exporting between the two have grown significantly. With the Chinese markets now open to South Africans, manufactured goods are being imported. The manufacturing capabilities found in the PRC are very far advanced to those found in South Africa. As a result, many South African businesses have found that they can import their product far cheaper than they can buy or manufacture in South Africa, regardless of the challenges of importing between the two countries i.e. language barriers, culture differences, geographical location, etc. The last few years has seen more and more businesses importing from the PRC, which has effectively led to many business owners looking at the option of importing from the PRC in order to be competitive. This research study addresses the reasons and necessity to import manufactured goods from the PRC to South Africa. It also shows how a business actually goes about importing from the PRC. In essence, this study is to help the local entrepreneur become more competitive, by understanding what their competitors mayor may not be doing. If the competitors are importing themselves, then this will help them to be competitive. If they are not importing, then this study will give them the opportunity to get the competitive edge. In conclusion and in summary, importing goods from the PRC to South Africa can have a positive impact on the competitiveness of a business. Even though the concept of importing from the PRC to South Africa is often dismissed due to the apparent complexities of the importing process, it is hoped this study will allay such fears. This study will hopefully help those entrepreneurs to understand that it is not that complicated a task to make one's business competitive via Chinese imports.
AFRIKAANSE OPSOMMING: Die politieke verhouding tussen die People's Republic of China (PRC) en Suid Afrika het sedert die einde van die apartheidsera van krag tot krag gegroei. As gevolg van die samewerking tussen die twee het invoere en uitvoere aansienlik gegroei. Met die Sjinese markte nou oop vir Suid Afrikaners, word vervaardigde goedere ingevoer. Die vervaardigings-aanlegte vaardighede in die PRC is baie meer gevorderd as dit in Suid Afrika. Ongeag die struikelblokke vir invoer tussen die twee lande bv. taal, kultuur verskille, geografiese ligging ens., het baie Suid Afrikaanse besighede gevind dat produkte goedkoper ingevoer kan word as wat hulle dit plaaslik kan koop of vervaardig. In die laaste paar jaar het meer en meer besighede vanaf die PRC ingevoer wat daartoe gelei het dat baie beigheidseienaars die opsie oorweeg om vanaf die PRC in te voer om sodoende meer kompeterend te wees. Die navorsing spreek redes en noodsaaklikheid aan vir die invoer van vervaadigde goedere vanaf die PRC na Suid Afrika. Die prosedure van invoer van die PRC word ook deur die navorsing aangespreek. In geheel is die studie om die plaaslike entrepreneur te help om meer kompeterend te word deur markneigings te verstaan. As die kompeteerders self invoer, sal dit help om hulle meer kompeterend te maak. Indien nie, sal die studie hulle die geleentheid gee om meer kompeterend te wees. Ter afsluiting en om op te som, die invoer van goedere van die PRC na Suid Afrika kan 'n positiewe uitwerking op die kompetisie tussen besighede he. Alhoewel die idee van invoere van die PRC na Suid Afrika reeds baie afgewys is as gevolg van die duidelike ingewikkelde invoerproses, sal die studie hopelik sulke vrese uit die weg ruim. Die studie sal ook hopelik help om vir die entrepreneurs te laat verstaan dat so 'n gekompliseerde taak is om hul besigheid via Sjinese invoere kompeterend te maak nie.
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Santos, Maria João Sousa Inácio dos. "An e-portrait of international business schools’ strategy: an exploratory study on business strategy and value proposition as reflected by internationally accredited business schools’ web sites." Master's thesis, 2014. http://hdl.handle.net/10071/10229.
Full textAbstract:
I23 - Higher Education Research Institutions; M16 - International Business AdministrationSurrounded by and born out of an increasingly borderless, competitive and customer-centred world, business schools are being pushed into replacing the typical educational ad-hoc management by a more strategic and market-driven approach. However, due to the so-claimed specificities of educational service and the academic ambitions of business schools, this path is neither consensual nor generalised. This study looks into international business schools’ web sites as a “shop window” to their choices of resources and interaction with the environment, as well as a “counter” where a service experience is provided to the different stakeholders. Therefore the web site content of a selected group of internationally accredited and/or ranked business schools across the globe has been explored, by analysing homepage content and specific pages about the school, for references to pre-defined strategy and marketing variables. Findings are that even among schools that share some common standards, there is a wide diversity of scenarios, where strategy and value are absent, vague or, in a few cases, well defined and differentiated. Many schools still need to be more strategic about their choices, while basing communication on a stronger value proposition for their customers. We did find traces of isomorphism, mainly in strategy statements, choice of stakeholders addressed and communicated value-in-use. By benchmarking other players, business schools competing internationally have the opportunity not only of guaranteeing they incorporate the must-have key success factors of the sector, but also to find, invest in and highlight the actual combination of resources, competencies and positioning that allow them an effective differentiation.
Num mundo cada vez mais global, competitivo e centrado no cliente, as escolas de negócio estão a ser forçadas a substituir o tradicional modelo de gestão ad-hoc por uma abordagem mais estratégica e orientada para o mercado. Mas, devido às alegadas especificidades da oferta educacional e às ambições académicas destas escolas, esta substituição não é consensual nem generalizada. Este estudo aborda os sítios na internet das escolas de negócios internacionais como uma montra para as suas escolhas de recursos e articulação com o ambiente envolvente, assim como um balcão onde é disponibilizada uma experiência aos vários interlocutores. Analisámos o conteúdo dos sítios de um grupo selecionado de escolas de negócios espalhadas pelo mundo e incluídas em rankings e/ou com acreditações internacionais, focando na primeira página e nas páginas sobre a escola, procurando referências a variáveis de estratégia e marketing pré-definidas. Concluímos que, mesmo entre escolas que se regem por orientações comuns, há uma grande variedade de cenários, onde a estratégia e o valor estão ausentes, pouco definidos ou, em poucos casos, claramente apresentados e de forma diferenciadora. Muitas das escolas necessitam ainda de serem mais estratégicas nas suas escolhas, baseando a sua comunicação no valor que aportam aos clientes. Encontrámos exemplos de isomorfismo, principalmente a nível da definição da estratégia, seleção de interlocutores e comunicação de valor. A comparação com outras escolas permitirá garantir não só que são incorporados os fatores críticos de sucesso, mas também que são encontrados, que se invista e sejam destacados os recursos, competências e posicionamento que permitirão uma diferenciação efetiva.
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Vu, Minh Duc. "The economic impact of international tourism on Vietnam's economy." Thesis, 1995. https://vuir.vu.edu.au/15398/.
Full textAbstract:
The general objective of this study is to measure and analyse the impact of tourism development on Vietnam's economy. The study will concentrate on the activities of the
tourist industry in 1994 in Vietnam as a whole. The measurement will be done by using the latest input-output tables for Vietnam, which were developed for the year 1989. However, during the five-year period it has been assumed that the input-output structures have been unchanged significantly, therefore, the results of the analysis are expected to be applicable to the current situation. Moreover, if they do change, or if the direction of the changes is known, the economic outcomes of the analysis can be interpreted to indicate current conditions.
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Almadani, Nadin. "The factors influencing travel behavioural intention of international tourists to Saudi Arabia." Thesis, 2021. https://vuir.vu.edu.au/42949/.
Full textAbstract:
For various social, political and economic reasons, Saudi Arabia originally devoted little attention to conventional international tourism. However, the tourism industry has recently experienced remarkable growth after the development of specific, clear policies and an institutional structure. Saudi Arabia is now seeking to increase its competitiveness and capacity to attract foreign tourists. The present research intends to identify the critical factors affecting the experience of tourists, with a focus on Saudi Arabia’s recent initiatives to expand its tourism industry.
Tourist behaviour is crucial in tourism marketing since it helps businesses to understand the demands of potential tourists. Consequently, marketers can employ appropriate marketing strategies to boost tourist demands in the highly competitive tourism industry. There is a paucity of research which has drawn attention to the link between travel motivation, perceived value of online reviews of a destination, experience quality and behavioural intention. This research aims to cover this gap by exploring the impact of perceived value of online reviews of a destination, travel motivation, and experience quality on behavioural intention of international tourists to Saudi Arabia.
This research provides a framework for examining tourists’ behavioural intention and the results could assist in designing marketing strategies that are flexible and easily applicable to destination branding. After reviewing the current literature and theories as a basis for designing a framework, building on the Tourism Consumption Systems and Reasoned Action Theories, this study develops a holistic model to investigate the effect of travel motivation, perceived value of online reviews, and experience quality on behavioural intention. The model is empirically tested in response to Saudi Arabia’s recent initiatives to expand its tourist industry.
This study adopted a mixed-methods approach that includes quantitative and qualitative methods. The complementarity approach was used for this research that incorporates a secondary method in which the results obtained using the first method are validated, interpreted or supported. The research comprises two data collection phases. The survey questionnaire was administered in the first phase in two cities, Riyadh and Jeddah, where international tourists visiting Saudi Arabia were recruited as a sample. This phase aimed to test the conceptual model. The two-stage Structural Equation Modelling (SEM) approach has been implemented. The first phase involved evaluating the measurement elements for each construct by exploratory and confirmatory factor analysis. Subsequently, the structural model was then examined to validate the study's hypotheses.
The qualitative phase involved retrieving online reviews from TripAdvisor. An analysis of the data was conducted using a netnographic research method with the aim of validating the quantitative results. The research has studied two key components of online reviews. The first is the number of helpful votes received by reviews to examine how tourists perceive the value of reviews, while review content has been analysed to determine tourist motivation and quality of their experience.
The quantitative study provided evidence that travel motivation and quality of the experience directly influence behavioural intention. It also demonstrated that the perceived value of online reviews exerts an indirect impact on behavioural intention via push motivation and experience quality. As well, the study indicated that Saudi Arabia’s culture and scenery are the main factors that attract tourists to visit the country. Furthermore, the study found tourists were driven by the desire to interact with each other, learn new knowledge or escape and relax and that joyful travel included experiencing places hedonically or simply as something new.
This research provides firstly empirical evidence that the perceived value of online reviews of a destination, travel motivation, and experience quality all affect the development of tourists’ behavioural intention. Therefore, future research, particularly in the field of tourism, should incorporate the perceived importance of online reviews of destination factors in determining behavioural intention, along with other variables. Secondly, the study’s use of netnography for validating the results of the questionnaire is an important theoretical contribution.
Furthermore, this study provides insights on the characteristics of the Saudi Arabia tourism industry which can help develop practical tourism programs. It also makes suggestions and recommendations for practitioners and policy makers to enable them to continue improving Saudi Arabia's tourism sector.
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Lopes, Catarina. "ISAG - European Business School - Plano de Marketing Internacional." Master's thesis, 2021. http://hdl.handle.net/10400.26/36282.
Full textAbstract:
Este trabalho de projeto tem como objetivo a elaboração de um plano de marketing internacional para a empresa ISAG – Instituto Superior de Administração e Gestão, também denominada de ISAG – European Business School, que atua no setor dos serviços na área da educação, desde 1979.
As Instituições de Ensino Superior (IES) enfrentam várias alterações do seu meio envolvente, das quais se destacam a diminuição do número de candidatos, o aumento do número de IES concorrentes, as restrições financeiras, a desadaptação entre a oferta e a procura, razões que tornam imperativo a presença no cenário internacional e o reconhecimento como uma instituição de qualidade e referência entre os estudantes internacionais.
Neste cenário competitivo o marketing possibilita às IES destacar as qualificações e características distintivas que lhes permitam vingar e almejar uma posição de liderança face aos seus concorrentes.
O plano de marketing internacional visa por isso a melhoria da qualidade dos serviços, no sentido de alcançar os objetivos delineados para a área da internacionalização.
Para a concretização deste objetivo, foi realizada uma entrevista semiestruturada aos três órgãos de gestão do ISAG (Conselho de Direção, Conselho Técnico Científico e o Conselho Pedagógico), tendo sido posteriormente elaborado o plano de marketing internacional.
Desta forma, foi redigido um plano que, para além de fazer uma contextualização da organização, apresenta também propostas de ações e estratégias que visam o crescimento e o aumento do nível de internacionalização da instituição, sendo que para tal é necessário existir algumaredefinição dos objetivos e procedimentos, atualmente em vigor.
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CHI, CAI-CHING, and 紀采青. "The Business Plan of So Fun International Cooking School." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/5h6m4q.
Full textAbstract:
碩士國立雲林科技大學
創業管理碩士學位學程
107
The business plan of So Fun International Cooking School aimed to put a focus on foreign tourists, providing them courses and allowed them to get various benefits. Firstly, the tourists engaged with interpretative activities to learn Taiwan’s food culture, such as cooking and tasting local dishes. Secondly, tourists got involved to learn in well-developed environment. All in-service instructors of the school are not only professional in cooking and sufficient in using at least a foreign language but they are also professional in teaching, because they always implement flexible teaching methods based on three core values of the school as the focused goals, namely creativity, international development and humanity. Also, this plan concerned integration and connection to the industries or suppliers such as catering service, tourism, and agriculture education, to compete in the constructive competition and it bolstered the market value shared with customers. The So Fun International Cooking School is an industrial based institute which enables foreign visitors to access to the local culture with a safe, clean and comfortable environment. Taking part in the programs offered by the school, visitors were not only engaged in food cultural activities but also had opportunities to build up the relationship with people around by exchange events. Furthermore, visitors also got opportunities to experience “slow food” and downshifting or LOHAS (Lifestyle of Health and Sustainability). This business plan provided many advantages in terms of competition, customer’s segmentation, product differentiation and business model. This business plan proposed a financial assumption for the first 5 years. Estimated profits are as below: 1. The return on assets (ROA) of the business plan was 23% with the average return on assets for the first five years. 2. The gross profit margin of the business plan was 46% for the first five years. 3. The business benefit (EBIT) of the business plan was 28% with the average operating profit for the first five years. 4. The net profit rate of the business plan was 21% with the average net profit rate for the first five years. In conclusion, the business plan acquired outcomes that students could not only easily bolster their knowledge and skills about Taiwanese dishes but also multiple food dishes of various nations. Furthermore, students got to realize more Taiwanese philosophy and culture through either the dishes’ name or decoration. Additionally, the exploration of culinary culture provided students opportunity to experience Taiwanese lifestyle and created profits for the students in many aspects.
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Fu, Yun Fang, and 傅韻芳. "STUDY ON EMBA IN CHINA：CASE STUDY CHINA EUROPE INTERNATIONAL BUSINESS SCHOOL（CEIBS）." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/7f848r.
Full textAbstract:
碩士淡江大學
中國大陸研究所碩士在職專班
94
National Taiwan University (NTU), the leading university in Taiwan, established the EMBA program in the School of Business in 1998. Almost at the same time, China also took its first steps in creating EMBA education. Consequently, in the 2005 top 100 international EMBA programs ranking, the NTU EMBA program did not make the cut, whereas its counterpart, CEIBS, in the short eleven-years of establishment, was able to place 13th among international EMBA programs. Also as impressive was the fact that while the prestigious Beijing University and Ching-hua University also had EMBA programs, both schools were unable to compete with CEIBS. Hence this study seeks to understand the direction and traits of CEIBS, the international evaluation and opinions on CEIBS, and the strength of its program, to provide domestic programs with comprehensive analysis. This study will focus on the management and administration of the CEIBS EMBA program, in order to understand its strong points. This includes the school system that was chosen, faculty and student recruitment methods, and course design as factors to understand the defining qualities and success of CEIBS. This study employs questionnaires to verify study results; subjects of questionnaires include the faculty and staff of CEIBS, in order to gain understanding of the workings of the school. To achieve comprehensive data, the opinions of the Chinese mainland education circle will also be gathered via questionnaire. This study has the following conclusions: 1.The study understands that CEIBS is managed using “independent school management” and “business creation methods”. It is by this method, can the school break away from a traditional socialism education mentality and compete among an environment of independently founded schools. 2.Though the organizations providing the school analysis and their standards are different, the results all conclude that CEIBS has an advantage and room for further improvement. 3.CEIBS has advantages in the following areas: 1) It has encountered the era of great mainland economic growth where many private capitalists hope to further their business education. 2) They are located in Shanghai where western culture is easily absorbed. 3) A coherent and consistent method of school management. 4) CEIBS has a concentrated, professional direction of only having MBA, EMBA and short term management training courses. 5) Much credit must be given to their outstanding faculty. 6) Much credit must also be given to their complete collection of case studies for discussion. 7) They have superb facilities supplemented by excellent dormitories and buildings designed by internationally renowned architects. 8) The full support of every alumnus at each learning stage. 9) More importantly is their attention to detail at each stage. This study has the following suggestions: 1) CEIBS may be able to use its advantage and further expand in the following ways: 1. Perhaps CEIBS can establish a learning branch in Taiwan. 2. With regards to the Chinese government no longer providing funding to CEIBS after 2005, perhaps CEIBS can contemplate establishing subsidiary businesses to cover the needed expenses. 2) Suggestions for Taiwan colleges and universities: 1. Follow in CEIBS’s footsteps by using “independent school management” and thoroughly “globalizing” by recruiting students abroad. 2. Faculty-wise perhaps it can be clearly stated that no less than one-third of the courses are taught by professors in leading schools internationally, thereby committing to the policy of introducing excellent international teaching staff..
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Monteiro, Maria Feijóo Leite. "O desenvolvimento estratégico da ISCTE Business School." Master's thesis, 2013. http://hdl.handle.net/10071/6720.
Full textAbstract:
A definição de estratégia é essencial para o sucesso de uma organização. Vive-se num mundo cada vez mais competitivo e global e é preciso saber diferenciar face aos concorrentes e aproveitar essa diferenciação para gerar vantagens competitivas.
O trabalho tem como objetivo fundamental a compreensão e apresentação das principais ferramentas de análise e os racionais de formulação que permitem a definição de uma estratégia, partindo da análise de um caso de estudo em concreto – o desenvolvimento estratégico das licenciaturas da ISCTE Business School (IBS).
O case study está estruturado por forma a englobar a apresentação do caso, a revisão de literatura, a metodologia e, por fim, a nota pedagógica.
Na apresentação do caso, foram recolhidas as principais informações sobre as licenciaturas da IBS, introduzindo-se, primeiramente, o ISCTE-IUL como universidade em geral e, mais à frente, a IBS e os seus concorrentes.
As referências bibliográficas recolhidas, referentes às ferramentas estratégicas, lato senso, serviram de base para a resolução do caso (nota pedagógica).
Seguidamente, é explicada a metodologia utilizada na preparação do projeto, desenvolvendo e detalhando todos os passos para o desenvolvimento estratégico das licenciaturas da IBS.
Por último, é realizada a nota pedagógica que aborda questões relativas ao público-alvo, aos objetivos pedagógicos, ao plano de animação e conclui com a resolução do caso. Na resolução do caso, são aplicados as aproximações estratégicas mais adequadas para o caso das licenciaturas da IBS, que foram desenvolvidas na revisão de literatura. Dos resultados da aplicação das análises e racionais de formulação surgem os ajustes aos caminhos escolhidos, visando potenciar a IBS.Defining a strategy is essential for the success of any organization. Business world is increasingly more global and competitive and there is a clear need to stand out from competitors and explore key distinguishing factors to create competitive advantages. This project has as ultimate goal understanding and presenting the main tools of analysis and the establishment of rationales that lead to the development of a strategy, by looking at a case study - the strategic development of the undergraduate program at ISCTE Business School (IBS). The study is structured in such a way that encompasses an introduction of the case, a literature review, a methodology description and a pedagogical note. Relevant information was gathered about the undergraduate program at IBS, to introduce the case and provide context. Such information covers ISCTE-IUL as a whole and, at a later stage, IBS and its competitors. Bibliographical references collected, regarding strategic tools, were used in the process of understanding and solving the case study (pedagogical note). Subsequently, the project's methodology is described, including a step-by-step explanation of the strategic development of IBS's undergraduate program. Finally, pedagogical note examines questions of target audience, pedagogical goals and the university's entertainment plan, and concludes with the resolution of the case. In such resolution, the project draws on the literature review to identify the more relevant strategic approaches and apply them to the case. This process resulted in the identification of potential adjustments to the current strategy, as a means of enhancing IBS.
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Bransgrove, Colin E. "Strategic marketing and the tourism small business in Victoria." Thesis, 1991. https://vuir.vu.edu.au/15571/.
Full textAbstract:
The research concerns itself first with the survey and analysis of 163 tourism small businesses from both rural and city locations in Victoria which are a representative sample of the 5,000 to 9,000 tourism small businesses in the State. In investigating the extent to which such businesses use a strategic marketing approach the basic premise underlying the investigation is that there is a positive correlation between strategic marketing and business performance. Following an extensive examination of the literature relating to business, tourism and marketing strategy, the author puts forward a strategy model which provides the framework for the research and quantitative analysis of the survey. This takes the form of a model strategy. The research indicates the application and significance of the strategic marketing practice to both the Victorian and wider Australian tourism small business sector.
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Carvalho, João Miguel Abreu de. "Marketing de conteúdo nas redes sociais. A eficácia do Facebook: o caso da Coimbra Business School." Master's thesis, 2021. http://hdl.handle.net/10400.26/38967.
Full textAbstract:
O marketing de conteúdo surgiu muito antes do nascimento da Internet, contudo, com o
aparecimento desta e, em particular das social media, aquele foi extremamente
potenciado. Atualmente as social media são incontornáveis para qualquer marca,
considerando que é naquelas que podem encontrar o seu público.
Estabelecer ligação com os consumidores deverá ser o objetivo das marcas, envolvendo
os mesmos, potenciando conversas sobre a marca, aumentando a sua notoriedade e
levando-os a realizar ações que gerem lucro.
As marcas devem definir uma estratégia, consagrando presença ativa nas social media,
com criação e entrega de conteúdo de valor, evitando a comunicação centrada na venda,
preocupando-se antes com as necessidades dos consumidores.
Uma estratégia de marketing de conteúdo, potenciada pelas redes sociais, nomeadamente
o Facebook, é ponto de partida para a criação, distribuição e análise do conteúdo. Para o
conteúdo acrescentar valor, devemos perceber interesses e necessidades do consumidor,
potenciando o engagement.
O presente estudo procurou compreender qual a eficácia do Marketing de Conteúdo no
Facebook por parte duma Instituição de Ensino Superior como a Coimbra Business
School | ISCAC, na medida em que possa atrair, envolver e captar alunos.
Neste estudo foram conduzidos 208 questionários a alunos e potenciais alunos sobre o
marketing de conteúdo da Coimbra Business School | ISCAC .
Da análise de resultados conclui-se que o marketing de conteúdo no Facebook é eficaz na
captação de uma parte de potenciais alunos, servindo esta rede social como um importante
canal de comunicação, através do qual se pode divulgar informações importantes.
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Ding, Shiau-Yun, and 丁銹雲. "The Study on the Parent’s Satisfaction and Marketing Strategy of International School in Southern Taiwan as examples." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/kfh86n.
Full textAbstract:
碩士義守大學
管理碩博士班
106
The purpose of this study is to address the relationship between the marketing activities and parent’s satisfaction in private international school Sourth of Taiwan, and investigate what effects the degree of international school’s location convenience on the relationship between marketing activities and parent’s satisfaction. The study adopts questionnaire investigation method. validated questionnaires are collected. According to the report, we coclude as follow: in main result part, marketing activities of “Teaching and Service” and “Tuition fee and Value” has indeed a high positive effect on parent’s satisfaction. In moderated effect part, in order to discover the moderated factor how affect on both the marking activities and the parent’s satisfaction, we separate private international school location convenience into high and low two degrees to study. From the results, we find out, no matter what degree of high and low, the p value is very significant showing that location convenience has a sound high positive effect on marketing activities for parent’s satisfaction.
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Zhang, Christabel Ming. "Valuing Cultural Diversity: the academic adjustment experiences of undergraduate Chinese international Business students at Victoria University." 2002. http://eprints.vu.edu.au/229/1/02whole.pdf.
Full textAbstract:
International students have diverse needs when undertaking education in Australian universities. It is in the interest of both international students and the host institution to ensure these students achieve success in their studies. This study builds on previous research and explores, from the students' perspective, the academic adjustment experiences of undergraduate international Business students from Chinese Confucian heritage cultural backgrounds at Victoria University, Australia. A qualitative methodology, using principles of grounded theory, was used for the study. Individual in-depth interviews were conducted for data collection. The transcribed data was analysed under focus questions and themes identified in the literature review using open and fixed grids. The dissertation documents the academic experiences of the cohort of students studied, focusing on the significant cultural factors which impinged on their adjustment; and discusses the emerging patterns, processes of the adjustment, strategies for future students to adjust well, and implications for curriculum development and delivery. The results of this study have suggested that cultural and educational backgrounds play a significant role in students' adjustment. The systematic building by academics and administrators of formal and informal mechanisms in Australian universities, which value students' cultural diversity and develop inclusive curricula, is to enrich the learning experiences of all students.