Journal articles: 'Universities and colleges – Marketing'

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Wang, Victor X. "Marketing Educational Programs through Technology and the Right Philosophies." International Journal of Technology and Educational Marketing 1, no. 1 (January 2011): 50–59. http://dx.doi.org/10.4018/ijtem.2011010104.

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This article uses a real case to illustrate that marketing educational programs through technology is affected by one’s philosophies positively or negatively, depending on the philosophies adopted. Seven philosophies are discussed in relationship to marketing educational programs via technology. Connections between the seven philosophies and different types of universities/colleges are drawn. Future research directions also revolve around marketing educational programs, Web 2.0 technologies and one’s philosophies. It is recommended that universities/colleges seriously consider hiring those administrators who have adopted the right philosophies as the wrong philosophies will work against the mission of certain academic departments, hence the whole university or college.

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Zhang, Qi, and Xinze Li. "Marketing promotion strategy of liquid foundation products based on university market -Taking CHCEDO as an example." E3S Web of Conferences 275 (2021): 01027. http://dx.doi.org/10.1051/e3sconf/202127501027.

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This article takes CHCEDO as an example to analyze the marketing promotion strategy of the foundation liquid products. From the two perspectives of industry background and market demand, we explore the marketing promotion strategy of the foundation liquid products in Colleges and universities. Finally, we summarize the academic marketing theory model of the liquid foundation products, and provide suggestions for developing the online and offline marketing of the powder liquid industry enterprises in Colleges and universities.

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Prabowo, Harjanto. "Pengaruh Lingkungan Individu Mahasiswa dan Kinerja Bauran Pemasaran Perguruan Tinggi terhadap Proses Keputusan Mahasiswa dan Nilai Jasa Pendidikan Tinggi Komputer." Binus Business Review 3, no. 1 (May 31, 2012): 549. http://dx.doi.org/10.21512/bbr.v3i1.1342.

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Colleges that offer computer education are increasing, partly because of the widespread use of information technology in all areas of life so that it takes labors/computer graduates qualified and applicably ready. This situation also occurs in colleges at Jakarta. This paper presents the results, which aims to reveal the compatibility level of educational services mixed-marketing performance with the interests and expectations of college students. Research conducted is descriptive and verification, while the method of research is an explanatory survey method to 770 students of computer private universities in Jakarta and 54 leaders in computer private universities in Jakarta. The results show that the environment of one individual affects more to college students in processing decision to choose the college compared to educational services mixed-marketing performance. Whereas, the value of education services is not affected by the environmental of students but by educational services mixed-marketing performance and student decision process. There is a mismatch/gap between the educational service mixed-marketing performance to the level of expectations and interests level of students perceived.

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Murray, Janet Y., Russell H. Murray, and Larry E. Lann. "Growth Strategies for U.S. Colleges and Universities." Journal of Marketing for Higher Education 8, no. 1 (June 16, 1997): 41–53. http://dx.doi.org/10.1300/j050v08n01_04.

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Awale, Sushil. "Market Orientation of Tribhuvan University Colleges." Journal of Nepalese Business Studies 13, no. 1 (December 31, 2020): 135–46. http://dx.doi.org/10.3126/jnbs.v13i1.34725.

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Tribhuvan University is the largest university in Nepal. The marketing of educational services is still a debatable issue in Nepal. This study analyzes the market orientation of Tribhuvan University’s constituent colleges and affiliated colleges. The relationship among various dimensions of market orientation like customer focus, addressing student employer need, competition-oriented strategies, integration of organizational activities were examined and the impact of these dimensions was measured in terms of student satisfaction. This study is a quantitative causal analysis. Students of Tribhuvan University affiliated colleges were surveyed on the market orientation of the college. The study found that most of the colleges were not market-oriented. The study showed a positive correlation among student orientation, employer orientation and integrated activities. Further studies could analyze the market orientation of other Nepalese universities and the market orientation of particular faculty of the university.

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Burrell, Darrell Norman, Aikyna Finch, Eugene J. M. Lewis, Maurice Dawson, and Karen D. Bovell. "How Sustainable Marketing Strategies Apply Digital Economy Innovations in Cyber Marketing and Digital Communications for Colleges." International Journal of Innovation in the Digital Economy 12, no. 2 (April 2021): 32–47. http://dx.doi.org/10.4018/ijide.2021040103.

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Cyber marketing, digital communications, and social media practices for branding and marketing purposes have allowed colleges and universities to engage in sustainable/green marketing. For colleges, this means reducing advertising, marketing, and promotions costs in conjunction with lessening previous environmental impacts of printing, paper waste, mailing brochures, and college recruiter travel and transportation. Digital economy innovations in cyber marketing create channels for advertising and promotion without the carbon footprint issues of previous recruiting approaches. This paper uses a content analysis of the literature to explore how sustainable marketing approaches apply digital economy innovations in cyber marketing and digital communications for student global student marketing and recruiting. The goal is to gain actionable and applied knowledge about how sustainable marketing strategies apply digital economy innovations in cyber marketing and digital communication can influence the world of practice.

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Peterson, Robin T., and Frank K. Bryant. "Portrayal of Older Students by Colleges and Universities." Journal of Marketing for Higher Education 9, no. 3 (January 26, 2000): 25–38. http://dx.doi.org/10.1300/j050v09n03_03.

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Wallinger, Linda Moody. "Guidelines for Marketing High School Graduates to Colleges and Universities." NASSP Bulletin 82, no. 597 (April 1998): 108–11. http://dx.doi.org/10.1177/019263659808259718.

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Burrell, Darrell Norman, Sharon L. Burton, Eugene J. M. Lewis, Darrell Ezell, and Dawn Lee DiPeri. "Functional Examination of the Evolution of Universities' use of Hyper-Connected and Internet Marketing Strategies." International Journal of Hyperconnectivity and the Internet of Things 4, no. 2 (July 2020): 38–57. http://dx.doi.org/10.4018/ijhiot.2020070103.

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As the year 2020 emerges, many universities are facing declining student enrollments. Six private liberal arts colleges in New England in the United States have announced they will close their doors. Savvy techniques are needed to stop the decline of enrollments and reach new students. Institutions of higher learning are investigating and using effective marketing strategies to propel recruitment and maintain established enrollment number goals. Changing marketing strategies to include the use of media organizations is driven by the Internet to include social media and artificial intelligence. Robust advertising enrollment techniques to attract potential learners is game-changing. This article explores the 2020 function of Internet practices for branding and marketing purposes at colleges and universities.

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Fu, Qiang. "Based Multimedia Technology in University Teaching Dance Classes and Research." Applied Mechanics and Materials 415 (September 2013): 367–70. http://dx.doi.org/10.4028/www.scientific.net/amm.415.367.

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With the digital age with the rapid development of information technology, marketing, networking, multimedia devices into people's lives, colleges and universities have also appeared in the popularity of multimedia equipment and technology and universal application. Professional teaching dance for universities, from the multimedia technology in university teaching dance development status of the actual situation, respectively, from the college dance theoretical courses, practical courses dance, dance integrated curriculum, explains the meaning and role of multimedia technology in university dance the importance of teaching.

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Dirgantari, Puspo Dewi. "PERANAN BAURAN PEMASARAN JASA PENDIDIKAN TERHADAP UPAYA MENINGKATKAN EKUITAS MEREK BERBASIS PELANGGAN PERGURUAN TINGGI (STUDI PADA PERGURUAN TINGGI DI JAWA BARAT)." Strategic : Jurnal Pendidikan Manajemen Bisnis 16, no. 2 (July 16, 2017): 22. http://dx.doi.org/10.17509/strategic.v16i2.7600.

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West Java province dominates the growth rate of universities in Indonesia, but the number of college students has decreasing. Similarly, the people's preference for universities in West Java as an excellent college and the best universities in Indonesia is still low. These problems show that customer based brand equity of colleges in West Java is not optimal. This study conducted in 2013-2014 and uses a management science approach of marketing. The method used in this study is descriptive survey and explanatory survey. The data used primary and secondary data that was collected through questionnaires and documentation. The data analysis used Stuctural Equation Model (SEM). The results of this study revealed that the marketing mix of educational services has a positive influence on the customer based brand equity of higher education in West Java. The dimensions of customer-based brand equity, especially brand performance dimension, should be getting more attention in order to increase performance and the factors are: facilities, meeting the students need, the speed of service, courtesy, and tuition money. This research is part of my dissertation. Keywords: Marketing Mix of Education Services; Customer Based Brand Equity.

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Hamzah, Amir, and Tito Prayitno. "Determinant of Student Decisions in Choosing Diploma Study Program at Vocational College." Aksara: Jurnal Ilmu Pendidikan Nonformal 7, no. 3 (September 1, 2021): 1029. http://dx.doi.org/10.37905/aksara.7.3.1029-1044.2021.

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The requirements in entering the world of work today demand professional skills and abilities according to the needs of the organization. Therefore, effective marketing strategies become important for vocational colleges to get prospective students. There are several studies that examine the factors that influence students' decisions in choosing a college, but research focusing on vocational college research is still very limited. This study aims to analyze the determinants that influence students' decisions in choosing a course of study at a Vocational College. This study was conducted by an online survey of 158 respondents who were studying at three Vocational Universities in Banten Province, namely ASM Lepisi, Politeknik LP3I Jakarta Tangerang Campus, and Politeknik PGRI Banten. Analyze the data using Partial Least Square Structural Equation Modeling (PLS-SEM). Finally, the author expects the empirical results of this study to be useful as a reference for marketing practitioners of Vocational Universities in West Java and Banten, in particular and Indonesia in general.

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Dirgantari, Puspo Dewi. "PERANAN BAURAN PEMASARAN JASA PENDIDIKAN TERHADAP UPAYA MENINGKATKAN EKUITAS MEREK BERBASIS PELANGGAN PERGURUAN TINGGI (STUDI PADA PERGURUAN TINGGI DI JAWA BARAT)." Strategic : Jurnal Pendidikan Manajemen Bisnis 16, no. 1 (December 10, 2016): 22. http://dx.doi.org/10.17509/strategic.v16i1.7067.

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West Java province dominates the growth rate of universities in Indonesia, but the number of college students has decreasing. Similarly, the people's preference for universities in West Java as an excellent college and the best universities in Indonesia is still low. These problems show that customer based brand equity of colleges in West Java is not optimal. This study conducted in 2013-2014 and uses a management science approach of marketing. The method used in this study is descriptive survey and explanatory survey. The data used primary and secondary data that was collected through questionnaires and documentation. The data analysis used Stuctural Equation Model (SEM). The results of this study revealed that the marketing mix of educational services has a positive influence on the customer based brand equity of higher education in West Java. The dimensions of customer-based brand equity, especially brand performance dimension, should be getting more attention in order to increase performance and the factors are: facilities, meeting the students need, the speed of service, courtesy, and tuition money. This research is part of my dissertation.

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Duan, Xiaoyun, Xingyu Li, and Song Zhao. "Construction of Computer Training Course System for Higher Vocational Marketing Specialty under the Background of Internet." E3S Web of Conferences 236 (2021): 05046. http://dx.doi.org/10.1051/e3sconf/202123605046.

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Under the background of "Internet ", e-commerce and network marketing have developed rapidly, and the students of marketing major in various industries also have higher requirements, so colleges and universities need to pay attention to the cultivation of marketing students. Because computer plays a great role in marketing, the marketing specialty in higher vocational colleges needs to be brought into the computer training course system to realize the construction of the computer course training system of higher vocational marketing specialty. This paper gives a brief overview of marketing major, analyzes the needs of computer knowledge and curriculum in higher vocational marketing major, and studies the construction path of computer training course system in higher vocational marketing major. Finally, the problems existing in the construction of computer training courses in higher vocational marketing specialty and their solutions are analyzed.

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Hartley, Phillip, P. Wesley Routon, and Luis Torres. "The Skills Marketing Majors Believe They Acquire: Evidence From a National Survey." Journal of Marketing Education 41, no. 3 (February 9, 2018): 202–14. http://dx.doi.org/10.1177/0273475318757282.

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Drawing from a panel survey of over 400,000 college graduates from over 600 different colleges and universities in the United States, this article addresses three questions related to skill change during college tenure. First, as judged by the students themselves, how much change in 15 skill categories do marketing majors experience during college? Second, how do these skill changes compare with those reported by other business majors and college students from all other majors? Finally, controlling for a host of relevant student and institutional characteristics, what is the impact of marketing education on the changes reported for each of these 15 skills? Findings indicate that marketing students’ perceptions of their own skill developments are generally very positive, but in some cases other business majors or the broader array of college students rated themselves more favorably. Taken in combination with employers’ contrasting perceptions of graduates’ workforce readiness, these results have implications for the improvement of marketing curricula and course design including greater emphasis on experiential learning and other opportunities for students to apply the knowledge they gain.

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Kamath, Ravindra, Heidi Hylton Meier, and S. R. Rao. "A Comprehensive Study of Named Marketing Chairs at Colleges and Universities in 2002." Marketing Education Review 14, no. 2 (July 2004): 69–78. http://dx.doi.org/10.1080/10528008.2004.11488870.

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Brunswick, Gary, and Brian Zinser. "Marketing College Sports Teams – A Portfolio Approach." Journal of Business Case Studies (JBCS) 15, no. 1 (January 18, 2019): 13–18. http://dx.doi.org/10.19030/jbcs.v15i1.10277.

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The case involves an athletic director at a fictitious mid-sized university (Northwestern Midwest College) who is thinking about how to enhance the productivity of the investments in the various sports programs on his campus. Using concepts from marketing, this athletic director develops a series of ideas, which could be used to reshape the allocation of resources within the athletic division at his university. Faced with the need to effectively manage enrollments, endowments and the branding of their institutions, colleges and universities are looking to successful sports programs as one way to further differentiate their institution in the marketplace. For smaller and some medium-sized institutions, it is becoming increasingly difficult to field a cadre of successful sports programs which both generate both positive revenues and national exposure for the institution. As a result, some of these schools are beginning to think more critically about the portfolio of sports teams which represent the institution, in an effort to increase the efficacy of those institutional investments.

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Motta, Joana, and Maria Barbosa. "Social Media as a Marketing Tool for European and North American Universities and Colleges." Journal of Intercultural Management 10, no. 3 (September 1, 2018): 125–54. http://dx.doi.org/10.2478/joim-2018-0020.

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Abstract Objective: The purpose of the following study is to examine the approach to social media of European and North American higher education institutions ranked in the Top100 on the 2017 Academic Ranking of World Universities (ARWU). Data regarding the number of publications and the number of followers of each social media were analysed. Methodology: The present study is quantitative in nature. The sample consisted of the European and North American universities and colleges listed in the Top 100 of the ARWU 2017: in total, 48 institutions in the United States and 35 in Europe were identified. To analyse the official social media sites used by each higher education institution, the links presented on the Homepage of the universities’ website were followed. Data was collected between the 27nd of August and the 2nd of September 2018. Two different types of variable groups were defined: 1) the number and type of Universities’ publications, and 2) the number of followers on each social media. For benefit of the research the authors considered Facebook, LinkedIn, Google+, Weibo and VKontakte as social networking sites; Instagram, Pinterest, Flickr and Snapchat, as photo sharing platforms; Youtube, and Vimeo as video sharing platforms, and finally Twitter and Tumblr as microblogs. Findings: European and North American universities and colleges invest in marketing activities in social media. Regarding the number of social networking sites, content sharing and microblogging platforms no significant differences were found between means of the two independent samples. The most popular social media used are Facebook and Twitter ex-aequo, followed by Youtube, Instagram and LinkedIn. Concerning the number of publications on these media, significant differences by region are present for the variable number of photos and videos on Facebook, number of Instagram posts, and tweets. Furthermore, on all the prominent social media, North American universities and colleges benefit from a substantial higher number of followers than their counterpart. European users favour Facebook, LinkedIn, Twitter, and only then Instagram. Participation in G+ is marginal. In the United States the preferred social media are Facebook, LinkedIn, G+, Twitter, and Instagram. Regarding user engagement, measured by the number of followers, equality of means between the two independent samples were found for Facebook, Pinterest, Flickr and Youtube. Differences exist for the social media: LinkedIn, G+, Instagram, and Twitter. G+ is quite popular in the United States, but not in Europe, and Twitter attracts visibly more followers too. Value Added: The contribution of this research paper consists in better understanding, from a quantitative point of view, differences between the use of social media as a marketing tool by the European and North American higher education institutions listed in the Top100 of the ARWU 2017. Regional differences exist, even though universities and colleges compete on a worldwide basis. Recommendations: From an academic perspective, a qualitative study approach is advised to better understand the concurrence of the number of publications and followers on the different social media, since significant Pearson correlations between variables were identified. As practical implications, marketers from the European higher education institutions should invest more in posts, uploads and tweets. For both regions, the social networking site LinkedIn has been neglected, despite the high number of followers.

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Limbu, Yam B., and Shintaro Sato. "Credit card literacy and financial well-being of college students." International Journal of Bank Marketing 37, no. 4 (June 3, 2019): 991–1003. http://dx.doi.org/10.1108/ijbm-04-2018-0082.

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Purpose By testing a moderated mediation model, the purpose of this paper is to examine the mediating role of credit card self-efficacy in the relationship between credit card literacy and financial well-being. The authors further examine if credit card number moderates this effect. Design/methodology/approach Data for the study were collected from 427 college students. The PROCESS macros in IBM SPSS Statistics 23 was used to assess the hypothesized relationships. Findings Credit card literacy positively influences financial well-being through self-efficacy. However, this effect is stronger when college students own fewer credit cards. Practical implications Banks and credit card issuers, policymakers and colleges and universities should place a greater emphasis on credit card literacy programs that enhance students’ general understanding of credit card terms and conditions and confidence in their ability to effectively use and manage their credit cards. Originality/value To our knowledge, this is the first study to examine the relationship between credit card literacy, self-efficacy and financial well-being.

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Lackey, Brenda K. "The State of Interpretation in Academia." Journal of Interpretation Research 13, no. 1 (April 2008): 27–36. http://dx.doi.org/10.1177/109258720801300103.

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This research reports on how future heritage interpreters are being trained in academic institutions in North America. Faculty and instructors from 130 colleges and universities were asked about the skills taught, textbooks used, types of degrees offered, certification, and accreditation. Respondents were asked about challenges to the profession and ideas for improving the academic arm of the profession. Colleges who responded teach interpretation courses in various academic disciplines around the continent, suggesting some inconsistencies for potential students interested in a professional career in interpretation. Challenges to the profession are discussed regarding the needs of future professionals in the field of interpretation and the potential need for academics to improve marketing of the profession and to collaborate more with professionals in the field who are interested in hiring the latest pool of graduates from colleges and universities.

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Kurtz, David L., and Louis E. Boone. "Rating Marketing Faculties on the Basis of Editorial Review Board Memberships." Journal of Marketing Education 10, no. 1 (March 1988): 64–68. http://dx.doi.org/10.1177/027347538801000110.

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This article presents an alternative approach to evaluating marketing faculties in colleges and universities throughout the United States. The authors have made this assessment on the basis of editorial review board memberships rather than the more traditional approach of counting the number of academic publications by faculty members. This evaluative technique, originally presented in the finance literature, provides an interesting contrast to existing studies.

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Goldgehn, Leslie A. "Are U.S. Colleges and Universities Applying Marketing Techniques Properly and Within the Context of an Overall Marketing Plan?" Journal of Marketing for Higher Education 3, no. 1 (September 21, 1990): 5–28. http://dx.doi.org/10.1300/j050v03n01_02.

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Goldgehn, Leslie A. "Are U.S. Colleges and Universities Applying Marketing Techniques Properly and Within the Context of an Overall Marketing Plan?" Journal of Marketing for Higher Education 3, no. 2 (October 11, 1991): 39–62. http://dx.doi.org/10.1300/j050v03n02_03.

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Klassen, Michael L. "Relationship marketing on the Internet: the case of top- and lower-ranked US universities and colleges." Journal of Retailing and Consumer Services 9, no. 2 (March 2002): 81–85. http://dx.doi.org/10.1016/s0969-6989(01)00028-5.

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Johnson, Keith F., and Billy I. Ross. "A Five-Year Regional Review of Advertising and Public Relations Education at U.S. Colleges and Universities." Journal of Promotion Management 7, no. 1-2 (March 5, 2001): 253–70. http://dx.doi.org/10.1300/j057v07n01_15.

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Tindall, Natalie T. J. "Fund-raising models at public historically Black colleges and universities." Public Relations Review 33, no. 2 (June 2007): 201–5. http://dx.doi.org/10.1016/j.pubrev.2007.02.004.

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Heffron, Sean, and Peter A. Maresco. "The Value of International Experiences for Business Students: Measuring Business Student Attitudes toward Study Abroad." Journal of International Students 4, no. 4 (October 1, 2014): 351–62. http://dx.doi.org/10.32674/jis.v4i4.454.

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The value of an international experience—especially for students of business—continues to be an area of focus at colleges and universities. Students across all disciplines within the business curriculum: accounting, economics, finance, management, marketing, or sport management are expected by employers to possess knowledge of, and appreciation for, other cultures. Using as a backdrop two unique study abroad programs that immerse students into an intercultural business experience and have them interacting with—and learning from—the local residents as well, the survey research in this study measures student attitudes before and after they study abroad and it notes the changes that students report in their personal and professional knowledge, skills, and abilities. The findings of this research can reshape the way in which colleges and universities market these important international experiences.

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Spiller, Lisa D., Dae-Hee Kim, and Troy Aitken. "Sales Education in the United States: Perspectives on Curriculum and Teaching Practices." Journal of Marketing Education 42, no. 3 (May 31, 2019): 217–32. http://dx.doi.org/10.1177/0273475319852756.

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Based on the industry need to hire qualified salespeople, a call to expand sales education at universities has been continuously echoed. This article provides an updated overview of the sales education landscape in the United States and offers insight into both the curriculum offerings and the practices of marketing educators who teach sales courses at colleges and universities with sales programs. This research assesses the current state of sales education by critically evaluating recently published sales education literature, reviewing university websites of the University Sales Center Alliance members located in the United States, surveying professors who are members of the Sales Educators Foundation and/or the University Sales Center Alliance, and examining sales course syllabi of sales faculty. This article describes the findings of these research investigations. Understanding the pedagogical choices, teaching practices and perspectives on curriculum of the educators of leading sales programs is valuable to those educators contemplating launching a sales program at their respective universities.

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Gamboa, Jerame. "Branch Campuses of State Universities and Colleges in Region III." Technium Social Sciences Journal 8 (May 25, 2020): 78–101. http://dx.doi.org/10.47577/tssj.v8i1.713.

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The whole world is one in making education accessible to all. It is in this mission that gives birth to the existence of different branch campuses. The guidelines in the establishment of the branch campuses are reflected on the Manual of Regulations for Private Higher Education of 2008 and CHED Memorandum Order no. 27 series of 2009. At present, there are 388 public branch campuses in the Philippines. However, it has to be emphasized that the public branch campuses in the Philippines are temporary and are not part of the charter of the SUCs. This study analyzed and evaluated the present conditions of the branch campuses of the State Universities and College in Region III. Evaluative research was employed, with the use of a questionnaire adopted from AACCUP, interview, documentary materials of Accreditation results to gather data from the campus administrators. Results showed that the branch campuses were built to make education accessible to the nearby communities. The SUCs Branch Campuses were outstanding in their administration, VMGO, faculty, curricular offerings and instruction, and support for students. The laboratories and facilities were evaluated as inadequate. Also, no variations were identified on the branch campuses’ researches and extension services. The area of library was found to be adequate. Funding was the main problem that led to some other problems, issues, and concerns.Policy makers should create a manual for the establishment of branch campuses where uniformity on operations and allocation of budget should be clearly stated so that improvement on their infrastructures, facilities, laboratories, and equipment can be planned and actualized. Also, marketing strategies should be effective and long-term development plan should be conceptualized to assure sustainability

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Breen, Sheryl D. "The Mixed Political Blessing of Campus Sustainability." PS: Political Science & Politics 43, no. 04 (October 2010): 685–90. http://dx.doi.org/10.1017/s1049096510001022.

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AbstractThe rise of sustainability rhetoric, curriculum, infrastructure, and marketing on college campuses is a mixed blessing. On the one hand, college presidents are pledging to eliminate their campuses' global warming emissions; colleges and universities are building wind turbines, composters, and green buildings; and sustainability coordinators are the latest surge in new staff hires. However, the greening of college campuses has a less welcome side as well, and examination of the campus sustainability movement suggests an unsettling lack of theoretical and ideological analysis. In this article, I praise what is being done well, identify the political analysis that has been avoided, and provide arguments for what has yet to be addressed. I argue that the trend toward campus sustainability, while praiseworthy in some significant ways, has left some troubling theoretical assumptions largely undisturbed.

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Shank, Matthew D., Margaret H. Winchell, and Margaret Myers. "Appreciating the Needs of Non-Traditional Students: Women as a Growing Market for Colleges and Universities." Journal of Marketing for Higher Education 11, no. 1 (September 2001): 63–72. http://dx.doi.org/10.1300/j050v11n01_04.

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Boafo, Nana Danso, Fred Agyapong, Priscilla Asare, and Grace Amponsah. "The Balance Between Corporate Identity And Corporate Image And Its Impact On Marketing Of Universities In Ghana." Archives of Business Research 8, no. 5 (June 7, 2020): 302–15. http://dx.doi.org/10.14738/abr.85.8323.

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Universities are adopting different strategies to attract students, enhance satisfaction level and loyalty as well as branding in a competitive market. Although university corporate identity and image is becoming an increasingly important issue in the marketing of universities in Ghana, there is sometimes a mismatch between the university corporate identity and image which can lead to poor marketing performance. This has therefore necessitated this study which is, evaluating the balance between corporate identity and corporate image and its impact on marketing performance of universities in Ghana using Christian Service University College as the case study. The study was descriptive. Population was past and current students of the university. Five hundred and seventy five (575) persons were sampled using convenience sampling method. Multiple linear regression was used to analyze data. Findings revealed a balance between CSUC corporate identity and corporate image, as it has positively impacted on the university’s marketing performance in these challenging times for private universities in Ghana. This was based on the evidence that, majority of the responses attested to the fact that the university practiced its Christian values inbuilt in its brand , also the university does what it says it stands for. Respondents were happy with lecturers and the university graduates’ performances on the field. The study recommended that Universities must create a perfect fit between their corporate identity and corporate image since they impact on their marketing performance, and also all staff must be made to understand the relationship between the institution's corporate identity and corporate image and its impact on marketing performance of the institution.

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Risdwiyanto, Andriya, and Yuli Kurniyati. "Strategi Pemasaran Perguruan Tinggi Swasta di Kabupaten Sleman Yogyakarta Berbasis Rangsangan Pemasaran." Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship 5, no. 1 (December 10, 2015): 1. http://dx.doi.org/10.30588/jmp.v5i1.142.

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This study is a replication of research conducted Risdwiyanto and Dharmmesta (2001), which seeks to develop a concept of higher education services based on the wishes of potential customers. This study examined the effect of marketing mix models to the selection of private universities (PTS) in Sleman, Yogyakarta. Sleman Regency is one of the areas in the Province of Yogyakarta Special Region which has a lot of colleges. The model in this study based on marketing mix consisting of seven marketing stimuli, namely product, price, place, promotion, people, physical evidence, and process. This study aimed to analyze the influence of factors of marketing stimuli to the selection of private universities in Sleman Yogyakarta by prospective students and know the significance rank of the influence of each marketing stimuli factor. This study uses the Focus Group Discussion (FGD) to collect preliminary data and surveys to obtain primary data. By using the 142 students of XII class of High School (SMA) in Sleman as samples, this study proves that the replication model used may indicate a significant influence of marketing stimuli on the election of PTS. The important contribution of this research is the development model of the influence of marketing stimuli factors on the selection of PTS that can be used as a basis for decision making PTS marketing strategy.

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King, Madeleine, Melinda Waters, John Widdowson, and Arti Saraswat. "Higher technical skills." Higher Education, Skills and Work-Based Learning 6, no. 4 (November 14, 2016): 329–44. http://dx.doi.org/10.1108/heswbl-06-2016-0039.

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Purpose The purpose of this paper is to report the findings of a joint study carried out with groups of colleges in England and technical and further education (TAFE) institutes in Australia. It looks at the factors which promote the delivery of higher technical skills and the infrastructure arrangements that are needed for success. It relates these to the debate concerning the promotion of higher and degree apprenticeships (HAs and DAs) in England. Design/methodology/approach The report is derived from a series of interviews with college and TAFE staff. A policy comparison is also included to provide context. Findings The outcome of the study suggests that similar factors affect the decision to offer, pursue and contribute to the development of higher technical skills in both countries. HAs and DAs are an English construct and the experience of colleges involved in HAs adds a valuable contribution to discussions surrounding the marketing and delivery of DAs. The Australian decision not to pursue either structure encourages reflection on what it is that governments are trying to achieve and what lessons can be learned from their approach. Research limitations/implications The study was carried out within the non-university sector in both countries. Colleges and TAFE institutes are more likely to offer practice-based higher education (HE), have teaching staff with industry backgrounds and have long-established engagement with employers that may be found within universities. The paper was therefore written from a distinctive environment. However, it is likely that the issues identified apply to universities and private providers of HE as much as to colleges and TAFEs. Practical implications The findings suggest that developing HAs or DAs should not be seen merely as just another marketing opportunity. The hybrid nature of both structures requires a holistic approach to delivery on the part of institutional leaders that leads to significant overhaul of internal communications networks, quality assurance schemes and staff development. Originality/value The paper is one of relatively few published documents which focus on the role of dual sector colleges and TAFE institutes in the delivery of HE and higher technical skills. It offers insight into how government pressure for a particular style of HE, deemed necessary for the national economic interest of both countries, can be made into a reality. By using the expertise that already exists within the college and TAFE sectors and their established links with employers, more effective changes can be made at a faster pace.

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Pokhrel, Sagar, Ashish Tiwari, and Ram Kumar Phuyal. "An Impact of Education Marketing on Enrolment of Students at Private Management Colleges in Kathmandu." Journal of Business and Social Sciences Research 1, no. 1 (September 2, 2018): 22. http://dx.doi.org/10.3126/jbssr.v1i1.20947.

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This paper attempts to examine the impact of different educational marketing activities undertaken by Kathmandu valley located selected private management colleges. The study has gone through the behaviour of BBA and MBA enrolled students who were recruited by the private management colleges (affiliated to both domestic and foreign universities in Nepal). The conceptual model adopted for this study consists with 7Ps of marketing mix developed by Kotler and Fox (1995) which is specially designed for educational institutions. Self-administered questionnaires were distributed to 342 students studying in 9 different colleges of Kathmandu valley in the year 2015, and the collected data was analyzed through descriptive statistics approaches. The analysis of the available information revealed that the most important influencing factor for admission at the BBA and MBA levels was recommendations made by the friends. However, the words of mouth i.e. family and relatives’ recommendations, colleges’ website and newspapers’ advertisements were also found to be effective. At the BBA level, lecturers, provision for extra-curricular activities, library and IT facilities were also of the high value for the enrolment whereas at the MBA level, profile of lecturers, teaching practices, possibilities of future employment opportunities and better placement were high on the agenda. We believe that the outcome of this study will be helpful for all private colleges, advertising agencies, and government educational agencies of Nepal to understand the psychology of students and to develop effective marketing strategies. It will further support to regulate those activities that best meet the interest of students and service providers to increase attraction among all the potential students in the private colleges.Journal of Business and Social Sciences Research, Vol. 1, Issue 1, pp. 22-36

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李, 叔宁. "Research on the Training Strategy of Professional Core Competitiveness of Marketing in Local Colleges and Universities." Modern Marketing 04, no. 03 (2014): 45–49. http://dx.doi.org/10.12677/mom.2014.43008.

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Vyas, Chaitanya, and Ritu Sharma. "Online and Offline Marketing Strategies by Indian Colleges and Universities: A Comparative Analysis of Students’ Perception." Jindal Journal of Business Research 2, no. 2 (December 2013): 116–26. http://dx.doi.org/10.1177/2278682115608459.

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Kurtz, David L., and Louis E. Boone. "The current status of microcomputer usage in the marketing programs of AACSB-accredited colleges and universities." Journal of the Academy of Marketing Science 15, no. 2 (June 1987): 10–15. http://dx.doi.org/10.1007/bf02723397.

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Johnson, Gary R., Colby Jubenville, and Benjamin Goss. "Using Institutional Selection Factors to Develop Recruiting Profiles: Marketing Small, Private Colleges and Universities to Prospective Student Athletes." Journal of Marketing for Higher Education 19, no. 1 (May 28, 2009): 1–25. http://dx.doi.org/10.1080/08841240902904513.

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Koku, Paul Sergius. "What Is in a Name? The Impact of Strategic Name Change on Student Enrollment in Colleges and Universities." Journal of Marketing for Higher Education 8, no. 2 (August 22, 1997): 53–71. http://dx.doi.org/10.1300/j050v08n02_05.

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King, Madeleine, Maxine Courtier, Chet Shaw, Cynthia Anderson, and John Widdowson. "Different Views? The Experiences of International Students Studying HE in Three Non-university Settings." ATHENS JOURNAL OF EDUCATION 8, no. 3 (February 5, 2021): 239–62. http://dx.doi.org/10.30958/aje.8-3-2.

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The purpose of the research was to discover the views of three groups of International students who were undertaking their Higher Education (HE) in a publicly-funded college, rather than a university setting. A comparative survey was undertaken by International students attending an American Community College, an Australian Technical and Further Education Institute and a group of English colleges which offer Higher Education. All three groups were satisfied with their provision. The college setting was perceived to offer higher levels of support than would have been available at a university, plus enhanced employability prospects and lower fees than those charged by a university. The status of an Australian, English or American HE qualification was important, as was the reputation of their particular college. The market for International students is highly competitive and largely driven by universities. The English experience suggests that colleges should focus on the marketing of specialist courses. In all cases, the fact that teaching staff were primarily teachers, rather than researchers was highly valued by respondents, as was their currency in their subject. However, there were strong feelings about value for money and the ability to engage with Home students and wider Australian, British or American culture. International students choose to study abroad because they want to broaden their own horizons and learn more about other cultures: many respondents found these opportunities to be limited. In order to help address this, an International student recruitment Checklist for senior college staff is presented as part of the research findings. Keywords: Higher Education, International students, colleges, value-for-money.

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Gasman, Marybeth, and Felecia Commodore. "The state of research on historically Black colleges and universities." Journal for Multicultural Education 8, no. 2 (June 3, 2014): 89–111. http://dx.doi.org/10.1108/jme-01-2014-0004.

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Purpose – The purpose of this article is to examine the salient literature on historically Black colleges and universities (HBCUs) with an overarching goal of setting a future research agenda for scholars interested in these institutions. Design/methodology/approach – This literature review is organized into two main sections: strengths and challenges. To move HBCUs forward, scholars need an understanding of these institutions’ strengths as well as those challenges that lie ahead. Findings – The major strengths include the value-added nature of the education provided by HBCUs (i.e. the willingness of HBCUs to educate “at-risk” students); affordability in terms of tuition; community engagement; leadership training of future generations; Afrocentric curricula and a competitive yet supportive learning environment, which is particularly beneficial in the Science, Technology, Engineering and Math (STEM) fields; a focus on teaching; and faculty and student diversity. The first half of this paper will focus on these strengths. These same national experts identified the challenges as low retention and graduation rates; lack of financial resources (especially for student scholarships and attracting faculty), and competition from historically White institutions (HWIs); the need for sustainable administrative leadership; lack of marketing of HBCU success stories; the pressures of desegregation and holding true to mission; the challenge of producing future scholars who care about the needs of HBCUs; small endowment size; and the persistent gender gaps in student enrollment. The second half of this paper will focus on these challenges. Practical implications – In addition, by identifying the strengths and challenges, researchers can assist practitioners at HBCUs as well as those in the policy and funding arenas in better understanding the needs of HBCUs. Social implications – The research on HBCUs has grown substantially over the past 30 years. However, this body of research still has substantial gaps and holes. If filled, many of these gaps and holes would lead to stronger institutions, greater knowledge on the impact of HBCUs and enhanced learning experiences for HBCU students. Many young scholars are interested in studying HBCUs but are often discouraged: when they approach their advisor with the topic, they are told it is not important and that their career will be limited by the topical choice. There is a lack of support within sections of the HBCU community for research that might uncover weaknesses or not treat HBCUs in an entirely favorable light. We encourage those interested in pursuing research related to HBCUs to find mentors who will support them in their pursuits. Originality/value – Although some of these topics and subsequent suggestions involve taking on controversial issues, it is important for individuals affiliated with and who care about HBCUs to conduct this research before uninformed outsiders do it (Gasman, 2006). There needs to be a concerted effort from HBCUs, HBCU faculty, HBCU scholar – practitioners and HBCU allies – the “insiders” and the “outsiders” – to ensure those closest to HBCUs have the opportunity to share their own voice, rather than simply have others speak for them. HBCU leaders and organizations that ignore negative data and institutional challenges do so at their own peril.

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Gupta, Pallavi. "ROLE OF REFERRAL MARKETING IN HIGHER EDUCATION WITH SPECIAL REFERENCE TO PRIVATE SECTOR." International Journal of Research -GRANTHAALAYAH 4, no. 5 (May 31, 2016): 65–72. http://dx.doi.org/10.29121/granthaalayah.v4.i5.2016.2678.

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Referral marketing is being increasingly used in marketing of services, like education, finance & other hospitality services. As more and more private universities have come into existence. So all are trying to woo students to pursue variety of technical and non-technical courses offered by them, & referral marketing may be an Innovative tool in their marketing efforts. Referral marketing is using People as the new media for reaching prospective customers. In the context of Higher education in general the competition in private sector between institutions, is intensifying. In Education, students are seen as the customers. Some authors view the corporate as the customers of institutions and students as products. Education being a service and is people based, referral marketing is suitable & Offering incentives to encourage referral behavior is being practiced. This study basically focuses on revealing how colleges and institutions are using promotional tools to position their distinctiveness and what is the importance of Referral marketing in it. This study aims at to gauge the effectiveness of WOM. Ultimately how does incentive influence the referral behavior?.

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Flood, Joseph P., and Christopher Parker. "Student Awareness of University Adventure Programs: Understanding Motivations and Constraints." Recreational Sports Journal 38, no. 2 (October 2014): 104–17. http://dx.doi.org/10.1123/rsj.2013-0021.

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Participation rates among college students in adventure programs (AP) have been problematic in recent years. While AP managers focus on the quality of programs offered to students, little effort has addressed reducing constraints to participation, improving program offerings, and effectively marketing AP at colleges and universities. The purpose of this investigation was to identify the constraints and motivations to AP participation. A survey was administered to 193 college students. Overall, respondents were motivated to participate in outdoor recreation activities that included males wanting to observe others, teach others, and experience thrills, while females wanted to be with companions and to receive physical and emotional benefits. Even though both males and females identified lack of time and money as major constraints, they also identified stress and demands of life as constraints. To enhance participation, AP managers need to emphasize the physical and psychological benefits that can potentially reduce stress.

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McDonald, William J. "Marketing Executive Interest in Continuing Education at Colleges and Universities: An Examination of Influences on Program Participation." Marketing Education Review 5, no. 3 (October 1995): 29–38. http://dx.doi.org/10.1080/10528008.1995.11488511.

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Armstrong, Jami J., and D. Barry Lumsden. "Impact of Universities' Promotional Materials on College Choice." Journal of Marketing for Higher Education 9, no. 2 (January 12, 2000): 83–91. http://dx.doi.org/10.1300/j050v09n02_05.

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Goss, Benjamin D., Colby B. Jubenville, and Jaime Orejan. "An Examination of Influences and Factors on the Institutional Selection Processes of Freshmen Student-Athletes at Small Colleges and Universities." Journal of Marketing for Higher Education 16, no. 2 (December 2006): 105–34. http://dx.doi.org/10.1300/j050v16n02_05.

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Abdul Wahid, Nusseibeh Ahmed. "The Relationship Between The University Services Marketing And the Leading Orientation And Their Impact In Enhancing The University Reputation." Iraqi Administrative Sciences Journal 2, no. 3 (September 30, 2018): 110–40. http://dx.doi.org/10.33013/iqasj.v2n3y2018.pp110-140.

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The relationship between the university services marketing and the leading orientation and their impact in enhancing the university reputation: Field study on a sample of administrative leaders in private universities in the Erbil city Objective - The current study try to find the role of marketing university services (educational services, research services, community services) and the leading orientation (research mobilization, distinction, cooperation, university policies, proactive) as independent variables in enhancing the university's reputation as dependent a variable (Social responsibility, innovation, quality of service, image of the organization) in a sample of private universities in the Erbil city. Methodology of the study - The problem of the study was determined in several questions related to the nature of the correlation relationship - the effect of independent study variables (marketing of university services and leadership orientation) and the dependent variable (the reputation of the university). For this purpose, the hypotheses were subjected to multiple tests. The study used the questionnaire as a means to obtain data from the administrative leaders of the investigated universities. - The study was used the analytical descriptive method. The main and sub-variables were described and correlation and effect relationships were analyzed between the variables using advanced statistical methods (arithmetic mean, standard deviation, percentages, Pearson correlation, multiple regression test) , And the implementation of the statistical program (SPSS-Ver.18). The study was conducted in the educational sector in the city of Erbil, in order to obtain the necessary information for the field through a questionnaire prepared for this purpose and distributed to six universities. The number of respondents was (73) (Presidents of universities, their assistants, deans, their assistants, heads of departments) at the universities in question. The value of the study: The main conclusions of the study are the existence of a significant relationship between the variables of the study and the existence of a significant effect of the independent variable marketing of university services and the leading trend in the dependent variable universities reputation and the existence of variation of the effect of independent variables in the dependent variable in the universities investigated, A set of recommendations, the most important of which is the establishment of a center for the marketing of services at the university level and at the level of each college. In order to conduct a continuous study of the labor market to determine market needs, the university should be aware of the importance of marketing orientation in university education

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Tu, Jian Fei. "Total Quality Innovation of Manufacturing Enterprises Based on Innovation Unions." Applied Mechanics and Materials 37-38 (November 2010): 1600–1603. http://dx.doi.org/10.4028/www.scientific.net/amm.37-38.1600.

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The quality is the eternal focus of market competition. Based on the analysis of the forming process of product quality, a total quality innovation model including investigating, designing, manufacturing and re-exploring quality characteristic requirement has been put forward. The characteristics of the total quality innovation is analyzed in detail, its tactics and channels based on the innovation union is constructed, and puts up with the forming structure of the total quality innovation union, including requirement investigation organization, product design enterprise, material supplier, product manufacturing enterprise, processing enterprise of components and parts, clients, colleges and universities, research institution, marketing and service company etc.

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Xi, Yun Jiang, Wei Chan Li, and Xiao Liao. "Research on Microblog Based on Analysis of Mapping Knowledge." Applied Mechanics and Materials 687-691 (November 2014): 3048–52. http://dx.doi.org/10.4028/www.scientific.net/amm.687-691.3048.

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This paper studieddomestic micro-blog areas, which adopted the cluster analysis; strategic coordinate analysis and co-word network analysis based on the knowledge mapping theory and methods with software tools SPSS19.0, Matlab, Ucinet6.0 and NetDraw. The study found that research of micro-blogareas can be divided into five knowledge groups: (1) propagation characteristics and application research of micro-blog; (2) marketing and social network analysis based on the micro-blog; (3) new media characteristics and application research of micro-blog; (4) microblogging public opinion analysis and its application research in colleges and universities and government affairs; (5) based on theEmergency communications and microblogging public opinion monitoring guide method research.

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Journal articles on the topic 'Universities and colleges – Marketing'

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