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1.
ABSTRACT

Australia is rapidly moving into the globally competitive higher education market. As a consequence the issue of consumer satisfaction and quality is emerging as an area of interest. This paper focuses on the issue of student understandings of quality by developing a consumer derived scale which identifies the quality variables related to student perceptions with the university experience. The scale was derived from focus groups, in-depth interviews and through an examination of the literature. The scale was tested and refined on a cohort of 351 Australian and Singaporean/Hong Kong students studying business subjects at an Australian University. The refined scale comprised 25 quality variables which factored into four orthogonal components. The mean values of the variables and factors were examined to make inferences about how educational marketing practitioners can be assisted.  相似文献   

2.
ABSTRACT

The international marketing of higher education is a global phenomenon in which more than 50 countries compete. USA enjoys the largest market share. However, the market place is highly competitive with many players seeking a place in the international club. Increasing competitive practices calls for increasing market research especially in the area of consumer behaviour and student motivations. In this research area this paper explores the differences in behavioural motivations of international students choosing an overseas university in which to study. The method used in the research is Fishbein's and Ajzen's multi-attribute Theory of Planned Behaviour model. From a sample of Taiwanese students, representing the Chinese Diaspora countries, the intentions of students to study in USA, UK and Australia are examined. Three research questions are explored and the outcome demonstrates the usefulness and the insights that can be gained from the application of the model of Theory of Planned Behaviour in a higher education marketing context.  相似文献   

3.
ABSTRACT

This article reviews findings from a survey of 111 campus recruiters concerning their perceptions and practices of campus recruiting activities. The results show that campus recruiters seem to agree that the interview is the most important method for their selection practices; verbal communication skills as well as character, work experience, and academic performance are the most important personal characteristics for selecting applicants. Campus recruiters of the present study also indicate that work-related expectations and attitudes are the most significant deficiency in applicants. These findings will enable placement and employment centers of colleges and universities to market their students effectively in the competitive labor market.  相似文献   

4.
Abstract

This paper examines what to some is a well-worked furrow; the processes and outcomes involved in what is typically referred to as ‘marketization’ in the higher education sector. We do this through a case study of Newton University, where we reveal a rapid proliferation of market exchanges involving the administrative division of the university with the wider world. Our account of this process of ‘market making’ is developed in two (dialectically related) moves. First, we identify a range of market exchanges that have emerged in the context of wider ideological and political changes in the governance of higher education to make it a more globally competitive producer of knowledge, and a services sector. Second, we explore the ways in which making markets involve a considerable amount of microwork, such as the deployment of a range of framings, and socio-technical tools. Taken together, these market-making processes are recalibrating and remaking the structures, social relations and subjectivities, within and beyond the university and in turn reconstituting the university and the higher education sector.  相似文献   

5.
ABSTRACT

Colleges and universities must respond to competitive pressure in the marketplace by embracing the concept of quality as a marketing tool. Many colleges and universities have recently looked to the business arena and have adopted techniques, strategies, and the language of quality management.

This exploratory study focuses on the identification and evaluation of student perceptions of salient attributes. The findings suggest that standards of quality are difficult to establish, since evaluations of university performance are not consistent, even among an undergraduate student population.  相似文献   

6.
Abstract

Recent legislation embodies different concepts of education that are commonly driven by the market and financial considerations. The Local Management of Schools (LMS) part of the Education Reform Act (ERA) is very similar in concept to recent innovations in the structure of other local government services. The continuing financial incorporation of education within the local government framework has resulted in the education welfare tradition being eroded especially through compulsory competitive tendering. Policy alternatives might be considered that look at structures for education outside the specific education remit and that see schools as a site for broad local authority provision.  相似文献   

7.
ABSTRACT

Universities have belatedly recognized that they must consider their marketing strategies if they are to remain viable in the increasingly competitive market. In order to provide a logical framework through which to evaluate recruiting strategies, more needs to be known about the process which high school students utilize in college choice. This paper reports on two studies of high school students designed to examine college choice in a brand elimination framework. The paper then goes on to compare these results to what is known about the recruiting strategies of institutions of higher education. Recommendations are made to improve the effectiveness of these recruiting efforts.  相似文献   

8.

This article explores how classist education practices are constituted through education systems and structures and through the habitus of key agents. This school and classroom ethnography focuses on the education practices and habitus of the head teacher of a girls' secondary school, who is also a key agent in the Maltese national education policy community. Though structured through the discourses and institutional practices of the highly selective national system, Ms Sicura's habitus is also a response to the challenges the present conjuncture poses to her. This includes the biographies of her low socio-economic status students and the complex needs they bring to school, as well as the increasingly contradictory demands placed by the decentralisation process of the selective education system. Overwhelmed by these and struggling to offer a valid school experience for her low-achieving students, Ms Sicura responds with a discourse of 'love'. However, this replaces a programme for educational progress. It reproduces the global and national classist education discourses, in which low socio-economic status students are contained by 'care', while middle-class students are offered quality education in competitive market.  相似文献   

9.
ABSTRACT

Australian universities are operating in a complex, dynamic and competitive global market. Increasingly university administrations are seeking the competitive edge over rival institutions. In order to support their institution’s strategic agenda and maintain their relevance to their institution, libraries will need staff who are highly skilled and able to adapt to the rapidly changing digital world. At Deakin University Library, senior librarians understand the imperative of developing liaison librarians’ capabilities in order to meet the information needs of teaching and research academics. A scaffolded training program (the Program) was developed and a Training Needs Analysis was administered prior and post training programs to determine training priorities. Exploring the Program through the lens of self-determination theory provided an opportunity to critique the Program at a deeper level and situate the Program within a broader context of emerging skill and knowledge capabilities required by all who undertake knowledge-intensive work.  相似文献   

10.
Abstract

As it did with the diffusion of the quality revolution in the 1970s, business education in the 1990s is lagging behind business practice in embracing the environmental revolution as a competitive reality. To accelerate support for environmental protection, business schools should reshape the prevalently anti-enviromental attitudes of present and future managers by demonstrating through outcome-oriented instruction how “green” can be profitable, particularly in the international arena. In this article, a southeastern university program of envirotech student internships in Latin America is described.  相似文献   

11.
ABSTRACT

The purpose of the study was to assess the role of market orientation (MO), mediated by job satisfaction (JS) and its effect on market performance (MP) in Ghana’s private universities. A sample of 205 senior staff of 15 private universities was selected to participate in the study, using a convenience sampling method. Partial Least Squares (PLS) of Structural Equation Modelling (SEM) was used to test the relationships in the study. The results found a significant positive relationship between MO and MP on one hand; Job satisfaction (JS) and MP on the other. Finally, the study found that JS mediates the relationship between MO and MP. The study provides a useful guide to marketing strategy especially the implementation of MO to enhance performance in Ghana’s private universities. The study has practical application to private universities seeking to compete favourably in a competitive environment.  相似文献   

12.
Abstract

Since the late 1980s, reform of the Spanish education system has been justified by reformists as a response to the social and economic changes that have occurred in Spanish society since the democratic transition in the 1970s. Consolidation of democracy, development of technology and economic convergence with the advanced nations of Europe have been seen as the major challenges for educational reform. Restructuring and legitimation processes derived from the requirements of the new reform have been conceptualized as a policy of reconversion, the main purpose of which is to maintain, or achieve, a strong competitive position in the international market. In this paper, conceptualizing educational reform as a reconversion process will allow us to link aspects of the new curriculum (content, pedagogy and assessment), school organization, teaching and teacher education in physical education with wider economic, social and cultural influences and explore the tensions and conflicts between policy and practice in PE in schools. The paper will argue that there is a widening gap between the interests of progressive educationalists and the direction of market‐driven education reform.  相似文献   

13.
ABSTRACT

The skills base of the workforce in Australia is critical in setting the foundations for micro‐ and macro‐economic resurgence and, consequently, in making the nation internationally competitive. The significance of the quality movement is therefore gaining recognition in vocational education. As with industry, quality is seen as critical and quality assurance is being demanded in skilling the workforce. This paper describes vocational training as a process and depicts how quality can be assured in every aspect of the process. It presents a practical approach to quality assurance in vocational education. In addition, it emphasises the need for a continuous management commitment for the successful implementation of quality assurance in vocational education. The paper describes how the concept of quality assurance can be used to improve the standards of vocational training. It also emphasises that now is the time for meeting the needs of stakeholders and for fostering innovation and improvements in vocational education through quality assurance.  相似文献   

14.
Abstract

This article examines the current preoccupation with enhancing the employability of graduates through the adoption of generic key skills into the undergraduate curriculum. It looks at the evidence for seven assumptions commonly made by those who promote the ‘employability’ agenda, and raises questions about the security of these assumptions including the transferability of key skills to employment contexts, the cost effectiveness of developing key skills in Higher Education rather than in employment and the competitive market advantage that individual students are believed to obtain. It concludes that in the absence of major changes to the funding regime there is unlikely to be a radical change to the curriculum and that more attention should now be paid to the post‐graduation/induction period than to the pre‐graduation stages.  相似文献   

15.
A Summary The replacement of the existing system of publicly operated schools by a market of private ones-supported by government vouchers—would probably yield mixed results. On the one hand, some parents would have greater choices among schools and some schools would have to be productive in order to survive in the competitive framework. The increase in consumer choice and the resultant competition among schools would be likely to lead to greater educational benefits for many students and their families (private benefits) than those which they receive under the present monopolistic system.On the other hand, the schools are also expected to fulfill certain social functions. It is in these that a market approach to schooling is likely to yield poor results. For example, basic schooling represents the primary device for equalizing opportunities among racial and social groups. Yet, advantaged children would probably receive far better schooling under the market proposal than would disadvantaged ones, and it is likely that this disparity would lead to larger future inequalities in opportunity between the children of the middle class and those of the poor. Further, it is not clear that a set of largely autonomous schools could provide the common set of values and knowledge necessary for the functioning of a democratic society. Finally, it is likely that the market proposal would increase racial and social stratification of students among schools. Whatever the success of the market in meeting consumer preferences, it would be offset by the market's failure to satisfy the social goals of basic schooling.Fortunately, we are not limited to choosing between the traditional educational bureaucracy on the one hand or an unmitigated free market for educational services on the other. There are several ways to create competition within a public school system. Jencks, Sizer, and Coleman have suggested particular plans based upon the competitive framework, and the proposal for community schools represents a more general framework in which the competition of the market place might be used to advantage. The time is ripe to experiment with at least one of these plans for the children of the ghetto. Do we have any buyers? Henry M. Levin is a research associate with the Economic Studies Division of the Brookings Institute. He has written on economic and educational matters in the Saturday Review, the Journal of Human Resources,and other publications. He is currently organizing a Brookings conference on the community school.  相似文献   

16.

This paper argues that evidence from the commercial sector suggests that successful organisations, even when subjected to competitive pressures from other organisations in a market environment, soon become complacent and thereafter begin to fail. It contends that the effects which lead to such complacency could also apply to successful schools. Based upon an analysis of these effects the paper argues that a strategic planning process which takes account of the dangers of a strong shared culture in a school could avert the dangers of complacency. Further, it suggests that schools should take a wider view of their development than the current English Government's preoccupation with examination and test results if they are to keep abreast of changing client expectations and avoid a stultifying quest for marginal improvements in exam scores.  相似文献   

17.
ABSTRACT

Universities face a multitude of issues and challenges in the current era of higher educational endeavors. Universities are being urged to provide high quality education, exist as a well-reputed university, achieve enrollment success, improve competitive positioning, provide contemporary and well-designed academic programs, and maintain financial strength. Further, strategic planning and media management for providing earnest information to internal markets, stakeholders, supplier markets, prospective markets, national and international platforms, and to the community at large have to be accurately designed and implemented.  相似文献   

18.
Abstract

Recent years have witnessed a substantial rise in the number of ‘good’ first degrees awarded in Higher Education and much discussion has focussed on whether this trend represents a decline in ‘standards’. A study of University degree award patterns between 1979 and 1989 indicated gender, subject and size and age of University as factors of some limited importance. A questionnaire distributed to 18 Universities in England and Wales resulted in over 70 individual responses with the identification of improved quality of entrants, improved teaching quality and increased use of continuous assessment as perceived factors. Evidence supports the notion of improved quality of entrant on the basis of improving A Level grades coupled with a relatively small increase in University undergraduate numbers during the 1980s. There is also strong anecdotal support among members of the University community that students worked harder during the 1980s influenced by the ‘Thatcherite’ competitive culture and fears about future job prospects.  相似文献   

19.
独立学院核心竞争力包括市场、质量、品牌、特色4个要素,其源泉是竞争主体的资源与能力。独立学院核心竞争力的提升包括内部提升与外部提升两方面,前者包括:提高办学质量,注重办学特色,找准市场定位;后者包括:加强品牌推广,加强资源的有效整合。独立学院核心竞争力的形成与提升是一个综合的系统工程。  相似文献   

20.
ABSTRACT

To address the changing needs of the labour market better, higher education institutions have increasingly aimed to enhance their teaching quality and the learning experiences of their students. Therefore, a key concept of the missions of contemporary educational institutions is to improve students’ employability after graduation. Although extensive initiatives have been undertaken, educational mismatch remains intensely debated and may seriously challenge the greater use of limited human resources in Taiwan. In this study, a vocational-oriented department (baking) of a local well-known university was chosen for a case study. A holistic approach from student admission to entry in the labour market is adopted to analyse student learning, teaching, curriculum planning, and structural and enterprise demands to estimate the extent to which these graduates fit the requirement of employers. Research findings indicate multiple gaps in skill formation, intended labour needs, and career ladders. These gaps bring profound implications to questions about strengthening the linkage or transitioning from higher education to the labour market.  相似文献   

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