共查询到20条相似文献，搜索用时 562 毫秒
1.
Universities globally are showing increased interest in the potential of social media as a marketing recruitment tool. This paper explores how and why potential postgraduate business students looking to study internationally use social media in their educational decision-making process. Due to a lack of existing research, this study adopted an exploratory approach, gathering data through in-depth interviews with 12 postgraduate international students at an Australian university. The findings indicate that besides Facebook and YouTube, students are using blogs in their study search. The two most common reasons for social media usage are finding out about student life and reading reviews from former students. In the decision-making process, social media is mostly used in the information search and evaluation stages. Students’ use of social media also varies across source countries. Our findings are a good information source for education marketers who need to engage more actively with social media. 相似文献
2.
Efthymios Constantinides Marc C. Zinck Stagno 《Journal of Marketing for HIGHER EDUCATION》2013,23(1):7-24
The importance of social media as platforms of social interaction, communication and marketing is growing. Increasing numbers of businesses in various industries have already integrated or plan to integrate social media applications into their marketing programs. Higher education institutions show increased interest in the potential of social media as a marketing tool. Particularly important is the potential of these tools to reach and attract future students. An important issue for research is to understand how potential students use social media and what their role is in the decision making process of choosing a program of study, a University, or College. This paper identifies market segments among future students based on the use of the social media and examines the impact of the social media on the choice of a higher education program and institution. The study is based on data collected by means of a national survey among future university students in the Netherlands. Future students are pupils from the last two years of secondary education. Market segmentation was carried out based on the use of social media, by means of a cluster analysis and a factor analysis; the latter proved to be the best choice since it produced more differentiated market segments. The findings indicate the existence of three distinct segments in the population of future students in the Netherlands on the basis of social media use. Another major finding of the study is that future students are mostly interested in social interaction and information seeking when using social media, while the content contributed by this group is limited to photo and video sharing. Compared to traditional communication channels social media still play a secondary role in the students' choice. While penetration of social media is extremely high among future students, the impact of these in the choice of study and institution is relatively low compared to more traditional forms of university marketing. This paper provides university marketers with a useful insight into the developments in the market and discusses various options and opportunities for engaging social media as effective marketing tools. 相似文献
3.
Social media in higher education: understanding how colleges and universities use Facebook 总被引：1，自引：0，他引：1
This study provides an understanding of the current social media landscape for higher education institutions. While it is recognized that consistency in school branding across all communications with stakeholders is important to attract and retain students, relatively little work has been done to determine specifically what type of content should be included in a school’s social media campaign, nor has there been an investigation as to the relative frequency of the content. The authors use content analysis to examine Facebook posts from 66 top US colleges and universities and engagement from their constituents on these posts. Results show that there are significant differences in engagement received on posts across institution type. Additionally, media type and posting frequency are factors that contribute to engagement. This study provides direction on how university social media managers can better manage their social media content to improve engagement and increase the reach of their posts. 相似文献
4.
In the world of social media marketing, colleges and universities can benefit from enhanced understanding of how prospective students use social media. Due to the ever-evolving nature of social media use, there are gaps in the current research regarding how students use social media to aid in their matriculation decision-making. Using survey data from current university students across the U.S. (n?=?364) and one-on-one interviews (n?=?12) with students at a small liberal arts college, the authors address conflicting information where students report both using and not using social media to narrow their search and make their matriculation decision. The findings suggest that while students may not report visiting social media sites or may report that social media does not impact their matriculation decision when asked in a survey, in interview settings the vast majority of students reported using social media platforms to learn more about higher education schools under consideration. By exploring which platforms students use and the selection of platforms for specific use cases, the authors provide suggestions and guidelines for social media managers looking to maximize the effectiveness of their social media recruiting strategies and campaigns. 相似文献
5.
马克思的社会发展理论与大学生科学素质教育是相互促进、相辅相成的。当今社会发展需要加强大学生的科学素质教育,加强大学生科学素质教育反过来也会促进现代化社会的建设与发展。基于马克思的社会发展理论,全社会都应关注和加强大学生科学素质教育,加强大学生科技创新能力的培养,培养大批素质高、能力强的创新型建设人才。 相似文献
6.
Natasha Codiroli Mcmaster 《British Journal of Sociology of Education》2019,40(3):357-377
Prior research has shown that students from less educated families are less likely to study both science, technology, engineering and mathematics (STEM) subjects and arts and humanities subjects. This article used a large representative sample of university students in England to explore the relationship between students’ enjoyment, perception of ability and socio-economic disparities in subject choices. Although these attitudes differed by students’ parents’ education level, and were associated with subject choices, disparities in choices persisted when accounting for these differences. Students with less educated parents were less likely to choose arts and humanities and more likely to study social sciences, law and business, over STEM, even when their enjoyment and perception of ability in subjects were similar. Students whose parents had higher levels of education were more likely to choose STEM over arts and humanities as their enjoyment of STEM increased, suggesting different underlying processes informing student choices by social background. 相似文献
7.
Opportunity structures and higher learning in a globally-connected place: tensions and ties between outbound and upward mobility 总被引：1，自引：0，他引：1
Anatoly Oleksiyenko 《Higher Education》2013,66(3):341-356
This paper examines how opportunity structures for learning, income, and status emerge in a global space shaped by local stakeholders aspiring for strategic positions in international competition. The case-study of Hong Kong suggests that moving up the pyramid of college and university degrees provides opportunities for higher income and reduces turbulence in times of global recessions and layoffs. However, low socio-economic status students are more likely to sustain their upward movement if their learning experiences are enriched with boundary-crossing competencies provided by studies abroad, foreign language training, cross-disciplinary programs, etc. While outbound mobility enhances opportunities for upward mobility, it also challenges the established cultural patterns of learning. This paper discusses the tensions and ties between outbound and upward mobility by analyzing local–global disequilibria in human and institutional agencies of higher education working across social, economic and political boundaries. 相似文献
8.
Dian-Fu Chang 《Higher Education》2018,75(3):449-469
The purpose of this study was to explore geographic mobility among university students in Peru and to understand how mobility patterns differ by region and by demographic indicators of inequality. The ways that students may be able to move geographically in order to access quality higher education within the educational system can be a driver of equality or inequality, depending on who is able to take advantage. Using data from a university census, we examine how demographic indicators of inequality are related to geographic mobility for university attendance, how prior geographic mobility predicts later mobility for university attendance, and how these relationships differ based on the number and quality of universities in a region. Results show that sociodemographic variables related to social inequality explain a substantial amount of students' postsecondary mobility. However, some of these relationships do not operate in the same way in all of the regions. Depending on the availability of universities and their quality, patterns of association between inequality and geographic mobility change. Implications for higher education policy as well as further research examining geographic mobility and inequality in education are discussed. 相似文献
9.
郑逸文 《韩山师范学院学报》2008,29(2)
媒介素养在一定程度上反映人们的价值取向、政治立场、道德观念,所以它在思想政治教育中居于重要地位。该文首先阐述媒介素养及媒介素养教育的内涵,其次阐述媒介素养教育与高校思想政治教育的关系,最后,阐述在高校思想政治教育中如何开展媒介素养教育。 相似文献
10.
大众化背景下大学使命的重新审视 总被引：10，自引：0，他引：10
张学文 《北京师范大学学报(社会科学版)》2006,(6):13-20
我国高等教育大众化过程需要解决四方面的问题:理解高等教育规模扩张的本原,加强人文素质教育,平衡优秀与平等的关系,协调大学与政府、市场间的关系。所有这些都要以明析高等教育的根本使命和目标如何定位的问题为前提。在任何社会形态里,没有只有一种类型的大学、大学只有惟一使命的情况。现代大学的根本使命依然是把传统的智慧和时代的思想传递给未来的一代,而领导人训练、创造新知识、高层次专业训练、特定社会高雅文化的培养、社会既定道德的传承以及社会的改造等都应该只是成为大学的“附加功能”。一定要使学生和公众理解大学不是提供获利的计谋和就业单位的场所,而现代大学最终和最基本的使命应该是要激发他们理性的光辉和力量,培养他们坚持长远地、全面地看待个人、社会与历史的发展所需要的能力。 相似文献
11.
高保军 《重庆职业技术学院学报》2005,14(3):100-102
增强高校德育教育的实效性，是检验大学生德育教育成败的直接标准之一。高校德育，既是素质教育的核心，更是高等学校培养高素质、创造型人才系统工程的重要组成部分，关系到如何塑造高尚道德品质和形成健全人格的人才培养问题。更新传统的德育思想，扭转重智轻德的倾向，改革陈旧的德育体制和落后的德育方法，符合现代化社会发展的德育理念。创建现代化的德育目标、内容、方法和手段，是增强高校德育实效性的重要方法。 相似文献
12.
13.
Using the example of an undergraduate unit of study that is taught both on-campus and externally, but uses Internet-based learning in both cases, we explore how social media might be used effectively in higher education. We place into question the assumption that such technologies necessarily engage students in constructivist learning; we argue that the affordances of social media must be complemented by social affordances, designed into the learning experience, which thereby generate the necessary connection between students’ motivations to study and their motivations to exploit social media. We demonstrate, via the example given, how assessment structures and strategies are the most effective focus when attempting to create the pedagogical affordances that might lead to collaborative learning. 相似文献
14.
高等院校作为人才培育的基地,要培养出德智体美全面发展的高素质的人才,加强人文素质教育将在很大程度上促进大学生思维和智能的发展,丰富他们的精神境界,全面提高他们的整体素质。大学语文的人文素质教育功能,决定了它在全面开展大学生素质教育中的地位和作用,高校应充分发挥这门课程的功能和作用,加强大学生人文素质的培养,进而促进大学生全面素质的提高。 相似文献
15.
This study compared the perceptions of Korean-national university students studying in Korea and in the US regarding global citizenship. The study sample consisted of two distinct groups: students who had received their education exclusively in Korea and students who were born in Korea but had studied in the US since secondary school. By applying latent mean analysis, the study found that the US-educated Koreans had higher levels of trust and national identity, whereas the Koreans had higher levels of social responsibility and participation. The results suggest that university students of the same nationality who experience different social environments may perceive global citizenship in dissimilar ways. For future investigations, we suggest a longitudinally designed experimental study, which may reveal a causal relationship between the social experiences of university students who study abroad and their perceptions of global citizenship. In addition, future investigations should consider how these students are assimilated into and adapt to diverse interactions on multicultural campuses. 相似文献
16.
ABSTRACT What value does the university offer in terms of economic and social development? Having stakeholders question the contribution and value of colleges and universities is not new nor is it unique to American universities. Institutions of higher education are currently facing a crisis of confidence by parents, prospective students, alumni, congressional committees, and the media. Many stakeholders are concerned about the value provided by colleges and universities. Although there has been an effort to call attention to the issue and to examine select educational processes, there is a dire need to address all aspects of the university product. This article provides a market-based paradigm to help university/college administrators understand the critical aspects of identifying, defining, managing, and delivering superior value to all stakeholders of the institution. This article also provides a university planning process model for incorporating value in the strategic planning process of any university. Faced with increasing pressure to reduce the churn rate of students and increase retention, universities' focus must shift toward attracting students who fit with the value proposition (delivery) of the institution. This article is not an attempt at resolving the debate over the role or purpose of the university; our intent is to present a market-based approach to facilitate the delivery of value to all university stakeholders in keeping with the vision and mission of the institution. 相似文献
17.
生态素质教育立足于人与自然的关系,强调人与自然的相互依存、和睦相处,这应当是高校思想政治教育的有机内容。当前高校思想政治教育的生态素质教育缺失。加强生态素质教育,对于提升高校思想政治教育课的现实性,培养大学生尊重自然、关爱生命,增强社会责任感和"类意识",引导和促使大学生选择健康的生活方式,具有重要的学术价值和现实意义。 相似文献
18.
Nicki Dabner 《The Internet and Higher Education》2012,15(1):69-78
On September 4 2010, a massive 7.1 magnitude earthquake struck the Canterbury region in the South Island of New Zealand. The response from the University of Canterbury was immediate and carefully co-ordinated, with the university's web-based environment and a responsive site developed on the social media platform ‘Facebook’ becoming prominent sources of support for many months. This case study illustrates how the university effectively utilised these environments and their impact within the wider university community. Case study methodology draws upon literature from the fields of social media, social network communities and crisis informatics. The findings propose that social media can effectively support information sharing, communication and collaboration in higher education contexts, in particular in times of crisis, but suggest there needs to be a defined purpose to integrate these within an institution's communications strategy given the resource implications and range of social media already used by students. 相似文献
19.
Shulin Yu Yiran Zhang Yao Zheng Kaihao Yuan 《Assessment & Evaluation in Higher Education》2019,44(1):50-65
While research on peer feedback in second language (L2) writing at university/college level has proliferated, scholars have conducted less research on peer feedback in L2 academic and scholarly writing. Drawing upon multiple sources of data including semi-structured interviews, stimulated recalls, online interviews via WeChat, first and revised drafts of master’s theses, peer written feedback, audio-recordings of oral peer feedback conferences and the finalised master’s theses, this case study examines how three master’s students affectively, behaviourally and cognitively engaged with peer feedback on drafts of their thesis in a Master of Education programme at a Macau university. The findings show that the relationship between sub-constructs within each dimension and the relationships between the three dimensions of student engagement were interconnected in a dynamic and complex way. While there were individual differences among the three students’ engagement, their affective engagement could promote or negatively influence their behavioural and cognitive engagement. This study builds our understanding of the multifaceted nature of master’s students’ engagement with peer feedback. It provides pedagogical implications about how peer feedback can enhance the quality of master’s students’ academic writing and sheds light on how to guide students to establish scholarly learning communities in higher education. 相似文献
20.
Esperanza Garza Salgado 《Journal of Marketing for HIGHER EDUCATION》2019,29(1):102-120
The growing competitive environment in which Higher Education Institutions (HEIs) are immersed has caused them to be constantly focused on implementing new strategies that allow them to consolidate student loyalty. Among the strategies are those related to the use of social media, virtual brand communities and Brand Fan Pages (BFPs). This research aims to show the HEIs some new ways to increase brand loyalty through their BFP. Both qualitative techniques, 2 focus group sessions with students from public and private universities, and quantitative techniques, 200 interviews with young university students aged 18–23, were used to develop this research. Partial Least Squares (PLS) analysis was utilized to determine the relationship between variables. The main findings of the analysis indicate that it is possible for a higher education institution to increase student loyalty by generating positive experiences on their Brand Fan Page and generating greater platform use intensity. 相似文献