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1.
ABSTRACT

Do the narratives of employability constructed by higher education institutions for marketing purposes differ from the conceptualisation and/or the realisation of employability within those institutions? The study reported here drew on interviews with 16 senior academic and student support staff who were tasked with developing student employability at one of nine institutions in Australia, Canada and the UK. We employed Holmes’ conceptions of employability as possessional, positional or processual to analyse how the interviewees conceptualised employability and the presentation of employability on the institutional websites. We found that most institutions’ employability marketing narratives were inconsistent with the institutional practice reported by staff. We explain this tension in the context of two competing characterisations of higher education: a university-student transaction view; and a learning view. We emphasise the need for internal and external narratives to align and advocate the need for engagement in a constructive and critical dialogue involving all stakeholders.  相似文献   

2.

The business environment facing UK colleges of further education has changed substantially over the past decade. Public accountability has increased and competitive pressures within the sector have grown enormously. These changes make it imperative that human resources are deployed to maximum effect and that colleges learn how to implement effective marketing strategies. In this paper it is argued that for an organisation delivering a complex service such as tertiary education, marketing and human resource strategies are inextricably linked. Conceptual models from the marketing and human resource management literature are examined in the context of three in-depth case studies of colleges in a highly competitive urban location. Recommendations are made for the effective integration of marketing and human resource strategies.  相似文献   

3.
ABSTRACT

This study investigates the changing discourses of the value of degrees in prospectuses between 1976 and 2013, chosen due to the massification of higher education and use of the particular marketing tool of prospectuses. This research analysed the messages in prospectuses through the period in four English higher education institutions of different status, to consider how these changes reveal the communication of the value of the idea of a degree in the period. Four topics of the value of a degree were identified as part of the wider literature review: the value of a degree for traditional liberal purposes; as a marker of prestige of the awarding institution; for graduate employment; and for employability. The research finds that while significant change in each institution’s construction of degree value is reflected in the prospectuses, the adjustments in discourse between each set of prospectuses are incremental, and not necessarily possible to link causally to specific governmental policies. Over the period, a re-calibration of the idea of the value of a degree can be tracked towards employment purposes and away from the traditional liberal idea of higher education. However, a review of the most recent marketing materials indicates some shift back towards a re-valuation of traditional liberal values. The analysis contributes a historical perspective on how higher education can suggest markers to understand shifts in the value of a degree, and also draws on literatures that use institutional materials to examine public discourses of value.  相似文献   

4.
ABSTRACT

A marketing director in a higher education academic center in the D.C. area initiated a market study. The study's purposes were to (1) develop a better understanding of how the academic program benefits the center's target student population, and (2) incorporate this knowledge in the development of marketing plans to increase enrollment. The focus group methodology was used in the study. Three focus group sessions were conducted in the center in April, 1993. The study's methodology results and conclusions are discussed.  相似文献   

5.
ABSTRACT

Extant literature on relationship marketing tends to focus on for-profit firms and their relationships with important stakeholders. However, higher education institutions face many of the same intense competitive forces that have made relationship marketing a practical choice for many for-profit firms. Therefore, it is not surprising that many are adopting relationship marketing strategies. In the context of higher education marketing, we examine the nature of the student-faculty relationship development process and its affect on helpfulness, which we define as a “state of mind” conducive to future helping behavior. Drawing on relationship marketing theory and identity theory, we posit that trust, relationship commitment, and identity salience are key mediating variables between three antecedent variables (shared values, communication, and opportunistic behavior) and helpfulness. Our results provide support for the roles hypothesized for trust, relationship commitment, and identity salience.  相似文献   

6.
ABSTRACT

The interactions of users in social networks have been analyzed in the literature as sources of information on their ability to generate engagement among stakeholders in higher education institutes, which make more tactical than strategic use of social networks. This study helps identify which variables generate greater participation in Instagram users, providing strategic proposals for digital marketing. From the codification of all the publications published by a university in a social network site during the period of one year, a comparative analysis was carried out through a multivariate model. The results provide important and timely implications for both universities and higher education professionals. Our findings suggest that higher education marketing specialists should develop stronger and more consistent communication strategies to establish more valuable relationships with stakeholders. The administrators of the social networks of higher education institutions can find patterns in those publications that generate a greater participation in this study.  相似文献   

7.
ABSTRACT

This case study focuses on the Office of Marketing & Public Relations at Claremont McKenna College, a highly-selective liberal arts college located in Claremont, California. It demonstrates how Geoffrey Baum, its new PR Director used the five Drucker Tool questions to improve significantly both the image of “marketing” on campus and awareness of the College among its key constituencies. It concludes with a re-evaluation of the initial marketing strategy, based on the growing importance of the internet and Baum's current “customer” perspective as Executive Producer at C-SPAN.

The methodology and analytical process is based on the extensive research conducted by Constance Rossum in her Ph.D. dissertation study of eight nonprofits (including three in higher education). It utilizes the Drucker Self-Assessment Tool she developed in 1993, on behalf of the Drucker Foundation for Nonprofit Management, based on the management principles of Peter F. Drucker.  相似文献   

8.
ABSTRACT

The fundamental changes which swept through the former Soviet Union in 1991 and 1992 dramatically affected the system of higher education. Within the space of 12–18 months, institutions which had operated in a completely stable and predictable environment for many years were suddenly required to drastically reconfigure themselves and their curricular offerings in order to survive. This article describes how one such institution applied classical marketing principles of market segmentation and target marketing in order to remake itself into a viable institution in a fundamentally changed environment.  相似文献   

9.
ABSTRACT

In the UK, higher education (HE) policy discourse over the past 60 years has advocated flexible part-time HE for social mobility, personal development, economic advantage and leisure. However, part-time undergraduate HE in the UK is in steep decline. Against this backdrop, we were interested in how universities promote, or fail to promote, part-time study options today. We built a corpus of 90 UK undergraduate prospectuses for 2018 entry (5,673,799 words). Using a corpus-assisted discourse analysis approach, we found significant mismatch between policy discourse and marketing discourse regarding part-time study. In particular, we found that UK university marketing discourse positions full-time study as the dominant mode of study and writes of part-time study as ‘second-best’. This discourse mismatch is particularly marked when it comes to the elite Russell Group of universities. Viewing the absence of strong promotional discourse relating to part-time study alongside other factors such as increased tuition fees and the rise of global online education platforms adds a new perspective to the decline of flexible part-time undergraduate HE at campus-based universities in the UK.  相似文献   

10.
ABSTRACT

Many post-secondary institutions utilize the mission statement as the key tool for positioning and marketing their strategic direction. Unfortunately, most mission statements found in higher education are far too simplistic and general to give substance and direction to differentiation and positioning of universities. This paper presents findings from a three-month participatory action research process at a large urban Canadian university seeking to establish a marketing mind set. Five possible futures reflecting the range of thinking regarding the role of universities emerged from the research process. Each alternative represents separate and different possible directions, the implications of which become more evident by contrast.  相似文献   

11.
Abstract

The marketisation of schools has emerged as a defining feature of the education landscape. While the role of principals and lead teachers in carrying out marketing work was investigated in the late 1990s, there has been scant evidence of how the people and practices of marketing in schools have evolved into the twenty-first century. Expanding on existing literature on educational marketing practices in schools, and through in-depth interviews with a unique sample of school marketers, this study explores the emergence of the school marketing professional. The interviews reveal the diverse backgrounds and experiences of these individuals, the transfer of their business skills into schools and the tensions in professional boundaries with educators who traditionally performed school marketing activities. Ultimately, the study furthers insights into the co-existence of educational and managerial agendas in the schools market.  相似文献   

12.
With consumerism changing students to customers and teachers to service providers, ever more vulnerable and naïve students enrol and, instead of collaboration between institutions, there is competition. There has been a call in the literature to face these challenges through ethical leadership in universities. Specifically, concern has been expressed over higher education marketing practices. In response, we attempt to construct a virtuous model of marketing ethics within higher education institutions’ values. We attempt to defend interconnectivity between the virtues of integrity, trust, fairness, and empathy under the direction of phronesis and seek to inform those responsible for making marketing higher education. We envision higher education’s marketing relationships as having the potential to endure, where universities ethically lead rather than reflect ethical norms, and where academics are encouraged to speak out. We discuss how it might be implemented.  相似文献   

13.
ABSTRACT

This paper suggests an approach to advertising and promotion strategy which focuses on identification of the buyer readiness state and subsequent selection of the appropriate communication goal. While much has been done to identify image and positioning in the marketing of higher education, the authors contend that little has been done to tie the customer's state of mind or understanding of the product/service to the advertising and promotion strategy. The authors apply the hierarchy of communications goals approach which is widely used in consumer advertising to higher education, citing numerous examples from higher education advertising and promotion.  相似文献   

14.
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   

15.
ABSTRACT

Increasingly, pressure is being brought to bear on Australian academics as service providers in the higher education ‘industry.’ Students are attracted to universities by marketing and promotion activities which inculcate the perception that the student is a customer. Furthermore, education is being treated by various governments as a commodity which may be purchased by customers in a free market system. The authors argue that students are not customers in the sense currently recognised by business. An alternative view of the customer base of an institution is put forward. This alternative more effectively accounts for the variety of interests that must be served by the higher education industry.  相似文献   

16.
ABSTRACT

Institutions of higher education are increasingly becoming dependent on Web-based marketing to reach out to their target audiences. The current empirical study examines the types of impressions formed by prospective students based on exposure to different university Web site images. A between-subjects experiment was conducted using four identical university Web sites that differed only in their visual representation of campus architecture (modern/traditional) and landscaping (presence or absence of contextual greenery). The results show how the types of visuals viewed influence impressions about academic prestige, athletic reputation, cultural vitality and invitingness of a university.  相似文献   

17.

At the end of a decade of enhanced marketisation in schools, this article considers the subjective meanings attached to educational marketing by school teachers and the ways they construct and interpret teachers' 'idealised' and 'actual' involvement and contribution to school marketing. Through semi-structured interviews with 12 secondary school teachers from the south of England, the study revealed teachers' perceptions of and attitudes towards competition, marketing and education, their awareness of the marketing activities of their schools, the teachers' role in marketing the school and the perceived impact of the market upon teachers' well being. The results show that there is no coherent, organised view of education marketing among teachers in the study but rather that there are a number of inchoate voices amongst teachers concerning their role in school marketing. Broadly, two voices are revealed that reflect a cognitive dissonance which may exist among school teachers in the era of marketisation. This dissonance may stem from teachers' ideology-based difficulty in perceiving marketing as part of school life, while at the same time, they are aware of its importance to the school's success.  相似文献   

18.
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   

19.
ABSTRACT

The need to develop marketing strategies in higher education is evident. In order to develop effective strategies, marketers must understand the basic needs that their product fulfills. Exploratory research was utilized to identify and better understand the needs that motivate consumers to pursue an MBA degree. This paper emphasizes the importance of need identification in the determination of MBA marketing strategies. Specifically, consumer needs are suggested to potentially impact market segmentation and targeting, 4-Ps decision making, and consumer satisfaction. Examples are given to assist MBA marketers in utilizing needs in developing marketing strategy.  相似文献   

20.
ABSTRACT

In response to this unprecedented growth, higher education is finally recognizing the contribution of the adult learner. Previous research has explored what the “nontraditional” student values in an education. While our knowledge base regarding the nontraditional learner continues to expand, relatively little research has been conducted on an important segment of this market-nontraditional women. As such, the nontraditional woman represents an important target market for colleges and universities. Therefore, the purpose of the present study is to better understand the unique educational needs of the nontraditional woman. A convenience sample of 197 non-traditional women and men from a mid-western university participated in the study. Perhaps the most interesting finding to emerge from the present study (from a marketing perspective) is the notion of three distinct market segments of non-traditional women. Implications for higher education administrators are discussed.  相似文献   

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