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| marketing strategies for higher education institutions: Competition in Higher Education Branding and Marketing Antigoni Papadimitriou, 2017-10-06 This volume provides a critical examination of branding and marketing in higher education from national, regional, and global perspectives. Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education. Empirical cases and literature analysis show that brand building is becoming a deliberate goal for higher education. This book illustrates student-institution dynamics, as well as the critical role of policy and professionalization to support branding and marketing strategies in higher education in relation to equity. |
| marketing strategies for higher education institutions: Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices Tripathi, Purnendu, Mukerji, Siran, 2013-05-31 Although higher education institutes are not typically thought of as a business, colleges and universities utilize marketing strategies in order to compete for students. Information and communication technologies have enhanced and changed the nature and context of communication exchange, allowing for a broader range of competition. Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices provides different aspects of marketing management and technological innovations in all parts of education, including K-12, non-formal, and distance education. Highlighting research studies, experiences, and cases on educational marketing, this book is essential for educational planners, administrators, researchers, and marketing practitioners involved in all aspects of educational development. |
| marketing strategies for higher education institutions: New Strategies in Higher Education Marketing James A Burns, Thomas J Hayes, 2012-10-12 With rising financial difficulties and declining enrollments, many colleges and universities are finding that they need new and better ways to present and promote themselves to potential students and the general public. New Strategies in Higher Education Marketing contains practical, “how-to” applications of marketing thought and theory for the higher education environment. Written by practitioners for practitioners, this valuable book offers new viewpoints, tools, and creative ways to solve potentially devastating problems through the implementation of marketing. Each chapter is application oriented and cases and situations common to most universities and colleges are discussed to illustrate marketing strategies and techniques to make them more easily understood and readily usable.New Strategies in Higher Education Marketing is divided into four sections: Strategy Research and Promotion Enrollment Services Development. It includes informative chapters on topics including perceptions and proper application of marketing in higher education; fund raising; public relations; coordination of intra-organizational efforts; techniques and methods of gathering information and data; and the challenge and management of student enrollment. Directors, presidents, vice-presidents, and others responsible for or interested in the marketing of a college or university will find a wealth of highly practical information in this book. |
| marketing strategies for higher education institutions: Marketing Higher Education Robert Topor, 1983 The application of basic marketing techniques to achieve the goals of colleges and universities is discussed. The guide is designed to help administrators and admission officers influence the image projected by their institutions. Attention is also directed to how to position an institution among its competitors, how to develop activities and communications to meet customer needs, and how to plan marketing strategies for different program audiences. Marketing techniques can be applied to students, clients, supporters, influential constituents, alumni, foundations, faculty, staff, and corporate support. Image perception, segmenting target audiences, defining institutional mission, and trademarks are also covered, along with the following marketing strategies: product strategy, place or distribution strategy, promotional strategy, and pricing strategy. Case studies illustrate how institutions apply marketing techniques, and questions in each chapter help readers assess the strengths and weaknesses of their current marketing strategies. A chapter on market research by Cletis G. Pride and Joseph S. Fowler outlines the steps for conducting effective surveys of audience attitudes toward the institution. (SW) |
| marketing strategies for higher education institutions: Marketing Strategies for Higher Education Institutions Purnendu Tripathi, 2013 Although higher education institutes are not typically thought of as a business, colleges and universities utilize marketing strategies in order to compete for students. Information and communication technologies have enhanced and changed the nature and context of communication exchange, allowing for a broader range of competition. Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices provides different aspects of marketing management and technological innovations in all parts of education, including K-12, non-formal, and distance education. Highlighting research studies, experiences, and cases on educational marketing, this book is essential for educational planners, administrators, researchers, and marketing practitioners involved in all aspects of educational development. |
| marketing strategies for higher education institutions: Choosing Futures Nicholas Foskett, Jane Hemsley-Brown, 2002-11 Choosing Futures offers a wide ranging perspective on how young people, and their parents, make choices as they travel through a lifetime of education and training. |
| marketing strategies for higher education institutions: Advancing Higher Education Michael J. Worth, Matthew T. Lambert, 2019-07-25 This book is intended to highlight some of the implications of such changes for advancement practice on the threshold of the century's third decade. |
| marketing strategies for higher education institutions: Competitive Social Media Marketing Strategies Ozuem, Wilson, 2016-02-02 Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Competitive Social Media Marketing Strategies presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers’ use of these online communities. Highlighting pivotal issues such as brand management, customer loyalty, and online services, this publication is a pivotal reference source for business managers, professionals, advanced-level students, and consultants interested in the latest research on the use of digital media tools for business opportunities. |
| marketing strategies for higher education institutions: Marketing Higher Education Maringe, Felix, Gibbs, Paul, 2008-12-01 This book examines marketing from both the market and educational perspectives and offers a view of its value and use within this dialectic relationship. In this respect this book is distinctive. |
| marketing strategies for higher education institutions: Marketing Strategies by Higher Education for Corporation Fund Raising Gary R. Apsey, 1993 |
| marketing strategies for higher education institutions: Understanding the Higher Education Market in Africa Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson, 2020-03-06 This book offers theoretical and practical insights into the marketing of higher education in Africa. It explores the key players, challenges and policies affecting higher education across the continent; their marketing strategies and the students’ selection process. While acknowledging the vast size of the continent, this book aims to provide an understanding of the dynamics of higher education in Africa. This book recognises the private and government involvement in higher education provision and students and staff as stakeholders in the marketisation process. Strategic efforts are directed by universities to attract prospective students. This book further addresses issues such as the responses of higher education sectors to the notion of markets and marketing; consumerism and competition in higher education in Africa; conceptions of the commodification of higher education in Africa; and the dominance of Western epistemologies and their influence in transforming higher education sectors. Students as consumers in increasingly marketised higher education sectors in Africa are also discussed. Though primarily for marketing students and academic researchers, the book's feature of blended theoretical and practical knowledge means that it will also be of interest to marketing practitioners and university managers. |
| marketing strategies for higher education institutions: How to Market a University Teresa Flannery, 2021-01-12 How can universities implement strategic integrated marketing to effectively build and communicate their value? At a time of declining public support, a shrinking pipeline of traditional college-bound students, and a steady rise in tuition and discount rates, higher education leaders have never been under more pressure. How can they ensure steady or growing enrollments while cultivating greater philanthropic support, increasing research funding, and diversifying revenue streams? In How to Market a University, Teresa M. Flannery argues that institutions can meet all of these goals by implementing strategic integrated marketing in ways that are consistent with academic culture and university values. Flannery provides a road map for college leaders who want to learn how to build value—both in terms of revenue and reputation—by differentiating from competitors and developing personalized, supportive, and long-lasting relationships with stakeholders. Defining marketing while identifying its purposes in the context of higher education, Flannery draws on nonprofit marketing scholarship, the expertise of leading higher education marketing practitioners and administrators, and her own experiences over two decades at two different institutions. She teaches readers how to • set up their marketing leadership for success • find or build the necessary organizational capacity • set a firm foundation through market research • establish a differentiated value proposition and strong brand strategy • encourage enterprise-wide integration of marketing and communications • consider technical and resource requirements to succeed in digital marketing • develop appropriate and rigorous measurement • plan for appropriate investment • anticipate and prepare for future trends This practical guide reveals how to cultivate student, alumni, donor, and partner loyalty through strategic marketing. How to Market a University offers leaders and their CMOs the language, examples, and even questions they should discuss and answer in order to build or refine their marketing strategy. |
| marketing strategies for higher education institutions: Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities Bowen, Gordon, 2014-10-31 For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in todays business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes. |
| marketing strategies for higher education institutions: Active Learning Strategies in Higher Education Anastasia Misseyanni, Miltiadis D. Lytras, Paraskevi Papadopoulou, Christina Marouli, 2018-04-06 This book focuses on selected best practices for effective active learning in Higher Education. Contributors present the epistemology of active learning along with specific case studies from different disciplines and countries. Discussing issues around ICTs, collaborative learning, experiential learning and other active learning strategies. |
| marketing strategies for higher education institutions: Digital Marketing Strategies and Models for Competitive Business Pinto, Filipe Mota, Guarda, Teresa, 2020-03-27 Modern marketing practices have evolved to become a dynamic meeting point for technology practitioners and business professionals. Digital technologies have added a new paradigm to the way businesses are projected, communicated, and developed through their marketing activities, from message delivery to content production. Digital Marketing Strategies and Models for Competitive Business is a collection of innovative research that seeks to connect theory with application, identifying best practices over digital marketing to business purposes. While highlighting topics including consumer analysis, search engine marketing, and marketing communications, this book is ideally designed for marketers, managers, executives, advertisers, graphic designers, researchers, practitioners, entrepreneurs, policymakers, and educators. |
| marketing strategies for higher education institutions: Strategic Marketing of Higher Education in Africa Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson, 2020-01-20 Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market. |
| marketing strategies for higher education institutions: Higher Education Marketing Strategies Eddy Jusuf, 2018-12-10 This book is about strategies to conduct higher education marketing with the focuses on marketing theories, the application of marketing in higher education services, the online higher education service marketing, how to build student satisfaction, loyalty and retention. This book contents include: -Basic Concepts and Definitions-Theoretical Basis-Marketing Communication-Modification and Application of Marketing Mix in Marketing of Higher Education Institutions-Customer Relationship Management-Competitive Advantage-Higher Education Program Offers-Higher Education Marketing Strategies-Online Higher Education Marketing-Building Student Satisfaction-Building Student Loyalty-Student Retention Strategy |
| marketing strategies for higher education institutions: Marketing Higher and Further Education Paul Gibbs, Michael Knapp, 2012-12-06 A manual for anyone wishing to market higher or further education. It offers business-oriented guidance for readers whose main preoccupation may not be marketing itself, but who nonetheless need access to promotion skills, and it covers theory, practice and case studies. |
| marketing strategies for higher education institutions: Cases on Innovations in Educational Marketing Purnendu Tripathi, Siran Mukerji, 2011 Growing global competition for quality education, technology and collaboration is playing a paramount role in redefining institutions, requiring them to re-strategize to achieve a competitive advantageous international position. Cases on Innovations in Educational Marketing: Transnational and Technological Strategies addresses the prominent issues involved in marketing these new educational approaches that are revolutionizing the entire education sector. The institutions highlighted in these cases are emerging as educational corporate entities with a bouquet of academic programs as products endeavoring to augment their presence worldwide with innovative technological and transnational strategies. This book provides comparative and comprehensive analysis of technological and transnational strategies in educational marketing on various issues across the world and also the best practices and experiences from a diverse range of countries. |
| marketing strategies for higher education institutions: Advances in Digital Marketing and eCommerce Francisco J. Martínez-López, Steven D'Alessandro, 2020-05-06 This book highlights the latest research presented at the first Digital Marketing & eCommerce Conference (Barcelona, Spain, June 2020). Papers include a diverse set of digital marketing and eCommerce-related topics such as user psychology and behavior in social commerce, influencer marketing in social commerce, social media monetization strategies, social commerce characteristics and their impact on user behavior, social branding, business model, user privacy, and more. |
| marketing strategies for higher education institutions: Strategic Brand Management in Higher Education Bang Nguyen, T.C Melewar, Jane Hemsley-Brown, 2019-02-13 University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets. |
| marketing strategies for higher education institutions: Leadership and Management Strategies for Creating Agile Universities Connolly, Thomas M., Farrier, Stephen, 2021-12-03 The global higher education sector has changed dramatically as universities continue to face unprecedented challenges associated with the COVID-19 pandemic. Many are struggling to navigate this crisis while maintaining high-quality course delivery, ensuring strong student recruitment numbers, and providing clear communication to staff and students. Issues have emerged at an exponential rate, and coping with the pandemic has been particularly difficult for universities as they serve several functions, such as being educational institutions as well as major employers. Leadership and Management Strategies for Creating Agile Universities reflects on the challenges that higher education institutions have faced during the pandemic and the associated projected socio-economic impact yet to be felt. It also considers how different universities have addressed the challenges so as to learn what has and has not worked and speculates what future implications exist for the vision of a new higher education sector in a changing world. Covering topics such as developmental leadership, IT governance, and lifelong learning, it is ideal for policymakers, industry professionals, academicians, researchers, governors, decision makers, teachers, and students. |
| marketing strategies for higher education institutions: International Marketing of Higher Education Terry Wu, 2016-09-15 This book examines both the theory and applications of marketing higher education in a global environment. Universities and colleges face new challenges in student recruitment and international competition. This book is designed to offer new insights into international marketing of higher education. With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenue, but also as an integral part of an overall academic strategy. While international students face many destination choices, they normally choose universities and colleges in developed countries such as the US, Canada, UK, Australia, and New Zealand. The international marketing of higher education is of growing importance to universities and colleges today. |
| marketing strategies for higher education institutions: Marketing Higher Education: "Is There a Relationship Between the Higher Education Marketing Strategies Institutions Employ and the Students' Perceptions of Them?" A Study Involving Students at FHWN. David Krátký, 2015 An old Tibetan proverb says: A child without education is like a bird without wings. It has been clear for many decades that good education is the best investment one could make. The marketplace has become saturated with companies and institutions of all kind. They all compete in the uneasy world of trying to attract their target audience in the most effective way. Without doubt, universities and colleges are one of such institutions. Based on the current trends in services marketing, it is important to understand which strategies can be successfully used when marketing such establishments. Considering that the goal of most of the higher education institutions is to attract the brightest possible students and deliver the best possible education and life experience, the question of how to market these comes into play. The aim of the thesis is to find out whether there is a relationship between the higher education marketing strategies institutions employ and the students perceptions of them. Are the currently used tertiary education marketing strategies effective? Do students perceive the strategies the way the marketers thought they would, or are there any mismatch gaps present? Moreover, the paper attempts to identify the latest trends in higher education marketing and find out what benefit could they serve in marketing a higher education institution. Also, it looks into practices used in North America which could possibly serve as an inspiration. The issues are looked at from two different perspectives the universitys and the students one. Connections are made and conclusions drawn.*****An old Tibetan proverb says: A child without education is like a bird without wings. It has been clear for many decades that good education is the best investment one could make. The marketplace has become saturated with companies and institutions of all kind. They all compete in the uneasy world of trying to attract their target audience in the most effective way. Without doubt, universities and colleges are one of such institutions. Based on the current trends in services marketing, it is important to understand which strategies can be successfully used when marketing such establishments. Considering that the goal of most of the higher education institutions is to attract the brightest possible students and deliver the best possible education and life experience, the question of how to market these comes into play. The aim of the thesis is to find out whether there is a relationship between the higher education marketing strategies institutions employ and the students perceptions of them. Are the currently used tertiary education marketing strategies effective? Do students perceive the strategies the way the marketers thought they would, or are there any mismatch gaps present? Moreover, the paper attempts to identify the latest trends in higher education marketing and find out what benefit could they serve in marketing a higher education institution. Also, it looks into practices used in North America which could possibly serve as an inspiration. The issues are looked at from two different perspectives the universitys and the students one. Connections are made and conclusions drawn. |
| marketing strategies for higher education institutions: Strategic Marketing for Educational Institutions Philip Kotler, Karen F. A. Fox, 1985 Part IV discusses establishing a marketing mix through designing and pricing educational programs, making educational programs available to intended audiences, communication with publics, and advertising the programs offered. Part V deals with applying marketing principles attract and retain both students and financial support. Finally, Part VI deals with evaluating the effectiveness of marketing efforts. |
| marketing strategies for higher education institutions: Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities Rahman, Muhammad Sabbir, Zaman, Mahmud Habib, Hossain, Md Afnan, 2018-12-04 The contribution of small and medium enterprises (SMEs) is acknowledged as an influential engine to economic growth. However, the biggest challenge faced by these SMEs is the lack of competitive service offerings for their target customers due to unstandardized products and a lack of consumer engagement and strategies. Service Marketing Strategies for Small and Medium Enterprises: Emerging Research and Opportunities is an essential reference source that provides guidelines on how SMEs can achieve sustainability through positive marketing outcomes and effective customer services. Featuring research on the assessment of SMEs’ customer service expectation, listening to customers through qualitative research, service quality model and its marketing implications, integrated marketing communications for SME environments, effective service encounters, and relationship developing strategies for SMEs, this publication provides new models for managers, industry professionals, academicians, and researchers. |
| marketing strategies for higher education institutions: Learning Styles and Strategies for Management Students Carvalho, Luísa Cagica, Noronha, Adriana Backx, Souza, Crisomar Lobo de, 2020-03-27 Today, globalization, advances in technology, greater access to information, and communication via social networks generate an explosion of knowledge and cause the working world to experience rapid change based on knowledge and continuous learning. The challenge for universities is to have a curriculum that prepares students for this digital world, but many characteristics of the school curriculum have been unchanged for decades. Consequently, student experiences can be very different from the experiences required by the labor market. In a learning environment, the desired results will not be achieved if several essential elements are not considered in the instructional teaching process, including learning style, age, and maturity level. Learning Styles and Strategies for Management Students is a critical scholarly resource that provides essential research on the growing recognition of the critical role of education through concepts and principles of styles and strategies of learning. Additionally, it explores key developments in the methodologies, strategies, and learning styles of students, mainly in management studies. Featuring an array of topics such as digital education, sustainability, and management, this book is ideal for academicians, researchers, administrators, curriculum designers, policymakers, practitioners, and students. |
| marketing strategies for higher education institutions: Higher Education Marketing in Africa Emmanuel Mogaji, Felix Maringe, Robert Ebo Hinson, 2020-05-20 This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, providing theoretical and practical insights into education marketing in Africa. In particular, it focuses on the competition for students. The growing number of student enrolments, the public sector’s inability to meet the ever-increasing demands and new private universities springing up mean that it is essential for universities to identify their market and effectively communicate their messages. Although there has been substantial theoretical research to help shed light on students’ choices and universities' marketing strategies, little work has been undertaken on higher education in the African context. Filling that gap in the research, while at the same time acknowledging the regional differences in Africa, this book offers empirical insights into the higher education market across the continent. |
| marketing strategies for higher education institutions: Reliability and Statistics in Transportation and Communication Igor Kabashkin, Irina Yatskiv (Jackiva), Olegas Prentkovskis, 2019-03-09 This book reports on cutting-edge theories and methods for analyzing complex systems, such as transportation and communication networks and discusses multi-disciplinary approaches to dependability problems encountered when dealing with complex systems in practice. The book presents the most noteworthy methods and results discussed at the International Conference on Reliability and Statistics in Transportation and Communication (RelStat), which took place in Riga, Latvia on October 17 – 20, 2018. It spans a broad spectrum of topics, from mathematical models and design methodologies, to software engineering, data security and financial issues, as well as practical problems in technical systems, such as transportation and telecommunications, and in engineering education. |
| marketing strategies for higher education institutions: Higher Education in the Global Age Daniel Araya, Peter Marber, 2013-11-20 Discussions on globalization now routinely focus on the economic impact of developing countries in Asia, Africa, the Middle East, the former Soviet Union and Latin America. Only twenty-five years ago, many developing countries were largely closed societies. Today, the growing power of “emerging markets” is reordering the geopolitical landscape. On a purchasing power parity basis, emerging economies now constitute half of the world’s economic activity. Financial markets too are seeing growing integration: Asia now accounts for 1/3 of world stock markets, more than double that of just 15 years ago. Given current trajectories, most economists predict that China and India alone will account for half of global output by 2050 (almost a complete return to their positions prior to the Industrial Revolution). How is higher education shaping and being shaped by these massive tectonic shifts? As education rises as a geopolitical priority, it has converged with discussions on economic policy and a global labor market. As part of the Routledge Studies in Emerging Societies series, this edited collection focuses on the globalization of higher education, particularly the increasing symbiosis between advanced and developing countries. Bringing together senior scholars, journalists, and practitioners from around the world, this collection explores the relatively new and changing higher education landscape. |
| marketing strategies for higher education institutions: Customer-centric Marketing Strategies Hans Ruediger Kaufmann, Mohammad Fateh Ali Khan Panni, 2013 This book provides a conceptual understanding on customer-centric marketing strategies as well as revealing the success factors of these concepts with a goal to improve the organization's financial and marketing performance--Provided by publisher. |
| marketing strategies for higher education institutions: European Higher Education Area: Challenges for a New Decade Adrian Curaj, Ligia Deca, Remus Pricopie, 2020-11-10 This open access book presents the major outcomes of the fourth edition of the Future of Higher Education – Bologna Process Researchers Conference (FOHE-BPRC 4) which was held in January 2020 and which has already established itself as a landmark in the European higher education environment. The conference is part of the official calendar of the European Higher Education Area (EHEA) for events that promote and sustain the development of EHEA. The conference provides a unique forum for dialogue between researchers, experts and policy makers in the field of higher education, all of which is documented in this proceedings volume. The book focuses on the following five sub-themes: - Furthering the Internationalization of Higher Education: Particular - Challenges in the EHEA - Access and Success for Every Learner in Higher Education - Advancing Learning and Teaching in the EHEA: Innovation and Links With Research - The Future of the EHEA - Principles, Challenges and Ways Forward - Bologna Process in the Global Higher Education Arena. Going Digital? While acknowledging the efforts and achievements so far at EHEA level, the Paris Ministerial Communiqué highlights the need to intensify crossdisciplinary and cross-border cooperation. One of the ways to achieve this objective is to develop more efficient peer-learning activities, involving policymakers and other stakeholders from as many member states as possible for which this book provides a platform. It acknowledges the importance of a continued dialogue between researchers and decisionmakers and benefits from the experience already acquired, this way enabling the higher education community to bring its input into the 2020. European Higher Education Area (EHEA) priorities for 2020 onwards. European Higher Education Area: Challenges for a New Decade marks 21 years of Bologna Process and 10 years of EHEA and brings together an unique collection of contributions that not only reflect on all that has been achieved in these years, but more importantly, shape directions for the future. This book is published under an open access CC BY license. |
| marketing strategies for higher education institutions: EBOOK: Combining Methods in Educational and Social Research Stephen Gorard, Chris Taylor, 2004-09-16 “This excellent book promises much and delivers a whole lot more. It provides a description of the practicalities of combining evidence from a variety of data collection modes in order to enrich our responses to educational research questions. This is achieved with thoroughness and clarity and even some wit. There are outstanding teaching materials here…. This is the best book on educational research methods published in this country for decades.” Professor Charles Desforges, University of Exeter In this timely and important contribution, Stephen Gorard and Chris Taylor help us move beyond the wasteful schism of 'qualitative versus quantitative' research by offering sound basic theorising and extensive practical illustration of the combining of research methods... I see their book as essential reading for anyone concerned for effective educational and social research. Professor Peter Tomlinson, University of Leeds There is growing interest in the possibilities of combining research approaches in education and social sciences, as dissatisfaction mounts with the limitations of traditional mono-method studies and with the schism between quantitative and qualitative methods. This book argues the case for combining multiple research methods, and provides much-needed practical guidance for researchers who want to use this mixed-methods approach. The authors believe that all research has an over-arching logic and that, within this, the fruitful combination of quantitative and qualitative methods is possible. They develop the idea of the ‘new’ education and social researcher, for whom the combination of approaches is a representation of a diverse skills base, rather than a matter of ideological or theoretical allegiance.The book outlines and evaluates methods that are currently used, and looks at combining different methods across and within studies, including complex interventions, Bayesian approaches, new political arithmetic, triangulation, life histories and design studies. It offers a radical, new and very simple way of working with numbers. Drawing on examples across the social sciences, this book is key reading for undergraduate and postgraduate students in Education and social science courses with a research element, as well as academics and professionals undertaking research projects. |
| marketing strategies for higher education institutions: Everything for Sale? The Marketisation of UK Higher Education Roger Brown, Helen Carasso, 2013-02-11 The marketisation of higher education is a growing worldwide trend. Increasingly, market steering is replacing or supplementing government steering. Tuition fees are being introduced or increased, usually at the expense of state grants to institutions. Grants for student support are being replaced or supplemented by loans. Commercial rankings and league tables to guide student choice are proliferating with institutions devoting increasing resources to marketing, branding and customer service. The UK is a particularly good example of this, not only because it is a country where marketisation has arguably proceeded furthest, but also because of the variations that exist as Scotland, Wales and Northern Ireland increasingly diverge from England. In Everything for Sale, Roger Brown argues that the competitive regime that is now applicable to our Higher Education system was the logical, and possibly inevitable, outcome of a process that began with the introduction of full cost fees for overseas students in 1980. Through chapters including: Markets and Non-Markets The Institutional Pattern of Provision The Funding of Research The Funding of Student Education Quality Assurance The Impact of Marketisation: Efficiency, diversity and equity; He shows how the evaluation and funding of research, the funding of student education, quality assurance, and the structure of the system have increasingly been organised on market or quasi-market lines. As well as helping to explain the evolution of British higher education over the past thirty years, the book contains some important messages about the consequences of introducing or extending market competition in universities’ core activities of teaching and research. This timely and comprehensive book is essential reading for all academics at University level and anyone involved in Higher Education policy. |
| marketing strategies for higher education institutions: Content Marketing for Nonprofits Kivi Leroux Miller, 2013-09-03 Nonprofits are communicating more often and in more ways than ever before . . .but is anyone paying attention? In her follow-up to The Nonprofit Marketing Guide: High-Impact, Low-Cost Ways to Build Support for Your Good Cause, Kivi Leroux Miller shows you how to design and implement a content marketing strategy that will attract people to your cause, rather than begging for their attention or interrupting them with your communications. Youll learn how to plan, create, share, and manage relevant and valuable content that inspires and motivates people to support your nonprofit in many different ways. Inside: Eye-opening look at how nonprofit marketing and fundraising is changing, and the perils of not quickly adapting Up-to-date guidance on communicating in a fast-paced, multichannel world How to make big-picture strategic decisions about your content, followed by pragmatic and doable tactics on everything from editorial calendars to repurposing content Real-world examples from 100+ nonprofits of all sizes and missions This book is your must-have guide to communicating so that you keep the supporters you already have, attract new ones, and together, change the world for the better. |
| marketing strategies for higher education institutions: Handbook of Marketing Decision Models Berend Wierenga, 2008-09-05 Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets. |
| marketing strategies for higher education institutions: Going to College Don Hossler, Jack Schmit, Nick Vesper, 2020-06-02 Going to College tells the powerful story of how high school students make choices about postsecondary education. Drawing on their unprecedented nine-year study of high school students, the authors explore how students and their parents negotiate these important decisions. Family background, finances, education, information—all influence students' plans after high school and the career paths they pursue, as do the more subtle messages delivered by parents and counselors which shape adolescents' self-expectations. For high school guidance counselors, college admissions counselors, parents and teachers, and public policy makers, this book is a valuable resource that explains the decision-making process and helps adults to help students make appropriate choices. The authors identify predisposition, search, and choice as the three stages in the student decision-making process. Predisposition refers to the plans students develop for education or work after they graduate from high school. The search stage involves students discovering and evaluating a variety of colleges and universities. In the choice stage, students choose a school to attend from among a list of institutions that are being seriously considered. Understanding exactly how students move through the predisposition, search, and choice stages of the college decision-making process can help students and parents prepare themselves for this process and consider a wider array of options. For education professionals, understanding this process can lead to new initiatives to guide students and families effectively—by providing better incentives for college savings, for example, or devising more effective early information programs about postsecondary education. Going to College is the first book to seriously study over an extended period the decisions that have a pervasive and lasting impact on individual careers, livelihoods, and lifestyles. The authors conclude with important recommendations for improving academic support, exploring various financial options, providing early encouragement—in other words, for recognizing the factors that influence students' decisions, and knowing when to pay attention to them. |
| marketing strategies for higher education institutions: Leap Howard Yu, 2020-05-14 Every business faces the existential threat of competitors producing cheaper copies. Even patent filings, market dominance and financial resources can't shield them from copycats. So what can we do--and, what can we learn from companies that have endured and even prospered for centuries despite copycat competition?In a book of narrative history and practical strategy, IMD professor of management and innovation Howard Yu shows that succeeding in today's marketplace is no longer just a matter of mastering copycat tactics, companies also need to leap across knowledge disciplines, and to reimagine how a product is made or a service is delivered. This proven tactic can protect a company from being overtaken by new (and often foreign) copycat competitors.Using riveting case studies of successful leaps and tragic falls, Yu illustrates five principles to success that span a wide range of industries, countries, and eras. Learn about how P&G in the 19th century made the leap from handcrafted soaps and candles to mass production of its signature brand Ivory, leaped into the new fields of consumer psychology and advertising, then leaped again, at the risk of cannibalizing its core product, into synthetic detergents and won with Tide in 1946. Learn about how Novartis and other pharma pioneers stayed ahead by making leaps from chemistry to microbiology to genomics in drug discovery; and how forward-thinking companies, including China's largest social media app--WeChat, Tokyo-based Internet service provider Recruit Holdings, and Illinois-headquartered John Deere are leaping ahead by leveraging the emergence of ubiquitous connectivity, the inexorable rise of intelligent machines, and the rising importance of managerial creativity.Outlasting competition is difficult; doing so over decades or a century is nearly impossible--unless one leaps. Ultimately, Leap is a manifesto for how pioneering companies can endure and prosper in a world of constant change and inevitable copycats. |
| marketing strategies for higher education institutions: Strategies for Teaching Large Classes Effectively in Higher Education Jonathan Golding, Catherine Rawn, Kathi Kern, 2018-10-18 Strategies for Teaching Large Classes Effectively in Higher Education helps educators effectively harness the power of the large class to support student learning. The book features advice from instructors across disciplines, results from the initiatives they've tried, and scholarship to support their claims. The text emphasizes the ideas that a large class represents an opportunity and scholarly teaching can occur in a class of any size. The book begins |
| marketing strategies for higher education institutions: Educational Marketing John H. Holcomb, 1993 The American public school system is the biggest business in the world. Too frequently the schools are still thought of as 'the little red schoolhouse' and are marketed to their many and varied clients as such. This book provides a method by which students of teaching and learning, school board members, superintendents of schools, school principals, state and federal lawmakers, educational agencies at all levels might use some of the private sector ideas to effectively and efficiently market their products to the right 'consumers.' Holcomb discusses education as a product as well as a service. It can be measured, evaluated, weighed, verbalized, packaged...and marketed. Used here, 'marketing' is simply the exchange of money, goods, or services for other money, goods, or services. With his extensive experience in educational services, the author offers much to help the public school system. |
What is Marketing? — The Definition of Marketing — AMA
Definition of Marketing Research. Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and …
An Overview of Marketing - American Marketing Association
Course Overview Marketing is vital to the success of an organization in today’s competitive world. This course introduces marketing, the marketing mix (the Four Ps), the strategic importance of …
Marketing vs. Advertising - American Marketing Association
Accordingly, global marketing enables these companies to employ a unified strategy to reach customers at the local, regional, national and international levels at the same time. …
Guide to Types of Marketing: Strategies, Techniques, and Tactics …
Nov 21, 2024 · Marketing strategy: This foundational element outlines your business goals and the approach to achieve them. A well-defined strategy aligns all marketing activities, …
Marketing Industry Stats and Information - American Marketing …
On average, marketing budgets make up 10% of overall company budgets. Marketing makes up a higher portion of the budget for B-to-C companies versus B-to-B, and for companies with lower …
Marketing vs. Promotion: Key Differences and How They Impact …
Nov 21, 2024 · Marketing is all about the long game—building brand value and nurturing customer relationships over time. Promotion, on the other hand, is a quick push for immediate …
The Skills Marketers Need in 2025 and Beyond
Jan 31, 2025 · Based on a survey of 1,200+ marketers, over 450 job postings and interviews with industry experts, this report lays out the new realities shaping the field of marketing—including …
The Four Ps of Marketing - American Marketing Association
Jul 12, 2022 · What Are the Four Ps of Marketing? Marketing is the activity, set of institutions, or processes for creating, communicating, delivering, and exchanging offerings that have value …
What is Strategic Marketing? Definition, Importance, and Key …
Nov 20, 2024 · Strategic marketing is a focused approach that aligns every marketing move with big-picture business goals, aiming to build a lasting competitive edge. Unlike traditional …
Develop a Winning Marketing Strategy: Step-by-Step Guide
Oct 24, 2024 · A marketing plan, on the other hand, details the specific actions and tactics needed to execute the strategy. This could include hosting local events, running social media ads, and …
What is Marketing? — The Definition of Marketing — AMA
Definition of Marketing Research. Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and …
An Overview of Marketing - American Marketing Association
Course Overview Marketing is vital to the success of an organization in today’s competitive world. This course introduces marketing, the marketing mix (the Four Ps), the strategic importance of …
Marketing vs. Advertising - American Marketing Association
Accordingly, global marketing enables these companies to employ a unified strategy to reach customers at the local, regional, national and international levels at the same time. …
Guide to Types of Marketing: Strategies, Techniques, and Tactics …
Nov 21, 2024 · Marketing strategy: This foundational element outlines your business goals and the approach to achieve them. A well-defined strategy aligns all marketing activities, …
Marketing Industry Stats and Information - American Marketing …
On average, marketing budgets make up 10% of overall company budgets. Marketing makes up a higher portion of the budget for B-to-C companies versus B-to-B, and for companies with lower …
Marketing vs. Promotion: Key Differences and How They Impact …
Nov 21, 2024 · Marketing is all about the long game—building brand value and nurturing customer relationships over time. Promotion, on the other hand, is a quick push for immediate …
The Skills Marketers Need in 2025 and Beyond
Jan 31, 2025 · Based on a survey of 1,200+ marketers, over 450 job postings and interviews with industry experts, this report lays out the new realities shaping the field of marketing—including …
The Four Ps of Marketing - American Marketing Association
Jul 12, 2022 · What Are the Four Ps of Marketing? Marketing is the activity, set of institutions, or processes for creating, communicating, delivering, and exchanging offerings that have value …
What is Strategic Marketing? Definition, Importance, and Key …
Nov 20, 2024 · Strategic marketing is a focused approach that aligns every marketing move with big-picture business goals, aiming to build a lasting competitive edge. Unlike traditional …
Develop a Winning Marketing Strategy: Step-by-Step Guide
Oct 24, 2024 · A marketing plan, on the other hand, details the specific actions and tactics needed to execute the strategy. This could include hosting local events, running social media ads, and …
