Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices
Abstract
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.
... The shift is being driven by the intense competition among higher educational institutions, and changing student behavior patterns (Mogaji et al., 2020). Information technologies are enhancing higher education marketing strategies by leveraging digital techniques for broader audience engagement (Tripathi, 2013). There is great potential in online platforms that offer universities the opportunity to engage and influence digitally native generations (Zervina & Stukalina, 2019). ...
The aim of the present study is to analyze the relationship between information accessibility and career decision making among first-year university students from a Central Eastern European university (n=2,330). Hierarchical cluster analysis was conducted based on motivational factors and four distinct student groups were identified: ‘Independent Decision Makers’ (IDM, 15.4%), ‘Amenity-Oriented Selectors’ (AOS, 41.2%), ‘Location-Centric Choosers’ (LCC, 16.6%), and ‘Academic Excellence Seekers’ (AES, 26.8%). While IDMs made decisions independent of institutional attributes, AOS prioritized university services, LCC were influenced by the city, and AES emphasized academic course quality. The most relevant sources of information are the official website of the National Office of Admissions, university websites, peer opinions, and institutional information. These findings provide important insights for universities and their targeted enrollment campaigns to understand the different decision-making preferences of students.
This research aims to find an in-depth picture regarding Higher Education Marketing Strategies through 7P to Increasing Public Interest. This research uses a qualitative method with a phenomenological approach, a type of field study with a case study design. Data collection techniques include in-depth interviews, direct observation, and documentation review. Data analysis using Triangulation compares and cross-checks the degree of trustworthiness of information obtained through different sources. Research locus at STKIP PGRI Trenggalek. Research results show 7P, product (various services offered), price (relatively cheaper than other universities). Place (location, very strategic and easy to access), Promotion (carried out internally and externally), People (competent and qualified lecturers and employees), Physical Evidence (facilities and infrastructure that meet the requirements to support lectures). Process (The process of lecture activities that can meet student needs). Analysis results via SWOT to determine strengths, weaknesses, opportunities, and challenges. Knowing the strengths that STKIP PGRI Trenggalek has, it can be utilized to improve weaknesses and use existing opportunities to avoid threats from external factors. Incessant promotions and always prioritizing service have increased its image and resulted in the number of enthusiasts always increasing.
The growth of quality standards, as well as, higher student demands has implications for higher education to improve service quality to be able to provide satisfaction that leads to increased student loyalty.Research aims: This study determines the effect of academic information systems and facilities on student loyalty at the Faculty of Economics, Universitas Prima Indonesia through satisfaction as an integral variable.Design/Methodology/Approach: Data analysis using path analysis, and feasibility test of the model with the Smartpls 3.0 program. The population in this study were all 5th term students of Management Undergraduate Degree and Accounting Undergraduate Degree. The number of samples was determined using the Krejcie-Morgan table so that 291 people were selected.Research findings: The results showed that the academic information system had a significant positive effect on student loyalty through satisfaction, so that the satisfaction variable mediates the academic information system on student loyalty (t-statistic = 2.131 ( t-table): p-value = 0.034). Likewise, the effect of facilities on student loyalty through satisfaction as an intervening variable that shows a significant value (t-statistic = 2,220 ( t-table): p-value = 0.027).Theoretical contribution/Originality:. The novelty of this research is that increasing student loyalty can be done by improving academic information system services and adequate campus facilities.Practitioner/Policy implication: The university management must provide quality facilities and infrastructure to increase student loyalty.
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With developing technology, face-to-face interactions with customers
have ceded their place to digital communication during loan
applications. This transition saves time and costs regarding credit
allocation. However, it also leads to more exposure to risky situations
because it is harder to understand customer profiles without
cultivating a personal relationship. Therefore, classifying loan
applicants as good credit or bad credit before deciding to approve or
reject a loan is more important than ever, and it directly affects the
revenue and losses of a financial institution.
This study aims to apply bagging and boosting (AdaBoost) ensemble
learning techniques to the seven most widely used classifiers in credit
risk evaluation, namely, naïve Bayes, k-nearest neighbours, logistic
regression, ridge regression, support vector machines, decision trees
and random forest. Even if some of them were previously used in the
bagging and boosting techniques as weak learners, this study presents
more comprehensive comparisons by using some weak learners, such
as naïve Bayes and decision trees, but also some competent or strong learners, such as support vector machines and random forest. Hence, it
will be possible to examine the effect of bagging and boosting
algorithms on each classifier mentioned. For this purpose, three real-
world credit datasets are used, each of which consists of a different
sample size, number of features and degree of imbalance.
Purpose
The purpose of this paper is to investigate the way that Saudi universities are engaging their audience via social media platforms by means of the five meaningful themes: visibility, branding, authenticity, commitment, and engagement. The study will answer the questions: how do Saudi universities exploit social media platforms to engage their target audience? What are the recommendations for Saudi universities toward maximizing the value of social media engagement?
Design/methodology/approach
A content analysis approach was used to study all Saudi universities (26 public, 11 private). Facebook, YouTube, LinkedIn and Twitter were the anticipated social media platforms in this study.
Findings
The results showed that Twitter is the most frequently used platform to communicate with audiences. While visibility in the anticipated social media platforms was high, the engagement was lacking. On the other hand, authenticity and branding in the anticipated social media platforms were medium, while commitment was low except on Twitter. In general, the private universities exceed the public universities in terms of visibility, branding, authenticity, commitment and engagement in the anticipated social media platforms, which indicates their attention on gaining their audience’s satisfaction, a dynamic of trust which will lead to maintaining current relationships or building new ones.
Originality/value
Since there are few studies in the field regarding social media platforms usage by Saudi universities, this study aims to understand how Saudi universities are utilizing social media platforms to engage their audiences and propose recommendations for how Saudi universities can build value from social media platforms.
ResearchGate has not been able to resolve any references for this publication.