Search results

1 – 10 of over 31000
To view the access options for this content please click here
Article
Publication date: 16 October 2009

Deogratias Bugandwa Mungu Akonkwa

The purpose of this paper is to encourage the development of a research stream on the market orientation concept in higher education. Specifically, the author explains why…

Abstract

Purpose

The purpose of this paper is to encourage the development of a research stream on the market orientation concept in higher education. Specifically, the author explains why this concept has emerged as a potentially relevant strategy to manage higher educational institutions. The paper raises the main problems surrounding the use of market orientation in higher education, and thereby, suggests an extensive research agenda which is expected to improve the importation of marketing concepts in higher education.

Design/methodology/approach

This paper is based on an extensive critical literature review on market orientation, and a document analysis to grasp the major changes that have affected higher education institutions' context since the middle of the 1980s. A bulk of research agenda is proposed and summarised in a table. The different topics are rooted in the link the author has attempted to put between marketing theory and higher educational context.

Findings

Research on market orientation in higher education still has many rooms to explore. These are: competition, quality issues, the impact of budget cuts on marketing implementation and market orientation operationalisation, etc.

Originality/value

While the market orientation strategy has been widely studied in commercial sector, its use in public and non‐profit sector such as higher education is still unsatisfactory. The paper: points on the limits of conceptual transpositions; discusses why market orientation is important to face the new context of higher education; and raises a number of research directions that have tremendous promises in the endeavour to build richer theories of marketing management, and to address significant problems of marketing practice in higher education.

Details

International Journal of Quality and Service Sciences, vol. 1 no. 3
Type: Research Article
ISSN: 1756-669X

Keywords

To view the access options for this content please click here
Article
Publication date: 22 June 2010

Alan C.K. Cheung, Timothy W.W. Yuen, Celeste Y.M. Yuen and Yin Cheong Cheng

The main purpose of this study is threefold: to analyze the current conditions of higher education services offered in the three target markets; to conduct market

Abstract

Purpose

The main purpose of this study is threefold: to analyze the current conditions of higher education services offered in the three target markets; to conduct market segmentation analysis of these markets; and to recommend the most appropriate market entry strategies for Hong Kong's education service providers.

Design/methodology/approach

The data for this project were obtained primarily by questionnaire survey and interviews. The research team collected 1,370 questionnaires and conducted a total of 121 individual and focus group interviews in the four studied cities – Mumbai, New Delhi, Jakarta, and Kuala Lumpur.

Findings

The study found that there was a high unmet demand for higher education overseas and that the visibility of Hong Kong's higher education was relatively weak in these Asian markets. In order to capture the continued rise of students in Asia, higher education institutions and the Hong Kong government need to work together to analyze the potential markets critically and employ marketing strategies sensibly. Several key recommendations have been provided based on the findings.

Research limitations/implications

The study was undertaken in a few key cities in these three target markets. However, findings from the study may generate insights into other cities with similar characteristics in these countries and the Asian regions.

Practical implications

The paper suggests that decision makers at the institutional level and government level seeking to enter these markets must pay attention to the importance of market segmentation and the 4P variables in formulating their marketing strategies.

Originality/value

Few studies have examined the current condition of higher education services in these three emerging Asian markets. The study provides some useful marketing information to education decision makers in Hong Kong and elsewhere who may be interested in formulating marketing strategies in these markets.

Details

International Journal of Educational Management, vol. 24 no. 5
Type: Research Article
ISSN: 0951-354X

Keywords

To view the access options for this content please click here
Article
Publication date: 1 May 1995

David G. Tonks and Marc Farr

Reports extracts from an exploratory, cross‐sectional studyundertaken in the rapidly changing environment of UK higher education.Begins with introductory material covering…

Abstract

Reports extracts from an exploratory, cross‐sectional study undertaken in the rapidly changing environment of UK higher education. Begins with introductory material covering some recent changes in higher education and the relevance of marketing and market segmentation to institutional provision. Addresses the issue of access to higher education, however the perspective is largely managerial. Proposes geodemographic analysis as a useful way to segment the market for higher education. The data concern the “market” for home students prior to the removal of the binary divide and provide a geodemographic analysis of applicants and of acceptances by institution type in 1991. Discusses the possible implications for marketing and also for policies concerning the variability of access to higher education.

Details

Marketing Intelligence & Planning, vol. 13 no. 4
Type: Research Article
ISSN: 0263-4503

Keywords

To view the access options for this content please click here
Article
Publication date: 1 February 1991

A. Conway and D.A. Yorke

Having established that both services and product marketingstrategies can be applied simultaneously, a study of the perceptions ofemployers and students is reported on…

Abstract

Having established that both services and product marketing strategies can be applied simultaneously, a study of the perceptions of employers and students is reported on. Thus the degree to which both sets of customers′ needs may be satisfied simultaneously is considered. A sample of business studies students, lecturers and employers took part in the research, which indicated perceptual incongruence in terms of student and employer perceived needs for higher education. Although the research was of an exploratory nature, it indicates that institutions are likely to have a problem in applying the marketing concept to their corporate strategies.

Details

International Journal of Public Sector Management, vol. 4 no. 2
Type: Research Article
ISSN: 0951-3558

Keywords

To view the access options for this content please click here
Article
Publication date: 21 October 2013

Yousra Asaad, T.C. Melewar, Geraldine Cohen and John M.T. Balmer

The purpose of this paper is to explore how post-92 UK universities perceive and manage market orientation (MO) in their export operations of educational services to…

Abstract

Purpose

The purpose of this paper is to explore how post-92 UK universities perceive and manage market orientation (MO) in their export operations of educational services to international students (i.e. export market orientation (EMO)) in the context of international student recruitment.

Design/methodology/approach

Through a case study design, this qualitative research was undertaken amongst eight post-92 UK universities. Semi-structured in-depth interviews were conducted with managers in the international offices of universities.

Findings

The results indicate that EMO in universities consists of information-based activities geared towards foreign markets. Superior knowledge and awareness of the market components is central to the implementation of these information-based activities. This involves market information generation and dissemination, as well as the need for rapid responsiveness due to the changing nature of the higher education market.

Research limitations/implications

The selected methodology makes these results alone unfit for generalising to a larger population. Improved theoretical models are needed for generating more knowledge about the antecedents and consequences of EMO in universities.

Practical implications

The authors believe the findings are particularly relevant for international marketing managers of exporting universities. The current paper suggests some implications for international marketing managers when actively managing their marketing activities towards foreign markets.

Originality/value

The paper identifies a gap in current higher education marketing research. The original contribution of the paper is to address this gap so that researchers and practitioners have some understanding of the export marketing behaviour of UK universities in the context of the recruitment of international students.

Details

Marketing Intelligence & Planning, vol. 31 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

To view the access options for this content please click here
Article
Publication date: 1 June 2006

Jane Hemsley‐Brown and Izhar Oplatka

The purpose of this systematic review was to explore the nature of the marketing of higher education (HE) and universities in an international context. The objectives of…

Abstract

Purpose

The purpose of this systematic review was to explore the nature of the marketing of higher education (HE) and universities in an international context. The objectives of the review were to: systematically collect, document, scrutinise and critically analyse the current research literature on supply‐side higher education marketing; establish the scope of higher education marketing; identify gaps in the research literature; and make recommendations for further research in this field.

Design/methodology/approach

The approach for this study entailed extensive searches of relevant business management and education databases. The intention was to ensure that, as far as possible, all literature in the field was identified – while keeping the focus on literature of greatest pertinence to the research questions.

Findings

The paper finds that potential benefits of applying marketing theories and concepts that have been effective in the business world are gradually being recognised by researchers in the field of HE marketing. However, the literature on HE marketing is incoherent, even inchoate, and lacks theoretical models that reflect upon the particular context of HE and the nature of their services.

Research limitations/implications

The research field of HE marketing is still at a relatively pioneer stage with much research still to be carried out both from a problem identification and strategic perspective.

Originality/value

Despite the substantial literature on the marketisation of HE and consumer behaviour, scholarship to provide evidence of the marketing strategies that have been implemented by HE institutions on the supply‐side remains limited, and this is relatively uncharted territory. This paper reviews the literature in the field, focusing on marketing strategies in the rapidly developing HE international market.

Details

International Journal of Public Sector Management, vol. 19 no. 4
Type: Research Article
ISSN: 0951-3558

Keywords

Content available
Article
Publication date: 15 September 2021

Chiara Hübscher, Susanne Hensel-Börner and Jörg Henseler

Accomplishing the United Nations’ Sustainable Development Goals (SDGs) is imperative for societies to meet their grand challenges. Achieving these goals by 2030 requires…

Abstract

Purpose

Accomplishing the United Nations’ Sustainable Development Goals (SDGs) is imperative for societies to meet their grand challenges. Achieving these goals by 2030 requires sustainability change agents with a can-do-attitude. This study aims to show how institutions of higher education can become partners for social marketing in bringing forward such change agents.

Design/methodology/approach

Taking a case study approach, this paper examines a master’s programme to identify factors relevant to educating sustainability change agents that can serve as a basis for a social marketing planning primer to foster the SDGs.

Findings

This study presents the social marketing discipline with a viable option for supporting the achievement of the SDGs through higher education. Its contributions are twofold. First, it is shown that when interdisciplinarity and a project-based approach are conceptualized and organized to create a motivating and meaningful learning environment with the SDGs as guiding principles, students, as sustainability change agents, can increase awareness and have the potential to generate impacts regarding the SDGs at the individual, organizational and institutional levels. Second, based on this, the paper provides guidance to social marketers regarding the planning of a campaign targeting higher education institutions. The authors argue that the aim of this campaign should be to promote the implementation of the SDGs as guiding principles above all, as this can facilitate the process of students becoming sustainability change agents who help achieve the goals in a timely manner.

Research limitations/implications

Whilst single case studies are usually limited in drawing generalizations, the present study offers a starting point for investigating the role of universities as a target group for social marketing in fostering further sustainable development. Building on its findings, future research could test the proposed social marketing planning primer and evaluate the impact on the SDGs at a larger scale than only one university.

Practical implications

It is proposed to use the findings of the study to model a social marketing campaign aimed at universities to motivate them to help develop sustainability change agents in all disciplines by integrating the SDGs as guiding principles for study programmes.

Social implications

Students’ impacts range from leading peers to buy sustainable products and consume less to influencing a company to adopt sustainable packaging, thereby contributing to social change.

Originality/value

This study is among the first to examine the possible effect of a study programme on the SDGs at different societal levels by taking the perspectives of multiple stakeholders into account and combining the theory of higher education with sustainability and social marketing.

Details

Journal of Social Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2042-6763

Keywords

To view the access options for this content please click here
Article
Publication date: 5 July 2011

Johanna Julia Vauterin, Lassi Linnanen and Esa Marttila

This paper seeks to redress the lack of academic attention being given to the relationship between academia and industry in the competitive environment of international…

Abstract

Purpose

This paper seeks to redress the lack of academic attention being given to the relationship between academia and industry in the competitive environment of international higher education‐related service delivery and use. It adopts a relational marketing approach to value creation in service interactions and explore the expectations and perceptions of employers and university academics and practitioners. The research focuses on a comprehensive mapping of gaps in the international higher education service at large, and specifically in the context of degree programme development, recruiting international students and associated service interactions with industry. It highlights some of the issues pertaining to service quality, customer orientation and sustainability in international higher education and associated service delivery.

Design/methodology/approach

This paper is an exploratory case study set in the context of Finnish higher education. It relies on qualitative research methods and applies the GAP model for the analysis of the empirical data.

Findings

Five gaps and a surplus gap are identified in the delivery of high‐quality customer service in the context of university‐industry interactions in international higher education. To close the gaps between academia and industry, the relationship marketing approach is proposed.

Originality/value

The paper contributes to the research stream on university‐industry relationships. The results should help to enhance understanding of customer service delivery in the linkage between academia and industry. The novelty of the paper lies in the integration of the language and logic associated with customer‐oriented service delivery into the operational context of higher education service interaction between academia and industry.

Details

International Journal of Quality and Service Sciences, vol. 3 no. 2
Type: Research Article
ISSN: 1756-669X

Keywords

To view the access options for this content please click here
Article
Publication date: 8 June 2015

Johanna Vuori

The purpose of this paper is to examine how Finnish higher education institutions communicate market differentiation on the admissions webpages of their international…

Abstract

Purpose

The purpose of this paper is to examine how Finnish higher education institutions communicate market differentiation on the admissions webpages of their international business and technology programmes when attempting to appeal to prospective students and distinguish themselves from other institutions.

Design/methodology/approach

The sample included admissions webpages of 68 bachelor’s and master’s programmes representing both Finnish universities and universities of applied sciences. The analysis method was a qualitative content analysis.

Findings

The international programmes heavily accentuated their labour market relevance in their advertising and generated strong claims regarding the future career prospects of the graduates. In addition, the programmes emphasised their pedagogical methods and international atmosphere. References to non-academic life were not observed.

Research limitations/implications

The analysis was only based on text and included two study fields.

Practical implications

The results of this study can be used by marketers to critically examine their own marketing differentiation efforts and promises made to students.

Social implications

Finnish business and technology programmes send an unequivocal marketing message that education has an instrumental value and students are considered consumers of education.

Originality/value

This study is the first comprehensive study of the marketing communication practices of international higher education programmes in Finland. Moreover, this study contributes to the study of global international market mechanisms and research on marketing communication practised by higher education institutions.

Details

International Journal of Educational Management, vol. 29 no. 5
Type: Research Article
ISSN: 0951-354X

Keywords

To view the access options for this content please click here
Article
Publication date: 11 May 2015

Elizaveta Bydanova, Natalia Mushketova and Gilles Rouet

The purpose of this paper is to analyze the impact of demographic, social, economic and international aspects on the market of university services in Russia. It also…

Abstract

Purpose

The purpose of this paper is to analyze the impact of demographic, social, economic and international aspects on the market of university services in Russia. It also reminds readers briefly of the evolution of the Russian higher education system during the last 20 years and considers some consequences of the current public policy and reforms in this sector.

Design/methodology/approach

The paper provides a qualitative analysis of the marketing environment of Russian universities.

Findings

The results show that it is urgent for Russian universities to think and innovate about their marketing strategies to better position themselves in the educational market that has greatly changed throughout the transition period. International competition, demographic decrease, change in age structure and consumer behavior and preferences are those trends that create new challenges.

Research limitations/implications

Public policy in higher education needs to be improved also to enable better equity across territory and different universities.

Practical implications

After a drastic drop in the public funding during the 1990s (from 9.6 percent of GDP in 1986 to 3.5 percent in 1990), the higher education sector in Russia is still “struggling for survival.” In spite of the increase in funding in the year 2000, public support is distributed unequally across universities, 40 universities being distinguished among more than 1,100 other existing institutions. For those institutions that are not supported by the State, an efficient marketing strategy helps to keep the pace and continue to exist and offer educational programs. In order to ensure a wide access to higher education throughout the whole territory and to let some institutions to continue to work, it is urgent to rethink and reinforce marketing research in education.

Originality/value

The paper is an original study of the market for higher education services in Russia.

Details

International Journal of Educational Management, vol. 29 no. 4
Type: Research Article
ISSN: 0951-354X

Keywords

1 – 10 of over 31000