Search results

Internet-based marketing communication has been an important element for organizations to build brand image and brand equity. Higher education is not an exception. However, configuring the right mix in the age of social networking sites and various online displays and constantly changing algorithm in search engine optimization have become major challenges today. Hence, the purpose of this study is to configure integrated online marketing communication for the development of brand image and brand equity for higher educational institutions.

The study is quantitative in nature. A responsive group of 370 students was chosen from different educational institutions in Malaysia via stratified random sampling techniques. Both exploratory and confirmatory factor analyses were used for interpreting the data. To test the derived hypotheses, structural equation modelling was used.

In line with contemporary literature, the study revealed positive relationships between brand image and brand equity, between search engine and brand image and between social media and brand image. The relationship between online display and brand image was not found significant.

Future research can be done considering both online and conventional marketing communications for the same purpose. This approach can also be used for private and public institutions separately, considering their differences in nature.

Because history and tradition are no more a single tool to attain and retain the positive image and customer-based brand equity, this study can help higher educational institutions to configure integrated online communication for their target groups, such as students and industry, in the age of the internet.

This study generates a comprehensive understanding of the impact of Web-based marketing communication to develop brand image and brand equity of higher educational institutions.

The main objective of this research is to analyze the living and learning experience of foreign students at Jinan University (JNU). The study aims to elicit two basic purposes; first, to help JNU administrators to measure the level of satisfaction of students and response to their needs. Second, to assess the existing facilities in the context of quality of education, the syllabus, credit system, choices of available courses, foreign faculty, teaching resources, effective dissemination of knowledge, behavior of administration and teachers, quality of food versus price, dormitory conditions, library resources, and other necessary facilities for productive learning.

To recognize the issues of foreign students and obtain their responses, this research has relied on several techniques. We have created a questionnaire and applied a systematic sampling technique. The questionnaire has been divided into several categories and sub-categories.

Findings of this study have confirmed that majority of the foreign students at JNU are satisfied with the learning and living conditions.

Though our study is subject to limitations, yet it provides some valuable insights. Due to lack of resources and time, we have limited our sample size to 27. However despite having few respondents, the overall feedback represents the entire population. Additionally, this study is mainly focused on foreign student’s living and learning experiences satisfaction. Hence, no dependent and independent variable relationship is being determined or argued.

However, as indicated by the respondents, JNU needs to improve its learning facilities, as well as induction of additional foreign faculty, availability of English text books, security of student dormitories, expansion of sports facilities, renovation of university roads, and installation of new equipment in the laborites. Such conclusion provides the administration and other stakeholders with valuable indicators of how well the JNU is meeting with the expectations of international students and how resources might best be directed to improve further services.

Our approach is unique and inventive, as so far there has been very little research that has been carried out on this topic on Chinese Universities. This study serves as a benchmark in measuring the living and learning experience of foreign students at JNU. The results of the research would be useful for planning and improving the quality of services and help the administration in formulating better policies for international students.