Comparative Analysis of the Practice of Internet Use in the Marketing Activities of Higher Education Institutions in Poland and Ukraine (original) (raw)

Internet Marketing Approaches in Promotion of Higher Education Institutions

EMAN 2019 – Economics & Management: How to Cope With Disrupted Times SELECTED PAPERS, 2019

Purpose of this paper is to analyze the perceived importance of Internet marketing in the higher education institutions in Croatia, exploring both the private and public sector. Two sectors of higher education institutions are compared with aim to explore their difference in recognizing the importance of Internet presence. Also, aim of this study was to explore undergoing marketing activities in those institutions. An empirical study on a sample of professors in public and private higher education institutions in Croatia has been conducted. The results of the empirical research confirmed that the differences are present between the two different types of higher education institutions in perception of its importance and usage of Internet marketing activities. Furthermore, paper presents the implications for decision-makers in higher education institutions.

Comparative Analysis of the Web Marketing Strategies implemented by the Higher Education Institutions

2010

Our paper emphasizes the analysis of the web marketing strategies implemented on four Romanian universities and four European universities websites. We reveal the main components of the online communication strategies focused on web marketing tools and social networks, in order to outline the cultural differences referring to web marketing approaches in different countries from the European Union. We consider that our paper has significant implications on the higher education e-strategies as it provides a high visibility of the academic institutions in the online environment which is appreciated by the main target represented by the students. Key-Words: communication, higher education, online marketing, social networks

The Use of Online Marketing and Social Media in Higher Education Institutions in Romania

Journal of Marketing Research & Case Studies

For a very long period of time, universities were institutions that offered education to those who could meet their prescribed entry criteria and were operating in a supply-side market, which meant that their marketing efforts were limited to a few actions, and the communication efforts were unidirectional.

Social Media in the Marketing of Higher Education Institutions in Poland: Preliminary Empirical Studies

Entrepreneurial Business and Economics Review, 2019

To investigate how higher education institutions (HEIs) in Poland take advantage of social media marketing activities. In particular, the work considers managerial and promotional implications of social media usage along with the barriers to implementing such activities in HEIs in Poland. Research Design & Methods: The empirical research was carried out in the period of April-June 2017 on a sample of 90 HEIs in Poland, using an online questionnaire and individual invitations sent out to marketing departments of these institutions. 50 completely filled-out surveys were used to compile the results. Findings: Social media are considered to be 'youth' media expressed in the target audience and content of the message. SM are not used for promoting research and academia. Researchers and Administration are perceived as stakeholders not understanding the potential of SM for building school's image and reputation. Universities in Poland operate with little support from external entities. Implications & Recommendations: The article provides information how to grasp the dynamics of the development of the utilisation of social media by Polish HEIs. Juxtaposition of the findings with the results obtained from research conducted on students and academic staff members along with the comparison of the results with the research executed on different markets would shed a new light on the social media usage in HEIs. Contribution & Value Added: It is the first study where social media marketing activities and strategies are analysed in the HEI sector in Poland. Social media are a significant communication channel for HEIs, determining the changes in the way the HEIs interact with their stakeholders. Article type: research article

SOCIAL MEDIA IN MARKETING MANAGEMENT OF HIGHER EDUCATION INSTITUTIONS IN THE CONTEXT OF POLAND AND UKRAINE

POLISH JOURNAL OF MANAGEMENT STUDIES, 2021

Social media has become an essential element of communications in modern society. Accordingly, higher education institutions need to adapt their marketing management to modern realities, including social media usage in the marketing communication policy. Therefore, the purpose of the study focused on the research on social media usage in marketing management of higher education institutions is becoming more important. Unlike other researchers, the authors of the present study have conducted a representative survey of marketing managers of Polish and Ukrainian higher education institutions. They have assessed the level of social media usage and investigated the popularity of tools and forms for promoting higher education institutions in social networks. Methods of compiling and grouping data, analysing the structure of the population and its elements distribution and evaluating relationships were used to analyse the survey results. The authors revealed some significant similarities between the respondents' replies from Poland and Ukraine to prove the proposed hypotheses: marketing service managers of higher education institutions understand the important role of social media; higher education institution marketing managers use the same set of tools for promotion on social networks. The hypothesis that the priority directions of social media usage by marketing managers of higher education institutions are advertising educational services and maintaining contacts with students has not been fully confirmed. Management decisions of Polish higher education institutions primarily aim to attract international students, while Ukrainian institutions seek to establish and maintain contacts with students.

Internet Marketing Communication and Schools: The Slovenian Case Study

Organizacija, 2008

Internet Marketing Communication and Schools: The Slovenian Case Study Worldwide, some 1.32 billon people now use the Internet (Internet World Stats 2007). In the developed countries the Internet is also present in educational institutions; schools use the Internet as a means of communication with their customers. In Slovenia, however, research focusing on Internet marketing communication are rare in the field of education. This paper provides the theoretical framework and the results of the qualitative case study conducted at a school centre in Slovenia in 2005. Data were collected through group interviews and document analysis. The findings support the School Centre teachers' claim that the Internet does not enable personal contacts and the sensory collection of physical evidence, which are considered to be major disadvantages of Internet marketing communication. The teachers who consider Internet marketing communication to be an advantage stress the importance of virtuality w...

Effective Internet Marketing: An Integrated Approach Used By Educational Institutions

The internet and its various applications have been found to be very effective in delivering marketing functions in general and advertising in particular. This paper presents an integrated approach about the way different internet marketing strategies can be used for advertising the degrees of an educational institution using a case study method. This is an important goal for educational institutions in Australia. The paper culminates with a recommendation and a discussion about the ways in which this goal can be accomplished.

Impact of Digital Marketing on Student Decision-Making Process of Higher Education Institution: A Case of Indonesia

Journal of e-Learning and Higher Education

The number of higher education institution in Indonesia both public and private increased in the last decade. With this kind of competition, it is more important than ever that universities find new ways to stand out and effectively market themselves to prospective students. The importance of the digital media as commercial platform is generally recognized by now and universities increasingly adopt online marketing channels compared to traditional ones. A vital issue of this research paper is to discover the process by which students use digital media and more specifically what the media's role is in the decision making process of choosing a university. This knowledge on the use of digital marketing in Higher Education Institutions (HEIs) especially as part of university marketing strategies is very crucial in order to compete for qualified students. The aim of this paper is to explore the impact of higher education institutions digital marketing on student decision making process. A qualitative research approach was employed in this study through semi-structured interviews, observation and documentation as data collection methods. This research involves a large public university in Indonesia which is actively engaged in managing institutional digital marketing media particularly at the university department of marketing and public relations. Creswell's analysis model was conducted and carried out inductively and interpreted with sentences that are logical and easily understood. Findings show that university marketing management engages with digital media since it has now become a trend in all the businesses around the globe including HEIs. Mostly, students engage social media to seek information about university before choosing the right one. The collaborative and engaging nature of social media provides an opportunity to balance the educational control since communication platform is built on opinions and experiences of students and other stakeholders.

STUDENT CHOICE PROCESS OF HIGHER EDUCATION INSTITUTIONS (HEIs) THROUGH UNIVERSITY DIGITAL MARKETING SOURCES

New challenges and opportunities faced by HEIs marketers in this digital age. Digital marketing used by university is the utilization of electronic media to promote their institution to the target market. University digital marketing purpose is attracting students and other stakeholders as well as allowing them to interact with the institution through digital media. Yet little research has examined the potential of digital marketing for higher education institution. This study investigates the importance of digital marketing for both university marketers and students. Using qualitative research techniques, the researcher interviewed university recruitment managers, prospective students, current students which have been purposely selected, and thoroughly used secondary data to confirm the effectiveness of university digital marketing in five Indonesian public universities. The potential impact of digital marketing on the university recruitment management were examined along with the differences between traditional marketing and digital marketing. This study has explained various methods of university digital marketing, effectiveness of it and the impact it has on student decision making process in selecting a university. This study has contributed to the similar higher education institutions, university marketers and future researchers by providing a background of making a potential use through university digital marketing strategies.

University website as an Internet marketing tool: a case study of Kazakhstan

Economic Annals-ХХI

Today, more than ever, a university’s website is critical for the promotion of its mission, academic programs and services. Its communications with its target markets must be organized, professional and creative. A successfully created website design attracts visitors and, of course, should increase enrollment. A well-designed and clearly written university website will allow readers to receive all the needed and required information for them to make the proper decisions. Accordingly, research aimed at analyzing various issues of creating an effective university website is gaining significant relevance. The article discusses both the theoretical and practical issues of website activities. A selection of university websites has been analyzed and the issues and challenges discussed.