Identifying the Secondary School Graduates´ Preferences for Selecting the University and Effectiveness of Selected Marketing Tools (original) (raw)
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Interdisciplinary Management Research, 2013
In today's Hungarian higher education market, more and more Universities, especially Faculties of Business and Economics are challenged by the fact that previously applied enrolment methods do not generate su cient level of applications among secondary school students. Due to the new education policy of the Hungarian government they are facing a drop in demand and nancial risks. is paper identi es various factors that in uence secondary school student's University application and selection decisions. eir preferences have been basically reordered because of the new external conditions. As a result, based on an empirical research, we highlight new directions for marketing communication initiatives aiming at achieving and recruiting students more e ectively.
Role of Marketing Communication in Applicants’ Choice of University
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 2015
The article deals with the issue of identifi cation of the main factors infl uencing potential study applicants' decision-making when choosing a university, regarding information sources necessary for the decision. The article particularly presents facts describing the contemporary situation in the tertiary education area, its latest development and the demographic development. The measurement itself is based on a primary research in the form of a questionnaire survey at the Gaudeamus trade fair in Brno and at secondary schools in the Czech Republic. The acquired data are evaluated by means of contingency tables and charts. The mutual dependence between examined characteristics is investigated within statistic research by means of chi-square test of independence, chi-square test of goodness of fi t and factor analysis using dendrogram.
The Importance of Marketing Activities for the Functioning of the University
Sabiedrība, integrācija, izglītība/Sabiedrība. Integrācija. Izglītība/Society. Integration. Education, 2024
At a time when the number of universities is growing, taking care of the image of a university is increasingly important. Traditional methods of promotion are no longer sufficient, because nowadays the choice of a university starts not with a visit to the university, but with checking its educational offerings on the Internet. This is why, in the digital age, universities need to adapt their marketing strategy to the new realities in order to reach prospective students and stand out from the competition. Many universities are actively taking advantage of the opportunities offered by the development of information technology, appreciating the importance of branding and adapting their course. This paper attempts to identify which 'communication pathway' is most frequently used by prospective university/faculty students. The aim of the study is to determine the effectiveness of promotional activities that influence prospective students' choice of university/department. The issues raised seem to be important due to the fact that radical changes in the education market have been taking place for several years now. On the one hand, there is a large supply of higher education institutions, both domestic and foreign, and on the other hand, there is a progressive demographic decline.
International Journal of Technology and Educational Marketing, 2012
The importance of the internet as commercial platform is by now universally recognized and increasingly businesses adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and university. This article presents the results of a study aiming to identify the role and importance of the social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. Next to this the study identifies and describes three market segments among future students based on their use of the social media.
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.
Brazilian Business Review, 2011
Private higher education institutions (HEI) face a crisis that mostly derives from the stabilization of demand and the drop in incomes, which represent challenges affecting their management. Marketing tries to offer answers to some of the companies' most important aspects, while combining consumers' needs with company capacities and targets. One of the approaches in the educational market consists of target marketing, in which the market is divided into segments and specific assistance offers are developed. The present research resulted from the interest to get a better understanding of individual behavior in choosing services in education, with a psychographic segmentation being accomplished. A case study in a private HEI was carried out to find out who their clients are. Two hundred and eight students of different courses were selected by means of sampling by (researcher) convenience. They all replied to an instrument composed of questionnaires covering personality traits, basic human values and need for cognition. It was observed that the human values and the personality values are adequate variables in which to segment this public, while the need for cognition does not possess discriminating capacity among the students of different courses. These results are expected to contribute to the development of specific actions in educational marketing.
Marketing Communications of Higher Education Institutions in the Republic of Serbia
In order to face increasing competition on the market and address other new challenges, higher education institutions (HEIs) started to apply new business approaches which led to the development of higher education management and marketing. As efficient marketing communications are necessary for survival and development on higher education market, topics related to this field have had a distinct place in higher education marketing since the establishment of this discipline. Various strategies and activities, types and means of marketing communications have been defined in theory. The modern tendency is their integration for achievement of communication and strategic goals. After the review of marketing communications specifics in the mentioned context, the author presents the realized empirical research related to HEIs in the Republic of Serbia. Starting from the facts that domestic higher education market has widened relatively recently and competition has been significantly increasing since 2000, the author hypothesizes that numerous marketing communications activities are being used. The main research question is: Which types and means of marketing communications are used and how well are they integrated? The research relies on web sites of HEIs as main sources of information, as they are legally obligatory means of communication in Serbia. The author searches for other types and means which are embedded or at least mentioned on the websites, and treats that as indication of integration. The main research findings support the assumption on use of various types and means of marketing communications, but reveal problems in integration and show that HEIs use similar activities while innovative and original means and types of marketing communications are scarce.
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In this period of increasing competition among universities and demographic decline in the Czech Republic, every manager working within the academic sphere must focus on optimizing the marketing activities of tertiary education. The aim of this study is to analyze the methods and styles of marketing communications universities and their faculties use when communicating with prospective students. The paper identifies procedures which help to optimize the choice, combination and connection of elements and activities of the marketing communications mix in relation with prospective students. A semi-structured interview and questionnaire method were used to achieve the research objective. The study concludes by discussing the research outcomes. Also, practical recommendations are discussed and interpreted and proposals are presented for further research into the marketing strategy of Czech universities and their faculties.
European Journal of Service Management
The task of university communication with a potential student is to provide information that will enable assessment of the available selection options and making a decision about studying at a given faculty and at a given university. Effective activities in the field of university communication with potential students require proper planning, also in terms of communication channels used. The starting point when choosing effective tools and communication channels is to learn the needs and expectations of the candidates for the studies. The aim of the article is to define communication channels in which young people undertaking studies seek information about the possibilities of studying and convincing arguments in order to increase the effectiveness of promotional messages from universities. The article base on results of own research. The on-line survey (CAWI) was conducted in September 2018 on a sample of 409 respondents in one of the economic faculties in the West Pomeranian Voivodeship (random sample). #0# Cite this article as: Ostrowska, I. (2018). Construction of promotional message of a higher school in the context of changes in behaviors of potential students.
2012
"The importance of the Internet as commercial platform is by now universally recognized, and businesses increasingly adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and university. This article presents the results of a study identifying the role and importance of social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. The study identifies and describes three market segments among future students based on their use of the social media. "