Internet Marketing Approaches in Promotion of Higher Education Institutions (original) (raw)
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Comparative Economic Research. Central and Eastern Europe
In the information age, the role of higher education as a factor of social progress is increasing. The competition among higher education institutions is also growing. This requires higher education institutions’ (HEIs) marketing policies to be diversified, digitalized, and integrated into the virtual space. In order to find out the role and importance of Internet tools and in marketing activities, a questionnaire survey was conducted among managers and specialists of HEIs in Ukraine and Poland. The data served as the basis to study the level of variation, structure similarity, and consistency of the generalized responses of the respondents of the two countries. We verified hypotheses about (1) the absence of significant differences between the estimates of the role of the Internet in the marketing activities of HEIs in Poland and Ukraine; (2) the consistency of answers of the respondents of the two countries regarding the use of the Internet in market activites of HEIs; (3) HEIs’ u...
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
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.
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...
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The competition between higher education institutions in attracting prospective students increased today. Each educational institution improve educational facilities and infrastructure facilities, improvement of the curriculum, the quality of human resources, collaborate with outside agencies, and emphasis the cost of education. The increase in the facility includes the application of e learning on the course. E learning application provides convenience and flexibility in teaching and learning activities. This paper is a presentation on marketing communications strategies using e learning in the lecture as an attraction for students, consumers of higher education institutions. This research using survey method of students and then depth interviews with managers of private universities whose implementing e learning programs in Indonesia. At the time of this paper was written, research was already held in Jakarta (representing the western region), Denpasar (representing the middle reg...