Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices: Technological Considerations and Practices

Naslovnica
Tripathi, Purnendu
IGI Global, 31. svi 2013. - Broj stranica: 388
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Although higher education institutes are not typically thought of as a business, colleges and universities utilize marketing strategies in order to compete for students. Information and communication technologies have enhanced and changed the nature and context of communication exchange, allowing for a broader range of competition.

Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices provides different aspects of marketing management and technological innovations in all parts of education, including K-12, non-formal, and distance education. Highlighting research studies, experiences, and cases on educational marketing, this book is essential for educational planners, administrators, researchers, and marketing practitioners involved in all aspects of educational development.

 

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Sadržaj

What is the Secret of Successful University Brands?
1
Marketing Educational Programs through Technology and the Right Philosophies
15
Business Lessons for Higher Education Marketing
25
Evidence from Egypt
32
Opportunities and Strategies in Higher Education
46
A Comparison of Home and International Students
61
Theyre Here Now How Do You Keep Them? Lessons Learned with First Year College Students
84
A Newly Developed Global Studies Curriculum
103
Interview with Mike Scorzo
187
Meeting MBA Student Expectations
194
Insights from Sales Training
205
Exploring the Attributes of Professors Desired by Male and Female Students
219
Comparing Holistic and Analytical Rating Methods of Eliciting Preferences in Naming an Online Program Using Ranks as a Concurrent Validity Crite...
240
A Tool for Developing International Understanding
263
A Dichotomy
274
Lighting the Fires of Entrepreneurialism? Constructions of Meaning in an English Inner City Academy
294

A Study on the Impact of Social Media on Study Selection and University Choice
128
Using Social Network Sites for Higher Education Marketing and Recruitment
148
The Use of Facebook as a Marketing Tool by Private Educational Institutions in Singapore
164
Marketing to and Developing Faculty Members to Create High Quality Highly Interactive Online Courses
176
Compilation of References
318
About the Contributors
359
Index
363
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O autoru (2013)

Purnendu Tripathi, an International Research Fellow (2009) of Open University Business School (OUBS) at Open University (UK), has a Ph.D in Management. At Arab Open University (AOU) Saudi Arabia, as a faculty member in Business Administration, he was faculty mentor, programme and course coordinator entrusted with the responsibility of training and development of the faculty members teaching in open and distance learning (ODL) environment, besides his own teaching and research in ODL. Currently, he is serving as one of the Editors-in-Chief of International Journal of Technology and Educational Marketing (IJTEM). He has authored/edited five Teaching Case books on Innovations in Educational Marketing, Interactive Technology Environments, Technology Enhanced Learning, Transnational Learning & Technologically enabled Environments, and Technological Adaptability and Transnational Learning. His current research interests include Higher Education Management, Higher Education Marketing, and Academic Program Life Cycle (APLC). In his parent institution, IGNOU (India), he is Deputy Director, looking after academic management and student support services in open and distance learning.

Siran Mukerji, a Jawahar Lal Nehru scholar for her doctorate in Human Resource Development, also has completed her masters in distance education and public administration. She has been International Research Fellow of Open University Business School (2009) at Open University (UK). At Arab Open University Saudi Arabia, she was a faculty member in Business Administration for three years. She is one of the Editors-in-Chief of International Journal of Technology and Educational Marketing (IJTEM) and Author/Editor of Teaching Case books on Innovations in Educational Marketing, Interactive Technology Environments, Technology Enhanced Learning, Transnational Learning & Technologically enabled Environments, and Technological Adaptability and Transnational Learning. She has contributed articles in standard national and international journals and also presented papers in national and international conferences. Dr. Mukerji is a member of review committees for numerous international conferences and journals. Her current research interests include performance management and HRM in open and distance learning institutions. In her parent institution, IGNOU (India), she is Deputy Director, responsible for student recruitment and related support services management in the present region. [Editor]

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