Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices, 1st Edition

  • Published By:
  • ISBN-10: 1466640154
  • ISBN-13: 9781466640153
  • DDC: 378.0688
  • Grade Level Range: College Freshman - College Senior
  • 388 Pages | eBook
  • Original Copyright 2013 | Published/Released October 2013
  • This publication's content originally published in print form: 2013

  • Price:  Sign in for price



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.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Associate Editors.
List of Reviewers.
Table of Contents.
Detailed Table of Contents.
1: What is the Secret of Successful University Brands?.
2: Marketing Educational Programs through Technology and the Right Philosophies.
3: Business Lessons for Higher Education Marketing.
4: Identifying the Basis for Segmenting Higher Education: Evidence from Egypt.
5: A Mobile Market: Opportunities and Strategies in Higher Education.
6: Mediating Effects of Study Outcomes on Student Experience and Loyalty: A Comparison of Home and International Students.
7: They're Here, Now How Do You Keep Them? Lessons Learned with First Year College Students.
8: How Technologies Can Localize Learners in Multicultural Space: A Newly Developed “Global Studies” Curriculum.
9: Higher Education Marketing: A Study on the Impact of Social Media on Study Selection and University Choice.
10: Using Social Network Sites for Higher Education Marketing and Recruitment.
11: The Use of Facebook as a Marketing Tool by Private Educational Institutions in Singapore.
12: Marketing to and Developing Faculty Members to Create High Quality, Highly Interactive Online Courses.
13: Increasing Graduate Education Relevance Through Innovative Marketing: Interview with Mike Scorzo.
14: E-Service Delivery in Higher Education: Meeting MBA Student Expectations.
15: Technology in Marketing Education: Insights from Sales Training.
16: Service Recovery Encounters in the Classroom: Exploring the Attributes of Professors Desired by Male and Female Students.
17: You Name It: Comparing Holistic and Analytical Rating Methods of Eliciting Preferences in Naming an Online Program Using Ranks as a Concurrent Validity Criterion.
18: Co-Constructing a Learning Community: A Tool for Developing International Understanding.
19: Assessing Learning via Web 2.0 Technologies: A Dichotomy.
20: Lighting the Fires of Entrepreneurialism? Constructions of Meaning in an English Inner City Academy.
Compilation of References.
About the Contributors.