MARKETING HIGHER EDUCATION STRATEGIES

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Cornelius Anthony
6 years ago
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1 THE BUCHAREST UNIVERSITY OF ECONOMIC STUDIES COUNCIL FOR DOCTORAL STUDIES CSUD MARKETING DOCTORAL SCHOOL MARKETING HIGHER EDUCATION STRATEGIES Andreea Orîndaru PhD advisor: Prof. univ. dr. Laurențiu-Dan ANGHEL Bucharest (2016)

2 Table of contents Summary... 4 Acknowledgements...ii Table of contents... iii Figures list... v Tables list... vii Introduction... 1 Chapter I: Education and the educational revolution... 5 I.1. Educational transformation... 6 I.2. Universities of the present I.2.1. Market orientation I.2.2. Evolving perspectives on education I.3. A new era? Chapter II: The marketing concept II.1. The extensive marketing concept II.1.1. Marketing s past II.1.2. Marketing s present II.1.3. Marketing s critics II.2. Service marketing II.2.1. Emergence and development

3 II.2.2. Defining characteristics II.3. Marketing beyond the for-profit sector II.3.1. Social marketing II.3.2. Social marketing within non-profit organisations II.3.3. Social marketing within the public sector II.4. Where does the marketing of higher education fit? Chapter III: Marketing higher education III.1. Emergence and evolution of marketing higher education III.1.1. The first steps III.1.2. The critics of marketing higher education III.1.3. Relationship marketing within the educational sector III.2. Marketing higher education isntruments III.2.1. Segmentation, positioning, strategic planning III.2.2. Marketing mix III.2.1. Branding III.3. The student-as-customer (SAC) model III.3.1 Emergence and conceptualization III.3.2 For and against arguments III.3.3 The SAC model in practice III.3.4 A new vision on the SAC model Chapter IV: Qualitative research of students perceptions IV.1. Research methodology IV.2. Qualitative research results analysis and interpretation IV.3. Qualitative research limits Chapter V: Quantitative research of students expectations needs satisfaction V.1. Research methodology V.2. Quantitative research results analysis and interpretation V.3. Quantitative research limits

4 Chapter VI: Marketing higher education strategies VI.1. Theoretical background VI.2. The strategy for marketing higher education VI.2.1. Motivation and influence factors VI.2.2. The proposed strategy VI.2.3. Evaluating the strategy VI.2.4. Strategy s limits VI.2.5. Further development directions for the strategy Conclusions Bibliography Annexes Annex 1: Technology usage in the universities of the present Annex 2: The interview guide used for collecting data within the qualitative research Annex 3: An in-depth interview transcript Annex 3: Data collection instrument for the quantitative research Annex 4: Conceptual and operational definition of the quantitative research variables Annex 5: Answers coding and indicators definitions used within the quantitative research

5 Keywords marketing, education, higher education, students satisfaction, marketing higher education, student-as-customer (SAC) model, students happiness, corpus analysis, qualitative research, quantitative research, marketing strategies for higher education Summary The current paper is a manifesto for restructuring the higher education, an educational system that grants the deserved importance to their students and their need to multilateral development, not just to professional development. Students perceptions analysis collected through a research both qualitative and quantitative shows a breach in what higher education institutions offer and what the contemporary society need in terms of training. Precisely this breach is the issue that is being tackled with by the higher education marketing strategy forwarded through this paper as an essential, decisive, but insufficient step towards rediscovering the genuine respect through placing people and their needs at the heart of every higher education institutions management decision. Becoming aware that there is no competition or a conflict between the needs of various higher education actors next to the strong belief that any educational process does not lack pain is the foundation of an educational system that drops shapes with no substance and adapts to the ever diverse training need of people through embracing society s evolution and not ignoring it. 4

Contents. List of figures List of tables List of abbreviations Abstract of the PhD thesis Introduction

Contents. List of figures List of tables List of abbreviations Abstract of the PhD thesis Introduction Contents List of figures List of tables List of abbreviations Abstract of the PhD thesis Introduction PART I THE THEORETICAL APPROACH Chapter I The Evolution of Online Marketing 1.1. The Development of