Originally published as International Journal of Educational Management, Volume 22, Issue 4
ISBN: 0951-354X
Edited by: Dr Paul Gibbs and Professor Petros Pashiardis
The papers which form this e-book were originally presented at the second Symposium of the SIG for Marketing of Higher Education, a successful meeting held from 4-6 April 2007 in Budapest. The symposium was hosted by Eötvös Loránd University. The aim of the event was to provide a forum for the practitioners and academics to exchange ideas on issues of current concern on higher education marketing, and in particular its implications for the nature of higher education. The papers presented here are representative of the approaches and nationalities involved. Each of the papers offers a geographical as well as positional perspective on marketing higher education.
Contents:
A new higher education marketing mix: the 7Ps for MBA marketing
Jonathan Ivy
The purpose of this paper is to present a new marketing mix based on MBA students' attitudes and opinions towards the marketing initiatives of business schools in South Africa. The post-graduate business education market is, and increasingly, getting more aggressive in their efforts to attract students on to their flagship degree, the MBA.
Personal development planning under the scope of self-brand orientation
Irini Rigopoulou, John Kehagias
The purpose of this paper is to contribute to the empirical body of knowledge regarding the role of universities today. In addition, it aims to investigate the topic of personal development planning (PDP) programs, under a different perspective borrowed from marketing theory, namely, the “self-brand orientation” approach.
Information and source preferences of a student market in higher education
J. Bonnema, D.L.R. Van der Waldt
The aims of this paper are: to determine if sub-groups exist within the student recruitment market that need tailor made persuasive messages; to determine the preferred sources of information gathering for prospective students that influences their choice of tertiary institution; and to determine the information needs of prospective students that influence their decisions to select an institution of higher education.
Marketing mix formulation for higher education: An integrated analysis employing analytic hierarchy process, cluster analysis and correspondence analysis
Hsuan-Fu Ho, Chia-Chi Hung
The purpose of this paper is to examine how a graduate institute at National Chiayi University (NCYU), by using a model that integrates analytic hierarchy process, cluster analysis and correspondence analysis, can develop effective marketing strategies.
Facilitating innovations in higher education in transition economies
Olga Saginova, Vladimir Belyansky
The purpose of this paper is to analyse innovations in education from the point of view of product content and markets selected. Emerging market economies face a number of problems many of which are closely linked to and dependent upon the effectiveness of higher professional education.
The relevance of aggression and the aggression of relevance: The rise of the accreditation marketing machine
Anthony Lowrie
The purpose of this paper is to illustrate how language functions to construct relevance at moments of articulation and how language functions as an aggressive marketing practice to promote a self-regulated (production-oriented) system of accreditation.
About the International Journal of Educational Management
The International Journal of Educational Management provides those interested in the effective management of the educational process with a broad overview of developments and best practice in the field, with particular reference to how new ideas can be applied worldwide. The journal contains material relating to innovation in educational management across the spectrum, the development of educational delivery mechanisms, and the creation of an environment in which the management of resources provides the most efficient outputs achievable on an international basis to allow the sharing of new initiatives.
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