Abstract
Objective: Marketing and digital transformation in the public institutions of higher education in Greece, have key role in the context of the digital revolution. The study aimed at investigating the perceptions and views explicitly or implicitly of the management of Greek public universities regarding the need to adopt new practices such as marketing and its digital transformation and to find out the factors that shape perceptions. Research Design & Methods: The study adopted a quantitative method conducting in-depth interviews with rectors and vice-rectors of 10 representative Greek Universities. Findings: Results indicated that administrators believe that marketing and its digital transformation have great impact in attracting students and that the duration of the operating time of a university is directly related to the formation of perceptions about marketing and digital transformation in the context of Digital Darwinism. Implications & Recommendations: Universities will be able to understand the extent of their reaction to the adoption of new applications such as marketing. Contribution & Value Added: The present study is primarily a useful tool for public university administrations in their efforts to adopt marketing practices to understand which areas to focus on in order to effectively implement marketing and its digital transformation. The study also provides them with the tools to easily recognize their degree of maturity in terms of their culture and perceptions towards the application of marketing practices. In addition the study enriches the literature on the management field of higher education institutions. It highlights factors such as the duration of operation, the geographical location and the size of a university compared to administrative practices.
Highlights
The purpose of this study is to identify and record the views and perceptions of the management of public Greek universities regarding the adoption of marketing practices and its digital transformation
Administration perceptions is that digital marketing has a key role in influencing and attracting students
Administration has been convinced that they need digital marketing applications but they do not have the appropriate tools to implement it
Summary
The purpose of this study is to identify and record the views and perceptions of the management of public Greek universities regarding the adoption of marketing practices and its digital transformation. In the international environment there were initially different views on the necessity of introducing marketing as an administrative function in universities, it is a common practice. The main question of the study is «Which are the perceptions of Greek public universities towards the implementation and adoption of marketing and it’s digital transformation?». Perceptions of Marketing & Digital Transformation in Greek Public Higher Education... All of the above contribute to the lack of knowledge of the value of marketing by public universities to deal with the rapidly evolving technological and non-technological environment
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