Education Market Research Articles

Changes and Solutions in the Education Market -- Economic Research Based on Era of Negative Population Growth in China

Abstract: Faced with the current negative population growth in China, the education market will face new challenges and changes. The top priority of the economic downturn in the education market is, first and foremost, to solve the problem of a decrease in the number of students. Based on the reduction of student sources, the supply-demand imbalance in the education market can be analyzed first, followed by several direct reasons, such as social pressure and government fiscal deficits. After identifying the problem, the root cause of the school's student population can be solved based on the problem, or corresponding measures can be taken to alleviate the surplus of teaching staff caused by negative population growth, such as providing no age-limitation or establishing international enrollment, adjusting regional development imbalance in the education field, adjusting teacher resources and the nature of work, and reallocating learning resources. These measures can promote the reform of the Chinese education market, alleviate the financial crisis caused by the decrease in enrollment in Chinese schools, and make the Chinese education market constantly full of vitality and vigor.

Enhancing Cultural Intelligence and Global Competency in Marketing Education: a Comparison Between Study Abroad and Host Country Students

ABSTRACT A study abroad program offers numerous benefits and holds significant importance in a student’s educational and personal development. It offers a transformative and enriching experience that can positively impact a student’s personal, academic, and professional life. We propose a short-term study abroad and cultural exchange program where one of the main focuses is to create an opportunity for study abroad students to interact and collaborate with people from a different culture (host country students). American students spent 2 weeks with Thai students attending lectures, group discussions, and activities to learn about international marketing and sustainable tourism in Thailand. This study examines the effects of this program on student’s cultural intelligence, global competency, openness to diversity, and learning. It also compares the differences between these two groups to offer more insights. The results show that American study abroad students showed higher cultural intelligence, global competency, and openness to diversity after the program completion, whereas Thai host country students did not show any significant changes.

Marketization of Shadow Education in Switzerland: How “Edupreneurs” Promote Preparation Programmes for a Selective School Transition

Private supplementary tutoring (PST) is a flourishing market for edupreneurs whose services relate closely to mainstream education. While international research elaborates on geographical variations in PST and edupreneurs’ marketing strategies, the PST market in Switzerland has been largely understudied. This paper contributes to fill this research gap by presenting a thematic analysis of the websites of edupreneurs offering preparation programmes for the highly selective central entrance examination (CEE) to the academically focused public school track of Gymnasium in Zurich. Conceptually, we draw on “problematization” and “commodificiation” as key terms elaborated by “geographies of marketization”. With this performative conceptualisation of the education market, we examine the marketing strategies of the edupreneurs offering CEE preparation courses. We offer two contributions to the existing research. First, the analysis elaborates that private CEE preparation courses are advertised as a market solution that compensates for an omission caused by public education. Second, we show how edupreneurs use rational and emotional arguments to convince families of the need of booking CEE preparation courses for their children. In the discussion, we engage with the findings of our local case study and argue that selective educational transitions have much wider relevance for policy and society elsewhere.

Analysis of Channel Promotion of New Oriental Online Education in the Internet Era

With the rapid development of information technology and the popularization of the Internet, the field of education is experiencing unprecedented changes. Online education, as an important product of this change, has quickly become the new darling of the global education market with its characteristics of flexibility, convenience and personalized teaching. This paper takes New Oriental as a case study on the channel promotion strategy of online education industry. First of all, explain the channel marketing environment theories, including PEST theory, Marketing related theories, including the Omnichannel theory in the Internet era, and explain their characteristics and importance, and understand the marketing channel status of New Oriental online education based on the analysis of 4P marketing theory and the combination of questionnaire and interview conclusions as primary data and secondary data. Second, this study combines qualitative analysis with quantitative analysis. Quantitative analysis, interview records and literature analysis were carried out through the chart data collected by the questionnaire, and qualitative analysis was adopted in the data provided by the official website of New Oriental. The existing problems in channel promotion of New Oriental online education can be find and this research will try to sort out a reasonable solution.

Designing the New World: Reconsidering Architectural Education and National Identity in Colonial Australia

ABSTRACT Understandings of architectural education in nineteenth century colonial Australia have generally focused on either formal articles or tertiary institutions. Presented as the official pathways into the profession, this framework has provided a limited viewpoint of the architectural community, concealing the diverse formative experiences of architects. Without a legal mechanism to define who could practice as an architect, the architectural community remained open and porous, with individuals having obtained different levels of education. This professional fluidity created a ready market for architectural education. From the earliest years of European colonisation until the end of the nineteenth century, private and public institutions offered classes in architecture, which provided an alternative pathway into the profession and undermined the apparent dominance of undertaking articles. This process was particularly pronounced in the colony of Victoria, home to Australia’s largest nineteenth century architectural community. This paper argues that examining these alternative avenues for education is critical to understanding the nineteenth century architectural community, the lives of individual architects, as well as the broader aims of colonial society. Ultimately, the localised nature of this education helped promote an Australian design aesthetic and encouraged a divergence from British precedent.

Increasing Sales for Kalitengah Village SMEs Through Effective Digital Marketing Seminars

Kuliah Kerja Nyata (KKN) is a pivotal intramural activity that integrates education with community service, aimed at fostering the Three Higher Dharma. General Background: In the context of Indonesia's economic landscape, Micro, Small, and Medium Enterprises (SMEs) are vital for local economic development but often lack effective marketing strategies. Specific Background: This study addresses the gap in digital marketing knowledge among SMEs in Kalitengah, Tanggulangin, particularly within the Muhammadiyah Branch community. Knowledge Gap: Despite the potential benefits of digital marketing, many SMEs remain unaware of its effective implementation, leading to limited economic growth. Aims: This research aims to evaluate the impact of digital marketing seminars on the growth and sustainability of local SMEs. Results: A survey of 30 SMEs participating in a seminar revealed a 90% participation rate, demonstrating high engagement. Post-seminar analysis indicated significant improvements in marketing strategies and business performance. Novelty: This study contributes new insights into the relationship between digital marketing education and SME development in rural Indonesia. Implications: The findings underscore the necessity of ongoing digital training for SMEs, suggesting that enhanced marketing capabilities can significantly improve the economic resilience of local communities, thereby supporting broader economic development objectives. Highlights: Impact of Digital Marketing: The seminar significantly improved marketing strategies and business performance for local SMEs in Kalitengah. High Engagement: A 90% participation rate indicates strong interest and commitment from the community towards enhancing their business skills. Ongoing Education: The study emphasizes the necessity for continuous digital marketing training to foster economic resilience in rural areas. Keywords: Kuliah Kerja Nyata, Digital Marketing, SMEs, Community Development, Muhammadiyah.

Relationship between state-provided Islamic education and Islamism

Abstract This article examines the relationship between state-provided religious education and support for Islamists. It first provides a historical overview of this debate in the Egyptian context. It then examines a survey of young adults from post-Arab-Spring Egypt, the largest education market in the Middle East and North Africa region. The findings show that recipients of state-provided Islamic education, Azharites, are more likely to hold favorable views of Islamists. This is likely attributed to the ideological alignment between Azharites and Islamists, since both favor a bigger public role of religion and stricter adherence to conservative social norms. However, the analysis does not support the notion that Azharites view Islamists as competitors in the religious market for followers. These results inform policy debates on Islamic education in Muslim countries and illustrate the limitations of mass indoctrination in authoritarian settings.

Online / Distance Learning – Feedbacks A Priority!

A matter of current interest in recent times has been the noticeable growth experienced in the field of online higher education (OHE) and worldwide expansion, with higher educational institutions (HEI’s) offering a variety of programs. This phenomenal growth is mainly attributed to rapid digital transformations and a considerably improved demand for lifelong learning! It is preferred by a segment of the diaspora who have opted for higher education much later in life or would have faced obstacles as economic constraints, or failure in adjusting to work schedules, geographical and social barriers. Flexibility and access without time or geographical restrictions have been the most common reasons for preferring this mode of study. Feedback is a necessary skill for online instructors. Feedback is an important intervention for the online educator because it is an opportunity to develop the instructor-learner relationship, improve academic performance, and enhance learning. Effective online feedback from educators to learners is able to guide learners toward positive learning outcomes. An estimated 5.5 to 7.1 million students take at least one online course in the US according to the US Education Department and Babson Survey Research Group as reported by Kolowich (2014). India in recent years has found increased acceptance of the online education system, and students and working professionals have taken to different e-learning platforms in order to enhance their skills. A report released by KPMG India and Google indicates (Online Education in India: 2021), “the market for online education in India was expected to witness a magnificent growth of eight times in three years, i.e., from USD 247 million in 2016 to USD 1.96 billion in 2021”. This market is expected to grow multiple-folds in the next few years. An implication of providing effective online feedback is the positive impact for online learner performance.

Implementation of the Internet marketing concept in an institution of higher education

The authors of the paper analyze the advantages and challenges associated with the use of Internet marketing in higher education institutions and offer recommendations on the effective use of these technologies to improve the image of the institution and increase the flow of students. It is shown that the Internet marketing is a powerful tool for higher education institutions, one that, when used effectively, can significantly improve both the student experience and institutional outcomes. The paper examines the role of student satisfaction as a key indicator for the development of effective marketing strategies of a higher educational institution. The authors emphasize the relationship between the level of student satisfaction and success in attracting new applicants. An analysis of various aspects of student satisfaction with the site is carried out. By examining students' interactions with the school's website, the authors identify critical factors that influence satisfaction, assessed using the Customer Satisfaction Index (CSI) methodology. The study results indicate that utilizing this method is helpful in identifying which website attributes have the greatest influence on user satisfaction and experience. Additionally, the paper discusses practical recommendations for continuously monitoring and increasing student satisfaction, which contributes to the long-term development of higher education institutions and strengthening their position on the educational market. By ensuring that their digital platforms are technically sound and that the content remains accessible and relevant, universities can create a more supportive online environment for their students. It is proven that the digital experience provided by the institution’s website plays a pivotal role in shaping the opinions of prospective students. Accordingly, the authors recommend that higher education institutions prioritize the development of user-friendly, mobile-optimized websites, as these elements significantly contribute to positive user experiences and, by extension, higher satisfaction rates.

Higher Education Marketing Strategy Through 7P To Increase Public Interest (Case Study at STKIP PGRI Trenggalek)

This research aims to find an in-depth picture regarding Higher Education Marketing Strategies through 7P to Increasing Public Interest. This research uses a qualitative method with a phenomenological approach, a type of field study with a case study design. Data collection techniques include in-depth interviews, direct observation, and documentation review. Data analysis using Triangulation compares and cross-checks the degree of trustworthiness of information obtained through different sources. Research locus at STKIP PGRI Trenggalek. Research results show 7P, product (various services offered), price (relatively cheaper than other universities). Place (location, very strategic and easy to access), Promotion (carried out internally and externally), People (competent and qualified lecturers and employees), Physical Evidence (facilities and infrastructure that meet the requirements to support lectures). Process (The process of lecture activities that can meet student needs). Analysis results via SWOT to determine strengths, weaknesses, opportunities, and challenges. Knowing the strengths that STKIP PGRI Trenggalek has, it can be utilized to improve weaknesses and use existing opportunities to avoid threats from external factors. Incessant promotions and always prioritizing service have increased its image and resulted in the number of enthusiasts always increasing.

Descriptive Analysis Of K-Means and Apriori Methods To Find Promotion Strategies For University Bhayangkara.

The increasing number of higher education institutions in Indonesia has intensified competition between universities. Universitas Bhayangkara Jakarta Raya (Ubhara Jaya) must develop an effective marketing plan to stand out. This study used segmentation and associative analysis on 2023 student enrolment data. The Apriori algorithm identified patterns in student preferences for study programmes, while the K-Means method categorized students based on demographics and family income. Three income-based clusters were identified: C0 ‘Already stable’ (IDR 1,000,000 - 2,500,000), C1 ‘Focus on promotion strategy’ (IDR 20,000,000), and C2 ‘Maximise promotion again’ (IDR 5,000,000 - 10,000,000). The Davies-Bouldin Index (DBI) indicated k=5 as the optimal cluster number, but k=3 was adequate with a minimal score difference. The most popular programmes were Communication Science and Management, with high support and confidence values. This data helps Ubhara Jaya manage study programme demand and room availability. Combining K-Means and Apriori algorithms is expected to enhance data segmentation[1] and support effective marketing strategies, aiding strategic decisions in higher education marketing.

An Application of The Theory of Planned Behaviour: Factors Influencing Parental Decision on Children Involvment in Out-Of-School Music Education

In China's music education and training industry, the exploration of parents' and children's educational decisions on the demand side of the market is crucial to the healthy functioning of the music education market. The current study applies TPB theory and modelling to investigate the factors influencing parental decision-making in children's out-of-school music education participation. The study was conducted in Henan Province, China, with a sample of 650 parents from 21 music education institutions in seven cities in Henan Province. The results of data analyses showed that parental ATT, SN, and PBC all had significant positive effects on PI. PBC directly affected PD, while PI was the most significant influence on PD.

Breaking the Spiral of Silence: Enhancing Marketing Education with DEI Certification for Greater Classroom and Societal Impact

ABSTRACT This study examines the impact of incorporating Diversity, Equity, and Inclusion (DEI) certification programs into higher education marketing curricula on students’ acceptance, competency in DEI topics, and perceived employment success. Against a societal backdrop marked by divisiveness and silencing of minority voices, known as the Spiral of Silence, this research aims to determine whether DEI certifications in marketing curricula can influence students’ perceptions and attitudes toward DEI discussions in the classroom, as facilitated by their instructors. It assesses the role of instructors’ perceived credibility in DEI discussions and how DEI certification affects students’ willingness to engage in DEI discourse both within the classroom and in broader community contexts, including social media. The findings indicate a significant increase in students’ willingness to participate in DEI classroom discussions, suggesting that certifications can enhance classroom dynamics and acceptance of DEI messages. Further, it empowers them to engage in meaningful DEI discussions on social media post-certification. This research underscores the potential of integrating DEI certifications into marketing curricula to improve student engagement with DEI issues, contributing to a more inclusive and equitable societal discourse while creating responsible marketing professionals and engaged citizens.

DIGITAL MARKETING IN THE CREATIVE ECONOMY

The urgency of this research is focused on Mina Padi Integrated Agriculture education in order to increase rice production and freshwater fish production by Cibahayu Village farmers as well as digital marketing training in the creative economy of making fish-based culinary that has high economic value, as well as digital-based marketing education so as to increase economic opportunities from these marketing strategies. Through this research activity, it is hoped that digital literacy related to production marketing can be a provision in utilizing existing economic opportunities. The purpose of this research activity is to provide experience and knowledge for farmers to be able to carry out the mina padi system, besides that the community is able to apply the creative economy by making fish-based culinary, and understand the digital-based production marketing process.

Staying away from the crowds: an analysis of factors influencing Chinese college graduates’ decision to study in the Nordic countries

ABSTRACT The surge in international student mobility (ISM) has seen China emerge as a leading source of international students, including being one of the largest sources in the Nordic countries. This paper draws upon empirical evidence to explore the factors influencing Chinese college graduates’ decisions to study in the Nordic countries. While confirming the impact of economic and scholastic capital on study abroad decision making, this study also highlights the significant role of students’ perceptions of the destination country in the context of China-Nordic degree mobility. An Access-Experience-Outcome (A-E-O) model is proposed to explain students’ decision-making process regarding degree mobility, which reintegrates the various scattered factors affecting students’ choice of study abroad destinations in the push-pull theory. The findings suggest that the Nordic countries, known for their welfare systems and quality of life, provide an attractive alternative for students seeking unique educational and cultural experiences, as well as promising prospects for immigration and employment. This research contributes to the literature by offering a nuanced perspective on Chinese student mobility beyond the mainstream destinations and provides policy implications for the Nordic countries in attracting and supporting international students in a competitive higher education market.

Differential and resonant solidarities: A materialist approach to the early career experience

Navigating academia as early career academics (ECAs) is increasingly challenging, with many facing structural inequities, the rise of precarious work, and the increased marketisation of higher education in the United Kingdom and beyond. The purpose of this article is to provide a platform for learnings and insights gleaned from our experiences as five ECAs who worked together to lead the ‘early career network’ for a learned association between 2021 and 2023. In the article, we explore some of the challenges, opportunities, and call for actions that come out of our own encounters with the neoliberal higher education landscape as both students and workers in the social sciences. We propose a dual conceptualisation of solidarity as both resonant and differential, and mobilise this theoretical contribution to reflect on themes of community, materiality, care, knowledge, and labour as key strands which shape the interface between ECAs and complex higher education ecologies. Theoretically and practically, we aim to facilitate solidarity in early career communities, mobilising ‘ECA’ as more than a purely temporal category. Finally, we make recommendations to colleagues across the discipline for forging and nourishing collaborative, healthy, and inclusive environments in which ECAs can thrive.

Team Case Study in Exploring Practical Problems in Undergraduate Marketing Education

Team Case Study in Exploring Practical Problems in Undergraduate Marketing Education

Instagram as Part of SMM Innovation in Educational Institutions

The use of Instagram as a social media marketing tool in educational institutions is gaining more and more attention. This article explores the relationship between school size and a school's Instagram presence, activity, and engagement. Specifically, the investigation focuses on answering the question of whether larger schools are more likely to have an Instagram account, post more frequently, and generate higher levels of interaction. The paper examines the role of Instagram in social media marketing within educational institutions, focusing on the relationship between school size and a school's presence, activity and engagement on Instagram. The research addresses three main hypotheses. Namely, that schools that have higher pupil numbers are more likely to have an Instagram account, schools with higher pupil numbers are more likely to post on Instagram, and schools with higher pupil numbers experience higher overall interaction (in the form of likes and comments) on their Instagram posts. An empirical quantitative research method was used. Statistical validation was carried out using Pearson's correlation coefficient and data from 444 schools were analysed. The results confirmed significant correlations between the number of pupils and the likelihood of having an Instagram account, frequency of posts and overall interaction. The paper further explores the effect of post frequency on follower numbers, finding a relationship that the more posts the higher the engagement, this does not necessarily lead to higher follower numbers. In addition, the study examines the link between the number of followers and the number of posts published by Reels, revealing a correlation. This suggests that a larger number of followers predicts a larger number of posts by Reels. Nevertheless, this highlights the need for a balanced content strategy. The above findings provide important insights into effective social media marketing strategies for educational institutions. The value of this study lies in its practical implications for school administrators and marketing professionals aiming to strengthen their institution's social media presence. The study concludes by highlighting the key role of Instagram in educational marketing and offering evidence-based recommendations for optimizing social media strategies to achieve better engagement and visibility.

African students consuming the Chinese higher education market: the role of pre-mobility capital(s) in transnational social reproduction strategies

ABSTRACT Despite the sharp growth in numbers and geopolitical significance of African students in China, studies focusing on Sino-African student mobility remain relatively limited. Drawing on semi-structured interviews with 15 self-financed students from five different African countries, we employ Bourdieu’s central concept of capital(s) to explore the decision-making process of student migrants studying at a vocational college in southeast China. Though traditionally elite and upper-ranked universities are endowed with a high level of symbolic value, our study shows that the motivation to study abroad is significantly mediated by access to pre-mobility capitals(s). In considering students as consumers of the Chinese higher education market, the research broadens the mobilities optic within the Global South by documenting the transnational reproduction strategies of the African middle – and working-classes in contemporary times.

Engaging Generation Z: Marketing Innovations in Islamic Boarding Schools for Sustainability

This study aims to analyze the strategy of Islamic boarding schools in marketing education amidst the onslaught of educational competition that utilizes digital technology by non-Islamic boarding school educational institutions and to find the unique marketing values of Islamic boarding schools that have made them survive until now. The approach used is qualitative with a case study type. Data collection is done through interviews, observations, and documentation. The analysis uses three interactive models: reduction, presentation, data depiction, and conclusion. The study results show that educational marketing is done by dominating social media, sharing information, activities, and achievements, and holding online registration. In addition, digital marketing is also carried out by managing websites and social media. These findings indicate that implementing a curriculum that focuses on students’ competence can be a model of adaptation for other Islamic boarding schools and influence educational marketing trends by directing strategies toward digital, increasing competitiveness, and preparing students to face future challenges. This Islamic boarding school also carries out digital content relevance in the form of graphic design training activities, applications, and creative videos and films.