Education Market Research Articles

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.

The Progress and Trends in Overseas Education: A Bibliometric Analysis

With the rapid development of economic globalization and educational internationalization, overseas education has emerged as a pivotal trend in the current global education landscape. Employing bibliometric methods, this study conducts co-citation and co-occurrence analyses using VOSviewer and Bibliometrix software to scrutinize 1985 publications related to overseas education retrieved from the Web of Science database from January 2000 to November 2023. Statistical findings reveal a steady growth trend in overseas education research over the past two decades, with the USA, China, and England identified as the highest contributors. Co-citation analysis unveils that the knowledge foundation of overseas education research primarily emanates from the fields of linguistics and education, giving rise to research themes such as language acquisition, identity, and learning experiences. Co-occurrence analysis demonstrates that research hotspots in overseas education are concentrated in six directions: higher education and international students, internationalization and intercultural competence, language acquisition, identity, and study abroad, student mobility, globalization, and internationalization of higher education. Based on bibliometric analysis, this study proposes future research recommendations, including enhancing research on the mobility of specific groups of international students, strengthening studies on the overseas education market, addressing new dynamics in overseas education in the post-COVID-19 era, and intensifying research on the academic achievements of international students. This study provides scholars in the field of overseas education with an in-depth understanding of the knowledge structure and developmental trends, offering a solid foundation for future research.

Export of medical education in the world market of educational services

The article examines current trends and challenges related to the export of medical education in the global educational services market. The analysis of the data on the number of foreign students at medical universities leading exporting countries, including USA, UK, Australia, Canada, Germany, Russia and China. The factors influencing the choice of a country for study, such as the quality of educational programs, tuition fees, and the availability of visa and immigration procedures, are highlighted. Special attention is paid to the impact of the COVID-19 pandemic and the growth of online education on international student mobility and accreditation of medical programs. In conclusion, recommendations are proposed for exporting countries to strengthen their positions in the global medical education market.

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.

STAKEHOLDER ANALYSIS IN E-LEARNING EDUCATION OF THE DIGITAL ECONOMY

Successful implementation of e-learning platforms in education requires careful consideration of all parties involved, commonly referred to as stakeholders. Understanding their interests, power and expectations is key to strategies for creating e-learning educational platforms. The article examines the principles and methods of stakeholder analysis for the development of e-learning platforms in education. In particular, the research work identified the main groups of stakeholders of e-learning processes, dividing them into different groups. Various analytical tools were also used for stakeholder analysis, such as the stakeholder map, which determines the power and influence of a group of stakeholders on the development of e-learning educational projects. Moreover, the article analyzed the development of the online education market at the global level in recent years. In particular, the educational app sector in the world was examined, including the number of educational apps and the usage of educational apps in recent years. It also analyzed the world’s most popular online education course applications, which have become more integrated into workers’ career development. In this regard, the development of various online learning platforms in Kazakhstan is also relevant in the era of the development of new digital technologies. This topic affects not only the individual perspectives of students but also the country’s competitiveness in the global economy. Keywords: e-learning education, digital economy, digital transformation, stakeholder analysis, stakeholder map, IT project.

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.

Speech Act Analysis: Pakistani Private Universities as a Case in Point

The marketisation of higher education has received mushrooming growth in not only Pakistan but all around the globe for the last few years. Most of Pakistani universities are modifying prospectuses’ discourse to market their image and establish credibility in the competitive academic environment under the influence of marketization. The present study aimed to analyse speech acts in the educational discourse which were manifested in the recognition and reputation of universities. In the current study, the researcher has used prospectus discourse as the prime source of data to evaluate its significance in an educational environment. This study has employed a qualitative exploratory paradigm to analyze the data collected from prospectuses of Pakistani private universities. In this context, the present study has explored variations of linguistic characteristics i.e. speech acts which have been embedded in the administrative discourse to represent universities in the Pakistani academic market. The current study has attempted to employ speech acts as interpretive tools to investigate how persuasive language is used in the academic discourse of Pakistani private universities. The findings have revealed that the text of academic discourse is aligned with the commoditized practices of marketisation in the current scenario prevailing in Pakistan. The present study has also highlighted the hidden ideological perspective incorporated and displayed through speech acts in the educational discourse of Pakistani private universities.

Teachers’ challenges encountered in the marketisation of education systems at primary schools in the Mbare-Hatfield district

Different forms of markertisation and privatisation have encircled the teaching profession. Internet sites that offer to produce academic work for a fee make academic work into a commodity that can be bought and sold. Most schools in Zimbabwe, the Southern African Development Community region, Africa, and beyond cannot easily afford internet services. This study explored the teachers’ challenges in understanding the educational systems due to the marketisation of education. This study utilized the mixed methods approach and the case study design because of its strength in discovering more about unexplored problems. Two school head participants and forty teachers were selected from schools in the district. Semi-structured interviews and questionnaires were used to get data from the research participants. The results unearthed that the education system is one such tool for perpetuating class divisions and social inequality. Contemporary literature has provided evidence in the exploration of teachers’ challenges encountered in the marketisation of education. To the extent that I have reviewed the literature, I found a substantial gap in knowledge about the impact of the challenges encountered in the marketisation of education. The study's objective was to determine the challenges teachers face in giving equal opportunities to poor and minority students due to the marketisation of education. There are some gaps caused by digital divides and government withdrawal from funding for public schools since the early 1990s when ESAP was embraced as an economic blueprint. The marketisation of education has negatively affected teacher integrity, sometimes leading to teacher misconduct. In recent years, the professional status of teachers seems to have been compromised. This is probably due to the changing nature of teacher professional work. Modern-day teaching practices are embroiled in an increasing struggle for private gain. Teachers must learn to cross social boundaries to make learning meaningful and relevant for all students.

Psycho-semantic analysis of job advertisements as a communicative tool of educational marketing

Introduction. The relevance of the study of job advertisements for teachers and psychologists is associated with the need to find tools for regulating communication within the modern educational environment with dynamic, constantly changing working conditions. The publication of employer requirements sets the direction for changing the criteria for the success of the specialist, which changes the entire educational environment. The purpose of the study: to identify the categorical semantic structure of job advertisements for teachers (using the example of the "Infrastructure of Scientific Research Data" platform). Materials and methods. The object of the study was a corpus of teacher job vacancies from the "Infrastructure of Scientific Research Data" platform, published in 2023 in 83 regions of Russia (5561 vacancies). The job postings included descriptions of candidate requirements, information about the offered salary, and the region in which the vacancy was available. As a comparison group, a corpus of psychologist job vacancies (2076 vacancies) was considered. The following methods were used in the study: 1) Latent Dirichlet Allocation (LDA) method for identifying and analyzing the structure of requirements presented in teacher and psychologist job vacancies; 2) Term Frequency-Inverse Document Frequency (TF-IDF) method for categorical semantic analysis of the structure of teacher and psychologist job vacancies and description of the semantic framework (frame) of the job description; 3) Descriptive statistical methods for analyzing the needs of professionals in helping professions in different regions of Russia and the conditions offered to them. The results of the study. The regions of the Russian Federation with the greatest need for teachers and psychologists have been identified. Based on the statistical significance in the collection of text documents, the most demanded skills of teachers by employers are identified: methodological development and design of an individual educational route (0.167), work with children with disabilities (0.144), organization of the educational process (0.089). For vacancies of psychologists, the most significant were: work on investigative actions (0.319), methodical work in an educational organization (0.187), psychological and pedagogical support for successful development and training (0.129). The main meanings governing professional pedagogical activity are more focused on meta-skills based on the values of inclusion and continuous improvement of education, as well as on flexible skills (Soft skills) that increase competitiveness in various fields of pedagogical activity. In the vacancies of psychologists, professional skills (Hard skills) are relevant, applicable in specific areas, which somewhat narrows the scope of professional implementation. Conclusion. The results of the empirical study allow for considering job vacancy advertisements as one of the communicative tools of educational marketing. Analyzing the significant professional skills from the employer's perspective will enable the development of recommendations for the development of professional communication for teachers, which can be considered in the system of continuous professional education, as well as in regulating interaction within the educational environment. Automated analysis of job vacancies can become a successful interactive diagnostic tool for educational marketing, necessary for the development of the educational space and the improvement of the competitiveness of educational institutions.

Students in the global higher education market: identities, pathways, and political agency

Students in the global higher education market: identities, pathways, and political agency