Education Market Research Articles

Faculty Members’ Perspective on the Internationalization of Higher Education in Taiwan

AbstractFaculty members are a key stakeholder group in the internationalization of higher education. However, there is scant research on faculty in higher education internationalization, especially in the non-English-speaking world. Taking Taiwan as a case study, this study examines faculty’s perspective on and role in internationalization. Based on the data collected through in-depth interviews with faculty members and participant observation at four universities, the study shows that while faculty unanimously agreed on internationalizing higher education, they held divergent imaginaries on internationalization and different perspectives on internationalization strategies. Furthermore, university internationalization affected faculty’s work lives through performancism in faculty evaluations, the emphasis on international publications for research output, and using English as a medium of instruction (EMI). In response, faculty either took an active role in internationalization by embracing the changes, or a passive role by avoiding, questioning, or resisting internationalization initiatives. Faculty’s imaginaries of internationalization and seniority ranking were crucial in shaping their responses to and roles taken in the internationalization of higher education. This study discusses the impact of higher education internationalization on faculty’s academic profession and illuminates the challenges that universities and faculty face in non-English-speaking countries that aspire to compete in the global market of higher education.

Integrating Multimodal Generative AI Technologies in Postgraduate Marketing Education

While industry practices evolve rapidly, marketing education in Australia and New Zealand faces challenges in keeping pace, particularly regarding the adoption of current marketing technologies (Harrigan et al., 2022). Generative AI, exemplified by systems like ChatGPT and DALL·E, has demonstrated benefits for learning (Baidoo-Anu & Ansah, 2023). However, despite its potential, there remains a dearth of practical guidance on effectively incorporating these technologies into marketing courses. This gap persists even as general frameworks for responsible and ethical AI use, such as the Australian Framework for Generative AI in Schools (2023), emerge. As the demand for graduates with generative AI skills grows in the job market, educators must explore innovative pedagogical approaches to bridge this gap. This academic poster presents an innovative application of generative artificial intelligence (GenAI) in the context of teaching digital marketing at the postgraduate level. Its purpose is to bridge the gap between academic theory and industry practice by encouraging educators to integrate AI tools into their curriculum through experiential learning pedagogy (Kolb, 2014), characterized by a learning process whereby knowledge is created through hands-on experiences. The poster exemplifies how various types of GenAI technologies — specifically text-based, image-based, and video-based — can enhance teaching content, tutorial exercises, and assessments within the digital marketing course. The poster showcases examples of how these GenAI tools are integrated in the course content, to guide students in generating innovative ideas for using AI in marketing to gain a competitive edge: Text-based GenAI: Tools like ChatGPT and Gemini can automatically generate search keywords for search engine marketing. By integrating text-based GenAI tools with established marketing technology (MarTech) tools such as Google Ads and Google Ads Keyword Planner, students engage in practical exercises that combine AI-generated initial ideas (e.g., search keywords) with further analysis (e.g., search volume, click-through rates, and bidding costs) using established MarTech tools. This hands-on approach enhances their learning experience and prepares them for real-world applications. Image-based GenAI: Platforms such as DALL·E, Midjourney, and Stable Diffusion enable the creation of custom images for display advertising, enhancing visual communication in marketing materials. Through experiential learning activities, students can explore ideas, seek unusual combinations, and inspire creativity faster with image-based GenAI tools, resulting in a greater variety of display ad materials. Video-based GenAI: Applications like Sora and Synthesia facilitate the production of short video clips suitable for social media marketing (e.g., YouTube Shorts, TikTok). By engaging in dynamic content creation exercises, students learn to streamline content creation, reduce manual work, and save both time and budget, thereby gaining practical skills in social media marketing. By incorporating these GenAI technologies through experiential learning pedagogy, educators can enrich the learning experience, foster critical thinking, and prepare students for the evolving landscape of digital marketing. Future research can study the use of GenAI in marketing education using theoretical frameworks such as the Unified Theory of Acceptance and Use of Technology (Venkatesh et al., 2016).

Statistical Analyses of the Attitude of Interested Parties to Marketing Strategies of Azerbaijan Universities

Purpose: The purpose of this study , which examines the quality of educational services and the attitude of interested parties to the marketing strategies applied to increase this quality, is to determine the satisfaction provided by the quality of educational services defined by revealing the expectations of stakeholders in the position of customers from these educational services during the application of the marketing strategy related to educational services. When studying in the context of the quality of education in Azerbaijan, the main purpose of the study is to study the attitude of stakeholders to the marketing strategies applied in the education sector of our country. Method: Our study is made up of people who are over 16 years old and are studying in Azerbaijan's higher education institutions. The questionnaire method used for data collection will be effective in obtaining direct information from the respondents. The survey process was carried out in a visual form. 409 people participated in the survey. Most of the respondents are between 16-40 years old. In order to avoid any loss of information, it was mandatory to answer all the questions that will be used in the analysis, and for this reason, the mentioned 213 respondents answered all the main necessary survey questions. The data collection process took place from January 8, 2024 to January 28, 2024. The survey consists of 56 questions and is divided into 2 parts: demographic questions and statistical questions. Quantities corresponding to the questions were calculated in SPSS. Results and Discussion: By evaluating the results and impact of marketing strategies in the field of education in Azerbaijan, it can help to create prospects for development in the field of education and cooperation of interested partners in the region. Also, the main goal is to develop and analyze marketing strategies in the field of education in Azerbaijan and to clarify the role and influence of stakeholders in this process. All this can contribute to the development of more effective educational marketing strategies and a better education system. Research Implications: The conducted research and the results obtained through the research have a number of both theoretical and practical significance. So, since the application of marketing strategies in education and the attitudes of interested parties to these strategies - students and consumers - are comprehensively investigated, the results of this research will be more optimal. In this sense, the research carried out was prepared considering the level of satisfaction of the students, the factors affecting the choice of the educational institution, and the quality variables in education as factors affecting the marketing strategies in education.

Strategy and Marketing Communication of Islamic Educational Institutions

Competition in the world of education is one of the challenges for Islamic educational institutions in Indonesia. One solution to face these challenges is the existence of educational marketing activities in order to maintain the existence and increase the growth of educational institutions. The aim of this research is to describe the marketing strategy and communication process of educational institutions in promoting the excellence of their respective institutions. The research method used is a literature study using a descriptive approach to understand the concept of marketing strategy and communication for Islamic educational institutions. The research results show that when selecting a marketing strategy you can use a marketing mix strategy. In the marketing mix there are seven important elements, namely 7p: Product, Price, Place, Promotion, People, Physical Evidence and Process. Apart from that, you can also use a differentiation strategy. A differentiation strategy is a strategy that seeks a difference in educational institutions so that they can compete with other educational institutions. In implementing the differentiation strategy, there are several activities that can support the achievement of differentiation, namely unique academic programs, focus on certain fields, superior facilities and infrastructure, quality teachers, industry connections and job opportunities as well as an active learning approach. Components in marketing communications include several elements, namely source or communicator, message, media, recipient, effect and feedback.

Design Thinking

In today’s increasingly competitive Higher Education (HE) market, academic jobs are more precarious than ever. The way academics do their day-to-day job is under increasing scrutiny, with their outputs measured through the rigid lens of performativity and financial profit. Professional Learning (PL) is an institutional approach aimed towards achieving and sustaining high quality teaching and innovation among academic staff. The significance of PL to developing academics’ skills and fostering their professional identity has been confirmed by peer reviewed research. However, how to design and deliver PL that is meaningful to academic workforce, while empowering academics and supporting them in finding solutions to their teaching and learning problems, remains up for debate. This paper offers a conceptual way forward; arguing for a complete re-think of the predominant way of doing PL in universities in favour of placing Design Thinking (DT) at the heart of the matter. Grounded within a robust theoretical approach and scaffolded with a practical toolkit, DT can enable a nurturing environment to engage and empower academics, building their confidence and equipping them with a methodology for problem solving into the future.

Brand Trust, Perceived Quality, and Parental Decision-Making: A Study of International School Selection in Chiang Mai

Background and Aim: This research investigates the factors influencing parents' decision-making process when choosing international schools in Chiang Mai Province, Thailand. With the increasing popularity of international education in Thailand, understanding the key determinants of school choice is crucial for both parents and educational institutions. This study focuses on the impact of brand trust and perceived brand quality on parental decision-making, aiming to provide valuable insights for school operators and stakeholders to develop competitive strategies and enhance educational services. Materials and Methods: The study employs a quantitative research design with a convenience sampling technique. Data is collected from parents of children attending or considering 21 international schools in Chiang Mai through a structured online questionnaire. The questionnaire assesses brand trust, perceived brand quality, and their influence on the school choice decision-making process. Multiple regression analysis is used to examine the relationships between these variables. Results: The findings reveal that both brand trust and perceived brand quality significantly influence parental decision-making. Brand trust emerges as the strongest predictor, indicating that parents prioritize the credibility and reputation of international schools. Perceived brand quality also plays a crucial role, as parents associate high-quality brands with superior educational outcomes. The study demonstrates that these two factors collectively account for a substantial portion of the variance in parental choices. Conclusion: This research confirms the importance of brand management for international schools in Chiang Mai Province. By focusing on building brand trust and enhancing perceived brand quality, schools can effectively attract and retain students. The study's findings offer valuable guidance for school administrators and marketers in developing targeted strategies to meet the evolving needs and expectations of parents in the international education market.

Faculty perspectives on the changing research and teaching career tracks of academics at private universities in Kazakhstan

ABSTRACT Since gaining academic and financial autonomy in 2018, a number of leading private universities in Kazakhstan have separated teaching and research into two distinct career tracks and implemented outcome-based faculty performance evaluation. This initiative aimed to increase the quality of both teaching and research, boost faculty’s research productivity, and improve the competitiveness of these universities in the local higher education market. However, despite being central to the development of universities, the restructuring of academic careers in Kazakhstan has received little scholarly attention. This study employs the framework of managerialism and collegiality to explore how faculty in research-track and teaching-track positions perceive and respond to the new career structures. Drawing upon the thematic analysis of 25 semi-structured interviews with faculty members working in the country’s top private universities, the study provides nuanced insights into the changing career structures in Kazakhstan by examining faculty experiences related to research and teaching, faculty evaluation and promotion, development of research culture, and work environment. By interpreting the study findings in light of the concepts of managerialism and collegiality, the study offers a fresh perspective on the neoliberal trends in university governance in the context where universities historically lacked autonomy from the state. The paper concludes by discussing the potential implications of the findings for improving the conditions of research-track and teaching-track faculty. The study may be of interest to policymakers, university administrators, and researchers concerned with changes in academic careers in transitional economies.

Social media in higher education marketing: a systematic literature review and research agenda

Social media in higher education marketing: a systematic literature review and research agenda

Analysis of the Russian market of educational programs in the field of additional professional education for specialists of pharmaceutical companies

Abstract Aim conduct an analysis of the Russian market of educational programs in the field of additional professional education for specialists of pharmaceutical companies. Material and methods. The analysis of the market of educational programs was based on the data of the annual reporting of a number of institutions of higher education (reports on the results of the annual self-examination, reports on the results of activities and on the use of assigned state property, monitoring in the main areas of the educational institution of higher education, information and analytical materials based on the results of monitoring the effectiveness of activities educational institutions of higher education) for the period from 2017 to 2021. Based on data obtained, the share indicators of educational organizations in the Russian market of educational services in the field of additional education for specialists of pharmaceutical enterprises were determined. The share indicator was used to determine the concentration of educational services and the level of competition in the market using the concentration index and the Herfindahl-Hirschman index. In addition, during the work, such methods of analysis as generalization, methods of logical, systemic and comparative analysis, expert forecasting were used. Results. Based on the analysis, data were obtained on the profitability of the market for additional professional education services for pharmaceutical industry specialists; the presence of a high level of concentration of educational services in the market of additional professional education with a slight level of competition was established; the features of the implementation of additional professional training for specialists in the pharmaceutical industry are determined. Conclusion. The importance of additional professional education for specialists in the pharmaceutical industry has been confirmed. The further direction of development of the sphere of additional professional education for workers of pharmaceutical enterprises has been determined. The increase in the Russian market of additional educational programs based on current data on the development of the industry was justified. Recommendations have been formulated to expand the currently implemented programs of additional professional education based on the growing needs of the pharmaceutical market.

Vioces Against Violence: Empowering Students To Address Domestic Terrorism Through Digital Activism

ABSTRACT This research explores the impact of an innovative social media-based project on students’ digital activism and their perspectives on societal issues, particularly domestic terrorism. A mixed methods approach, combining structural equation modeling and qualitative data, revealed that higher levels of ethnocultural empathy led to increased engagement in digital activism, strengthening students’ belief in their ability to effect meaningful societal change. Results show that students’ belief in their project contribution dips initially due to unexpected challenges but later recovers and strengthens, underscoring the importance of sustained engagement. Qualitative data also highlight enhanced awareness, ethnocultural empathy, and activism skills. This research demonstrates the pedagogical potential of integrating social media with societal impact campaigns, offering a replicable framework for business educators seeking to link marketing education with social responsibility.

Fostering an age-friendly Marketing Education: Integrating IntergenerationalLearning in Marketing Courses

ABSTRACT This manuscript examines the adaptation and integration of intergenerational learning to create an inclusive marketing education environment. The development of innovative course designs to promote intergenerational learning and age-friendly curricula is an opportunity for educational institutions, given a demographic shift in many parts of the world. An innovative course design is featured that addresses a gap in marketing education literature regarding intergenerational classrooms, aligning with AACSB’s societal impact objectives and the UN Sustainable Development Goal #4 – to promote inclusive education and lifelong learning opportunities for all. Guided by the contact hypothesis, we discuss a modular approach to intergenerational classrooms that promises to break down barriers for older adult learners, increase the effectiveness of intergenerational learning, and benefit students of all ages. This manuscript features a three-week intergenerational module integrated into a semester-long (16-week) consumer behavior course consistent with experiential learning theory principles. We use this module to illustrate the potential of integrating intergenerational learning in marketing education and highlight the necessary conditions to adopt similar modules in other marketing classes. This approach fosters environments conducive to inclusivity and societal wellbeing.

Responsible Email Marketing in Higher Education

In higher education, responsible email marketing emerges as a critical strategy for engaging students, alums, and potential students meaningfully and ethically. By comprehensively examining best practices and regulatory compliance, we aim to provide educational institutions with actionable insights for cultivating trust and enhancing communication effectiveness in their email marketing campaigns. This paper explores the nuanced landscape of responsible email marketing within higher education, focusing on balancing effective communication and ethical considerations. The paper aims to identify the starting points for creating a responsible email marketing campaign in higher education. Sources such as Marketing Compare, OmniUpdate, IBM Marketing Cloud and CoSchedule were used for secondary research. The results were formulated based on data published in surveys by RNL, Emma, Oberlo, LeadSquared, Full Fabric, Barnes and Noble, and WordStream. The following scientific research methods were used to create individual parts of the paper: extraction, information collection and processing, comparison, analysis, synthesis and interpretation. By examining current practices, regulatory frameworks, and case studies, we identify strategies institutions can employ to respectfully and effectively engage their audiences. Our analysis highlights the importance of transparency, consent, and personalisation in fostering trust and building long-term relationships with students, alums, and prospective learners.

Digitization and school library:role in the transformation of education

The purpose of the article is to analyze the role of the school library in the digital transformation of modern education. It was concluded that the current conceptual educational system is implemented in three main directions: digitization of the educational process; digital educational content; digitalization of educational management. And it is the modern school library that is able to implement the task of digitalization of the educational environment and ensure the information needs of its participants. Thus, digitization becomes an important and integral component of the activity of a modern school library and an opportunity for the development of education. The school library follows the path of creating digital educational content, provides and coordinates the information service of the educational institution, and the educational process — informational and methodical literature, works according to the strategic directions of the school's development. Digitization of the school library requires consistency in implementation and a comprehensive approach as important criteria for the success of modern education due to: expanding the possibilities of the educational trajectory; access to the most modern educational resources; spreading the circle of educational organizations around the world; expansion of children's educational opportunities; cost reduction due to increased competition in the educational market; increasing transparency and facilitating communication with all participants of the educational process.

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.