Higher Education Market Research Articles

Blockchain Technology as a Mechanism for Protecting Citizens' Rights in Remote Investment Transactions: Higher Education Market vs Labor Market

Introduction. The article studies and analyzes legal mechanisms of protection of rights and legitimate interests of private investors in the sphere of online investment based on blockchain technologies, which allow to reduce the level of inconsistency between the requirements of the labor market and the proposals of the higher education market. Materials and methods. The methodological basis of the study is interdisciplinary and covers different approaches and concepts belonging to the sphere of investment activities, digital economy, including blockchain technologies and specialized digital platforms, legal support of investment transactions, etc. It is based on the concept of development of digital economy in the conditions of the fourth industrial revolution, which is considered in the context of integration of digital technologies into investment processes and related problems of legal support of security of investment transactions in the Internet space. The harmonization of different concepts and approaches within the work is achieved through the methods of analysis and synthesis, as well as the use of a systematic approach, methods of comparative analysis, observation, abstraction, etc.Results of the study. The paper defines the essence and features of remote investment transactions, as well as their forms, reveals the essence and impact of blockchain technology on economic development and investment, provides examples of remote investment projects based on blockchain technology, characterizes the advantages and risks of remote investment instruments, proposes several mechanisms of legal protection of the interests of private investors using online instruments, substantiates the value and features of the use of smart-contracts as a blockchain technology, and provides a description of the advantages and risks of remote investment instruments. It has been established that in addition to the use of legal instruments for the protection of investment risks, primarily aimed at the use of smart contracts based on blockchain technologies, an important direction for improving the reliability of such transactions and avoiding rash financial and reputational losses is to increase the level of education of private investors. The labor market's demand for increasing the professionalism of individuals using remote investment instruments increases the relevance of educational programs aimed at studying blockchain, smart contracts, remote investment instruments and legal mechanisms for protecting the interests of private investors. Discussion and conclusion. The scientific and practical significance of the work consists in a comprehensive analysis and characterization of legal mechanisms to protect the rights of individuals investing through remote financial instruments in the Internet space, as well as in determining their advantages and disadvantages. It is substantiated that the main legal instrument for the protection of such investment transactions based on blockchain technology is smart contracts. The potential of smart contracts as instruments of legal protection of investment transactions in remote format is used due to a set of their typical functions, including decentralization, resistance to unauthorized changes, transparency, autonomy, etc.

Strategi Meningkatkan Brand Image dan Daya Saing Dalam Pemasaran Jasa Di Perguruan Tinggi

Islamic Higher Education Institutions to be able to compete among other educational institutions, both public and private, must transform by looking for formulations and innovations according to the superior character of each institution. With marketing strategies, universities can build public perceptions and assumptions to improve the reputation and positive brand image of universities. This research aims to reveal strategies to improve brand image and competitiveness in marketing at Darussalam Gontor University College. This research uses a qualitative approach. Data collection was carried out using interview, observation and documentation techniques. The research results show that: (1) UNIDA Gontor marketing segmentation strategy includes identifying and measuring market segments; (2) UNIDA Gontor marketing targeting strategy to increase its brand image so that it is competitive includes: concentrated targeting, multisegment targeting referrals with superior higher education boarding school systems, international achievements and reputation as well as building alumni and (3) Higher education marketing promotion strategies to improve brand image and UNIDA Gontor competitiveness uses conventional media including: brochures, articles, magazines and non-conventional media, namely direct marketing such as websites, social media applications such as Facebook, Instagram, Twitter and YouTube.

Students are not Customers of the University – The Analysis of Marketization and the Metaphor of Students in Higher Education

In this article, it discusses the marketization of higher education, during which a metaphor of students appears. When students are viewed as customers of universities, the teaching of teachers will be influenced and students themselves will be deprived opportunities of being critical learners. The marketization in Chinese context is specifically analyzed to further demonstrate it is unnecessary to treat students as university customers. Although it will be hard and impossible for higher education to become complete public goods, there is no need to offer students some identities in advance which may cause the deprivation of students’ own choices and pure learning motivations. This article argues the unnecessity of viewing students as customers of university and urges more research to focus on students’ and teachers’ voices about their identities in higher education.

Country branding through the internationalization of higher education: the case of Egypt

PurposeDrawing from the literature on internationalization, higher education marketing and place branding, this paper aims to link the internationalization of higher education to country branding. It explores the impact of internationalization within the higher education system on Egypt’s destination brand equity. This investigation offers insights for decision-makers in both the higher education and country branding sectors.Design/methodology/approachThis empirical paper adopts an exploratory approach and serves as an initial step for researchers. It utilizes a quantitative methodology, employing a survey with 366 responses, to examine the effects of internationalization efforts in higher education on country brand equity.FindingsThe results reveal a direct correlation between student engagement and the brand equity of international branch campuses (IBCs), as well as a link between IBCs and Egypt’s brand equity. Notably, the study highlights the mediating role of IBC brand equity in the relationship between student engagement and the overall brand equity of Egypt.Originality/valueThis paper is innovative in its method of assessing the impact of internationalization efforts in higher education, specifically at IBCs in Egypt, on Egypt’s destination brand equity. Additionally, the study identifies student engagement as an antecedent to IBC brand equity.

Pedagogical relationships in short-term study abroad programmes: exploring the role of consumer identity in collaborative learning among Chinese students in the UK

PurposeThe marketisation of higher education fosters the notion of students as consumers, highlighting the shifting dynamics of student–teacher relationships. This paper aims to contribute to ongoing discussions about students as consumers and their involvement in pedagogical practices. We explore students’ experiences in short-term study abroad (SA) programmes that involve collaborative learning, examining how a consumerism-oriented approach affects students’ perceptions of their pedagogical identities and student–teacher pedagogical relationships.Design/methodology/approachA qualitative exploratory study was conducted to capture students’ rich and subjective perceptions and experiences. The data were gathered through semi-structured interviews with 15 Chinese undergraduate students who participated in a short-term SA programme at a UK university. Following data translation and transcription, a thematic analysis approach facilitated our exploration.FindingsChinese students engage in SA programmes as a strategic investment in personal growth and transformation, with their consumer-oriented identity fostering a mutually beneficial relationship with educators and group members. This consumer mindset appears to enhance active student engagement and, to some extent, create reciprocal student–teacher interactions through power sharing and collaborative involvement.Originality/valueThis study presents empirical data exploring the impact of consumer identity on the dynamics of student–teacher relationships in the SA context. It provides recommendations for implementing pedagogical approaches designed to mediate the influence of consumerism on student engagement, particularly in shaping collaborative student–teacher relationships. This study offers insights for future research on the effects of consumerism in higher education within cross-cultural contexts.

Comprehensive industry review of Kazakhstan higher education market: trends and challenges

Higher education in Kazakhstan occupies a central place in the process of socio-economic progress of the country. In recent decades, Kazakhstan's higher education market has undergone significant changes. The rapid development of technology, integration into the global educational space and changes in the economic and social spheres have led to a revision of the needs and expectations of higher education. The article presents an analysis of the higher education system of the Republic of Kazakhstan with an emphasis on highlighting key trends and challenges. The main focus of the research is aimed at studying the dynamically developing and highly competitive higher education market, in which both public and private educational institutions are actively functioning. The main purpose of this study is to provide detailed coverage of the current conditions and trends in the higher education market in Kazakhstan. To achieve this goal, various methods were used, including content analysis, a desk method of data collection, comparison and generalization. The analysis was based on secondary data: a review of current sources and scientific publications over the past five years from international and local databases, statistical data and analytical reports. The results of this study provide an objective view of the current state, structure, participants and directions of development of the higher education market in Kazakhstan in the period 2017–2022. The study highlights the importance of regional development issues, ensuring broad accessibility of higher education, active integration of the latest technologies and teaching methodologies, as well as the formation of a comprehensive and inclusive educational space.

Instagram activities, engagement and enrollment intention in Indonesia: A case in the third largest island in the world

Purpose: This study investigates the influence of diverse Instagram activities (entertainment, interaction, trendiness, advertisement and customization) on engagement levels and enrollment intention. Additionally, it aims to determine the impact of engagement on enrollment intention by exploring the mediating role of engagement in the relationship between social media activities and enrollment intention.
 Design/Methodology/Approach: The research involved 627 followers of the Antasari State Islamic University Banjarmasin Indonesia Instagram account. This study uses path analysis to better understand the impact of Instagram activities on enrollment intention and multiple linear regression to evaluate the influence of Instagram activities on enrollment intention with an emphasis on engagement as a mediating element in this relationship.
 Findings: The study found that Ig activity affects followers' engagement from all backgrounds. Entertainment and interaction elements have an impact on high school students' tendency to engage with followers. Furthermore, engagement affects enrollment intention. Advertisement affects enrollment intention with engagement as a mediator.
 Conclusion: This study validates previous research on Instagram (Ig) marketing's impact on engagement in education. It underscores the greater complexity of Ig marketing in education than in business where enrollment decisions involve intricate considerations resulting in a generally lower influence of social media marketing on enrollment outcomes.
 Research Limitations: This study only focused on the Ig account of one university and was limited to Islamic higher education.
 Practical Implications: Higher education marketing administrators recommended combining social media marketing variables with other factors influencing university choice. 
 Contribution to the Literature: This study finding has a conceptual contribution to higher education especially in social media marketing.

Centring diversity, equity, inclusion and belonging in higher education marketing: Why it is essential and how to do it well

The changing demographics in higher education require marketing and communications offices to reassess their approach to creating promotional materials. From 1980 to 2022, the number of college students who identify as Hispanic/Latinx, Asian and Pacific Islander, African American or of mixed race has increased, while the number of white college students has decreased. Creating authentic messaging that resonates with students from various backgrounds can best be achieved if marketing and communications offices centre diversity, equity, inclusion and belonging (DEIB), not only in the assets produced but also as they consider hiring practices, communications procedures and other activities. Doing so can result in an increase in student applications and enrolment rates and student retention, as well as staff retention and workplace satisfaction. This paper examines case studies from our effort at Georgia State University's J. Mack Robinson College of Business to build a marketing and communications office that reflects the diverse student population we serve so as to hone an authentic voice that speaks to students, faculty and staff. Our approach was informed by quantitative and qualitative research we conducted in 2019, in which we convened 24 focus groups and audited existing materials. In addition to better understanding our target audience and marketing materials, we also created a workplace environment in which our staff, who reflect the diverse population we serve, felt supported and satisfied. The data gathered in response to our staff building and the application of the research to articulate our brand framework and brand pillars shows that we have seen returns in the following categories — student application rates, social media engagement and website traffic.

Increasing student engagement through digital branding in higher education marketing

As a result of the employment of social media, interpersonal contact and user involvement are made possible, which results in the modification of traditional hierarchical communication techniques and the introduction of an unexpected component into the decision-making process of customers. Even though it is considered to be a component of internet marketing, social media marketing is a crucial component for individuals and businesses that need to retain their competitiveness. On the other hand, the success of social media marketing is dependent on the presence of innovative items, the responsiveness of organizations to the market, and the construction of powerful online platforms. Twitter, Instagram, and Facebook are just some of the social networking sites that have evolved into indispensable tools for marketers. Since they enable interactive contact, these platforms are of tremendous value when it comes to the marketing of companies and services. Websites that facilitate social networking play an important part in the spread of information about educational institutions of higher learning. These websites also serve as effective means for recruiting prospective students. It has not yet been determined whether or not the content that is broadcast on these internet platforms has an effect on the cognitive processes that prospective students use when making choices about their education. The acknowledgment of user interaction on social media platforms is the most important non-financial benefit that organizations may get from their use of these platforms. When we have a thorough awareness of user interaction across a variety of platforms, we may have a better grasp of the influence that it has on how people perceive businesses. Instagram has become a significant medium for educational institutions of higher learning due to its visual-centric qualities, as well as its heightened engagement rates among a varied, youthful, and multinational community. This article places a strong emphasis on the relevance of brand equity within the context of the marketing strategy used by educational institutions of higher learning. When it comes to the idea of brand equity, there are several elements that may have an impact on it. Some of these characteristics include, but are not limited to, the personality of the brand, social credibility, and market position. It is quite necessary for educational institutions to make certain that they provide excellent services and facilities to their students. Nevertheless, the construction of a communication system that is both competent and effective is equally important for the purpose of boosting the positioning of the university's brand and effectively managing the value of its brand. The concept of "brand soul" serves as the basis for this, and it refers to the way the teachers and staff of the educational institution become the embodiment of the brand.

Innovative model of interaction of subjects in the higher education market

Relevance. The relevance of the subject matter lies in the need to ensure the availability and quality of modern higher education in the market and the presence of problems of interaction between individual subjects represented in this market.Purpose. The main purpose of this study is to investigate the prospects for building an innovative model of interaction between subjects of higher education in the conditions of modern market relations.Methodology. The basis of the methodological approach in this study is a combination of methods of empirical modelling of the interaction of subjects of the higher education market of Kazakhstan with a statistical analysis of the results of the application of this model and a systematic analysis of the process of introducing innovations into the educational environment of universities in the country.Results. In the course of the research, the results were obtained that determine the general principles of constructing a model considered within the framework of the stated topic, and key aspects of the interaction of subjects in this model. It is established that the process of introducing innovations into the higher education system of the Republic of Kazakhstan is inextricably linked with the realities of the economic situation formed in the state and the level of its influence on the development of this system. The key subjects of the higher education market in Kazakhstan are identified, and the differentiation of the level of their interaction within the framework of the considered innovation model is given.Conclusions. The practical significance of the results obtained is conditioned by the possibility of their use in creating a fundamentally new model of interaction between subjects of the modern higher education market, through the introduction of innovations into the pedagogical environment of higher educational institutions and thereby ensuring a higher level of graduate training.

Determinants of university brand loyalty in an emerging higher education market

PurposeA university’s brand is a key competitive advantage in higher education (HE). This study examines the university's reputation’s intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran.Design/methodology/approachA quantitative method was used to achieve research objectives. The data collected from students enrolled in major private universities in the capital of Iran were analyzed to test the proposed model, both directly and indirectly, using structural equation modeling (SEM).FindingsThe findings confirmed all of the hypothesized relationships. Prominently, the core service construct (emotional environment, perceived faculty and course suitability) was found to be significantly affecting the university brand reputation. The study found evidence for the impact of university reputation on students' loyalty. Findings also indicated the presence of several indirect relationships among the considered dimensions.Research limitations/implicationsCurrent research offers implications for universities that are met with the perpetual challenge of survival in the competitive HE marketplace. Findings from the study not only help build theory on university brand loyalty but also make an essential contribution towards guiding managers in developing effective strategies by building reputation and loyalty by concentrating on the most crucial determinants.Originality/valueAlthough research in HE marketing is growing, the effects of university core services on building loyalty have not garnered attention, which is theoretically a vital construct. The paper presents a new framework to realize university brand loyalty with the help of integrated relationships among select dimensions in the setting of an emerging HE market.

Navigating an Academic Career in Marketized Universities: Mapping the International Literature

Over the past two decades, debates surrounding the marketization of higher education worldwide have intensified. The impact it is having specifically on academics and their careers is less well documented, but enough literature has emerged to certainly warrant a review. To investigate the topic, a systematic literature review was conducted to examine the implications of the increased marketization of higher education on academic careers. This secondary research reviewed 54 documents that included both theoretical contributions and empirical findings from 21 different national contexts. Our findings indicate that academic careers are affected on at least two levels: first, on a material level, career structures have undergone a progressive precarization, marked by an increase in temporary contracts and part-time jobs; and second, on an ideological level, in which fatalistic narratives such as “there is no other way out of the neoliberal game” appear to be prevalent. Our findings suggest that key collective and political aspects of academics’ careers may have become depoliticized through the individualistic “careerist strategies” they are encouraged to embrace to survive in an academic career.

The significance of diversity positioning in higher education for branding and marketing

ABSTRACT This study offers important context for understanding why educational institutions ought to modify their recruitment marketing strategies to incorporate a multicultural perspective. African American, Asian American, Hispanic, International, and Native American student ratios are greater in institutions with a broadly varied faculty. Yet very few schools use metrics related to racial and ethnic diversity for brand marketing and benchmarking when utilizing online, offline, and social media tactics. The discovery has implications for creating admissions brochures that are designed to convey the institution's inclusiveness. This is a crucial component of every college’s and university's recruitment campaigns. Genuine interactions between students and faculty from similar demographic backgrounds should be portrayed in photo illustrations. For more than 2000 Carnegie-classified schools, we rank faculty and student diversity indices and provide higher education marketers with quartile statistics to utilize as a differentiator.

Somehow bogged down: why current discussions on measuring HEI reputation go round in circles, and possible ways out

ABSTRACT Measuring and managing reputation is one of the core challenges for higher education institutions (HEIs). Although research and theory in higher education marketing has been addressing this key issue for decades, a clear picture of how to capture and monitor the reputation of higher education institutions has not emerged. As a result, recommendations on how to apply systematic reputation management in the HEI setting are lacking. We review traditional conceptualizations of the construct of reputation, identify common challenges to reputation measurement, and examine their application in higher education settings. Bringing together the baselines from these fields, we argue along four main lines that recommending a theoretically acceptable way to capture HEI reputation is tantamount to an unsolvable task. As a solution to the impasse, we call for an exploration of altered perspectives on reputation measurement for the HEI context. Increased consideration of relevance and departures from existing attempts are two issues that are particularly addressed. To advance the theory and encourage new thinking, we develop several lines of research that we hope will inspire further work in this important area and move the field toward more applicable solutions.

A Bibliometric Analysis of the Impact of Digital Marketing in Higher Education

A Bibliometric Analysis of the Impact of Digital Marketing in Higher Education

Behind the Scenes: Evaluating the Performance of University Support Personnel for Institutional Progress

To remain competitive in the higher education market, Higher Education Institutions (HEIs) have to provide quality services to their clientele (Legcevic, 2014; Guaimalon et al., 2022). These services must be aligned with the mission, vision, and long-term goals of the university, which include employee productivity and service sustainability. This study sought to assess the university support personnel’s performance for institutional progress and students’ satisfaction. It also determined the relationship between the support personnel’s profile, in terms of sex and length of service, and their performance. The descriptive-correlational design was applied in this inquiry wherein all 97 regular support personnel were the respondents and were evaluated by their supervisor and two randomly selected senior co-workers. A standardized questionnaire was utilized to gather data on the performance of the support personnel. Weighted Mean, Spearman’s Rank Order Correlation Coefficients, and Chi-Square Test were used as statistical tools. The data revealed that the performance of the support personnel “exceeds expectations” in the following areas: work quantity, work quality, work relationships, work skills, job knowledge, and time record. The results further indicated that the work performance in terms of extension work is classified as “meeting the expectations.” Moreover, the study found that the support personnel’s length of service is inversely related to their work performance and that female personnel performed better at work than their male counterparts.

Project Management in Higher Education Marketing: A Study on Leveraging Mentorship Programs to Enhance Brand Visibility and Student Recruitment at United African University of Tanzania

Project Management in Higher Education Marketing: A Study on Leveraging Mentorship Programs to Enhance Brand Visibility and Student Recruitment at United African University of Tanzania

Brand Reputation Management in a Chinese Higher Educational Institution

Brand reputation management is of increasing importance in the highly competitive landscape of higher education institutions, particularly in the context of Chinese culture. This study explores the challenges and strategies related to managing brand reputation in a Chinese higher educational institution. It highlights the significance of brand reputation in attracting students, faculty, and external support, making it a critical aspect for these institutions. Drawing on the Reputation Quotient Model, this research examines reputation in terms of innovation, workplace culture, social responsibility, financial performance, emotional appeal, and products and services. It also explores the interplay between brand association, brand identity, and the overall quality of academic services and how these factors affect the perception of the institution. The study's findings reveal that the perceived quality, brand association, and brand identity play pivotal roles in shaping the brand reputation management of Chinese higher education institutions. The research provides valuable insights for institutions to enhance their brand management strategies, thus attracting and retaining high-quality faculty and students while fostering engagement with stakeholders and alumni. Additionally, it emphasizes the need for institutions to balance global and local perspectives to maintain brand relevance and reputation in the competitive higher education market. Ultimately, the study underscores the critical role brand reputation plays in the success of higher education institutions in China.

Segmenting the Higher Education Market: An Analysis of Admissions Data Using K-Means Clustering

One of the affecting factors of marketing strategy in educational institutions is determining clear marketing objectives including suitable segmentation. This study develops a market segmentation for private HEIs considering the potential academic records of targeting schools and geographic factors. K-Means clustering method is exploited to cluster around 260 data with eight attributes. The elbow method and silhouette coefficient are used to determine the appropriate number of clusters. Findings suggest that schools within Cluster 1 and Cluster 4, with approximately 42% market share, are the primary market segment for deploying a robust and targeted marketing strategy.

Exploring the Opportunities and Challenges of Higher Education Marketing in Iraq

Exploring the Opportunities and Challenges of Higher Education Marketing in Iraq