Education Market Research Articles

The issues of personnel reproduction in the transport and logistics industry: Formulation and solution in the context of relevant cases of the global market of online industry education

The issues of personnel reproduction in the transport and logistics industry: Formulation and solution in the context of relevant cases of the global market of online industry education

Imaginative geographies of youth: negotiating precarities in higher education marketisation

ABSTRACT In a capitalist society, the marketisation of higher education is becoming increasingly prevalent. Inspired by Orientalism, this study analyses how various mediated representations, such as institutional advertisements, online newspapers, Instagram posts, and discursive communications, play an imperative role in reinforcing marketisation and shaping the imaginative geographies of self-financed associate degree students in Hong Kong. Through 40 in-depth interviews with students and key stakeholders, as well as media scrutiny and participant observations, this research sheds light on the creativity employed by these students to navigate and resist precarities and the positioning of “othering” embedded in their imaginative geographies and the complexities of everyday lives. It underscores the dual nature of precarities, from both top-down and bottom-up manners, and advocates for social recognition, caring support for self-financed students.

An exploratory study of ASEAN students’ engagement dynamics with local communities in China, Japan, and South Korea

Abstract Drastic shifts in geopolitical and economic landscapes in East Asia have escalated competition among China, Japan, and South Korea for higher education market share within ASEAN countries. This surge in ASEAN tertiary student enrollments in these countries has been altering the internationalization dynamics of not only the host universities but also the surrounding societies. Extant literature needs to be updated to address this recent influx of ASEAN tertiary students, particularly their connections with local societies within East Asia. To fill in the gap, this study explores the engagement dynamics of ASEAN students with these local societies, as well as the resultant impacts. Through semi-structured interviews, this study involved 27 participants, including ASEAN students, university administrators and staff, and representatives from local governmental and non-governmental organizations across selected locales in the 3 countries. The findings identified varying degrees of engagement among ASEAN students with local societies of the three countries across economic, socio-cultural, and diplomatic-political dimensions. This cross-national variance is potentially attributable to divergent governmental strategies and university motivations for recruiting ASEAN students.

Driving brand advocacy in higher education marketing: an integrative perspective on China students studying overseas

ABSTRACT This study proposes a model to investigate brand advocacy in the context of higher education marketing. The model examines the impact of social media marketing, instructor behaviour, reputation, and brand personality on engagement and subsequent brand advocacy. Data were collected from a China sample. The study revealed that social media marketing, instructor behaviour, reputation, and brand personality exert a positive impact on student engagement, which subsequently translates into brand advocacy. The moderating role of value congruity and altruism is verified. The findings provide higher education institution administrators with some guidelines to strategize their marketing and branding communication to foster engagement and brand advocacy.

The study of applicants' preferences in the context of the modern labor market and the education system desynchronization

Subject. The article considers the effectiveness of interaction between universities and applicants. Objectives. The aim is to investigate applicants’ preferences of in the context of desynchronization of the modern labor market and the education market. Methods. As part of the study, we conducted 46 personal interviews and interviewed 1,562 respondents, using an online questionnaire (51.9% from Moscow, 22.2% from the Moscow Oblast, 21.8% from Russian regions, 2.8% from CIS countries, 1.3% from other countries). Results. The study of applicants' preferences when choosing a university is an integral part of analyzing the effectiveness of educational institutions and training areas. The factors that influence the choice of a university by an applicant are correlated with the current and projected in the near future requirements of the labor market. Based on the study of current educational practices and preferences of applicants, we formulated recommendations aimed at transforming educational processes in universities, increasing the effectiveness of educational services promotion programs during the admission campaign. Conclusions. The emergence of programs or individual faculties using the model of free education with the application of an individual educational trajectory is an effective tool for detaching from competitors and, in the future, will help such universities move from the category of universities of mass professions to the category of regional level universities or research universities.

College Promotion Strategy

Promotion of higher education institutions is an important aspect in attracting prospective students and building a positive image of the institution. In an era of intense competition and rapid development of information technology, effective promotion strategies are the key to success for higher education institutions. This study aims to analyze various promotion strategies that can be implemented by higher education institutions to increase the attraction and enrollment of new students. Through SWOT analysis, market segmentation, and the application of various promotion methods, this study provides recommendations that can help higher education institutions formulate better marketing strategies. With an approach that focuses on evaluating and adjusting strategies, higher education institutions are expected to be able to compete effectively in the increasingly competitive higher education market.

Marketing Strategy For Interactive Education At Mis Nurur Rahman Tamanan

This research uses a qualitative approach with a descriptive qualitative method. This research was conducted at MIs Nurur Rahman Tamanan, located at Jl Kebun Bibit No 02 Tamanan, Tamanan District, Bondowoso Regency. The purpose of this research is to analyze the marketing strategies for interactive education at the school and to identify the factors that support and hinder the implementation of these strategies. To provide an understanding of interactive education marketing strategies, data was obtained through field observations and in-depth analysis. The research results show that product, price, promotion, and people are the main indicators in the interactive education marketing strategy. Through school public relations and appropriate pricing, this strategy aims to create a good image. It was found that people's involvement and promotion are important factors in the success of educational service marketing. Nevertheless, the research also found several obstacles. This includes financial difficulties and a lack of public knowledge about interactive education.

Application of High-Performance Building Technologies in Green Building Practices

This paper comprehensively discusses the application of high-performance building technologies in green buildings and their economic implications. The study reveals that by adopting high-performance building technologies such as energy efficiency technologies, water resource management, sustainable material selection, waste management, and indoor environmental quality control, the environmental and economic benefits of buildings can be significantly enhanced. Although the initial investment cost is high, the long-term energy savings and environmental benefits prove the cost-effectiveness of these technologies. Policy incentives, market education, and professional training are crucial for promoting the application of high-performance building technologies. The paper also identifies challenges in implementation and proposes targeted policy recommendations and practical guidance. Finally, the study points out research limitations and suggests future research directions, aiming to promote the widespread adoption and implementation of green buildings to achieve sustainable development in the construction industry.

Paradigma Pemasaran Pendidikan Pesantren: Mengintegrasikan Pendekatan Digital Untuk Mengubah Perilaku Pencarian Informasi Calon Siswa

The purpose of this research is to provide the implications and paradigms of Islamic marketing by incorporating a digital approach. The object of this research is the Islamic educational institute at MAS Al-Kamaliyah jeri which operates in the village of Manggoli, North Maluku. The methods in this research concern new trends in education heating management using qualitative research methods with case studies approaches. Data collection techniques in this study include observations, interviews and documentation. Observations were conducted by observing live activities and interactions in the school environment, including promotional events, teaching learning activities, and interaction between the school and the surrounding community. In-depth interviews were performed with the head of the school, marketing staff, teachers, students, parents of students, and surrounding communities to dig their experiences, views, and perceptions related to the Islamic education marketing paradigm. Based on data on the ground, the use of social media as the main channel became the paradigm of Islamic education marketing Students are increasingly relying on social media such as Instagram, Facebook, and TikTok to find information about Islamic educational institutions. It shows a shift from traditional media to digital platforms in the search for educational information. SocialMedia Offers Visual and Interactive Content Platforms like Instagram, Facebook, and TikTok enable educational institutions for more interesting and informative visual, video, and interactive content. This content can provide a clearer picture of the activities in the educational institutions.

The Importance of Liberal Arts Education and Market Failure

Despite the numerous uncertainties, Korean universities are prioritizing early specialization in education rather than focusing on the aim of the college education. The purpose of the study is to demonstrate that the return to education rises in an unstable environment, and that this education premium is closely related to the liberal arts education. Additionally, it provides a brief overview of the history of liberal arts education in Korea and assesses the current status and challenges. Finally, it proposes measures for improvement.</br>Although the aim of liberal education extends beyond merely improving labor market outcomes, the liberal education indeed contributes to better performance in the labor market. The return to college education is high worldwide and it tends to increase as environments, including technology, change rapidly. This is because individuals with more schooling are better equipped to quickly capture the economic rents that arise from the disequilibria. This ability is cultivated more effectively through the liberal education than through the specialized training. The rise of the United States as a global superpower by focusing on the general education and numerous other empirical studies supports this perspective.</br>The “5.31 Education Reform” in Korea, however, led to a contraction of basic academic disciplines, a decline in the academic quality of liberal arts education, and the erosion of the curriculum's universality. These issues stem primarily from the inherent characteristics of the education market, which has the characteristics of public good as well as the externality. In addition, misperception on the value of liberal arts education have exacerbated the situation. To address the market failure, it is crucial to rectify the perception of liberal arts education among educators. Moreover, high academic quality of liberal education must be preserved, and the universality of the liberal education curriculum should be maintained.

Contributions of the School in Providing Quality Educational Services, Products, and Goods

This paper focuses on highlighting the results of some theoretical investigations regarding the contributions of the school from the perspective of providing quality educational services, products and goods. In the first part of the study, we bring to attention a series of terminological clarifications regarding the main concepts used, namely educational marketing, services, products, and educational goods. We allow ample space for the analysis of contemporary views of what exactly is meant by educational services and what is expected of the services provided by the school. We approach critically and analytically both the actual educational services, represented by the teaching-evaluation activities, as well as auxiliary services and the concept of human educational capital. Being a subject strongly connected with the current educational reality and practice, we consider it necessary to clearly delineate the concrete possibilities of ensuring quality educational services and products, both for students, parents, and the community. Therefore, this paper presents multiple types of activities and directions of approach to ensure the educational goods that students need in order to meet the current and prospective demands of society are provided. Finally, we bring to attention the theory of educational goods, on the basis of which the study can be further expanded, as well as some directions for the optimization of the efficiency of educational services offered by the school.

EDUKASI PEMASARAN DIGITAL DAN PELATIHAN BAHASA INGGRIS BAGI SISWA SD NEGERI 2 SERANGAN

The Sanur Tourism Area, particularly Serangan Village, has significant tourism potential with its spiritual, marine, and culinary attractions. To support the development of Serangan Village it is essential to enhance the skills of the local community, especially in English language proficiency and the use of digital technology. At SD Negeri 2 Serangan, there are challenges related to the limited number of English language teachers and the students' low understanding of digital marketing. This activity aims to provide English language training and digital marketing education to students to enhance their competitiveness in the global era. The methods used include needs analysis, interviews, observations, as well as lectures and practical exercises in creating digital content. The results of this program show that digital marketing education helped students understand how to use social media to promote Serangan Village, while interactive English language training improved their language skills. Through this initiative, it is expected that the youth of Serangan Village will actively contribute to local tourism development and be better prepared for global challenges.

Exploring the Key Factors and Development Paths for Realizing the Marketization of Aesthetic Education

With the rapid development of society and increasing understanding of aesthetic education, marketization has become an important means to promote the development of aesthetic education. By exploring the key factors and development paths of marketization, this article proposes ways to rely on universities to organically integrate university and professional art resources as support and to conduct market-oriented cooperation with the government and related enterprises. These explorations will help realize the marketization of aesthetic education, further improve the quality of citizens, and build a socialist spiritual civilization.

Exploring social media marketing in higher education on academic social network sites: A Hungarian case study analysis

The evolution of the internet has led to the emergence of social media (SM) platforms, offering dynamic environments for user interaction and content creation. Social media, characterized by user-generated content, has become integral to electronic communication, fostering higher engagement and interaction. This study aims to explore the utilization of SM marketing, particularly in Higher Education Institutions (HEIs), focusing on Széchenyi István University’s academic social network sites (SNS) as a case study to enhance student engagement and satisfaction. The primary objective of this study is to review recent academic literature on SM marketing, especially for HEI marketing, and investigate the potential of the University’s SNS platforms as a case study in increasing student engagement. First a systematic literature review was conducted using Scopus and Science Direct databases to analyze recent research in academic SM. Then the article examined the University’s website and SNS platforms using the Facepager program to collect and analyze posts’ content. The findings from the literature review and observation indicate the growing importance of SM in higher education marketing. The university’s use of various SM strategies, such as visual storytelling, multimedia content, blogs, and user-generated content, contributes to increased student engagement of the university’s values.

Pelatihan Pengembangan Pengolahan Bandeng Presto Desa Blendung Kec.Ulujami, Kab.Pemalang

The village of Blendung, located in the Ulujami sub-district, Pemalang Regency, faces various social and economic challenges, including high unemployment rates and declining incomes due to limited job access and the impact of tidal flooding. One of the efforts to increase community income is through training in making presto milkfish, aimed at empowering Micro, Small, and Medium Enterprises (MSMEs) in the fish processing sector. This training is designed to enhance community skills in diversifying milkfish-based products, such as boneless milkfish, fish cakes, and smoked milkfish, as well as introducing digital marketing strategies to expand the market.The methods used include a participatory approach in processing and packaging technology training, as well as social media-based marketing education. The results of the training showed an improvement in the skills and understanding of participants regarding the production and marketing processes of value-added products. This program also contributes to the growth of local MSMEs, which have significant potential in supporting the regional economy.

The Effect of Legal Protection Innovation and Marketing Education on the Performance of Banjarbaru City MSMEs In The Era Of Society 5.0

This study aims to analyze the influence of legal protection innovation and marketing education on the performance of Micro, Small and Medium Enterprises (MSMEs) in Banjarbaru City in the context of the Society 5.0 era. The Society 5.0 era emphasizes the important role of digital technology in various sectors, including MSMEs. MSMEs play a significant role in the Indonesian economy, but face various challenges, such as increasingly tight competition and changes in market patterns towards digital. This study uses a quantitative approach with a sample of 26 MSMEs from a total population of 10,869 registered in Banjarbaru City. Data were collected through questionnaires and processed using non-parametric statistical analysis, such as Spearman Rank Correlation and Kruskal-Wallis, because the data were not normally distributed. The results of the study indicate that legal protection innovation does not have a significant effect on MSME performance, with a correlation coefficient of -0.026 and a significance value of 0.901. In contrast, marketing education has a significant positive effect on MSME performance, with a correlation coefficient of 0.591 and a significance value of 0.001. This confirms that MSMEs who receive better marketing education tend to have higher performance, especially in terms of sales growth, customers, and profits. This study also found significant differences in MSME performance based on age, with older age groups showing higher levels of education and better MSME performance. In conclusion, although innovations in legal protection have not shown a significant impact, marketing education has been shown to play an important role in improving MSME performance in the digital era. This study recommends improving marketing training and education programs for MSMEs to strengthen their competitiveness in an increasingly modern and digital market.

On the new cycle of Russian-Latin American cooperation in education

The history of Russia’s relations with the countries of Latin America (LA) shows that interaction in higher education sphere was an important component of interregional cooperation, although its dynamics were cyclical, when periods of upswing were followed by protracted downturns. Currently, as part of the foreign policy strategy aimed at expanding Russia’s ties with the LA-region, the task is to restore cooperation in the field of tertiary education. The purpose of the article is to review previous experience and new options for partnerships between Russian and Latin American universities. Particular attention is paid to virtual student mobility, as well as the inclusion of Russian universities into the humanitarian component of BRICS in the context of its the expansion. The work is based on a detailed study of statistical reviews of official institutions of Russian Federation, as well as publications on Latin American issues of Russian authors. Sources of information also included articles of foreign scientists dealing with the problems of internationalization of higher education in the LA-region. The content analysis method made it possible to filter secondary data appearing in media. The synthesis of extensive information and comparative analysis helps to identify similar and distinctive characteristics of Latin American student mobility in the global education market in different geographical routes, and to determine Russia’s place in this process. In conclusion, the opportunities and difficulties for inter-university cooperation in the “RF-LA” model at the present stage are analyzed.

Analysis of trends in the structure of higher education market of European countries

The structure of the higher education market in 2012–2021 in 38 European countries was analyzed using concentration levels and Herfindahl-Hirschman indices based on the number of higher education institutions and their share in the QS World University Rankings, and the number of students. This market in 2021 has a low concentration: the 3 countries with the largest number of higher education institutions (Germany, Ukraine, France) covered about 36% of the market in total; the 3 countries with the largest number of universities in the QS (United Kingdom, Germany, Italy) – 5%; the 3 countries with the largest number of students (Germany, France, United Kingdom) – 37%; and the 3 countries with the largest number of foreign students (United Kingdom, Germany, France) – 5%. Using parametric and non-parametric comparison tests, it was found that although the number of higher education institutions and students does not generally depend on the population’s income level, the number of universities ranked in the QS and foreign students does. The correlation analysis revealed that GDP and GNI, population, and separately the employment and unemployment rates (for ranked universities and foreign students) are important factors that determine the uneven structure of the higher education market. The identified factors formed the basis for clustering countries using Ward’s hierarchical method, which revealed the clear existence of 3 clusters: the smallest of them accumulates the 4 largest European economies with the most ranked universities; the largest (24 countries) is quite diverse, which indicates relatively equal opportunities in the market and its unification. Acknowledgment Tetiana Vasylieva and Artem Artyukhov thank project 0122U000772, and Nadiia Artyukhova thanks project 0124U000545 for carrying out their part of this research.

Providing an Ethical Marketing Model for Non-Profit Universities in Iraq

In the contemporary business environment, managers face ethical challenges that require making decisions that go beyond traditional operational considerations to include principles of rightness and ethics. Marketing is one of the most vulnerable areas to ethical abuses in organizations, as it represents an interactive interface that brings together customers and other stakeholders. Studying marketing ethics requires a multidimensional approach that includes individual, organizational, and social aspects. Accordingly, this research aims to develop an ethical marketing model that is suitable for non-profit universities in Iraq. The study included professors and experts from non-profit universities in Iraq as a statistical community. 215 samples were collected using the available non-probability method. The results showed that the ethical marketing mix is affected by several main factors such as increased social awareness, societal demand, competition in the education market, and legal and regulatory pressures. This research contributes to building a practical framework for ethical marketing in the context of non-profit universities in Iraq, which enhances their marketing strategies and their social and educational role. The results of structural equation modeling using Smart PLS program indicate confirmation of most of the relationships proposed in the research model. The study showed that adopting ethical marketing, taking into account the economic, cultural, political and social conditions in Iraq, represents a strategic option to support non-profit universities, ensure their sustainability and enhance their competitiveness. The results of this research show the importance of scientific planning and efficient resource management to ensure the success of non-profit universities and enhance their educational and social mission.

Unveiling online identity construction: A case study of language teaching micro-celebrities on Bilibili

In the digital age, the global online language education market is experiencing rapid growth. Language teaching micro-celebrities are individuals who create and share language content on social media, attracting large audiences and monetizing their popularity. As these figures gain traction, it is crucial to explore how they construct their identities. The present study examines the identity formation of three language teaching micro-celebrities on Bilibili, a popular Chinese video-sharing platform known for its focus on animation, comics, and games (ACG) content. We utilized Tracy’s (2002) framework on identity. Employing qualitative methods, we analyzed 30 videos from these micro-celebrities to investigate their identities and the multimodal resources they use for identity construction. Findings reveal that these micro-celebrities strategically cultivate multifaceted and hybrid identities, portraying themselves as successful yet relatable language teachers, intimate peers, and entrepreneurial individuals. By leveraging various multimodal resources, they seamlessly blend their native language, English, and visual elements to enhance understanding and establish unique personas. This research underscores the fluid and adaptable use of multimodal resources by language teaching micro-celebrities, highlighting their dual pedagogical and promotional roles. It contributes to a deeper understanding of the intricate relationship between online language teaching and micro-celebrity culture in Chinese social media.