University Marketing Research Articles

Choosing American Colleges from Afar

Chinese students studying abroad have been increasing rapidly in the past decades and become a significant financial contribution to receiving countries. Accordingly, understanding their enrollment choice is essential to facilitate college marketing and admission strategies. Though the decision process is believed to be different from domestic students, empirical analysis on Chinese students’ enrollment choice is still lacking. This paper fills the void by examining the influential factors of Chinese students’ enrollment choice with novel student-level data. We find that in addition to factors domestic students typically consider, Chinese students particularly emphasize college ranking, reputation, and location in their decision process. Furthermore, unlike domestic students usually preferring colleges with proximity to home, Chinese students’ location preference is linked to job prosperity. We also find that the impact of the factors varies for students from different regions of China, which can be attributable to uneven economic development within the country.

APPLYING 5S METHODOLOGY IN TRAINING MANAGEMENT AT THU DAU MOT UNIVERSITY

The 5S approach is one of the strategies that can assist organizations, corporations, and educational institutions boost production and working efficiency. The Training Department - Thu Dau Mot University has used and implemented this strategy to create a clean and tidy working environment in which personnel can handle professional work and systematic archival records. This paper presents the theoretical basis of the 5S method, the application process, and the results of implementing this method in the management of training at Thu Dau Mot University. The findings show that applying 5S principles, implementing steps of PDCD quality cycle at the Training Department increase work management efficiency without spending too much money. The study implies that If 5S is adopted and reproduced in all functional departments and specialized units, it will generate a high-quality cultural environment that will strengthen the university's market position.

ANALYSIS OF ADMISSIONS AND MARKETING OPTIMIZATION STRATEGY OF YUNNAN VOCATIONAL COLLEGE OF ECONOMICS AND FOREIGN AFFAIRS

This research takes the Yunnan Vocational College of Economics, Trade and Foreign Affairs as the research object, and conduct in-depth study in combination with the current development trend of private education and the specific reality of the school. The background, meaning, writing methods and ideas of the topic selection are expounded in detail in the introductory part, and then the relevant theories of marketing are analyzed as well as the macro- and micro- environment faced by the Yunnan Vocational College of Economics, Trade and Foreign Affairs. The recruitment and marketing concept of the Yunnan Vocational College of Economics, Trade and Foreign Affairs are also summarized in this article. PEST and SWOT analysis are used to analyze the career of the Yunnan Economics, Trade and Foreign Affairs. The article also looks into the political environment, economic environment, social environment, and scientific environment in which the college is located, as well as the advantages, disadvantages, opportunities and challenges it faces, and the usage of relevant marketing strategies, such as market segmentation, market positioning, and selection of target markets, etc. Finally, it studies the college's admissions marketing strategy, and puts forward a series of solutions to promote the optimization of the college's marketing strategy. 

Marketing Communication in Attracting Students

In today's highly competitive higher education landscape, the increasing number of universities offering similar programs has intensified the competition for prospective students. As a result, students have become more selective in choosing their educational institutions. To attract the interest of prospective students, universities need to differentiate themselves through effective marketing messages and strategies. This study focuses on Universitas INABA and its efforts to communicate its unique values and advantages in terms of curriculum, facilities, faculty, and learning environment. The research begins with market analysis and identification of a target group of prospective students with similar needs and characteristics. Following market segmentation, Universitas INABA determines key messages to convey to these prospective students, emphasizing academic excellence, modern campus facilities, industry partnerships, and career development support. The selection of communication channels includes an informative and appealing university website, direct interaction through social media platforms, and participation in educational exhibitions. Effective marketing communication plays a vital role in building a positive brand image, increasing awareness and brand awareness, as well as boosting enrollment numbers. Continuous evaluation and improvement are essential for the university's marketing strategies. Data and feedback from prospective students, current students, and alumni are collected to evaluate the effectiveness of the marketing efforts. This research provides insights into the development and implementation of marketing strategies in higher education institutions, with implications for student recruitment and institutional success.

THE URGENCY OF MARKETING MANAGEMENT OF ISLAMIC HIGHER EDUCATION (A CASE STUDY OF UIN RADEN MAS SAID SURAKARTA IN THE ERA OF SOCIETY 5.0)

This paper discusses the urgency of marketing management for higher education institutions, as it plays a crucial role in determining the sustainability of enrollment and increasing public trust in the university. The university's marketing management is carried out by taking into account the constantly changing consumers or stakeholders. Market research, positioning, and building the university's reputation are conducted in such a way that the relevance and accuracy of the strategies are always appropriate. The university's vision, mission, programs, and strengths cannot be recognized without promotion through good marketing management. This paper uses a qualitative method with data collection techniques through interviews, observations, and documentation. The results of this study show that UIN Raden Mas Said Surakarta has implemented marketing management to increase enrollment sustainability with new innovations according to the demands of society 5.0. Furthermore, UIN has also utilized social media platforms such as Facebook, Instagram, YouTube, Twitter, website, alumni network, and others as marketing tools.

Analysis of Alumni Loyalty in Private Universities Using the SEM-PLS Model Approach

One of the main objectives of research in marketing both in the goods and services industry is customer loyalty. Research on college marketing also focuses on alumni loyalty. The purpose of this study was to analyze the effect of co-creation and experience value on student loyalty in private universities. The survey was conducted on 278 alumni from 5 (five) private universities in Palembang who were randomly selected. Data was collected by distributing the google form through the alumni unit at each university and alumni groups. Data analysis was carried out by using the structural equation model partial least square approach (SEM-PLS) with the SmartPLS3 application program. The results showed that co-creation had a positive and significant effect on the value of experience and alumni loyalty. Students who gain experience value during their lectures are those who have the opportunity to interact and play an active role on campus. High interaction shows a strong level of co-creation for students and shows a better experience value, thus impacting alumni loyalty. Alumni intend to recommend their alma mater to others and care more about their alma mater. Alumni should be given space to be able to build their campus through strong alumni ties. Alumni who have concern for the alma mater are those who have a lot of experience during their studies

ENHANCING THE MOTIVATION AND LEARNING PERFORMANCE IN AN ONLINE CLASSROOM WITH THE USE OF NEUROMARKETING

In recent years, the newly emerging discipline of neuromarketing, which employs brain (emotions and behaviour) research in an organisational context, has grown in prominence in academic and practice literature. With the increasing growth of online teaching, COVID-19 left no option for higher education institutions to go online. As a result, students who attend an online course are more prone to lose focus and attention, resulting in poor academic performance. Therefore, the primary purpose of this study is to observe the learner's behaviour while making use of an online learning platform. This study presents neuromarketing to enhance students' learning performance and motivation in an online classroom. Using a web camera, we used facial coding and eye-tracking techniques to study students' attention, motivation, and interest in an online classroom. In collaboration with Oxford Business College's marketing team, the Institute for Neuromarketing distributed video links via email, a student representative from Oxford Business College, the WhatsApp group, and a newsletter developed explicitly for that purpose to 297 students over the course of five days. To ensure the research was both realistic and feasible, the instructors in the videos were different, and students were randomly allocated to one video link lasting 90 seconds (n=142) and a second one lasting 10 minutes (n=155). An online platform for self-service called Tobii Sticky was used to measure facial coding and eye-tracking. During the 90-second online lecture, participants' gaze behaviour was tracked overtime to gather data on their attention distribution, and emotions were evaluated using facial coding. In contrast, the 10-minute film looked at emotional involvement. The findings show that students lose their listening focus when no supporting visual material or virtual board is used, even during a brief presentation. Furthermore, when they are exposed to a single shareable piece of content for longer than 5.24 minutes, their motivation and mood decline; however, when new shareable material or a class activity is introduced, their motivation and mood rise.
 
 JEL: I20; I21
 
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Supporting mental health during the COVID-19 pandemic: implementation of an e-guide

AimsThe COVID-19 pandemic has caused significant disruption to activities of daily living, which in turn has had a profound impact on the mental wellbeing of the public. An e-guide was designed to provide remote support to the general public through the application of a Behavioural Activation approach. Interactive, brief evidence-based exercises were included in the e-guide, along with mood ratings after each exercise to assess any improvements observed.MethodThe e-guide was designed using the Xerte On- Line Toolkits open source software. Videos and interactive exercises were embedded within the resource, forming part of the brief intervention based on cognitivist and behaviourist principles. Information and further support was also provided for young people and parents. Videos from the public highlighting their experiences during the pandemic were also sourced and included (with consent). A pilot was launched to assess the impact of the e-guide. Participants were recruited from Cardiff University, mental health services and a local charity.ResultThe e-guide was piloted on a sample of volunteers (n = 3), who completed a brief survey after engaging with the resource. Following the results of the pilot, the e-guide was promoted by the university's marketing team and made available to the public. At the 6-month mark, the e-guide had been accessed by 3228 individuals throughout the UK.ConclusionThe e-guide has since been disseminated by support services for young people, places of employment and eduction institutions. The national impact of the e-guide is evidenced from the number of people accessing the resource exceeding 3000. With the long-term effects of the pandemic taking hold, it remains crucial to support the wellbeing of the general public through such initiatives that are administered remotely

Research on the Application of Micro-courses in University Marketing Course Teaching

The rapid development of modern network technology has promoted the popularization and application of education informatization. Micro-classes have become a new teaching mode in the current education field due to their short, refined, fragmented, and timely characteristics. The marketing major of colleges and universities is very comprehensive. The application of micro-course teaching in the curriculum will promote the teaching to be more targeted and effective, and effectively improve the teaching quality of the curriculum. Based on the analysis of the concept and function of micro-classes, this article discusses the application suggestions of micro-classes in college marketing courses.

Fuzzy Logic as A Private College Marketing Strategy in Efforts to Increase The Amount of Receipt of New Students

The choice of marketing strategy for the Banten College of Economics (STIEB) is something that is very urgent because STIE Banten is one of the representations of higher education institutions in the field of economics which cites the name Banten as a primordial characteristic. Choosing the right marketing strategy is something that is expected and becomes an alternative for a decision that will be chosen later. The alternatives to be achieved are alternatives that contain several criteria that must be assessed based on priority. The selection of alternative strategies resulted from a SWOT analysis. The strategy development of the Banten College of Economics is faced with an ambiguous or uncertain decision so that decision makers have difficulty in determining their decisions. Usually decision makers use intuition and subjectivity only the objectives and stages of the research method. This study generally aims to develop a SWOT analysis and fuzzy logic as a marketing strategy as a solution to increasing the number of new student admissions. This research uses two analysis methods, namely: SWOT analysis In conducting a SWOT analysis, the stages of the research method carried out are as follows: Swot Method , Internal Strategy Factor Matrix, External Strategy Factor Matrix, Assessment, Swot Matrix, Fuzzy Alnalytic Hierarchy Process (F-AHP), Comparative Calculations between alternatives. The results of the analysis using FUZZY LOGIC and SWOT on the marketing strategy of the Banten College of Economics obtained a concept ideas about exploring all the potential to minimize weaknesses and use strengths to take advantage of opportunities and face threats. Based on the analysis of F-AHP in determining priority development sectors and making recommendations for marketing strategies of the Banten College of Economics.

Promoting Tobacco Use Among Students: The U.S. Smokeless Tobacco Company College Marketing Program.

From the 1970s-1990s the U.S. Smokeless Tobacco Company (USST) conducted aggressive campaigns to solicit college students to buy their smokeless tobacco (ST) products. The scope, scale, methods, and impact of this youth marketing campaign have yet to be analyzed in the academic literature. Historical research study. Internal industry documents describing the USST campaigns were obtained via the University of California, San Francisco's repository of tobacco company records. Marketing materials were obtained from Stanford University's Research Into the Impact of Tobacco Advertising (SRITA) collection of 657 USST advertisements. USST's College Marketing Program (1978-mid 1980s) sponsored events in some 350 campuses and hired student representatives in at least 175 colleges and universities across America. College representatives were trained to provide free samples to fellow students. Over a typical school year approximately a quarter million Happy Days, Skoal, and Skoal Bandits samples were handed out to undergraduates. USST paid their student representatives well and offered them a variety of incentives based upon sales growth. During the 1990s, USST's Skoal Music program engaged students on campuses and at "spring break" venues such as Daytona Beach. Targeting of college students on campus was a common tobacco industry practice between the 1940s and early 1960s. From the 1970s through 1990s USST resurrected the method and pursued it with vigor including: distribution of free samples; sponsored events and concerts, branded intramural teams; visits by sports celebrities; logo wearables and merchandise; contests and incentives; and displays and promotions in stores on and surrounding campuses. Laryngoscope, 131:E1860-E1872, 2021.

Do aspirational role models inspire or backfire? Perceived similarity mediates the effect of role models on minority students’ college choices

ABSTRACT Drawing from psychological theory, an aspirational role model within college marketing materials may cause prospective students to be willing to make similar enrollment and academic choices if the role model is perceived as similar to themselves. Therefore, we predicted that prospective, minority students exposed to a role model of the same, rather than different, ethnicity will be more willing to enroll in the same institution and make similar academic choices. Further, we predicted perceived similarity may mediate the effect of role model ethnicity on academic choices. To experimentally test our predictions, we presented 151 prospective, minority students (49% Black, 32.5% Hispanic, 18.5% Asian) with alumni profiles that varied in regard to ethnicity (same ethnicity, White) and accomplishment (modest, extreme). Prospective students then rated perceived similarity with the alumni and willingness to make similar academic choices. A series of analyses confirmed our predictions. Prospective, minority students were more willing to make similar choices when presented with a role model of the same, rather than different, ethnicity. As predicted, perceived similarity mediated the effect of role model ethnicity on academic choices. Interestingly, accomplishments of the alumni did not affect students’ choices. Implications for recruiting students of color in higher education are discussed.

Perceptions of College Marketing Graduates to the difficulties Experienced in finding Employment in Nueva Ecija

Perceptions of College Marketing Graduates to the difficulties Experienced in finding Employment in Nueva Ecija

Does Marketing Success Factors Influence Private College Admission? Evidence From Malaysia

Private colleges are predicted to be presented with many opportunities as well as challenges in the coming years. Admission pressures become one of the challenges face by most of Private Colleges in Malaysia. Lacking of marketing mix strategy are claimed to contribute to this admission pressure. This study was conducted firstly, to determine the relationship between marketing success factors (Price, Place, Product, Promotion, People, Process, Physical Evidence, Partnership, Publication and Conference, Presentation and Extracurricular Program) with the marketing mix strategy of private colleges. Secondly, to determine the relationship between Marketing Mix Strategy with Private College Admission. Similarly, in this study, these 11Ps are the success factors of private college marketing mix strategy in influencing student to study in private colleges. Structural Equation Model (SEM) is conducted to estimate the effects of the main construct on its subcontracts, exogeneous and endogenous variables and its significant relationship. The result found the factors with the highest percentage of variation in contributing to Marketing Mix Strategy are Promotion, Product, Place, Price, Process, Partnership, Presentation, People, Physical Evidence, Publication and Conference and lastly Extracurricular Program. Thus, concluding that 11Ps Marketing Mix Strategy has a significant relationship with Private College Admissions. National private colleges can create a strategy based on the marketing mix strategy in competing for students. The study area is Malaysia, and it was conducted over a sample of 366 executive and marketing officers as the respondents.

Anatomy as a Science Worth Seeing: Killing Many Birds of Our Academic Role with One Stone

As anatomy academics, formal parts of our role are to engage the community, provide service to our university and to our discipline of anatomy. With increasing demands and workloads, it can be difficult to fulfill all of these different roles. However, it is possible to meet many of these different roles at the same time through anatomy outreach.To many, the general public and others in the scientific community, anatomy is often seen as a dead science (or simply a science of studying the dead). Our role, in providing service to the discipline of anatomy, is to dispel this misconception and demonstrate that anatomy is very much for the living. As anatomists, we're also lucky in that, compared with many of the other sciences, anatomy has the added bonus of being highly visual – something which is also highly coveted by people interested in marketing and the media. Now, while we cannot typically use cadaveric anatomy to engage the public, there are a number of other activities which we can use – anatomical body painting, for example.Anatomical body painting (ABP) was introduced to our level 1 introductory Human Biology unit as a means to increase student engagement with the musculoskeletal system. While ABP is not new to anatomy education, it was new to this specific context and to this institution. Through the engagement of the university's marketing team, local media were invited to film the practical and perform interviews. Soon after, cascading invitations to bring ABP to public engagements began to flow and the level of anatomy engagement with the community increased.ABP was used at the university's Open Days. With the help of a life‐model and a number of volunteer students, over the course of five hours, Anatomy‐Man was painted. Also introduced was the ABP of the hand skeleton on the general public, an anatomical‐themed variation of face‐painting often seen at fairs and birthday parties, which proved extremely popular with younger audiences.Anatomy was subsequently included in “Science Worth Seeing”, a public science engagement event supported by the Federal Government's Inspiring Australia grant. Anatomy was promoted through ABP, ABP of hand skeletons for children and the use of plastic anatomical models as jigsaws, all of which enabled multiple meaningful interactions and discussions about the human body with children and the general public. ABP also made an appearance at a pop‐up science bar during Australia's National Science Week, which featured on a national news bulletin.Embracing the power of the visual nature of anatomy through activities such as ABP, anatomists can provide service to the discipline, to their institutions and provide outreach to the community.Support or Funding InformationPartly funded through The University of Tasmania's School of Medicine Staff Research Conference Support.This abstract is from the Experimental Biology 2019 Meeting. There is no full text article associated with this abstract published in The FASEB Journal.

How data-driven partnerships can help resource-constrained marketing departments attract new students

Community colleges are losing enrollment at a faster pace than ever before in their history due to demographic and economic shifts. Facing competition from four-year colleges and universities, community colleges must get their message out on social media and digital platforms from which traditional-age college students (17–24) prefer to consume information. With multiple responsibilities and limited resources, however, community college marketing and communications departments must collaborate with digital marketing experts to strategically allocate time and advertising dollars. Macomb Community College in Michigan has found that these data-driven partnerships provide a tangible return on investment (ROI) and allow for wider bandwidth in reaching targeted audiences. Education marketing and communication professionals will learn how Macomb increased traffic to its website and strengthened its social media presence during a highly competitive era in educational marketing. Introduced to the various metrics the college uses to analyse and optimise their digital marketing efforts, the reader will gain insight into the types of data that can help a college effectively market to prospective students. Including an internal strategy for message clarity and continuity, the paper offers a model on which readers can build campaigns with a measurable ROI that reach their prospective students on the digital channels those students patronise.

“Trying to Act like Racism Is Not There”: Women of Color at a Predominantly White Women’s College Challenging Dominant Ideologies by Exposing Racial Microaggressions

A qualitative case study with 18 Women of Color at a predominantly White women’s college yielded counter-narratives about racial microaggressions that challenged dominant ideologies of colorblindness, meritocracy, and equal opportunity in education. Their experiences with racial microaggressions also contrast with majoritarian narratives (i.e., oppressive narratives constructed and “normalized” by individuals with power) found in the higher education literature and college marketing materials that suggest women’s colleges are welcoming and empowering spaces for all students.

Delivering an engaging college marketing strategy in a highly competitive sector

The college has been on a rollercoaster journey, and marketing has very much been a part of the transformation. The key to creating an effective marketing strategy is to be creative in your approach — even if you do not have the best news to shout about, what positive nuggets can you translate into a campaign? City of Wolverhampton College’s marketing strategy worked because of the top-down support from senior management and the highly motivated and dedicated marketing team that implemented it and delivered the results. Translate the strategy into do-able action plans with objectives so that everyone involved is accountable, and continually evaluate what is happening so that plans can be adapted to ensure objectives are achieved. A strategy should be the document that you make the ‘to do’ lists from, not, as is so often the case, a document that gets written and then stored away until it needs updating.

A Study of the Application Strategies of Mobile Social Media—the LINE Official Account in University and College Marketing and Public Relations

A Study of the Application Strategies of Mobile Social Media—the LINE Official Account in University and College Marketing and Public Relations

СПЕЦИФИКА ОБРАЗОВАТЕЛЬНЫХ УСЛУГ ВУЗА: МАРКЕТИНГОВЫЙ ПОДХОД

The tendencies in the current market development of educational services based on integration processes of state and market mechanisms are considered. Particular attention is given to a market approach for the formation and college strategy functioning to increase college competitiveness. It is shown that the peculiarities of college marketing activity should be connected with that in a higher education market interact not two parties (service producer and consumer), but four types of subjects: consumers – parents; em-ployers which are interested in the frame refresh of works and personnel professionalism development; a state – a megacustomer of college educational services interested in the manpower resource formation. The realization of marketing researches, the analysis and the effectiveness estimation will allow more complete developing an extent of supposed educational services and influencing considerably upon a price level taking into account consumer demands.