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Descriptors:
Higher Education; Student Recruitment; Comedy; Humor; Television Commercials; Content Analysis; Marketing

Abstract:
This essay examines the deliberately humorous approaches undertaken in two recent higher education marketing endeavors: The American Council on Education's "Solutions for Our Future" campaign and Stanford's "Hail, Stanford, Hail" initiative. Three television commercials from each project are described and discussed in light of a view of comedy advanced by philosopher Kenneth Burke. Specifically, this essay identifies among each trio of videos a markedly different "clown"--a figure at whom the audience is encouraged to laugh yet ultimately redeem. In turn, higher education marketing professionals and leaders are invited to reflect on choices associated with employing humorous messaging strategies. Note:The following two links are not-applicable for text-based browsers or screen-reading software. Show Hide Full Abstract

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Descriptors:
Foreign Countries; Foreign Students; Decision Making; College Bound Students; College Choice; Selection; Criteria; Student Recruitment; Student Attitudes

Abstract:
This paper identifies and analyzes factors that influence international student selection of universities and the role that education marketing plays in the process. The research for the paper was inspired by work done by Canterbury on education marketing, published in the "Journal of Marketing for Higher Education". The study empirically tests key constructs in service marketing. According to Canterbury it is time that higher education marketing theoreticians and practitioners alike looked beyond our similarities to other applications of service marketing to understand how some of our markets and our services might differ. To this end, the current study examines the views of international students undertaking their studies in two universities, one on the east coast and the other on the west coast of Australia. It reports the findings of international students' choice factors in selecting an Australian university environment. (Contains 1 figure and 8 tables.) Note:The following two links are not-applicable for text-based browsers or screen-reading software. Show Hide Full Abstract

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Descriptors:
Higher Education; Integrity; Ethics; Empathy; Program Implementation; Student Recruitment; Models; Organizational Climate; Change Strategies; Trust (Psychology); Organizational Theories; Organizational Culture

Abstract:
With consumerism changing students to customers and teachers to service providers, ever more vulnerable and naive students enroll and, instead of collaboration between institutions, there is competition. There has been a call in the literature to face these challenges through ethical leadership in universities. Specifically, concern has been expressed over higher education marketing practices. In response, we attempt to construct a virtuous model of marketing ethics within higher education institutions' values. We attempt to defend interconnectivity between the virtues of integrity, trust, fairness, and empathy under the direction of "phronesis" and seek to inform those responsible for making marketing higher education. We envision higher education's marketing relationships as having the potential to endure, where universities ethically lead rather than reflect ethical norms, and where academics are encouraged to speak out. We discuss how it might be implemented. (Contains 2 tables and 1 note.) Note:The following two links are not-applicable for text-based browsers or screen-reading software. Show Hide Full Abstract

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Descriptors:
Video Technology; Marketing; Higher Education; Social Networks; Factor Analysis; Information Seeking; Foreign Countries; National Surveys; Secondary School Students; Computer Mediated Communication; College Choice; Information Technology; Student Recruitment

Abstract:
The importance of social media as platforms of social interaction, communication and marketing is growing. Increasing numbers of businesses in various industries have already integrated or plan to integrate social media applications into their marketing programs. Higher education institutions show increased interest in the potential of social media as a marketing tool. Particularly important is the potential of these tools to reach and attract future students. An important issue for research is to understand how potential students use social media and what their role is in the decision making process of choosing a program of study, a University, or College. This paper identifies market segments among future students based on the use of the social media and examines the impact of the social media on the choice of a higher education program and institution. The study is based on data collected by means of a national survey among future university students in the Netherlands. Future students are pupils from the last two years of secondary education. Market segmentation was carried out based on the use of social media, by means of a cluster analysis and a factor analysis; the latter proved to be the best choice since it produced more differentiated market segments. The findings indicate the existence of three distinct segments in the population of future students in the Netherlands on the basis of social media use. Another major finding of the study is that future students are mostly interested in social interaction and information seeking when using social media, while the content contributed by this group is limited to photo and video sharing. Compared to traditional communication channels social media still play a secondary role in the students' choice. While penetration of social media is extremely high among future students, the impact of these in the choice of study and institution is relatively low compared to more traditional forms of university marketing. This paper provides university marketers with a useful insight into the developments in the market and discusses various options and opportunities for engaging social media as effective marketing tools. (Contains 4 figures, 3 tables, and 17 online resources.) Note:The following two links are not-applicable for text-based browsers or screen-reading software. Show Hide Full Abstract

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Descriptors:
Higher Education; Student Recruitment; Ethics; Educational Philosophy; Models; Values; Role of Education

Abstract:
This paper discusses the concerns for a distinct ethics for marketers of higher education. It argues that higher education retains a difference for both product and service and that unfettered marketing can influence and then manipulate the underlying edifying offering.

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Descriptors:
Adult Education; Regional Cooperation; Educational Change; Foreign Countries; Education Work Relationship; Government Role; Marketing; Training; Postsecondary Education; Guidance; Educational Cooperation; Business; Partnerships in Education; Program Descriptions; Program Effectiveness; Community Education; Educational Development; Developed Nations; Training Methods; Regional Programs; Educational Counseling; Educational Planning; Regional Planning

Abstract:
In 2000, the German Federal Ministry of Education and Research (BMBF) launched the programme "Learning Regions--Providing Support for Networks'" in cooperation with the Lander. It was co-financed by the European Social Fund (ESF). Some 90 regions were selected and financially supported. After one year, 71 regions continued to build-up their Learning Regions. 5 topics were identified as important within the regions: (1) Education marketing; (2) Training and further education guidance; (3) New "learning worlds"; (4) New transition schemes between learning and educational phases; and (5) cooperation with small and medium-sized companies. Educational counselling centres to foster change management, learning centres, curricula, courses, certifications, permeability between relevant stages (from the cradle to the grave), transition from school to employment, SMEs as relevant partners and addressees for training and qualification, communities as learning centres (learning communities) were developed until 2008. Through regional cooperation, players complement each other and benefit from the advantages of their size. The positive results left their mark on several international conferences held worldwide and on the Unesco world conference in Belem (Brasil) in 2009. In the Global Report, we find the recommendation to establish learning communities. This article describes some examples, includes a SWOT-analysis, and highlights development, results and perspectives. Note:The following two links are not-applicable for text-based browsers or screen-reading software. Show Hide Full Abstract

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Descriptors:
Higher Education; Community Colleges; Budgets; Marketing; Master Plans; College Presidents; Student Recruitment; Educational Finance; School Funds; College Administration; Administrator Attitudes

Abstract:
Change, competition, and its consequences are particularly salient for California's community colleges. At its peak in 2002, California's community college system educated more than 2.5 million students annually. Nevertheless, California's community colleges receive the smallest proportion of the state education budget while enrolling nearly three times more students than the California State University (CSU) and University of California (UC) systems combined. Now, due to funding imbalance, California community colleges' enrollments are slipping. The state's taxpayers and students cannot afford to see the system fail because the colleges play a vital role in California's "education master plan" as the gateway for higher and vocational education. Marketing and education scholars have laid the groundwork for understanding marketing in higher education, the president's function in effective marketing, and organizational commitment to higher education marketing; however, none of the extant research has focused specifically on California's community colleges. This article is based on a dissertation that was an exploratory examination of how presidential perceptions influence organizational commitment to higher education marketing or high-performing California community colleges. This article provides the background of the study, a discussion of the study's conceptual underpinnings, and the purpose, findings, discussion, implications for practice, conclusions, and limitations of the study. (Contains 2 figures and 2 tables.) Note:The following two links are not-applicable for text-based browsers or screen-reading software. Show Hide Full Abstract

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Descriptors:
College Students; Marketing; Student Recruitment; Educational Change; Educational Objectives; Educational Philosophy; Educational Practices; Educational Principles; Educational Development; Influence of Technology; Video Games; Change Agents

Abstract:
Anyone who already regards college education as a business should have no trouble with corollary notion that marketing is essential to success. In the information and service industries including education, marketing depends more upon image than it does in resource extraction, refining and manufacturing. In this article, the authors focus on Diana Oblinger, Executive Director of Higher Education for Microsoft Corporation, as merely one of the more prominent market analysts who has sought to single out a new cohort of educational consumers and describe what makes them unique. Acceding to the alleged needs and only dimly articulated preferences of contemporary college students, one finds a bizarre pedagogy emerging. This is most easily witnessed in the study of history, although ample examples could be drawn from areas as diverse as anthropology and zoology. Rather than "telling students about the conclusions of history," Oblinger touts games allow that "students to explore authentic information via multiple paths." The authors argue that Oblinger displays neither academic nor scholarly pretensions. Note:The following two links are not-applicable for text-based browsers or screen-reading software. Show Hide Full Abstract

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Descriptors:
Higher Education; Rhetoric; Marketing; Educational Principles; Educational Trends; Educational Environment; Student Attitudes; Postsecondary Education; Teacher Attitudes; Educational Change; Foreign Countries

Abstract:
Further and higher education have witnessed something of a paradigm shift in recent years. This article aims to examine the reasons behind, and the possible impact on, academic staff and students of one aspect of the so-called marketisation of education--namely, the increased importance of institutional marketing. Aspects of marketing theory are used to argue that gaps have developed in some cases between the marketing rhetoric and the experienced reality of staff and students. It is suggested that such gaps can create tensions and difficulties, that action needs to be taken to bridge any such gaps, and that there is a need to reaffirm some of the previously valued aspects of further and higher education. Note:The following two links are not-applicable for text-based browsers or screen-reading software. Show Hide Full Abstract

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Descriptors:
Eye Movements; Computer Assisted Instruction; Usability; Computer Interfaces; Problem Solving; Difficulty Level; Cognitive Processes; College Students; Student Attitudes; Questionnaires; Design; Visual Aids; Verbal Communication; Visual Learning; Comparative Analysis; Learning Modalities; Instructional Design; Learning Strategies

Abstract:
Understanding the user and customizing the interface to augment cognition and usability are goals of human computer interaction research and design. Yet, little is known about the influence of individual visual-verbal information presentation preferences on visual navigation and screen element usage. If consistent differences in visual navigation can be detected and measured, these differences could be used to augment cognition or customize views appropriately as eye tracking and other monitoring devices improve. This dissertation research investigates: (1) the relationship between the measured visual-verbal preferences and the participant's eye movements during different types of problem-solving tasks; (2) performance on text, text plus diagram, diagrammatic reasoning problems and selection of problem representation; and (3) whether different levels of cognitive load are observed in eye movement patterns while solving reasoning problems of differing difficulty. A visual-verbal preference questionnaire adapted from several established instruments was administered to 140 university students in a variety of fields. The responses to this questionnaire were analyzed to understand overall tendencies toward visual and verbal preferences by field of study, gender and other factors. Twelve participants (six verbal and six visual, balanced by gender) were recruited from those scoring in the extreme 20% of the pool, either more visual than verbal or more verbal than visual, to complete an eye tracking experiment. Each participant completed 3 practice problems and 15 reasoning problem tasks (6 text-plus-diagram, 6 text-only, and six diagram-only). The results showed a strong trend for the verbal group to perform better on problems with diagrams than without, while the visual group only performed slightly better with a diagram. The visual group performed better than the verbal group on the text-only and diagram-only problems. The visual group spent more time on blank areas of the screen than the verbal, possibly indicating internal visualization. Different strategies were found between the two groups and among individuals. These differences are analyzed in terms of one's awareness of their visual processing and the importance of specific task requirements. The results are important to the use and customization of representations in interface design, education, marketing and diagrammatic communication for problem solving. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.] Note:The following two links are not-applicable for text-based browsers or screen-reading software. Show Hide Full Abstract

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