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Vel, Prakash; Shah, Aakash; Mathur, Sunita; Pereira, Vijay – International Journal of Educational Management, 2019
Purpose: The concept of "internal marketing" (IM) has gained the attention of researchers over the past three decades. Though a lot of research has been carried out on this topic, it remains a concept yet to be completely understood and captured, with ambiguity in terms of its definition and scope. The purpose of this paper is to utilise…
Descriptors: Foreign Countries, Marketing, Higher Education, Models
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Elsharnouby, Tamer H. – International Journal of Educational Management, 2016
Purpose: The purpose of this paper is to integrate service marketing and higher education (HE) literature to develop and test a model that links customer participation behaviour with student overall satisfaction that stems from satisfaction with service augmentation elements. It also examines the influence of brand choice attainment on both…
Descriptors: Student Participation, Foreign Students, Student Behavior, College Students
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Payan, Janice; Reardon, James; McCorkle, Denny E. – Journal of Marketing Education, 2010
Two trends in marketing higher education include (a) growing opportunities for intercultural encounters in the classroom and (b) a growing concern about student academic honesty. Research regarding the relationship between specific cultural measures and academic honesty is sparse in the context of marketing and business programs in higher…
Descriptors: Higher Education, Cultural Pluralism, Student Behavior, Marketing
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Gibbs, Paul – Journal of Marketing for Higher Education, 2018
Consumerism acts to maintain the emotional reversal of work and family. Exposed to a continual bombardment of advertisements through a daily average of three hours of television (half of all their leisure time), workers are persuaded to 'need' more things. To buy what they now need, they need money. To earn money, they work longer hours. Being…
Descriptors: Higher Education, Marketing, Consumer Economics, Anxiety
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Judson, Kimberly M.; Taylor, Steven A. – Higher Education Studies, 2014
Universities in the United States today often proudly proclaim achievements in student satisfaction across their marketing communications. The marketing promise is that a student will be happy and satisfied upon graduation if tuition dollars are paid to a specific university. Such claims are often supported with promises of greater employability…
Descriptors: Marketing, Higher Education, Salesmanship, Guidelines
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Vrontis, Demetris; El Nemar, Sam; Ouwaida, Ammar; Shams, S. M. Riad – Journal of International Education in Business, 2018
Purpose: The purpose of this study is to understand and accentuate the value of social media in international student recruitment in Lebanese higher education institutions (HEIs). This study analyses the significance of social media and the changes occurring in the means of communicating with the potential international students, with an aim to…
Descriptors: Social Media, Student Recruitment, Foreign Students, Foreign Countries
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Wright, Robert E. – College Student Journal, 2014
USA Today headlined an article "Study: Nearly Half are Overqualified for Their Jobs," (Marklein, 2013). The article cited a study by the nonprofit Center for College Affordability and Productivity which found this apparent mismatch between qualifications and jobs held. The question then becomes, what has led to this mismatch? Three…
Descriptors: Higher Education, Education Work Relationship, Educational Finance, Measures (Individuals)
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Melchiorre, Marilyn Martin; Johnson, Scott A. – Journal of Continuing Higher Education, 2017
Although traditional student enrollment is declining, the nontraditional segment of students is growing. This enrollment pattern will require recruitment strategies that speak directly to the adult learners. There is robust adoption of social media use by individuals and by organizations for marketing purposes. Social media marketing includes…
Descriptors: Social Media, Outreach Programs, Professional Continuing Education, Higher Education
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Chen, Chin-Tsu – Higher Education Studies, 2016
This study aimed to find how the brand image and satisfaction of universities influence university students' word-of-mouth behavior, including the sharing of satisfying experiences and recommendations to others. This study conducted a questionnaire survey and distributed 400 questionnaires to students and graduates of universities in Taiwan; 336…
Descriptors: Marketing, Universities, Student Attitudes, Questionnaires
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Kietzmann, Jan; Pitt, Leyland – Journal of Marketing Education, 2016
This special issue of "Journal of Marketing Education" was intended to engage as broad a perspective on simulations in the marketing classroom as possible. While some of the articles deal with the use of computerized marketing simulations, there are also articles that view simulations as imitating and pretending. The evidence from the…
Descriptors: Teaching Methods, Simulation, Marketing, Concept Formation
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Nonis, Sarath A.; Hudson, Gail I. – Journal of Education for Business, 2019
Applied research is a course that has been taught to develop and effectively assess critical thinking skills in marketing students. A modified version of the problem-solving model using explicit problem-solving processes is employed in the design of course material and delivery. Assessment data support students' ability to critically think at both…
Descriptors: Critical Thinking, Thinking Skills, Skill Development, Problem Solving
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Nguyen, Thuy; Sun, Qin; Ganesh, Gopala – Journal of Marketing for Higher Education, 2019
This study applies the pre-purchase decision-making model for services to higher education context in order to understand international students' post-acquisition marketing engagement. The research categorizes three types of decision-making factors (i.e. internal, external, and risk) and two types of customer marketing engagement (CME) (i.e.…
Descriptors: Role, Decision Making, Foreign Students, Marketing
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Scafuto, Isabel; Serra, Fernando; Mangini, Eduardo; Maccari, Emerson Antonio; Ruas, Roberto – Education & Training, 2017
Purpose: The purpose of this paper is to evaluate the perceived quality of the service environment, regarding the use of the flipped classroom, through a survey of MBA students. Design/methodology/approach: Four hypotheses were developed from the literature in marketing and quality services in higher education. The hypotheses were tested using…
Descriptors: Outcomes of Education, Blended Learning, Graduate Students, Masters Programs
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Harrison-Walker, L. Jean – Journal of Marketing for Higher Education, 2010
As competition for students, faculty and financial support has increased, so has the application of marketing in the field of higher education. One critical application of marketing all too often neglected, misunderstood and mismanaged in higher education is targeting customers for profitability. The purpose of this paper is to enrich the…
Descriptors: Higher Education, Student College Relationship, Purchasing, Student Role
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Mogaji, Emmanuel – International Journal of Educational Management, 2016
Purpose: The clearing system in the UK enables students without a university place after exam results have been announced to find suitable vacancies, as it is important for universities to fill their vacancies as any shortfall loses them a lot of money. The purpose of this paper is to examine marketing strategies adopted by UK universities on…
Descriptors: Foreign Countries, Marketing, Web Sites, Student Recruitment
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