The Relevance of Marketing Activities for Higher Education Institutions

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26482789%3A_____%2F16%3AN0000068" target="_blank" >RIV/26482789:_____/16:N0000068 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
The Relevance of Marketing Activities for Higher Education Institutions
Original language description
This chapter compares the effectiveness of marketing activities on student choice of higher education (HE) across three developed countries: Canada, France, and Sweden. Specifically, this study analyzes the impact of traditional advertising, internet advertising, and relational marketing on student choice. Data are collected from student samples in these three countries. The effectiveness of marketing activities is tested in three separate models (baseline, choice, and full choice) using ordinary least squares (OLS) regression analysis. In the model including all three countries, results reveal that student choice is significantly influenced by relational marketing such as open houses and face-to-face meetings. Another important influence on choice is competitive reputation of the university. This is a variable that consistently remains significant for all countries under analysis, along with quality of learning. In the country-specific models, relational marketing was more important in France, while perceived marketing effectiveness had a highly significant impact on choice in Canada; practical considerations such as location and speed of application process had a significant negative effect in France and Sweden.
Czech name
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Czech description
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Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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