The Relevance of Marketing Activities for Higher Education Institutions

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The Relevance of Marketing Activities for Higher Education Institutions

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

The Relevance of Marketing Activities for Higher Education Institutions

Popis výsledku anglicky

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.

Druh

C - Kapitola v odborné knize

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2016

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název knihy nebo sborníku

International Marketing of Higher Education

ISBN

978-1-137-54290-8

Počet stran výsledku

35

Strana od-do

13-47

Počet stran knihy

261

Název nakladatele

Palgrave Macmillan

Místo vydání

New York

Kód UT WoS kapitoly

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