Thesis PlanB (M.S.)--University of Wisconsin--Stout, 2007. / Includes bibliographical references.

Thesis--PlanA (M.S.)--University of Wisconsin--Stout, 1998. / Includes bibliographical references.

The principal focus of the present study was to examine the factors critical to the development and maintenance of a competitive advantage for education institutions operating in international markets. International education involves over 1.3 million students' world wide, and injects billions of dollars into the economies of supplier nations. Despite its importance, little empirical research is available on the international marketing of education. This study draws together research from services marketing, industrial and organisational economics, strategic management and various studies and reports relating to the management and marketing of international education.Commencing with an overview of the international market for education, the study examines the education sectors of leading supplier nations particularly Britain, Canada, New Zealand and the United States. It then describes the education sector of Australia and its international education industry in depth.Following a review of the relevant literature that relates to services marketing and e development of sustainable competitive advantage, a theoretical model as to how an education institution might achieve competitive advantage in international markets is proposed, along with several research propositions.' The findings of a survey of 315 education institutions in Australia, Canada, New Zealand, the United Kingdom and United States are then outlined. Initial descriptive statistics suggest that:1. Australian tertiary institutions are less confident about their international market recognition than are their Canadian, American, New Zealand or United Kingdom (CANZUK) counterparts;2. Significant differences exist between the five supplier countries in the importance they place on targeting certain markets;3. Australian tertiary institutions were somewhat more pessimistic about the growth in their ++ / international student body that were their CANZUK counterparts;4. Australian institutions were significantly more concerned over government support and policy than were their CANZUK counterparts;5. Student word of mouth referral was identified as the most effective form of promotion for international education;6. Australian tertiary institutions were significantly more positive about the value of recruitment agents and mass media advertising than were their CANZUK counterparts.An exploratory factor analysis of the survey data found a series underlying dimensions measuring various aspects of an institution's perception of its marketing and strategic planning processes. These "factors" were used to generate twenty-six derived variables that were used for subsequent analysis. An examination of these factors was undertaken, both statistically and through a series of in-depth interviews with fifteen education institutions in Australia.Two regressions were used to estimate the relationship between the dependent variables of Cost Leadership and Differentiation (which are measures of generic positioning strategies adopted by the institutions), and a range of independent variables measuring institutional perception of their external and internal environments. A structural equation model was also used to estimate the relationships between these two regressions. This found that the adoption of generic positioning strategies appears to be determined by institutional consideration of:1. Market Factors - a measure of institutional consideration of the importance of buyer bargaining power when developing business strategies;2. Market Outlook - a measure of institutional consideration of the importance of the level of market saturation within the industry when developing business strategies;3. Experience and Psychic Distance - a measure of institutional consideration of the ++ / importance of knowledge or experience of foreign markets, cultural differences and foreign recognition of programs when developing marketing strategies; and4. Resource Factors - a measure of institutional consideration of the importance of internal resources when developing business strategies.The selection of Cost Leadership appears to be determined by the first three of these variables, while selection of Differentiation appears to be determined by all four. These findings support the propositions that industry structure and foreign market structure are determinants of the generic enterprise strategies adopted by education institutions seeking competitive advantage in international markets.A discriminant analysis was undertaken to examine the relationship between adoption of a generic enterprise strategy and marketing strategies. This found an association between differentiation strategies and marketing strategies. Institutions which adopted differentiation strategies (e.g. uniqueness of programs and/or concentration on niche markets) were more like to be classified by high activity on two variables:1. Promotion and Recruitment - a measure of the perceived actual performance of the institution in its use of agents, expenditure on advertising and promotion, possession of offshore recruitment offices, use of government promotional agencies and size of international student enrolments.2. Marketing Activity - a measure of the importance to market success placed upon the use of agents, spending on advertising and promotion, possession of offshore recruitment offices and teaching programs, international alliances and enrolment of international students.A third regression estimated the relationship between the dependent variable Market Success (a measure of the enrolment growth, financial benefit, demand and optimism over future growth) and twenty-five independent ++ / variables derived from the factor analysis. This suggests that Market Success be determined by institutional consideration of Resource Factors, adoption of Differentiation positioning strategies and the possession of key "distinctive competencies " as:1. Image and Products - a measure of the perceived actual performance of the institution in terms of its reputation for quality, level of market profile, strength of financial resources, size and influence of its alumni and range of courses and programs;2. Coalition and Forward Integration - a measure of the actual performance of the institution in its possession of international strategic alliances and offshore teaching programs.Further, the institution's Market Success was also found negatively correlated with two additional variables:1. People and Culture - a measure of the perceived actual performance of the institution in its encouragement of innovation, customer orientation, effective use of information technology, the quality and expertise of its staff and its level of technical superiority;2. Mass Advertising - a measure of the institution's perception of the effectiveness of promotion via TV, radio, newspapers and magazines.These findings support the propositions that generic enterprise (at least those involving differentiation) and market entry strategies are significant determinants of market success. They also support the proposition that quality of image, market profile, coalition formation and forward integration into the export channel are likely to strengthen an institution's competitive advantage. Although not measured directly, these distinctive competencies may provide a source of sustainable competitive advantage as they provide potential barriers to imitation by competitors. Such barriers produce isolating mechanisms, which assist the institution to sustain a competitive edge in the market.Several ++ / managerial and research implications emerged from this study. The importance of developing a sound understanding of the student consumer were highlighted, along with the need to effectively measure and communicate an image of quality to the market. Saturation within international education markets is growing and future growth is likely to be dependent on market segmentation and the adoption of differentiation strategies. Those institutions with superior market experience will be better placed to make effective decisions regarding their competitive positioning. In doing so, the more successful are likely to give consideration to supply-demand imbalance and the general management of internal resources (e.g. staffing, facilities and programs).Successful institutions are likely to be those that adopt differentiation strategies that enhance their image and reputation as quality service providers build upon a sound financial base and make effective use of their Alumni and student word of mouth networks. Such institutions will also be likely to have offshore teaching programs and valuable strategic alliances that enhance their marketing and service delivery.

D.Phil. (Marketing Management) / Despite the extensive research undertaken in the subject area of prospective students’ university decision-making processes when selecting a university, much is still unknown about the interrelationships between the choice factors they consider when choosing a university, the perceived value they expect to derive from their choice, and their intention to enrol at their chosen university. This study attempted to address this gap by developing a theoretical model to test the possible interrelationships of three main constructs namely, choice factors, perceived value and intention to enrol. Higher Education Institutions (HEIs) such as universities, realise the need to embrace marketing related ideas and practices to attract the ‘right’ students in an increasingly competitive Higher Education (HE) landscape. The ‘right’ students are those prospective students with potential to succeed, and the top performing students. Competition is evident as universities need to compete with a number and variety of universities and HEIs and prospective students have choice. Prospective students are also more mobile, and better informed to make judgements about a range of potential universities at home and abroad. It is therefore important for universities to understand what students desire and expect from them, and to engage in consumer behaviour research to grasp prospective students’ decision-making processes and the choice factors that are most influential in selecting a university. Choice is further a function of prospective students’ perceived value they believe they will derive from their chosen university and understanding the concept of value is important as it drives consumer decision-making. Perceived value is furthermore an accurate indicator of the student’s intent to enrol. In order to test the theoretical model that can possibly guide universities in determining choice factors, perceived value and the intention of prospective students to enrol, an empirical investigation was conducted. A cross-sectional descriptive research design was followed where the researcher made use of the survey research technique. A drop-off self-administered questionnaire was designed and distributed. For the purpose of this study, a non-probability sampling technique was employed where the researcher used the judgement of an experienced individual to select the sample units. A letter of approval was obtained from the Department of Education to approach these schools and fieldworkers were used to deliver questionnaires. Only those grade 12 scholars who were considering studying at a university/university of technology were targeted. Of the 1 733 questionnaires received, 1 476 could be included for analysis and interpretation purposes. Multivariate statistical techniques were used to analyse the data; including an exploratory factor analysis (EFA) to reduce the data, a second-order exploratory factor analysis (2nd order EFA) to verify the data, a confirmatory factor analysis (CFA) to refine the data, and structural equation modelling (SEM) to determine and measure the interrelationships between the main constructs of the study. A number of inferential statistical techniques were further employed to test hypotheses formulated for the study. The results indicate that six of the initial seven choice factors as confirmed through CFA, influence prospective students’ university choice. The seventh choice factor namely accessibility-price was removed during SEM because of multicollinearity. The six remaining choice factors include reputation, cultural acceptance, accessibilitylocation, physical evidence, prestige/prominence and future employability influencing prospective students’ university choice. The results furthermore reveal that there are interrelationships between the choice factors prospective university students consider when choosing a university, the perceived value they expect to derive from their chosen university, and their intention to enrol at their chosen university. The study indicate that universities should implement marketing related strategies with equal effort into understanding the choice factors influencing prospective students’ university choice, and the perceived value prospective students expect their chosen university offers, as interrelationships exist.

The marketing concept is posited as the philosophical foundation of the marketing disciplines and market orientation invariably refer to the operationalisation of the marketing concept into a management orientation. Engaging in marketing activities may be important but market orientation is a vital ingredient in determining an institutional success, despite inherent barriers towards its successful implementation. A higher education institution (HEI) can be market oriented only if it understand its market. This study was conducted with the main objective of seeking to establish Universities of Technology (UoTs) implementation levels of market orientation, possible barriers to market orientation and their influence on university performance. A non-probability sampling method (convenience sampling) was used in the study. The sampling frame for the study included full-time employed academics in all six UoTs in South Africa. Pre-testing and a pilot study preceded the main survey and reliabilities were measured using the Cronbach alpha coefficients. Out of 1250 questionnaires sent to participating institutions, a total of 528 responses were received and this resulted in a return rate of 42.24% for the main study. The statistical analysis of the collected data included exploratory factor analysis, descriptive statistical analysis, correlation analysis, confirmatory factor analysis and structural equation modelling to test the posited hypotheses. The findings of the study supported the predetermined theoretical and the empirical objectives as well as the hypotheses of the study. The findings further indicated that the market orientation of UOTs in South Africa was determined by seven fundamental factors within the institutions being market intelligence generation, interfunctional coordination, customer orientation, market intelligence dissemination, intelligence response design, intelligence response implementation and interdepartmental dynamics. Furthermore, three key barriers to market orientation were identified, namely internal, external and organisational environmental factors. In addition, the study also found a significant impact of market orientation on university performance as consistent with previous market orientation studies undertaken in other contexts. Recommendations emanating from the study will address various concerns on effective incorporation of the market orientation paradigm. Commitment and communication from top management to all units to support market orientation is critical. The support of those making strategic decisions is needed to garner the necessary support of other employees in UoTs, especially top and senior management buy-in and support. Marketing information generation should be a starting point when developing or adapting marketing strategies. HEIs should realise that marketing information dissemination is an effective way to reach prospective students and to create credible and persuasive communication channels. The development of a marketing strategy should also involve the inter-functional coordination and interdepartmental dynamics that enables HEIs to meet students’ needs and enhance service delivery to all its stakeholders. Key aspects that need to be prioritised includes: establishment of structures for marketing coordination, marketing efforts to be driven by teams to bring about synergy and cross fertilisation of ideas across departments and marshalling of resources in order to improve performance of all business units. Managers in different HEIs can also enhances performance of their instituions by implementing these key recommendations. This study will significantly contribute to the critical challenge facing HEIs, being to create the combination of the culture and the climate that maximises organisational learning, resources and capabilities to create superior university performance that is prescribed by the Department of Higher Education and Training (DoHET). Other HEIs could learn from this study and utilise the research to diagnose and remedy barriers within their operational spheres.

Abstract not available

Thesis (D. Phil. Communication Management)--University of Pretoria, 2002. / Includes bibliographical references (leaves 222-233).

Submitted by Morgana Silva (morgana_linhares@yahoo.com.br) on 2016-06-16T19:13:18Z No. of bitstreams: 1 arquivototal.pdf: 1372783 bytes, checksum: 6f436ed47e5e2163d1339065dfc02255 (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2016-06-17T16:04:08Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 1372783 bytes, checksum: 6f436ed47e5e2163d1339065dfc02255 (MD5) / Approved for entry into archive by Viviane Lima da Cunha (viviane@biblioteca.ufpb.br) on 2016-06-20T11:05:07Z (GMT) No. of bitstreams: 1 arquivototal.pdf: 1372783 bytes, checksum: 6f436ed47e5e2163d1339065dfc02255 (MD5) / Made available in DSpace on 2016-06-20T11:57:49Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 1372783 bytes, checksum: 6f436ed47e5e2163d1339065dfc02255 (MD5) Previous issue date: 2016-02-18 / This dissertation prioritizes the discussion about education in marketing, whereas divergent perspectives of considered and adopted on a large scale under Brazil, in this way, podering about contributions that the prospect of macromarketing can add to the current discourse, the same way that hybridization processes, domestication and/or anthropophagy can add the concepts and marketing education in courses od Bachelor’s degree in a administration, specifically in the northeast of brazil. The formulation of ideas and discussions on the reflective current panorama of marketing education in courses of Bachelor’s degree in administration is present in that document, bypassing questions covering aspects of the context and culture in education in marketing in the northeast of Brazil. Methodology qualitative procedures were adopted in great part of data. Conclusively show the opinion of teachers about aspects adopted in the classroom, in the same way that the difficulties in adapting the context, followed by recommendations that are placed, as the need to improve the scope of marketing discipline, including themes related to macromarketing and syllabus through hybridization processes, anthropophagy and/or domestication, so that the formation of Bachler’s degree in administration in based on a systemic view, which we believe fit better in current standards. / Esta dissertação prioriza a discussão sobre educação em marketing, considerando perspectivas divergentes das consideradas e adotadas em larga escala no âmbito educacional no território brasileiro, dessa forma ponderando sobre contribuições que a perspectiva do macromarketing pode acrescentar ao discurso atual, da mesma forma que a realização de processos de hibridização, domesticação e/ou antropofagia podem acrescentar a conceitos e na educação em marketing em cursos de bacharelado em administração especificamente no nordeste brasileiro. A formulação de ideias reflexivas e debates sobre o atual panorama da educação em marketing em cursos de bacharelado em administração se faz presente nesse documento, perpassando por questões que contemplem aspectos do contexto e da cultura na educação em marketing no nordeste brasileiro. Metodologicamente foram adotados procedimentos qualitativos em grande parte dos dados. Conclusivamente expomos a opinião de docentes quanto os aspectos adotados em sala de aula, da mesma forma que as dificuldades encontradas na adaptação do conteúdo, seguindo de recomendações que são colocadas, como necessidade para melhorar o escopo da disciplina de marketing, contemplando temas referentes ao macromarketing e aos conteúdos programáticos passarem por processos de hibridização, antropofagia e/ou domesticação, para que a formação do bacharel em administração seja pautada em uma visão sistêmica, a qual acreditamos se enquadrar melhor nos padrões atuais

As the competition increase in the Higher Education industry, marketing departments of Higher Education Institutions view students as consumers and market their institutions. At the mean time, universities around the world encourage their international offices to increase the foreign student enrollments. This research investigates the factors influencing international students’ choice of enrolling at Higher Educational Institutions (HEI) via the internet: international students’ Internet use to facilitate information search and decision making. This survey of international students from Nelson Mandela Metropolitan University (NMMU) explored the Internet’s role in marketing international education. Based on this exploratory research, NMMU educational institutions gain insights of online customer service for successfully recruiting students. The results show that prospective overseas students do indeed use the internet. Overall evaluation of the factors influencing the use of the internet for enrolling at HEIs was determined by four factors: namely, perceived usefulness, consumer involvement, perceived ease of use and opinion leadership.

The final thesis deals with competitive position of an educational institution, which provides Masters of Business Administration programs on the Czech market with managerial education. Using the methodology of positional maps it evaluates the power of the school towards its competitors. The thesis includes an analysis of internal and external environment which provides us with major strengths and weaknesses of our institution. It also sets the fields management of the school should concentrate on. The thesis can also serve for MBA potential customers as a list of institutions which provide this type of education in the Czech Republic.