This study drew light on educational product constituents, discussed students¡¦ needs in higher education and attempted to find out the connection between Taiwan¡¦s educational supply and Vietnamese demands in terms of products in education. The final purpose of this research is to contribute to Taiwan¡¦s foreign student recruitment strategy in the midst of globalization. A questionnaire survey was conducted on Vietnamese students (experienced and inexperienced) who are the most dominant group of foreign students in Taiwan. The study produced four major findings: 1. The common core need of Vietnamese students in the pursuit of overseas higher education was to gain foreign degree for a better career prospects. 2. Fourteen factors were ranked in importance in which Availability of appropriate faculty, Quality of lecturers, Quality of teaching methods, Recognition of the qualifications in Vietnam, Curriculum, Cost of living, Tuition fee, Quality of academic facilities and Financial aids were on top of the list, followed by Cost of transportation between Taiwan and Vietnam, Required language for study medium, Quality of students, Campus environment and Religious facilities. 3. Among the fourteen factors above, only three of them were assessed as strongly satisfactory by experienced students (students who have experienced Taiwan higher education). They were Quality of academic facilities, Quality of lecturers and Campus environment. Seven of them were rated between satisfactory and neutral: Required language for study medium, Quality of teaching methods, Availability of appropriate faculty, Curriculum, Cost of living, Financial aids and Tuition fee. The remaining four factors which were Recognition of the qualifications in Vietnam, Quality of students, Religious facilities and Cost of transportation between Taiwan and Vietnam, were evaluated to be between neutral and dissatisfactory. 4. Students who were using Chinese as language medium in Taiwan were found to be more satisfied than those using English as the medium.

The birth rate in Taiwan has declined year by year, which not only implies a potential decline in the economic growth momentum but also delivers a warning signal to the education system. Facing the difficulties derived from reduced classes and insufficient enrollment, schools realize the importance of establishing a distinctive and attractive image, which would help increase the public understanding of their intrinsic values and meanwhile broaden the sources of top-tier applicants. These in turn would ensure schools sustainable growth and development. This paper discusses the influence of art and culture events held by universities and colleagues on their school image, to explore whether holding such events would benefit schools in terms of establishment of brand image and thereby brand identification for students, parents, alumni and community colleges. In this paper, a questionnaire survey is conducted by using the measurement dimensions of Keller¡¦s Brand Knowledge in 1993. The paper reveals that demographic variables explain the differences in school image. Moreover, positive school image is attributable to the benefits of brand association and the attitude of brand association, of which the latter is considered more influential compared to the former. Lastly, on the basis of the research findings, this paper investigates the implications to the education system, aiming at providing references for the purpose of strategy formulation in the future.

Facing environmental violent changes, rapid technological development and irresistible trends towards to internationalization of enterprises, the management suffered from more competitive pressure which makes further study become an important issue. Accordingly, more and more EMBA programs are becoming the channels of further study for the top management of company. However, under the situation of over-supplied on-job education, it would be an critical issue how managers choose the courses which meets their needs and universities utilize their core competences to develop the differentiate position. Therefore, the case study and questionnaires are addressed in the thesis. First, four cases of National Taiwan University, National Cheng-chi University, National Sun Yat-sen University, and National Taiwan University of Technology were explored to delicately compare each other on courses and programs. In perspective of educational marketing, effective marketing strategy was well planned based on the current resources of NSYSU. Then, the questionnaire was delivered to the students majoring in NSYSU EMBA/IEMBA programs to verify if the well-planned marketing strategy can promote their willing and satisfactions. The research findings are shown as the followings, The major findings of this study are summarized as following: 1. The domestic EMBA programs need a strategic positioning to driver a unique type of value to executive managers and to achieve competitive advantage. 2. The domestic EMBA programs need to combine the theory with practice and to advance interaction among students. If the domestic universities can develop much more teaching methods, they will create better learning effectiveness. 3. However, class time, location convenience, programs design internationalization degree, material with practice, students with varies background and establish human network relations are the six important factors for EMBA students to chose EMBA/IEMBA programs. 4. About 50% subjects think that the class location is more flexible to learning in Taiwan, China and Singapore at the same time. 5. Over 60% subjects think that the class time is more favorable for them if they can get the overseas universities¡¦ EMBA/IEMBA programs according to their working locations. And the credits can be approved by NSYSU. 6. If the NSYSU EMBA/IEMBA programs can cooperate with China and Singapore to plan a ¡uAcross the universities and get double master degree¡vsystem or to design much more practice materials about Taiwan, China and Singapore, they will increase students¡¦ learning satisfaction. 7. Over 80% subjects think that it¡¦s beneficial for them to meet EMBA students coming from diverse countries vie NSYSU EMBA/IEMBA programs. 8. All in all, the NSYSU Asia-Pacific EMBA and marketing strategy developed in this study indeed fit EMBA students¡¦ needs.

This thesis describes an action research enquiry into the marketing of a small independent girls, school in the West Midlands, of which the author was the headteacher. Chapter One outlines the research situation. In Chapter Two, literary perspectives are presented on the issues of educational marketing, independent education (with particular reference to girls), and the problems of marketing a contracting school. Chapter Three covers methodological issues. In the first spiral of the enquiry, the school's provision was analysed and new initiatives were undertaken to improve it. These are described in Chapter Four. Next, the views of parents were sought, to assist the school's management team to evaluate the success of these initiatives, and to acquire firmer knowledge about sources of students. Outcomes are presented in Chapter Five. Preparatory school headteachers were identified as important 'gatekeepers, in the process of transfer into secondary independent schooling. A series of interviews with prep school heads established their views on, and involvement in, the transfer process. These interviews are analysed in Chapter Six. Concerns expressed by the prep heads about their relationships with secondary heads, particularly of girls' schools, prompted the final cycle of this study: to compare the views of heads of independent girls' schools with those of the prep heads. These findings are outlined in Chapter Seven. Chapter Eight presents a summary of marketing problems revealed by the research findings, suggests further areas of research, and indicates the final outcomes for the author and her school.

Educational marketing has become an increasingly important area within Higher Education as the competition for students has intensified. Being able to measure and understand the quality of educational services – a key factor in the decision making process for a prospective student – is an incredibly challenging problem as it involves the quantitative measurement of factors such as emotions and affections towards an Institution or programme, which themselves tend to be intangible. The application of total quality management philosophy and methodology in the context of higher education today is fully acknowledged and widely used. These conditions have defined the main task of this research: to develop a methodology for quantitative measurement of the affective quality of educational services for marketing management analysis. In other words offered research investigates how to measure things that have often been considered immeasurable. It was hypothesized that availability of a methodology for quantitative estimation of the affective quality of educational services provides additional important information that ensures an effective decision-making process in the marketing department in higher education institutions. Kansei engineering formalizes such concepts as affections and emotions and highlights their role in the purchase decision-making process. Our KanMar (short for Kansei Marketing) approach is aimed on the implementation of the main Kansei engineering ideas in the context of educational marketing and provides the framework for the quantitative measurement of educational services’ affective quality. KanMar enables the formalization of the affective quality of educational services for its marketing analysis: comparison, prediction, control, etc. The results of such an analysis help to position own services in today’s competitive market more effectively. Data obtained using KanMar methodology enables to find out the stakeholders’ implicit motivations or attitudes. So, for example, data obtained during the conducted survey has indirectly confirmed the students’ orientation to the practical activity. This orientation is typical for the Universities of Applied Sciences and the respondents for this survey have all been students at one of them. KanMar approach also addresses major gaps of existing instruments based on SERVQUAL methodology aimed to measure service quality in education. The hypothesis was tested and partly confirmed using case study that illustrates the application of the KanMar approach.

A revisão teórica apontou uma visão geral dos temas de marketing e educação por meio da cronologia histórica, da discussão conceitual, da relevância teórica e prática de cada assunto, dos principais desafios para pesquisa e o desenvolvimento do tema marketing educacional. Identificou-se e discutiu-se as atividades de marketing desenvolvidas nas instituições de ensino superior à luz dos fundamentos teóricos. A metodologia abordou os aspectos relacionados ao protocolo do estudo de caso e uma pesquisa exploratória qualitativa sobre as atividades de marketing foi realizada no trabalho empírico. Executou-se estudo de caso múltiplo, com IES privadas da cidade de São Paulo, por meio de entrevistas com os gestores responsáveis pelo composto de marketing. Concluiu-se que devido a competitividade no setor, as atividades de marketing ganharam importância, todavia ainda são elaboradas de forma desestruturada. O departamento de marketing das instituições educacionais atua principalmente no P de promoção, exercendo pouca influência nas decisões relativas aos outros elementos do composto de marketing. / The literature review pointed to an overview of marketing issues and education through the historical chronology of the conceptual discussion of the theoretical and practical relevance of each subject, the main challenges for research and development of the theme of educational marketing. It identified and discussed marketing activities in higher education institutions in light of the theoretical foundations. The methodology addressed the aspects related to case study protocol and a qualitative exploratory research on marketing activities took place in the empirical work. It executed multiple case studies with private higher education institutions in São Paulo, through interviews with the managers responsible for the marketing mix. It concluded that due to competitiveness in the sector, marketing activities have gained importance, however they are still prepared in unstructured form. The marketing departments of educational institutions operate mainly in P - promotion, exerting little influence in decisions relative to other elements of the marketing mix

Este trabalho estuda de que forma as instituições de ensino superior comunicam seu posicionamento de marketing. Com base na análise de conteúdo, foram examinados os sites das cinco maiores universidades, de acordo com o número de matrículas pelo Censo da Educação Superior de 2006. As cinco primeiras do ranking eram todas privadas, sediadas no eixo São Paulo-Rio de Janeiro e juntas contavam na época com mais de 400 mil alunos. Entre os resultados, viu-se que, contrariamente ao senso comum de que o pilar de posicionamento seria baseado apenas em preço, a conveniência (sobretudo em seu sentido de facilitação) foi assunto recorrente do discurso. Mensalidades baixas e também unidades perto dos alunos e de acesso facilitado por transporte público ou por estarem dentro de um shopping center. Conveniência significou ainda ênfase ao elemento distribuição. Em vez de um único preço por curso, encontraram-se valores cobrados de acordo com a localização do campus e do perfil do aluno (acesso a convênios/promoções e a um turno menos procurado). Também foi frequente o pragmatismo: enfatizar resultados mais imediatos dos cursos, por exemplo, para a conquista de um emprego ou acelerar o sucesso profissional. As cinco maiores trazem semelhanças na linguagem, na estrutura dos sites e nos problemas, sendo que no momento da redação final deste trabalho os sites haviam sido todos reformulados. / This work studies the way Brazilian universities communicate their marketing positioning. Using the content analysis, the sites of the five largest universities were studied, according to the Census of Higher Education of 2006. By the Census, the five were all private and located in São Paulo-Rio de Janeiro. Together, they had more than 400.000 students. The complexity of this analysis is due to the fact that education is a service, and so, intangible and with long term results and difficult evaluation, as occurs with communication. Among the results, the positioning and the discourse of these institutions were based in convenience, in order to facilitate the cost and locomotion of the students. Cheap prices but also campi that counts on public transportation and good localization, for instance, within a shopping center. Convenience also means giving more emphasis to distribution. Instead of one price per course, they usually charge according to where the campus is and the student profile (for instance, access to promotions). Other common discourse was of pragmatism, emphasizing the more immediate results of a course, such as getting a job. The five are similar in their site structure, language and even in the problems. While this text was written, all the five were completely restructured.

Los MOOC son considerados la última modalidad de educación en línea con un crecimiento notable en los últimos años, cuya aplicación e influencia se viene dando en las principales universidades y corporaciones del mundo. El presente estudio de investigación consiste en evaluar el mercado de los MOOC y sus aplicaciones en el mercado peruano, el objetivo principal de la investigación es la identificación de un perfil de usuario de cursos MOOC en las zonas 6 y 7 de Lima Metropolitana, y los factores que determinan la culminación de los cursos. La investigación aborda el tema desde los inicios de la educación en línea, descripción de los MOOC, principales empresas proveedoras de este servicio, modelo de negocios e implicancias en el mercado peruano. Asimismo, por medio de encuestas, focus group y entrevistas a expertos se ha identificado los principales factores que influyen en el término de estos cursos y oportunidades de mejoras en los mismos. Actualmente existen pocas investigaciones sobre el fenómeno de los MOOC en el Perú, esta investigación ayudará a que universidades y empresas peruanas apuesten por este tipo de formación en sus estudiantes y colaboradores respectivamente. / MOOCs are considered the last modality in online education with a remarkable growth in recent years, whose application and influence has been taking place in the main universities and corporations of the world. The present research study consists of evaluating the MOOC market and its applications in the Peruvian market, the main objective of the research is the identification of a user profile of MOOC courses in zones 6 and 7 of Lima city, and the factors that determine the end of the courses. The research addresses the issue from the beginning of online education, description of the MOOCs, main suppliers of this service, business model and implications in the Peruvian market. Also, the research sought to identify the main factors that determine the completion of the courses through surveys, focus group and interviews with experts. Currently there is little research on the phenomenon of MOOCs in Peru, this research will help universities and Peruvian companies to bet on this type of training in their students and collaborators respectively. / Tesis

Este trabalho estuda de que forma as instituições de ensino superior comunicam seu posicionamento de marketing. Com base na análise de conteúdo, foram examinados os sites das cinco maiores universidades, de acordo com o número de matrículas pelo Censo da Educação Superior de 2006. As cinco primeiras do ranking eram todas privadas, sediadas no eixo São Paulo-Rio de Janeiro e juntas contavam na época com mais de 400 mil alunos. Entre os resultados, viu-se que, contrariamente ao senso comum de que o pilar de posicionamento seria baseado apenas em preço, a conveniência (sobretudo em seu sentido de facilitação) foi assunto recorrente do discurso. Mensalidades baixas e também unidades perto dos alunos e de acesso facilitado por transporte público ou por estarem dentro de um shopping center. Conveniência significou ainda ênfase ao elemento distribuição. Em vez de um único preço por curso, encontraram-se valores cobrados de acordo com a localização do campus e do perfil do aluno (acesso a convênios/promoções e a um turno menos procurado). Também foi frequente o pragmatismo: enfatizar resultados mais imediatos dos cursos, por exemplo, para a conquista de um emprego ou acelerar o sucesso profissional. As cinco maiores trazem semelhanças na linguagem, na estrutura dos sites e nos problemas, sendo que no momento da redação final deste trabalho os sites haviam sido todos reformulados. / This work studies the way Brazilian universities communicate their marketing positioning. Using the content analysis, the sites of the five largest universities were studied, according to the Census of Higher Education of 2006. By the Census, the five were all private and located in São Paulo-Rio de Janeiro. Together, they had more than 400.000 students. The complexity of this analysis is due to the fact that education is a service, and so, intangible and with long term results and difficult evaluation, as occurs with communication. Among the results, the positioning and the discourse of these institutions were based in convenience, in order to facilitate the cost and locomotion of the students. Cheap prices but also campi that counts on public transportation and good localization, for instance, within a shopping center. Convenience also means giving more emphasis to distribution. Instead of one price per course, they usually charge according to where the campus is and the student profile (for instance, access to promotions). Other common discourse was of pragmatism, emphasizing the more immediate results of a course, such as getting a job. The five are similar in their site structure, language and even in the problems. While this text was written, all the five were completely restructured.

A revisão teórica apontou uma visão geral dos temas de marketing e educação por meio da cronologia histórica, da discussão conceitual, da relevância teórica e prática de cada assunto, dos principais desafios para pesquisa e o desenvolvimento do tema marketing educacional. Identificou-se e discutiu-se as atividades de marketing desenvolvidas nas instituições de ensino superior à luz dos fundamentos teóricos. A metodologia abordou os aspectos relacionados ao protocolo do estudo de caso e uma pesquisa exploratória qualitativa sobre as atividades de marketing foi realizada no trabalho empírico. Executou-se estudo de caso múltiplo, com IES privadas da cidade de São Paulo, por meio de entrevistas com os gestores responsáveis pelo composto de marketing. Concluiu-se que devido a competitividade no setor, as atividades de marketing ganharam importância, todavia ainda são elaboradas de forma desestruturada. O departamento de marketing das instituições educacionais atua principalmente no P de promoção, exercendo pouca influência nas decisões relativas aos outros elementos do composto de marketing. / The literature review pointed to an overview of marketing issues and education through the historical chronology of the conceptual discussion of the theoretical and practical relevance of each subject, the main challenges for research and development of the theme of educational marketing. It identified and discussed marketing activities in higher education institutions in light of the theoretical foundations. The methodology addressed the aspects related to case study protocol and a qualitative exploratory research on marketing activities took place in the empirical work. It executed multiple case studies with private higher education institutions in São Paulo, through interviews with the managers responsible for the marketing mix. It concluded that due to competitiveness in the sector, marketing activities have gained importance, however they are still prepared in unstructured form. The marketing departments of educational institutions operate mainly in P - promotion, exerting little influence in decisions relative to other elements of the marketing mix