Thesis (Ph.D.)--Mississippi State University. Department of Marketing, Quantitative Analysis, and Business Law. / Title from title screen. Includes bibliographical references.

As scholarly institutions enter a new era of hyper-competition, seeking innovative ways to engage with student populations has become central to social media marketing efforts. Developing strategies and tactics to interact with existing student populations presents new challenges for marketing departments, as well as the stakeholders who are often asked to provide user-generated content. Strong ties among stakeholder relationships can enhance communication with effective outcomes; however, it is the weak ties that may have the most impact. This study draws on existing literature regarding Strength of Weak Ties Theory and faculty and student surveys in East Tennessee State University’s Clemmer College were conducted, to explore how ethos, pathos, logos, and Kairos can be leveraged in earned, owned, and shared media. This data is then used to inform future marketing campaigns that use professor-student engagement.

Baigiamajame magistro darbe nagrinėjamos aukštojo mokslo internacionalizavimo tendencijos ir plėtros galimybės Lietuvoje ir kitose Europos Sąjungos šalyse. Svarbiausias vaidmuo darbe skiriamas marketingui internete, kadangi internetinio marketingo priemonėmis gali būti veikiami pagrindiniai aukštojo mokslo veiklos internacionalizavimo procesai. Darbe taip pat aptariama tarpinstitucinių tinklų kūrimo ir plėtros svarba aukštojo mokslo internacionalizavimui, pateikiama išsami paslaugų ir interneto marketingo komplekso elementų analizė, akcentuojama programos, įvaizdžio ir rėmimo elementų svarba aukštojo mokslo internacionalizavimui. Šiame darbe svarbiausias dėmesys skiriamas kompleksinio pobūdžio tyrimams, t.y. atliekami Europos Sąjungos aukštojo mokslo rinkos, kriterijų lemiančių studento apsisprendimą, pasirenkant aukštojo mokslo instituciją bei informacijos apie studijas paieškos šaltinių svarbos nustatymo ir praktinių užsienio modelių tyrimai. Remiantis kokybiniais ir kiekybiniais tyrimų rezultatais sukurtas tarptautinio marketingo koncepcinis modelis skirtas, aukštųjų mokslo institucijų tarptautinei plėtrai, kurio esmė yra aukštojo mokslo institucijų tinklų platformos ir internetinio marketingo elementų derinys, patekti praktiniai pavyzdžiai ir suformuluotos išvados. Darbą sudaro šios dalys: įvadas, analitinė – metodinė dalis, tiriamoji dalis išvados ir siūlymai, literatūros sąrašas. Darbo apimtis – 112 p. teksto be priedų, 24 iliustr., 32 lent., 171... [toliau žr. visą tekstą] / The thesis examines main trends and development issues on internationalisation of higher education in Lithuania and other EU countries. The paper main focus is given to internet marketing as the internationalisation of higher education processes can be affected by different internet marketing tools. The thesis also emphasizes the importance of institutional partnership creation and development for internationalisation of higher education. The thesis gives an overview of foreign successful models, focuses on service and internet marketing mix analysis emphasizing the importance of programme, image and promotion marketing mix elements for internationalisation of higher institution. The main attention here is drawn to a complex research method, i.e. the EU higher education market research, choice factors and information sources research and practical foreign model research is performed on the paper. The conceptual marketing model for internationalization of higher education based on internet marketing mix and institutional partnership platform was created as a result of qualitative and quantitative research. The practical implications of the model are introduced, the conclusions are formulated. Structure: introduction, analytical - methodical part, experimental - investigative part, conclusions and suggestions, references. Thesis consist of: 112 p. text without appendixes, 24 pictures, 32 tables, 171 bibliographical entries.

Tertiary education is undergoing and will go through many political, demographic, as well as market changes. These changes should lead universities to respond in a certain way to avoid existential problems that may ensue. One way is to use marketing tools for promotion of their educational programs. This thesis deals with the essence of marketing management of a university and its broader context of promoting the school outside. Identifies ways to effectively promote the university on the Internet with specific examples of internet marketing campaigns of Faculty of Management, University of Economics in Prague in order to increase demand for undergraduate education program at the faculty.

Der vorliegende Vortrag dokumentiert die Entwicklung eines Marketingkonzepts für den Elektrotechnik- (ET) Studiengang der TU Dresden. Das Konzept wurde im Rahmen des Studienerfolgprojektes Online-Self-Assessment („OSA“) erarbeitet. Das Ziel bestand darin, Faktoren zu definieren, die potentiell erfolgreiche Studierende für das Studium in Dresden anziehen können. Zu diesem Zweck wurden verschiedene Informationsquellen gesichtet und eine Literaturrecherche durchgeführt. Insgesamt ergab die Recherche elf Faktoren, die drei Clustern zugeordnet werden konnten. Die gefundenen Faktoren entsprachen inhaltlich dem Anforderungsprofil eines erfolgreichen ET-Studierenden aus dem OSA-Projekt. Limitierungen der Rechercheergebnisse werden diskutiert. Die Metapher „Planwagen vs. Hefeweizen“ wird zusammenfassend verwendet, um die Botschaft des Marketingkonzepts zu transportieren. Weitere Anwendungen des Konzepts werden abschließend dargestellt.

This thesis aims to analyze whether the volumes of TV, radio and print advertisements of economic- management universities relate to the number of applications at these universities. The goal is to find whether the data correspond to each other somehow. The data in the thesis are processed using descriptive analysis of secondary data. The thesis is based on media data Admosphere, Mediaresearch, a. s. These data presents an overview of all realized commercials of universities in the Czech Republic in 2011-2013. The data are compared with publicly accessible reports on interest of applicants for study at universities in the Czech Republic in 2011-2013. The theoretical part deals with marketing communications at university, its objectives and discusses the most widely used types of communication. There is also closely examined TV, radio and print advertising. The analytical part analyzes mentioned media and educational data. Analysis takes place first in the whole economic field, followed with close examination of six economic universities. In conclusion, it is judged whether the data correspond together.

Der vorliegende Vortrag dokumentiert die Entwicklung eines Marketingkonzepts für den Elektrotechnik- (ET) Studiengang der TU Dresden. Das Konzept wurde im Rahmen des Studienerfolgprojektes Online-Self-Assessment („OSA“) erarbeitet. Das Ziel bestand darin, Faktoren zu definieren, die potentiell erfolgreiche Studierende für das Studium in Dresden anziehen können. Zu diesem Zweck wurden verschiedene Informationsquellen gesichtet und eine Literaturrecherche durchgeführt. Insgesamt ergab die Recherche elf Faktoren, die drei Clustern zugeordnet werden konnten. Die gefundenen Faktoren entsprachen inhaltlich dem Anforderungsprofil eines erfolgreichen ET-Studierenden aus dem OSA-Projekt. Limitierungen der Rechercheergebnisse werden diskutiert. Die Metapher „Planwagen vs. Hefeweizen“ wird zusammenfassend verwendet, um die Botschaft des Marketingkonzepts zu transportieren. Weitere Anwendungen des Konzepts werden abschließend dargestellt.

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