雪山的雪线与高等教育的质量底线

2021年,我们课题组承接了四川某高校的一个横向课题,暑假期间多次飞往成都进行调研。课题完成之后,校方邀请课题组游览了位于四川甘孜州康定、道孚和丹巴三县交界处的雅拉雪山。此次雪山之行让我有了一个意外收获——雪山的雪线让我联想到了高等教育的质量底线。雅拉雪山,藏语全称为“夏学雅拉嘎波”(意为东方白牦牛山),海拔5820米(也有资料说是5884米),被康巴藏区的牧民视为心中的一座神山。     

Logos,ethos, pathos and the marketing of higher education

ABSTRACT

This article utilises rhetorical analysis as a method to investigate course level marketing communications for undergraduate fashion marketing degrees in England. The purpose of this method is to explore the persuasive appeals of Aristotle’s triad of logos, ethos and pathos, how they are used and how these appeals could differ by university type. Sixteen course pages were analysed, with the analysis of course web pages shows a clear distinction between ‘types’ of university, with Post 92 institutions relying heavily on appeals to emotion (pathos) and giving more focus to ‘value for money’ that would be a concern to their students. Russell Group and Specialist universities rely more on appeals to ethos (credibility) and logos (fact/data) to market their courses. This research finds evidence of market segmentation, demonstrated through the different use of persuasive appeals to express the course focus, and giving insight to their target audience.     

UK higher education viewed through the marketization and marketing lenses

This paper uses the Economic Market mechanisms and the 4P Marketing Mix as lenses to review the context of UK higher education (HE) and to explore the relationship between the market and marketing disciplines and practice. Four Economic Market mechanisms – autonomy, competition, price and information – are contrasted with the four Ps of marketing: product, price, place and promotion. This paper demonstrates how market forces influence HE institutions and, in contrast, how HE institutions shape the environment via marketing practice. Knowing how one discipline relates to another is crucial for those who strive to understand the context of HE.     

Brand personality in higher education: anthropomorphized university marketing communications

While the university prospectus is recognized as an important marketing communication tool for higher education recruitment strategies, it has become overlooked as many researchers have focused on other communication channels, such as social media and websites. Although focus has been placed upon Higher Education Institution (HEI) brand differentiation, little is known about the similarities and differences between institutional marketing communications utilized to build their brands. This research seeks to explore and analyze the prospectuses of the top 10 HEIs in the UK and to draw comparison between their relative positions using a brand personality lens. While the brand personality trait of sincerity was common for all of the HEIs, there was clear differentiation on the basis of other traits, demonstrating that brand personality deepens our understanding of HEI positioning. Two main brand personality groupings were evident among the top 10 institutions: excitement and competence.     

An Aristotelian model for ethical higher education marketing: The role of practical wisdom

This paper discusses the concerns for a distinct ethics for marketers of higher education. It argues that higher education retains a difference for both product and service and that unfettered marketing can influence and then manipulate the underlying edifying offering.     

Predicting university preference and attendance: Applied marketing in higher education administration

A multi-attribute attitude model, based on the efforts of Rosenberg and Fishbein, was used to determine whether a multicriteria scale can be used to predict student preferences for and attendance at universities. Data were gathered from 241 freshmen attending five state universities in Ohio. Responsents were asked to weight the importance of 18 selection criteria and evaluate seven universities using those criteria. These data were processed through the model, and the results were compared to the respondents' preference ordering of the universities. The results indicate a high level of predictability, particularly for highly ranked universities. Implications for the marketing of higher educational institutions are discussed.     

Advancement in higher education: the role of marketing in building philanthropic giving

This paper empirically explores ways in which marketers of higher education can contribute to the important task of cultivating alumni philanthropy. Advancement professionals understand that philanthropy is influenced by wealth and affinity. As marketers, we anticipate that our contribution resides with investments in building affinity. Using survey data that measure the affinity of alumni of a large US university who have been commercially screened to reveal individual wealth, this paper provides empirical evidence of the relative contributions of affinity and wealth to giving. Logistic regression analysis reveals that affinity has a greater impact on predicting the likelihood of giving than other variables, including prior giving and wealth. Important to marketers, this study emphasizes the importance of building affinity and also uncovers obstacles to affinity formation. This information can be used to bridge and repair alumni relationships with their alma mater and inform segmented marketing communications to foster alumni enthusiasm for giving.     

Relationship quality in higher education marketing: the role of social media engagement

The landscape in consumer marketing is changing due to the rise in popularity of social media. This shift has also affected how higher education institutions build relationships with their stakeholders. This study explores how social media engagement impacts relationship quality between the university and one of its key stakeholder groups, students. Data were collected via an online survey and analyzed using the Mann–Whitney U test, regression and the Kruskal–Wallis test. Results indicated a positive association between students following a university via social media and the perception of having a high-quality relationship with their university, and that following a university on multiple social media sites leads to an even higher perception of relationship quality. The results provide important and timely implications for both universities and higher education marketers. Our findings suggest that higher education marketers should invest resources in social media communications to form high-quality relationships with their stakeholders.     

Student-perceived organizational support and perceived employability in the marketing of higher education

In the current context, the need for marketing in institutions of higher education is undeniable. The specification of the student not merely as a ‘customer’ means that traditional marketing no longer has sufficient capacity to explain the behavior of the student body. In this study, a four-level relationship marketing model is tested to check the influence of perceived organizational support (POS) and perceived employability on identification with the institution and the perceived price-quality ratio and how these influence student satisfaction. In addition, the constructs prior to POS and perceived employability are identified, which are explicit enough to enable specific marketing actions to be carried out. As POS is a construct defined for the labor market, its use applied to relational marketing comes up as something innovative.

To this end, Likert scales have been designed and validated to measure these constructs. The results of this test show how the perception of organizational support depends on the relationship of the student body with the administration and management of the center. Likewise, the perception of employability depends on the perceived reputation and the perception of the promotion of employability. Furthermore, it is confirmed that satisfaction is positively related to identification and the perceived price-quality ratio, which in turn are positively related to organizational support and perceived employability.     

Symbolic resources and marketing strategies in Ontario higher education: a comparative analysis

Existing research on marketing within PSE tends to focus on homogeneous groups of high-status organisations. This study ameliorates this gap in the literature, conducting a comparative analysis of promotional materials produced by public universities and community colleges in Ontario, Canada. We find that these two groups draw on unique strategies to communicate their quality to external constituents. Public universities emphasise faculty and institutional-level accomplishments, such as research grants and rankings. Meanwhile, community colleges, lacking access to these symbolic resources, employ corporate-like strategies, such as taglines and non-traditional logos.     

基于行为导向教学法的高职服装营销课程教学建构

行为向导教学,是二十世纪八十年代在德国兴起一种先进教学手段,现如今它逐渐成为全球各地职业教育改革内容。本文通过理论联系实际的方法,将行为导向教学方法应用于高职服装营销课程之中,旨在培养学生学习热情与解决具体问题的能力,加强学生职业技能,满足国家与社会对服装营销应用型人才的实际需要。     

Potential of the social media as instruments of higher education marketing: a segmentation study

The importance of social media as platforms of social interaction, communication and marketing is growing. Increasing numbers of businesses in various industries have already integrated or plan to integrate social media applications into their marketing programs. Higher education institutions show increased interest in the potential of social media as a marketing tool. Particularly important is the potential of these tools to reach and attract future students. An important issue for research is to understand how potential students use social media and what their role is in the decision making process of choosing a program of study, a University, or College. This paper identifies market segments among future students based on the use of the social media and examines the impact of the social media on the choice of a higher education program and institution.

The study is based on data collected by means of a national survey among future university students in the Netherlands. Future students are pupils from the last two years of secondary education. Market segmentation was carried out based on the use of social media, by means of a cluster analysis and a factor analysis; the latter proved to be the best choice since it produced more differentiated market segments.

The findings indicate the existence of three distinct segments in the population of future students in the Netherlands on the basis of social media use. Another major finding of the study is that future students are mostly interested in social interaction and information seeking when using social media, while the content contributed by this group is limited to photo and video sharing. Compared to traditional communication channels social media still play a secondary role in the students' choice.

While penetration of social media is extremely high among future students, the impact of these in the choice of study and institution is relatively low compared to more traditional forms of university marketing. This paper provides university marketers with a useful insight into the developments in the market and discusses various options and opportunities for engaging social media as effective marketing tools.     

The future of higher education and the future of higher education research

Abstract

Higher education research is closely linked to the debates on higher education policy and practice. It provides the information basis for decisions about the future of higher education. As the themes of the public debate on problems and reform needs in higher education change quickly, higher education research has to anticipate future problems and themes of debates in order to develop concepts and to generate knowledge well in advance. Future‐conscious higher education research might aim to identify likely future changes in thematic areas which are already in the limelight of public attention, as trends in the areas of expansion of higher education, diversification of structures of the higher education system, system steering and institutional management as well as internationalisation and globalisation suggest. Moreover, future‐conscious higher education research should try to identify thematic areas not frequently discussed at present but likely to be major issues in the future. For example, professionalisation of higher education in terms of the emergence and expansion of new administrative and service professions in higher education institutions might have far‐reaching implications in the future and is worth to be paid attention by higher education researchers.     

高等教育制度创新是高等教育发展的源动力

从“大学是什么”、“大学之道是什么”入手,揭示大学制度建立发展中的基本问题,阐明制度创新是大学数百年发展进程中的不变动力。立足现实、面对挑战、着眼未来,提出了中国高等教育制度在新世纪创新发展的四项原则,并诠释中国大学应具有的理念,强调要坚定追求真理的职业信念、高扬理性。     

高职院校营销调研实训教学初探

营销调研能力是高职市场营销专业学生必须掌握的核心能力之一,实训教学是营销调研能力培养的关键环节。实训教学内容应涉及营销调研活动的主要环节,采用现场性和非现场性实训相结合的方式,抓好实训教学的组织和实施过程,提供其实施所需的内外部条件。     

高等教育的治理:重构政府、高校、社会之间的关系

在高等教育领域推行治理 ,已成为许多国家高等教育改革追求的目标。高等教育的治理 ,首先意味着政府的角色或功能将发生重大变化 ,政府不再是高等教育产品的惟一提供者 ,政府对高校的管理由“政府控制模式”向“政府监督模式”转变 ,在资源配置方面 ,将更多地引入市场机制 ,政府、学校和社会之间存在着权力的依赖和互动 ,它们之间的关系将发生重组。高等教育治理的基本特征是非国营化、去中心、自治和市场化