Marketing for Higher Education: A Relationship Marketing Approach

Retaining students is becoming increasingly important for institutions offering higher education. Thus, ideas from relationship marketing (RM) should be of great interest to university and college officials entrusted with student enrollment and retention. The RM approach means that great importance is attached to the creation of student value. The value proposition to students should match their needs. The creation of value should be regarded as an ongoing process over the lifetime of the relationship. Student surveys should be carried out and analyzed thoroughly in order to identify key success factors for student value and student loyalty. This study is based on a research model in which loyalty is the ultimate variable. Path coefficients of direct and indirect drivers of loyalty are estimated by way of a structural equation modeling approach, and implications for decision makers and further research are discussed.     

Towards a clearer understanding of student disadvantage in higher education: problematising deficit thinking

The increased diversity in the student body resulting from massification poses particular challenges to higher education. This article engages the uncritical use of the ‘disadvantage’ discourse and its effect on pedagogy. It explores some of the challenges of coping with student diversity, with particular reference to the South African context. Students enter higher education institutions with a variety of educational backgrounds, not all of which are considered to be sufficient preparation for the demands of higher education. The dominant thinking in higher education attempts to understand student difficulty by framing students and their families of origin as lacking some of the academic and cultural resources necessary to succeed in what is presumed to be a fair and open society. This constitutes a deficit thinking model: it focuses on inadequacies of students and aims to ‘fix’ this problem. In the process the impact of structural issues is often ignored or minimised. Employing a deficit mindset to frame student difficulties perpetuates stereotypes, alienates students from higher education and disregards the role of higher education in perpetuating the barriers to student success. In the process, universities replicate the educational stratification of societies. This article suggests that we need to find more suitable responses to diversity in the student body. These require a change in our way of thinking: we need thoughtfully to consider the readiness of higher education institutions to respond to students and to cultivate the will to learn in students. We need to find ways to research the full texture of the student experience and to value the pre-higher education contexts from which students come. In addition, the notion of ‘at risk’ students could be helpful and the original sense of the concept needs to be reclaimed.     

Assessing antecedents and consequences of student satisfaction in higher education: evidence from Malaysia

This paper explores the interrelationships of the key influences on student satisfaction via multivariate analysis from three groups of university students in two popular private universities in Malaysia. The correlation coefficient and structural model indicated that student satisfaction is influenced not only by academic quality, but also by the university core services, information technology services, and skill building. These dimensions are linked to one another. The strong interrelationships between these dimensions are indicative that holistic approach needs to be adopted rather than dealing with each dimension in isolation in creating a valued education. Significant performance gaps of key influences indicated that the satisfaction levels are below students’ expectation despite the satisfaction scores being above average. Academic assessment, teaching quality, and IT are areas where a university management needs to prioritize resources in order to increase student satisfaction. Students who perceived higher value are more likely to have higher repurchase intention.     

Understanding the characteristics of effective professors: the student's perspective

Increasingly, higher education institutions are realising that higher education could be regarded as a business-like service industry and they are beginning to focus more on meeting or even exceeding the needs of their students. Recent research findings suggest that the factors that create student satisfaction with teaching (‘teaching satisfiers’) may be qualitatively differently from the factors that create dissatisfaction with teaching. Thus, this research uses the Kano methodology to reveal the characteristics of professors that students take for granted (‘Must-be factors’) and that have the potential to delight them (‘Excitement factors’). Kano questionnaires containing 19 attributes of effective professors taken from previous studies and focus group discussions were handed out in two marketing courses to 63 postgraduate students enrolled in a service marketing course. The Kano results corroborate previous US findings that revealed the importance of personality in general and support studies that stress the importance of professors creating rapport with their students in particular.     

Being (Dis)Engaged in Educationally Purposeful Activities: The Influences of Student and Institutional Characteristics

The self-reported experiences of 50,883 undergraduates at 123 institutions were analyzed using a multinomial hierarchical model to identify individual and institutional characteristics associated with varying levels of student engagement in educationally purposeful activities. Parental education and student academic preparation were positively associated with higher levels of engagement. White students were generally less engaged than students from other racial and ethnic groups whereas men were more likely to be either disengaged or highly engaged compared with women. Students at public institutions and research universities were less engaged than their counterparts at private colleges and other institutional types. Individual student perceptions of certain aspects of the institutional environment affected engagement in complicated ways.     

International student destination choice: the influence of home campus experience on the decision to consider branch campuses

Previous research has found that the country and institution choices of international students are greatly influenced by recommendations they receive from others who have experience of undertaking higher education overseas. For Western universities, it is of utmost importance to satisfy their international students, who can then encourage the next generation of international students to attend those same institutions. However, student satisfaction is not the only factor at play. Using a framework of ‘push and pull’ factors, rooted in the international student choice literature, this exploratory study investigates the determinants of destination choice of international students who decided to study at a university in the UK and examines their attitudes toward international branch campuses. The survey results and analyses suggest that overseas campuses could pose a considerable threat to home campuses in the competition for international students in the future.     

Values education and student satisfaction: German business students' perceptions of universities' value influences

As a result of the past decade's financial crises, the focus on students' values as an output of higher management education has increased. Simultaneously, marketing theory has become prevalent in the management of higher education institutions, such that student satisfaction represents a key output variable for their service provision. This study integrates both perspectives to investigate how values-oriented education relates to student satisfaction. A sample of 191 respondents from a German university reveals that business students expect more value influence than they believe their institution actually delivers. Furthermore, students' perceptions of the value influence delivered by their university increase their satisfaction with the institution. Finally, the value influence students expect is more closely associated with universalism values (connected to sustainability and CSR) than with power values. These results imply that universities can increase student satisfaction if they coordinate opportunities to discuss and shape values, particularly with regard to universalism ideals.     

The emergence of contesting motives for student feedback-based evaluation in Australian higher education

Student feedback-based evaluation performs a significant social role in framing perceptions of the quality of teaching in contemporary Australian higher education. Yet its emergence is a relatively recent phenomenon, having only been in widespread application since the mid-1980s. The early manifestations of student feedback-based evaluation came with newly emerging academic development units with a motive to enhance the quality of local teaching and to afford student retention. However, new motives for assailing student feedback evolved with the rapid growth in student numbers, the introduction of student fees and heightened levels of inter-institutional competition for students. As a result, student feedback-based evaluation progressively became also a powerful proxy measure of teaching and curricula quality assurance at an individual, institutional and sectoral level [Blackmore, J. (2009). Academic pedagogies, quality logics and performative universities: Evaluating teaching and what students want. Studies in Higher Education, 34(8), 857–872. doi:10.1080/03075070902898664]. This generated critical tensions between the seminal motive of student feedback around quality improvement, and the rising quality assurances discourses, academic performance management demands and institutional marketing. In this paper, the complex social origins of these competing motives for student feedback-based evaluation in Australian higher education will be explored and analysed. It is argued this provides an important means of understanding the polarising effects of student feedback-based evaluation in Australian universities.     

Appreciating the Needs of Non-Traditional Students: Women as a Growing Market for Colleges and Universities

ABSTRACT

In response to this unprecedented growth, higher education is finally recognizing the contribution of the adult learner. Previous research has explored what the “nontraditional” student values in an education. While our knowledge base regarding the nontraditional learner continues to expand, relatively little research has been conducted on an important segment of this market-nontraditional women. As such, the nontraditional woman represents an important target market for colleges and universities. Therefore, the purpose of the present study is to better understand the unique educational needs of the nontraditional woman. A convenience sample of 197 non-traditional women and men from a mid-western university participated in the study. Perhaps the most interesting finding to emerge from the present study (from a marketing perspective) is the notion of three distinct market segments of non-traditional women. Implications for higher education administrators are discussed.     

An examination of freshmen to senior general education gains across a national sample of institutions with different general education requirements using a mixed-effect structural equation model

This study investigated differences in freshmen to senior student general education gains across institutions with varying patterns of general education requirements using a mixed-effect structural equation model. The subjects were 6,409 students at 34 nation-wide colleges and universities. Students attending institutions where less than 40 percent of undergraduate curricular requirements were devoted to general education and where there was not equal distribution of general education courses within the requirement were found to have significantly higher general education gains than did students who attended institutions where 40 percent or more of the undergraduate curriculum was devoted to general education and there was equal distribution of courses within the general education requirement.Presented at the Association for Institutional Research Annual Forum, Atlanta, Georgia, May 10–13, 1992.     

印度高等教育国际化发展评略

由于高等教育国际化发展水平、大学数量及教育质量等方面所存在的问题,印度已成为智力外流的主要国家之一。在高教改革的推动下,印度的私立院校较之公立大学在开发创新服务项目和满足西方大学学术研究及学生的需求等方面,显示出更强的竞争力和灵活性。印度只有建立有效的学生支持服务体系及质量评估策略,与国外大学机构实现功能对接,才能在高等教育国际化发展中成为对外国留学生和教师流动有吸引力的国家。     

Dyslexia in Greek higher education: a study of incidence, policy and provision

Dyslexia is defined as a disability that primarily affects reading and writing. Internationally, the number of dyslexic students entering higher education is on the rise. It is estimated that students with dyslexia represent a small but significant minority. Many English-speaking countries have developed support services and teaching practices to accommodate dyslexic students' educational needs. In Greece, research on dyslexia is very limited. The purpose of this study is to define the incidence of dyslexia among the Greek student population and to examine dyslexic students' age, gender and major field of study. Data were collected from a total of 406 departments at all Greek public institutions of higher education (n = 32). The existing practices for identifying and provisions for supporting dyslexic students were also examined. The incidence of dyslexia in Greek higher education was estimated to be 0.16%, which is far below the estimated incidence in the general population. Interesting results were yielded regarding the variability of higher education institutions' responses to dyslexia. In almost all Greek institutions, provision takes place in the form of oral examinations and generic counseling. technological education institutions (TEIs) seem to be more aware of the educational needs of dyslexic students, possibly because they have three times more dyslexic students than higher education institutions (HEIs). All Greek universities deal with the needs of dyslexic students on an individual basis, making provision reactive rather than proactive. The results of the present study are discussed in the light of inclusive education and equality of opportunity for students who learn in a different way but do not differ from their counterparts in terms of intelligence or general abilities.     

Choices of destination for transnational higher education: “pull” factors in an Asia Pacific market

Traditional assumptions favouring native English language countries in transnational higher education (TNHE) overlook experiences of international students in new emerging Asian education hubs. Specifically, there has been limited research relating to international students’ choice for studying in Malaysia. Drawing from the “push-pull” model of factors influencing the movement of international student destination choice, this study identifies determinants of student destination decision for TNHE. While acknowledging perceived qualities and values of individual institutions as important criteria, findings from interviews with students that are currently enrolled at international branch campuses also indicated key influences driven by “pull” factors of country image – attractive features of Malaysia, i.e. comparatively low cost of living, low tuition fees, safe country for living, stable government, modern amenities, proximity in culture and religion and freedom from discrimination – as focal motives in their choice decision. These findings provide implications for policy-makers to deploy their educational resources as well as develop effective promotional and marketing strategies in promoting the local reputation and amenities in order to attract more international students.     

Bachelor’s Degree Completion Across State Contexts: Does the Distribution of Enrollments Make a Difference?

Growing accountability pressures, accompanied by a lack of readily accessible measures of institutional performance, have led to an increasing focus on graduation rates. Although previous research has illuminated myriad factors influencing students’ likelihood of educational success, it has not paid adequate attention to how state contexts may shape student outcomes. I build on the small but growing body of research exploring the role of state characteristics in facilitating student success in higher education. Controlling for a range of state and individual attributes, I examine how one aspect of the state context––the distribution of enrollments in 2 vs. 4-year public institutions––is related to bachelor’s degree attainment of students attending public 4-year colleges and universities. The results suggest that the larger the proportion of students attending community colleges in a state, the higher the probability of bachelor’s degree attainment at public 4-year institutions. This appears to be a product of student sorting: the presence of community colleges facilitates sorting of students into higher education in a way that is associated with higher degree completion at public 4-year institutions. These findings have important implications for research on student outcomes and policies aimed at evaluating the performance of public 4-year institutions.     

Expanding higher education: institutional responses in Australia from the post-war era to the 1970s

The history of universities in the twentieth century is, at least from the perspective of growth, a massive success. Australian higher education is no exception. Prior to the Second World War, Australia had six universities and approximately 10,500 students. Now there are in excess of one million students attending 39 institutions. In each phase of student expansion, governments have sought to make universities accessible to new segments of the community, a pattern that informs contemporary social inclusion initiatives. This paper focuses on two successive periods – the 1940s/1950s and the 1960s/1970s – during which university participation expanded. Comparing two universities which were at that time very different from one another – the University of Sydney and the University of New South Wales – I consider the ways both universities approached admissions to understand what each institution hoped to achieve in attracting students beyond the traditional elite. This helps move beyond government strategy and rhetoric to consider what universities believed was at stake as they enabled new students to enter their communities.     

英国高校国际学生学费的变化及其对高等教育的影响

在全球化时代，高等院校学生的全球流动给国际学生输入国的政治、经济以及高等教育带来了重要影响。英国作为国际学生的主要接收国之一，其优质的高等教育吸引着来自世界各地的学生。在新自由主义意识形态、国际教育服务贸易理念与高等教育财政拨款投入制度的影响下，英国逐步向国际学生收取高额学费。英国高校国际学生学费的变化呈现出新的特点，影响着国际学生的来源结构、生源数量与质量，可能导致高校课程调整与师资流失。国际学生学费的变化引发了英国社会对高等教育市场化取向与国际学生公平教育权益的讨论，并实施了将国际学生学费与院校国际教育质量挂钩、以奖助学金形式平衡国际学生学费压力等具体改革举措。     

Student Expectations of Tertiary Institutions: A case study of the Fiji National University (FNU)

Education is a human right and Fiji’s tertiary education board recently declared that all tertiary institutions in Fiji must abide by the framework in order to meet student–customers’ needs. The Fiji National University’s (FNU’s) destiny to be Fiji’s leading higher education provider could be a reality if students and staff’s expectations are considered in all decision-making processes and at all levels of management. Preliminary research was conducted on a newly proclaimed government university: the FNU. The results revealed negative quality gaps whereupon there is a high intensity of student dissatisfaction with the services provided by the FNU. FNU as a community of social and education providers needs an atmosphere to provide social and educational development at all levels to meet the social and education needs of every staff and student in order to protect the basic human rights of its staff and students, and to qualify as an education provider that is internationally acceptable.     

师父、师傅还是老板——从教师角色看研究型大学师生关系

高校教师评价体系重科研轻教学、研究生需求的多元化和功利主义的校园文化,构成了现代研究型大学师生关系的背景因素。根据教师在师生关系中自身角色认知不同,大致可将教师分为＂不愿妥协的清高者＂、＂信奉适者生存的现实主义者＂和＂主动搏击的操控者＂3类,而这3类教师对待学生的态度有显著区别。研究发现,在师生利益的博弈中,学生正沦为教师制造科研业绩的工具,忽视教师在道德和人格上的榜样作用对学生的全人发展非常不利。唯有在教师评价中增加道德实践的标准,通过大学教师发展树立起教师的学术责任意识,加强师生沟通,才有可能挽救逐渐淡漠甚至异化的师生关系。     

A probabilistic approach to student workload: empirical distributions and ECTS

The ECTS, European Credit Transfer System, is now widely used throughout higher education institutions as it facilitates student mobility within Europe and the comparison of study programs and courses. Most European institutions provide students with the number of ECTS each course and module is worth. A full-time student needs to complete 60 ECTS per academic year, which represents about 1500 to 1800 h of study. However, there is a lack of research showing that ECTS metrics have been properly implemented in different degrees and universities. The aim of this paper is to assess the relevance of the ECTS metric as a valid indicator of students’ and courses’ workloads. Detailed workload measurements have been taken in two Spanish universities, with 250,000 work hours monitored from 1400 students. This is the first study published with such a large dataset that includes a range of simultaneous courses and throughout a whole semester. Empirical distribution functions of workload indicators have been obtained. Evidence is provided indicating that nominal ECTS credit hours may be overestimated, that the variability of student workload could be too large for ECTS to sensibly characterize course workload, and that workload statistics of courses with same nominal ECTS are generally not comparable. Although the ECTS metric conception seems to be a valid metric to facilitate mobility between different institutions and higher education systems, in practice, according to this study, it requires revision, at least in the two institutions that have been included in this study. Further studies like the present one are required to test if this is a broader problem that has implications for the comparability of degrees across Europe.     

Educational expenditures and student engagement: When does money matter?

The few studies focusing on the relationships between higher education expenditures and student outcomes have produced contradictory results. This study hypothesized that the lack of consistent relationships is a function of the fact that the effects of expenditures on outcomes are mediated by student engagement. Furthermore, it is expected that the relationships between expenditures and outcomes are contingent on the characteristics of the students and institutions being studied. The present research examined the relationships between higher education expenditures and students’ engagement in educationally purposeful activities, after controlling for a variety of student and institutional characteristics. Using data from a nationally representative sample of colleges and universities, the findings indicated that the relationships between expenditures and student engagement are very complex. Relationships differed by institutional control, students’ year in school, and the type of engagement measure included in the analysis.