Export market orientation behavior of universities: the British scenario

This study seeks to extend our knowledge of export market orientation (EMO) in the context of British universities with regard to recruitment of international students. Export marketing remains an area of limited focus in the marketization of higher education literature. The study predominantly follows a quantitative research design using survey methods. A sample of British universities was studied and partial least-squares analysis was performed. The findings indicate that four export higher education-specific variables are important drivers of EMO in universities. The paper also confirms EMO's direct effects on university export performance and its indirect effects mediated through university international reputation. In light of these findings, a number of implications are advanced for university management. The study also makes important theoretical contributions: it contributes to a growing body of literature on marketing of higher education; it enriches the export marketing literature by examining EMO in a service setting and it adds to the EMO–export performance relationship by examining the mediating role of international reputation. The findings are limited to British universities. Therefore, they may not be generalizable to other geographical areas. In addition, the results of this study were obtained from a small sample size and generalization of the findings to other higher education institutions should be made with caution.     

Concepts in Conflict: Students and Customers–An Australian Perspective

ABSTRACT

Increasingly, pressure is being brought to bear on Australian academics as service providers in the higher education ‘industry.’ Students are attracted to universities by marketing and promotion activities which inculcate the perception that the student is a customer. Furthermore, education is being treated by various governments as a commodity which may be purchased by customers in a free market system. The authors argue that students are not customers in the sense currently recognised by business. An alternative view of the customer base of an institution is put forward. This alternative more effectively accounts for the variety of interests that must be served by the higher education industry.     

学术资本主义及其对美国高等教育的影响

20世纪70年代兴起的学术资本主义思潮对美国、英国等国家和地区的大学基本定位、专业设置以及科研趋向等方面都产生了深刻影响。面对学术资本主义给高等学校带来的重要影响,我国大学应该采取积极的应对策略,包括建立学术与创业双赢的管理模式,引导高校教师角色的转变,促进学科均衡发展,拓展大学的社会服务功能。     

高等教育后大众化时代大学内部质量管理路径探析?

后大众化时期高等教育特点要求高等教育质量管理向信息对称、绩效管理和常态监测转变,世界各国在高等教育后大众化质量管理和保障的具体实现方式和路径存在一定差异,但是“战略规划”的制度建设成为后大众化阶段大学内部质量管理的相似性选择。     

大学不能回避战略规划

从20世纪80年代起,美国大学纷纷开始实施战略规划活动,我国大学在20世纪90年代也纷纷开始了自主性的战略规划活动,然而对于大学战略规划活动的有效性问题却始终存在争议,相关实证研究也呈现出支持和否定两种结果。但对大学来说,实施战略规划至少可以有效终止组织内的争论、凝聚发展力量,同时战略规划还是大学回应外部利益相关者重大关切的工具。大学实施战略规划肯定会出问题,但出问题并不表明战略规划在本质上是无效的,真正应该思考的是如何应对这些不可避免的问题。大学必须充分认识到,实施战略规划是为了帮助其更清晰、更有效地思考。此外,如果大学不实施战略规划,就会挑战现有秩序,丧失合法性。以上这些理由决定了大学不应该回避战略规划。     

基于市场导向的高等职业教育研究——以湖北三峡职业技术学院为例

在产业转型升级、经济体制发展的背景下,职业教育的进步为社会经济发展提供了重要的人才支撑.办人民满意的高职教育,必须坚持市场导向,改革人才培养模式,加强专业建设、课程建设、校企合作,提升社会服务能力,提高就业率.     

Research planning and management in non‐traditional research discipline areas

Abstract

In its drive for higher efficiency and effectiveness in higher education, the Australian Commonwealth Government released its policy on higher education, Higher Education: A Policy Statement during the late 1980s which contributed to the introduction of performance indicators to manage and assess the performance of the higher education system. The research component of annual Commonwealth funding to universities, called the Research Quantum, is now distributed by a set of performance indicators: external research income, publications count and higher degree research completions. This paper analysed the impact of these indicators on the research activities of Australian university academics based on Leibenstein's model of X‐efficiency. Although the impact of performance indicators on university academics was found to follow the pressure‐effort relationship, for some respondents, the increase in effort as a result of heightened pressure had involved strategic behaviour. Two conditions that are identified for the minimisation of an institution's X‐inefficiency despite high staff effort are a high ratio of maximising to non‐maximising decisions for both the staff and institution, and for all the institution's essential objectives/activities, and not just those which are measured by the performance indicators. The implications of these findings for the development and application of performance indicators are discussed.     

刍议市场本位的大众化高等教育质量观

本文从正确认识高等教育大众化和确立市场本位的大众化高等教育质量观入手,分析了影响大众化高等教育健康发展的两个观念因素。     

成人教育管理中市场理念的新思维探析

随着社会主义市场经济的不断发展,成人教育由于市场管理理念的缺失而影响着其自身的快速发展。面对成人教育发展过程中的内外需求,切实分析成人教育管理中存在的问题,坚持改革创新,建立具有自身特色的全新的市场管理理念,对实现成人教育的健康、协调发展具有重要的现实意义。     

高等学校特色发展规划存在的若干问题——基于辽宁省79所高校特色发展战略规划文本的分析

本文以辽宁省79所普通高校特色发展规划文本为研究对象,从战略管理角度对高校特色发展战略规划中存在的问题进行探讨,提出实施高校特色发展战略必须健全战略管理环节、必须以"特色"为核心进行战略设计安排、必须"内外兼顾"全面规划,必须高度重视战略实施、战略评估环节等。     

SERVMO: A Measure for Service-Driven Market Orientation in Higher Education

With the intensified pace of globalization and increasing customer expectations, the higher education sector, like other economy sectors, faces increasing competition in terms of serving customers better. Service has been recognized as an effective tool for a competitive advantage. Thus, there is always a need for a more effective way of improving service, specifically in higher education. For this, a strategic and service-oriented marketing construct that is empirically operationalized and tested is deemed necessary. However, this measure of customer-perceived market orientation for service has yet to be developed for academic and practical purposes.

This paper presents the scale development for a service-driven market orientation (SERVMO) in higher education using data from Malaysian institutions of higher learning. The perceptions of senior students were analyzed and the results show that the proposed multi-dimensional construct consists of six components, namely customer orientation, competitor orientation, inter-functional orientation, performance orientation, long-term orientation, and employee orientation. This construct is closely correlated with service quality, customer satisfaction and customer loyalty. Some key implications and future research are also discussed.     

新西兰五年高等教育战略规划的变化

高等教育战略规划为高等教育投资拨款提供导向,体现政府在高等教育上的愿景、优先发展战略以及对未来的规划,其重要性不言而喻。通过对新西兰最近的两个五年高等教育战略规划在高等教育背景、政府愿景和优先发展战略规划方面的变化分析,我们可以一窥其高等教育政策轨迹。     

成熟市场条件下的高等教育国际营销战略

当前的国际高等教育市场正逐步走向成熟，已经初步具备了成熟市场的基本特征。国际高等教育服务供应商要开拓国际市场，以实现可持续发展，必须综合考虑成熟市场的特殊性以及国际高等教育服务的特点，制定与实施相应的国际营销战略。     

皖北旅游市场营销策略研究

安徽省皖北地区区域辽阔,旅游资源十分丰富,市场开发前景广阔,潜力巨大。在旅游市场开发的过程中,市场营销是促进旅游产业发展的重要环节,如何通过皖北旅游营销,提升皖北旅游整体形象,构建旅游精品片区,是当前皖北旅游市场发展的重点。目前,皖北旅游市场在营销中存在着诸如营销观念落后、营销方式传统、产品定位不清晰、缺乏完整的品牌形象等问题,针对这些问题,提出相应的应对策略,希望能为其旅游营销实践提供指导。     

贵州旅游市场现状分析及营销策略研究

贵州是我国的旅游资源大省,但旅游业发展总体水平与先进省市相比还有很大差距,没有真正把资源优势转化为产业优势。本文从贵州省旅游市场的优势和劣势、机会和挑战等方面入手,探讨贵州旅游的市场定位,并对贵州旅游市场的营销策略进行了研究。     

How are graduates and alumni featured in university strategic plans? Lessons from Ireland

This paper presents research from a small-scale study analysing how graduates and alumni feature in the strategic plans of all Irish universities (n?=?7). The data suggest that the word ‘graduate’ is used to describe the work of the university as an enabler for the graduate, to prepare for the employment to acquire key skills, towards a foundation of ‘graduateness’ such as reflective thinking, moral reasoning and lifelong learning aligning with the institution’s key performance indicators. In contrast, ‘alumni’ are featured related to alumnus/alumna success. Irish Higher Education Institutions view alumni as a key enabler to contribute to the university’s mission and vision: through giving, both of their time and philanthropic donations. Based on the strategic plan discourse, the role of alumni in Irish universities suggests a similar trend, relying on alumni as an internal stakeholder with an external ability to offer value to the institution.     

关系营销视角下的高校管理

关系营销的出现改变了营销学的研究范式,它强调某一组织与其利益相关者之间互相信任的关系和长期价值。从关系营销视角出发,研究高校与其利益相关者(学生、用人单位、教职员工、供应商和外部伙伴)的关系及其管理,有利于高校的管理理念从注重短期利益转变为注重长期价值,从加强行政管理转变为加强双向沟通,从监督教师提高教学质量转变为全体教职员工共同关注质量。     

论高职培养目标市场价值取向的合理性及局限

在我国高职院校培养目标问题上存在着过分推崇市场价值取向的倾向。界定了高职培养目标市场取向的具体内涵，分析了市场价值取向的合理性及其局限，提出了超越市场价值取向局限性的策略。     

Determining If Distance Education Is the Right Choice

Abstract

Making decisions about which technologies, if any, are appropriate for your classroom or educational institution has never been easy. These difficult decisions are, however, increasing in their complexity as new technologies continually enter the marketplace, expectations of parents and students rise for more technology in the classroom, budget constraints require institutions to do more with less, and the benefits of distance education place mounting pressures on educators to provide resources beyond the boundaries of the traditional classroom. So how do you as an educational leader make the challenging decisions related to distance education and other technologies in your school? This article provides a framework for results-focused decision making that can help you make complicated choices in even the most challenging of circumstances.     

物理学习策略浅论

物理学习策略是将学习策略理论指导和运用于物理教学,以培养学生物理的策略性学习能力,提高物理学习效率而采用的行动方针和活动方式,对学生进行物理学习策略的培养十分必要。