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.     

Reimagining student employability: a case study of policy and practice transformation

ABSTRACT

Within Australian higher education, there has been an evolving of employability policy, realised in curriculum, at an intersection of the constructs of employment, work-readiness, life-long learning, and career development. The enactment of employability policy has driven an evolution in the practices of higher education in both curriculum and student support. This paper presents a case study of an Australian university which has reimagined the delivery of career and student support services through a framework that envisions preparing students for future worlds of work. The emergent policy framework has transformed organisational structures, human resources, and connections between student support practices and curriculum design. This transformation has generated new intersections of practice and is challenging institutional constructs of expertise. This case study provides transferrable learnings for broader considerations of higher education policy and practice as employability becomes the core driver of student success, and explores layered discourses of policymaking across an institution.     

Tracing the changing value of higher education through English prospectuses 1976–2013

ABSTRACT

This study investigates the changing discourses of the value of degrees in prospectuses between 1976 and 2013, chosen due to the massification of higher education and use of the particular marketing tool of prospectuses. This research analysed the messages in prospectuses through the period in four English higher education institutions of different status, to consider how these changes reveal the communication of the value of the idea of a degree in the period. Four topics of the value of a degree were identified as part of the wider literature review: the value of a degree for traditional liberal purposes; as a marker of prestige of the awarding institution; for graduate employment; and for employability. The research finds that while significant change in each institution’s construction of degree value is reflected in the prospectuses, the adjustments in discourse between each set of prospectuses are incremental, and not necessarily possible to link causally to specific governmental policies. Over the period, a re-calibration of the idea of the value of a degree can be tracked towards employment purposes and away from the traditional liberal idea of higher education. However, a review of the most recent marketing materials indicates some shift back towards a re-valuation of traditional liberal values. The analysis contributes a historical perspective on how higher education can suggest markers to understand shifts in the value of a degree, and also draws on literatures that use institutional materials to examine public discourses of value.     

‘Latino spaces have always been the most violent’: Afro-Latino collegians’ perceptions of colorism and Latino intragroup marginalization

Abstract

This study centers on the racialized experiences of Afro-Latino undergraduates at historically White institutions. Of particular interest, I examine how six Afro-Latino collegains experience intragroup marginalization due to colorism. The research design is undergirded by critical race theory and a critical race methodology. Participants’ narratives reflect how colorism manifests in the lives of Afro-Latino collegians. In drawing attention to a population that has been rendered invisible in higher education, findings from this study guide implications for future research and practice for higher education and student affairs leaders.     

Enhancing the work placement experience of international students: towards a support framework

This article reports the findings from an institutional case study into the work placement experience of undergraduate international students studying at a UK-based university. Given the centrality and importance of the employability and internationalisation agendas in higher education, little published literature considers both and how they impact upon the work placement experience of international students. With past increases in international student recruitment numbers and the drive for students, regardless of their nationality, to gain work experience, there is a need for institutions to better understand work placement from the international students’ perspective. Findings revealed that challenges exist in finding and securing work placement, with critical themes emerging to include placement information, visa rules, culture differences, prior work experience, academic preparation for placement and academic writing ability. A support framework is proposed to assist institutions to consider how they could align their practices to meet international students’ work placement and employability needs.     

Coping by Copying? Higher education institutions’ student recruitment strategies

Growing national and international competition for students puts pressure on higher education institutions (HEIs) to develop marketing and student recruitment strategies; these are also driven by financial stress caused by performance-based funding mechanisms. In this paper we explore Norwegian HEIs’ student recruitment strategies. What type of student recruitment strategies do HEIs develop? How are the strategies linked to the institutions’ student market position? We combine qualitative research strategies including in-depth interviews and document analysis with quantitative analyses of the student market positions of different types of institutions in Norway.

     

International academic staff in UK higher education: campus internationalisation and innovation in academic practice

Abstract

Amidst opportunities for universities to consider international academic staff in supporting internationalisation and innovation in academic practice, there is very little research to provide insights into their attitudes towards institutional approaches and frameworks in place to enable this. This article focuses on this research gap, suggesting that this academic community might enhance the development of internationally-informed and innovative pedagogic practice. The research reported within the article constitutes a preliminary study, set within a UK higher education case study setting. Methods included focus groups and themed in-depth interviews with a sample of 34 international academic staff from over 15 countries. The findings and discussion provide insights into the perspectives and experiences of international academic staff in relation to the Postgraduate Certificate in Teaching and Learning and other institutional practice. Innovative pedagogic practice as enabled by international academic staff is discussed, as are approaches to the internationalisation of the curricula. The findings are relevant to the UK higher education context but also to the global context: academic institutions need to consider whether curriculum and processes are limited and limiting in favour of a narrow cultural lens.     

International study in the global south: linking institutional,staff, student and knowledge mobilities

ABSTRACT

The international mobility of institutions, staff, students and knowledge resources such as books and study materials has usually been studied separately. This paper, for the first time, brings these different forms of knowledge mobilities together. Through a historical analysis of South African higher education alongside results from a quantitative survey of academic staff in three international branch campuses in South Africa, the paper suggests three things. First, it points to the importance of regional education hubs in the global South and their role in South–South staff and student mobilities. Second, it points to the importance of reading these mobilities as outcomes of historically attuned policymaking – educational, migratory and political. Finally, the paper points to the theoretical possibilities that arise by bringing institutional, staff, student and knowledge resource mobilities in place and suggests new avenues for further research.     

Aiming for better employment: a holistic analysis from admission to labour market

ABSTRACT

To address the changing needs of the labour market better, higher education institutions have increasingly aimed to enhance their teaching quality and the learning experiences of their students. Therefore, a key concept of the missions of contemporary educational institutions is to improve students’ employability after graduation. Although extensive initiatives have been undertaken, educational mismatch remains intensely debated and may seriously challenge the greater use of limited human resources in Taiwan. In this study, a vocational-oriented department (baking) of a local well-known university was chosen for a case study. A holistic approach from student admission to entry in the labour market is adopted to analyse student learning, teaching, curriculum planning, and structural and enterprise demands to estimate the extent to which these graduates fit the requirement of employers. Research findings indicate multiple gaps in skill formation, intended labour needs, and career ladders. These gaps bring profound implications to questions about strengthening the linkage or transitioning from higher education to the labour market.     

Professional staff contributions to student retention and success in higher education

ABSTRACT

Student attrition remains a persistent problem within the Australian higher education sector. Contributing factors include financial, reputational and quality issues, which can pose significant risks for a university’s sustainability. Institutional culture is fundamental to decisions student make about withdrawing or remaining in higher education. Therefore, student retention requires a sustained, deeply embedded commitment from all parts of the institution, placing student experience at the forefront of all activities in the student lifecycle. Applying a lifecycle approach to the way in which institutions think about student retention benefits students by providing comprehensive and consistent support. Given that less is known about how professional staff contribute to student academic learning journeys as part of whole of institution responses to student retention, this paper focusses on the contributions that professional staff make within the student lifecycle and how they can most readily map their contributions to student retention and success.     

Understanding value in the student experience through student–staff partnerships

ABSTRACT

Questions such as ‘what is value in the student experience?’ and ‘how do we measure or assess value in higher education?’ remain an under-researched area. However, in the context of marketisation and competitive forces in higher education, there is a need to unpack what is value in the student experience. In this article, a conceptualisation of value that can be applied in higher education (known as value-in-use) is introduced and applied to a specific and increasingly important aspect of the student experience – student–staff partnerships. Qualitative survey data (n?=?97) and interviews (n?=?35) from ten cases of various manifestations of student–staff partnerships in the Australasian context is presented and assessed in relation to value. The findings highlight that student–staff partnerships may enhance value in the student experience and that value-in-use may be an appropriate lens through which to continue to explore how value is created and measured in the student experience.     

An analysis of higher education staff attitudes in a dynamic environment

Abstract

Since 1980 the staff student ratio in the UK has halved. This has been contributed to, amongst other factors, by the massification policy of the UK government. The requirement to publish, the view of students as consumers, an increase in managerialism, and reduction in real pay levels as well as the threat of compulsory redundancies have also been changes which have affected the attitudes of staff. As a result of these factors, the experience of both academics and students has deteriorated, and this is likely to continue. This paper uses survey data from three higher education institutions, which indicates a reduction in the satisfaction of staff over a number of years. Interviews with key informants and a literature review also support the view that levels of stress are increasing amongst academic staff within UK Higher Education institutions.     

Integrating Strategic Marketing on an Institutional Level

ABSTRACT

Marketing of higher education has been approached mainly from the operational level as tools for student recruitment and income generation. Responsible marketing in higher education, as called for by its terms of reference, is concerned with how to effectively bring students into contact with programs that are both beneficial and rewarding from the broadest sense of personal as well as societal fulfillment. This paper proposes how the competencies of marketing contribute to integrating marketing strategies in institutional Strategic planning.     

Academics’ and employers’ perceptions about responsibilities for employability and their initiatives towards its development

This paper reports the results of preliminary research into how Portuguese academics and employers perceive the responsibility of different higher education stakeholders—students, teaching staff, higher education institutions, employers, and policy-makers—for developing graduate employability. The study was conducted 8 years after the implementation of the Bologna Process, the reform that placed employability firmly on the agenda of higher education institutions (HEIs) in Portugal. This paper aims to assess the extent to which higher education is held responsible for developing employability, and to characterize the activities undertaken by the two actors to achieve that end. In particular, with respect to academics, we characterize curricular and other changes to study programmes, and, with respect to employers, their participation in activities undertaken by HEIs meant to ease the transition of students to the labour market. The data comes from a survey responded to by 684 Portuguese academics and 64 employers. Academics and employers alike were found to attribute high responsibility for developing employability to higher education, suggesting that the political message of the Bologna Process regarding the relation between higher education and the labour market has been assimilated. However, the activities reported by both types of respondents indicate only an average commitment to developing employability. Here, the low participation of employers in internal institutional activities is noteworthy, suggesting that the recognition of employers as stakeholders in higher education, as advocated by policy-makers, has yet to happen in Portugal.     

‘Teaching excellence’ in higher education: a comparative study of English and Australian academics’ perspectives

ABSTRACT

In the current higher education (HE) environment, indicators of ‘teaching excellence’ (TE) are increasingly under the spotlight. The literature offers a wide range of models and perspectives, but also highlights the need for greater (comparative) scrutiny of the perceptions of those at the centre – staff teaching across the disciplines in different countries. This article aims to contribute to ongoing debates by investigating and comparing the views of 120 academic staff teaching in one of two countries – England and Australia – in an attempt to deepen our appreciation of their definitions and understandings. The findings from this two-stage enquiry using online questionnaires and interviews indicate broad commonalities in the ways in which academics define TE, centred on facilitative, interactive pedagogy related to individual professional aspirations; they also reveal widely shared reservations about the term’s legitimacy and institutional/marketised (ab)use. As such, the findings offer policy-makers and institutions useful insights at a time when TE definitions and metrics are growing global pre-occupations.

Abbreviations: teaching excellence (TE); higher education (HE)     

Time to reconsider the strategic role of system(s) for monitoring higher education graduates’ careers?

The “employability” paradigm is beginning to be publicly regarded as one of the key developmental paths and “modernisation” principles of higher education institutions. In this context, the article first overviews the existing practices for tracking graduates’ early careers in Europe. Next, it identifies and discusses relevant conceptual aspects for designing system(s) for tracking graduates’ careers and using the results of graduate studies. This includes understanding and interpreting employability, possible societal tensions surrounding higher education when seeking to support the needs of graduates, employers or initiating new “professional projects”, and the development of disciplinary assumptions about career success. Third, based on the results of a national survey among higher education institutions in Slovenia, it explores institutional views related to establishing systems for monitoring graduates’ “employability”. Understanding higher education institutions’ attitudes and capacities towards monitoring the employability of their graduates is important for the success of tracking surveys in terms of their involvement in the collection of data, adapting the research instrument to reflect possible disciplinary particularities and the use of survey results. By combining the institutional perspective with the previously elaborated conceptual framework, the article calls on higher education stakeholders to support the strategic function of career monitoring systems for exploring new professional opportunities of graduates in the context of broader societal and economic developments.     

Internationalisation and indigenisation in Papua New Guinea’s universities: promoting authentic agency

ABSTRACT

In uncertain times for higher education learning communities, the risks of societal and epistemic dependence on a single globally dominant set of academic knowledge practices are evident. Nonetheless, many higher education institutions in developing nations struggle to achieve international presence unless they uncritically adopt these dominant practices, even where they recognise the need to use and promote local knowledge systems. We explore these dynamics in postcolonial Papua New Guinea, through an assessment of the intentions for internationalisation of the six PNG universities and barriers to agency. Our approach recognises the dialectical relationship between ‘internationalisation’ and ‘indigenisation’. We suggest that a pervasive but narrow view of indigenisation, emphasising the localisation of university staff, has hampered other forms of both indigenisation and internationalisation, producing more stasis than synthesis within PNG’s universities. Effective international agency by PNG universities, and their partners, requires more critical and continuous discourse between the international and the indigenous.     

Community College Student Dropouts from Higher Education: Toward a Comprehensive Conceptual Model

ABSTRACT

Historically, higher education research has focused on traditional students (i.e., recent high school graduates at a residential, 4-year institutions), but community college students are quickly becoming the new traditional student (Jenkins, 2012). In the fall of 2011, more than one third (36%) of all students enrolled in postsecondary education and almost half (46.7%) of all students enrolled in a public postsecondary institution were enrolled at a community college (Knapp, Kelly-Reid, & Ginder, 2012). However, community colleges have struggled to match the persistence rates at other institutional types. The 2011 2-year public community college national 3-year persistence-to-degree rate was 26.9% (American College Testing [ACT], 2011). The purpose of this paper is to review the literature regarding the most prominent theoretical frameworks for community college student persistence and suggest a new theoretical construct. The resultant framework is termed the Collective Affiliation Model because it views the student’s sense of belonging with the college as only one of many senses of belonging in the student’s life (e.g., family, work). The Collective Affiliation Model does not view student dropout as the student’s inability to integrate into the life of the institution; rather, it views it as the institution’s inability to collectively affiliate with the student. This model’s strength is that it does not work from a student deficit model. Instead, it provides a new framework for researchers and practitioners to better understand and address student drop-out at community colleges.     

Is There a Need for a European Institutional Research?

Recent changes in European higher education have accompanied a strong desire and need by national ministries to have comparable data across institutions and a growing recognition from campus leaders that effective planning and decision-making requires reliable institutional data and analyses. This has induced changes and restructuring of duties and roles of administration, administrative staff and academic staff. In North America, internal institutional data analysis is often referred to as institutional research. We examine the roles and functions of institutional research within North America and how the changes within European higher education have created a purpose for institutional research. Specifically, we explore the topical areas of institutional assessment, data management, institutional governance, as well asthe changing identity of academic professionals within European universities. Within our examination, we explore in-depth one European country’s higher education system to demonstrate how history, culture and legislative changes manifest into a need for institutional research.     

University student perspectives on institutional non-disclosure of disability and learning challenges: reasons for staying invisible

ABSTRACT

Students with disabilities (SWD) in Australian higher education need to disclose to their institution to access a range of ‘reasonable adjustments’ to support their learning. Nationally, 5.8% of the university population disclose their disability to their institution. It is suspected that there is a much larger population of students who choose non-disclosure, and therefore decide not to access support. Very little is known about the reasons for non-disclosure as this group represents a hidden population in higher education. The research reported here is based on a survey of undergraduate students in one regional Australian university where disability was reframed as ‘learning challenge’. This identified the institutionally non-disclosed group. This research identified that there were sound reasons for non-disclosure, students continually weigh up potential disclosure during their study, and students have difficulty with the disclosure process. We conclude that institutions need to understand that they have an invisible group of non-disclosing SWD in their student populations and that, to meet their learning challenges, universities need to support changes to policies, procedures and curriculum design.