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.     

Parents and youth with learning disabilities: perceptions of relationships and communication

The study examined perceptions of family relationships and communication in 52 families who have an adolescent child diagnosed with learning disabilities (LD) with a matched group of 52 families who have a child without LD. Parents and youth completed a self-reported Family Relations and Communication Scales assessment. Findings revealed parents perceived their child as either overinvolved or underinvolved with their parents and not sharing the same values and norms as their parents. Findings indicated that parents of youth with and without LD share similar perceptions of both the openness and problematic aspects of family communication. Youth with and without LD reported higher levels of problematic maternal involvement than perceived by the mothers; youth without LD rated their mothers' affective expression higher than reported by their mothers; both groups of youth perceived their mothers' and their fathers' communication as less open and more problematic than reported by their parents.     

Character and organization

In recent years, questions of ‘character’ have become increasingly prominent in a range of policy contexts, from education to social welfare and from business to healthcare. What unites these various contemporary paens is an assumption that building ‘character’ is a crucial component of ethics and that it holds the key to establishing and maintaining virtuous conduct; moreover, that the cultivation of ‘character’ is at best under-valued and at worst actively undermined and denigrated in any number of contemporary economic and organizational practices. In this paper, we seek to interrogate key aspects of this upsurge of interest in ‘character’ as it has been articulated in particular recent and on-going debates about the reform of organizational life. We argue that this ‘turn’ suffers precisely from an abstraction and lack of contextual specificity – not simply in relation to questions of ‘character formation,’ but also in regard to matters of organization, and indeed the relationship of the one to the other – that severely curtails both its ethical reach and explanatory power.