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1.
Marketing for Higher Education: A Relationship Marketing Approach   总被引：3，自引：3，他引：0  
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.  相似文献   

2.
As competition intensifies, higher education providers are facing ever more complex challenges in attracting and retaining students. These new marketing challenges have necessitated a need to more comprehensively understand the factors that lead to positive perceptions of the institutions services, as well as positive referral of the brand. This research focuses on students' perceptions of the importance of satisfaction, trust, and commitment in the development of student loyalty. In particular this research examines whether or not these antecedents differ for male versus female students. A structural equation modelling approach was adopted using a sample of 447 students. Despite literature which characterises males as task oriented, and females as relationship oriented, gender did not influence the salience of the antecedents to loyalty. These results show that first and foremost both gender groups seek to form affective and emotional bonds with their institution and hence a sense of psychological closeness to it. Student satisfaction was found to be the second most important driver of loyalty across both genders. Conclusions, implications and opportunities for future research are presented. From a managerial perspective, it is expected that uncovering the importance of key relationship marketing constructs between genders will enable higher education institutions to develop more targeted relationship marketing programs.  相似文献   

3.
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.  相似文献   

4.
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.  相似文献   

5.
This paper examines discussions of Generation Y within higher education discourse, arguing the sector's use of the term to describe students is misguided for three reasons. First, portraying students as belonging to Generation Y homogenises people undertaking higher education as young, middle-class and technologically literate. Second, speaking of Generation Y students allows constructivism to be reinvented as a ‘new’ learning and teaching philosophy. Third, the Generation Y university student has become a central figure in concerns about technology's role in learning and teaching. While the notion of the ‘Generation Y student’ creates the illusion that higher education institutions understand their constituents, ultimately, it is of little value in explaining young adults' educational experiences.  相似文献   

6.
We aim to examine the international student perceived service quality of Business Schools located in Thailand to link it with their intentions to remain loyal. The survey based approach is adopted to collect data from 300 international students enrolled in various business schools in Thailand. All the dimensions of PAKSERV except Personalization are found to positively contribute to student satisfaction, which strongly leads to their loyalty to business schools. This is the first study which validates the PAKSERV scale in a business school context while collecting data from international students – investigating their perceptions of service quality to link it to their loyalty to business schools. The findings call for investment in faculty and process development to improve the international student perceptions of business schools located in Thailand. The findings will help Thai higher education policymakers specifically to improve student perceived service quality in order to attract and retain international students.  相似文献   

7.
This study empirically investigates the relationship between satisfaction with educational service augmenters and consumer loyalty within the context of the international student market. An enhanced state of consumer satisfaction, also labeled as delight, is captured by focusing on service augmenters that fall outside the domain of the core educational service. The results indicate that while satisfaction with the augmenters does determine consumer loyalty, the augmenters that enhance the delivery of the core seem to have the strongest impact on consumer loyalty. Apart from research implications, the findings have interesting managerial implications, especially for administrators in educational institutions and policy makers associated with U.S. higher education.  相似文献   

8.
The association of research and teaching, and the roles and responsibilities of students and academic staff and the nature of their interrelationship are important issues in higher education. This article presents six undergraduate student researchers’ reports of their learning from collaborating with academic staff to design, undertake and evaluate enquiries into aspects of learning and teaching at a UK University. The students’ reflections suggest that they identified learning in relation to employability skills and graduate attributes and more importantly in relation to their perceptions of themselves as learners and their role in their own learning and that of others. This article draws attention to the potential of staff–student collaborative, collective settings for developing pedagogic practice and the opportunities they can provide for individual student's learning on their journey through higher education.  相似文献   

9.
This paper aims at exploring student needs and motives to pursue higher education in Syria. Based on the model of student buyer behavior developed by Kotler and Fox in 1995, the study focuses on the first step of this model, so-called motives. The study results are based on qualitative data collected by means of semi-structured styles of interviews with 30 current students at three higher education institutions in Syria in the summer of 2010.The study reveals three dimensions of needs and motives. These are: Self needs and motives; Social needs and motives, and Souk (market) needs and motives. Accordingly, several detailed explanations for each dimension concluded from the study are presented. The findings reveal that the three dimensions are important for university students in Syria when attending universities. People responsible for marketing in higher education institutions need to pay attention to understand their students' motives when designing their customer-oriented marketing strategies. Study programs at universities could be designed to better satisfy such needs and motives. This study could provide bases for further research through a replication of the model using the information offered by the survey. Further research could investigate the research questions in a wider student population employing a quantitative approach. The importance of this study comes from the classification of needs and motives into a three-Ss model (Self, Society and Souk). The study also shows originality into understanding motives of Syrian students in attending certain universities in particular.  相似文献   

10.
高校学生工作走专业化之路是大势所趋,但目前存在着将专业化等同于职业化、以专职化替代专业化等误区。实现专业化既需要培训,更要形成专业情意,并在职业发展的基础上,积极争取外部环境的支持。同时,还要分析学生工作专业化的弊端,进行长远制度设计,以推动学生工作的健康发展。  相似文献   

11.
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.  相似文献   

12.
美国中北部区域高等教育认证委员会2013年新认证标准对教育质量的评估提出了进一步的要求,强调教育要有质量,质量要有证据,评估重点转型到对学生学习结果的评估,作为判断学生学习质量的主要证据之一。在了解和借鉴境外同行的经验中,处理学校运行常态信息与质量信息的关系,思考教育理念共识与基于文化之教育理念之间的衔接点,可以使教育工作者对教育质量在现实社会大环境中的内涵有比较合理的认识。  相似文献   

13.
This article outlines three broad propositions for student equity in Australian higher education (HE), arising from the Australian Government's recent policy announcement to expand and widen student participation. The first is that a new relationship between student demand for places and their supply is on the horizon, unlike any other in Australia's history. Specifically, demand will struggle to match the intended supply. Given these new arrangements between government, institution and applicant, the article's second proposition is that governments and universities will need to develop a new regard for the people they seek to attract. And, following on from this, they will need to pay more attention to the nature of HE and its appeal to people who traditionally have not been all that interested. Informing this account are an examination of statistical data, analysis of university outreach programs, and a comparison of current principles of effective teaching in HE. The article concludes that advancing student equity in the current context will require new relations between institutions and students, which include a more sophisticated appreciation for the diversity of students and their communities, and for what they potentially contribute to HE.  相似文献   

14.
Speaking about ‘the student experience’ has become common-place in higher education and the phrase has acquired the aura of a sacred utterance in UK higher education policy over the last decade. A critical discourse analysis of selected higher education policy texts reveals what ‘the student experience’ has come to signify, and how it structures relations between students and academics, institutions and academics, and higher education institutions and government. ‘The student experience’ homogenises students and deprives them of agency at the same time as apparently giving them ‘voice’. This paper examines the dominance and sacralisation of the discourse of ‘the student experience’ and questions its positioning as a means of discriminating between the value of different experiences of education.  相似文献   

15.
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。  相似文献   

16.
Abstract

Higher education student selection has significant societal, institutional and individual impacts. Thousands of applicants apply only for nursing, one of the major higher education disciplines. As the nursing profession is characterised by cognitive requirements, higher education institutions assess the learning skills of nursing applicants. However, there has been no comprehensive analysis of learning skills assessment for nursing student selection. The purpose of this scoping review was to describe the assessment of learning skills in undergraduate nursing student selection. Five databases were systematically searched, and 24 studies published between 2006 and 2016 were included. Learning skills were most commonly assessed using standardised tests in the areas of language and communication, reasoning, mathematics and natural sciences. Overall scores of onsite selection methods were found to best predict future academic performance. The results indicate that higher education institutions may benefit from comprehensive assessment of learning skills in their selection processes. This assessment should focus on a wider range of cognitive aptitudes, including reasoning skills. This review focussed on nursing education, but the results may benefit other higher education disciplines due to the generic nature of learning skills and similar cognitive requirements of higher education studies. The results support the development of more comprehensive and valid methods for assessing learning skills.  相似文献   

17.
《Africa Education Review》2013,10(3):416-433
Abstract

The relevance of short learning programmes as an alternative to full time tertiary degree courses at open and distance learning institutions forms the primary focus of this article. A new kind of student is on the increase in higher education: the mature student who prefers to study part-time in order to combine his or her studies with the advancement of his or her professional life. This kind of student is often interested in short duration, non-degree courses, such as short learning programmes, which have a high degree of specificity in order to update or expand the knowledge needed to enhance their occupational lives. Course applicability and effectiveness, evaluated as student satisfaction with these programmes, are vital in terms of the strategic planning of institutions. This article reports on an analysis of the dimensions that determine satisfaction with short learning programmes at a distance learning institution. Data was obtained by an electronic survey of students who had completed short learning programmes. Findings indicate that teaching staff, teaching methods and course administration are key elements to achieving satisfaction, and students’ loyalty to the institution is expressed in their intention to continue with their studies and to recommend the programmes to other prospective students.  相似文献   

18.
美国高校学生事务工作的理论基础及职能   总被引：15，自引：0，他引：15  
高等教育在美国起步较早，其学生事务工作理论、职能相对完善。本文对美国高校学生事务的理论基础、职能及特点进行了分析。  相似文献   

19.
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.  相似文献   

20.
Student participation in higher education governance is commonplace in many countries around the globe. This participation can take many forms, but one prevalent form is through the inclusion of students as members of institutional governing boards, commonly called student trustees. This practice is not without critique with governance scholars often cautioning against student board membership. They cite the potential for student members to engage in representative behaviour, which may lead them to focus primarily on student issues or cast votes which may be in the best interest of themselves or their fellow students as the primary objection to student board members. This study of student trustees in the United States examines the extent to which these individuals engage in such behaviours, examining interactions between student board members and students at their institutions for signs of whether these oft states concerns have a basis in practice.  相似文献   

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