영문목차

Preface=xv

Acknowledgment=xxi

Chapter 1. What is the Secret of Successful University Brands? : This paper examines branding and how the concept adds value to organizations beyond the usual focus of consumer product marketing. In particular, the focus of exploring branding conceptualizations associated with successful higher education brands in a UK context makes a contribution to a little researched but increasingly topical area. The UK focus was chosen for this initial stage with a view to later comparison with other markets such as the United States where branding of universities has a longer track record. The literature was examined and the concept of 'successful' brands explored. The research approach involved generating constructs to determine what underpins a successful university brand, and subsequently testing these among a larger sample of UK university 'customers.' Findings explore the variables that underpin successful university brands and significant relationships among these variables. Ultimately, the paper offers initial conclusions on what underpins a successful university brand and proposes variables associated with such brands. / Chris Chapleo [Bournemouth University, UK]=1

Chapter 2. Marketing Educational Programs through Technology and the Right Philosophies : This article uses a real case to illustrate that marketing educational programs through technology is affected by one's philosophies positively or negatively, depending on the philosophies adopted. Seven philosophies are discussed in relationship to marketing educational programs via technology. Connections between the seven philosophies and different types of universities/colleges are drawn. Future research directions also revolve around marketing educational programs, Web 2.0 technologies and one's philosophies. It is recommended that universities/colleges seriously consider hiring those administrators who have adopted the right philosophies as the wrong philosophies will work against the mission of certain academic departments, hence the whole university or college. / Victor C. X. Wang [California State University at Long Beach, USA]=15

Chapter 3. Business Lessons for Higher Education Marketing : Today, recent business marketing approaches that depend upon market analysis and planning have stimulated the growth of marketing firms that offer sophisticated quantitative market analyses in order to identify an organization's potential and current customers and their needs. This analysis contrasts educational service provider to enrollment outcomes at two nonprofit higher education institutions. The authors' data indicates securing educational marketing services may be a costly approach in order to attract and keep customers or students. / Ruth Gannon Cook [DePaul University School for New Learning, USA] ; Kathryn Ley [University of Houston Clear-Lake, USA]=25

Chapter 4. Identifying the Basis for Segmenting Higher Education : Evidence from Egypt : This paper reviews the developments taking place in the Higher Education (HE) industry. The focus of the research is to identify the main variables used to segment universities in Egypt. The research is qualitative in nature as the dimensions for segmentation were derived based on a series of in-depth interviews followed by two focus groups. Perceived quality and level of internationalization were found to be the two most important dimensions for classifying HE institutions in Egypt. These two dimensions formed the basis of a two-by-two matrix, which was used to segment HE universities into four main segments. The four HE segments that were identified are : legacy, prestigious, imitators, and the uncertain. Each quadrant was identified based on the level of perceived quality and the degree of internationalization. The matrix is useful for universities' administrators to identify their current position and assess their future positioning strategies. / Maha Mourad [American University in Cairo, Egypt] ; Hamed M. Shamma [American University in Cairo, Egypt]=32

Chapter 5. A Mobile Market : Opportunities and Strategies in Higher Education : As schools deploy mobile web capabilities, students have the ability to connect anytime, anywhere giving universities an important tool to engage and connect with university target markets. With mobile based internet usage expected to exceed desktop usage within the next four years this study focuses on understanding the role of this technology in connecting with prospective and current students. Research conducted with college students demonstrates that the usage of mobile technology is highest among this age segment and must be taken into consideration when communicating to its student base. Furthermore, the implications from this study suggest that mobile app features have value for current students and is in line with their usage of mobile technology and represent an important channel for reaching students. Finally, the paper focuses the need to develop content that can be measured and analyzed for effectiveness and that is in line with the university's brand. / Thomas J. Hayes [Xavier University, USA] ; Mary M. Walker [Xavier University, USA]=46

Chapter 6. Mediating Effects of Study Outcomes on Student Experience and Loyalty : A Comparison of Home and International Students : This paper aims to examine whether expectations of the student experience have an impact on student loyalty that is mediated by expectations of study outcomes at their university. To achieve this, a 15-minute pen and paper survey was self-administered to a convenience sample of students at a major university in Western Australia. The total sample size was 400 students, with 200 students each drawn from the home and international student populations. Findings suggest the university's image and facilities that prepare students for career, personal and academic development were positively related to home student loyalty, while teaching and support services that prepare students for career development were positively related to both home and international students' loyalty. Since the global trend is toward a customer-oriented model, universities can remain competitive by providing the 'gestalt' student experience that helps students to achieve their study outcomes and develop loyalty toward their university. / Vanessa Ann Quintal [Curtin University, Australia] ; Tekle Shanka [Curtin University, Australia] ; Pattamaporn Chuanuwatanakul [Curtin University, Australia]=61

Chapter 7. They're Here, Now How Do You Keep Them? Lessons Learned with First Year College Students : This is a case study of a class of first year traditional college-age students enrolled in a class that assessed measures to orient new students and enlist them in becoming committed to completing their degrees. The motivation of the university that designed the course was two-fold : to help students develop good time management and study skills ; and to nurture student loyalty to retain them through graduation at this university. The study followed a small class of 18-20 year old first year students through their first semester at a mid-sized western public university. The results of the study indicated that while many factors affect students' attitudes and retention throughout their college years, simple measures of enlistment and peer-mentoring fared best to positively influence student attitudes and responses in the college-orientation class ; and, peer involvement offered the most promise of future brand commitment to student retention at the university. / Ruth Gannon Cook [DePaul University School for New Learning, USA]=84

Chapter 8. How Technologies Can Localize Learners in Multicultural Space : A Newly Developed "Global Studies" Curriculum : Technological innovations can be used in many ways to enhance the suitability of global learning. A newly developed online-supported curriculum "Global Studies" takes account of the necessities of interdisciplinary, intercultural and interparadigmatic learning. The history and genesis of such an innovative curriculum is embedded in a national umbrella organisation focusing on development studies. As the interdisciplinary core, a new lecture on the fundamentals of Global Studies has been implemented in 2010/11 that envisions team teaching and interdisciplinary perspectives. The web platform allows students to present their professional views and discuss them in a peer review. Dialogue and discourse are enhanced by repeated change of roles which is enriched by the broad international and intercultural backgrounds of the participating students. Cultures of understanding are generated and widened as a prerequisite for future careers in development cooperation, diplomacy and transnational organisations. / Gilbert Ahamer [Austrian Academy of Sciences, Austria]=103

Chapter 9. Higher Education Marketing : A Study on the Impact of Social Media on Study Selection and University Choice : The importance of the Internet as commercial platform is by now universally recognized, and businesses increasingly adopt online marketing channels at the cost of traditional ones. The social media, being second generation (Web 2.0) internet applications, allow interaction, one-to-one communication, customer engagement, and user generated content. The interest of higher education institutions in social media as part of the marketing toolkit is increasing, but little is known about the potential of these channels in higher education marketing strategies. Even less is known about the role of social media as influencers of future students in the choice of study and university. This article presents the results of a study identifying the role and importance of social media on the choice of future students for a study and university in comparison with the traditional university marketing channels in the Netherlands. The study identifies and describes three market segments among future students based on their use of the social media. / Efthymios Constantinides [University of Twente, The Netherlands] ; Marc C. Zinck Stagno [University of Twente, The Netherlands]=128

Chapter 10. Using Social Network Sites for Higher Education Marketing and Recruitment : In this paper, the author examines how the rapid penetration of Social Network Sites (SNSs) into everyday life affects higher education marketing. Among unique features offered by SNSs are unprecedented trackability of students' interests, immediacy in responses, targeted personalization of marketing efforts, and low institutional financial obligations. Growth in Internet Penetration Rates and strong international SNSs membership suggests further globalization of marketing strategies and inclusion of lower income countries into targeted markets. Concerns associated with the use of SNSs include dearth of fluency in the sites' content and operation among admission personnel, lack in users' privacy, and absence of control over the content. The skyrocketing evolution of SNSs surpasses the corresponding research as do applications of SNSs for higher education marketing. As the result, this qualitative study had to draw information from the variety of secondary sources including blogs, web reports, group discussions, comments, forums, videos, etc. / Natalia Rekhter [Lincoln College, USA]=148

Chapter 11. The Use of Facebook as a Marketing Tool by Private Educational Institutions in Singapore : With social network sites growing in popularity, many organisations have started to use this platform to market themselves. However, marketing on social network sites is different from traditional marketing. Its value lies in engaging members of the social network and generating shared cultural meaning of the advertised brand rather than promoting awareness of the brand to a large number of people. This is not apparent to marketers and as such, many organizations are not leveraging on this media tool effectively. This paper examines the use of Facebook as a marketing tool by private educational institutions offering degree programmes in Singapore and investigates the extent that these educational institutions are leveraging on this new marketing communications tool. The findings suggest that marketing on social network sites remains in its infancy. Educational institutions in Singapore have started to use social network sites as a marketing communications tool. However, as the majority of visitors were using social network sites as an extension to existing mediums for seeking information, there is clearly the potential for the educational institutions to move to the next level in leveraging on social network sites to engage its members and generating a shared cultural meaning of their brands. / H. K. Leng [Nanyang Technological University, Singapore]=164

Chapter 12. Marketing to and Developing Faculty Members to Create High Quality, Highly Interactive Online Courses : In this paper, the author shares a detailed process for soliciting and securing exemplar faculty members, who are ready to redesign and offer their course in a high quality online environment. The goal is to help faculty create highly engaging online learning opportunities as good as or better than their current face to face classes. Interested faculty members submitted a competitive proposal, and were selected to interact in a highly dynamic three day short course. The course introduced and applied learning theories as a mechanism to help faculty develop their materials, so that learners could attend, process, retain and use meaningful conceptually-based material. The outcome of the program was targeted, high quality online courses ; word of mouth support and requests for short courses from our law and dental schools. / Jace Hargis [Higher Colleges of Technology, UAE]=176

Chapter 13. Increasing Graduate Education Relevance through Innovative Marketing : Interview with Mike Scorzo : This interview illustrates how innovative collaborations encourage interdisciplinary flexibility, such as customized specializations, internships, and transdisciplinary partnerships within and beyond traditional higher education circles, and can be used to develop academically rigorous graduate programs that serve the needs of employers in the emerging field of environmental policy. / Lynn Wilson [SeaTrust Institute and Kaplan University, USA]=187

Chapter 14. E-Service Delivery in Higher Education : Meeting MBA Student Expectations : This study explores graduate students' expectations regarding website design in higher education. Focus group discussions and the Kano method are used to improve the college website experience of Master of Business Administration students. Student survey results (n＝110) suggest 23 features describing an ideal college website. Results guide college website design according to three need-based groups ; basic, performance, and excitement to improve website value to students and ultimately student loyalty. / Matt Elbeck [Troy University, USA] ; Brian A. Vander Schee [Aurora University, USA]=194

Chapter 15. Technology in Marketing Education : Insights from Sales Training : Company training programs provide insights for university classrooms, particularly those in schools and colleges of business. This research shows an increase in usage of technology based training among successful firms, but it is not growing as quickly as consumer use of self-service technologies because some firm goals require more personal training modes. The present findings regarding business adoption of training technology are consistent with consumer research that suggests satisfaction increases with experience in use. Also, selected technology must be congruent with learning goals―technological tools are more effective when students are learning related material―and results of training suggest increased efficacy when this is true. In this regard, university learning environments focused on business should utilize technology as appropriate to learning goals, but should not gratuitously replace traditional classroom learning activities. / Eileen Bridges [Kent State University, USA]=205

Chapter 16. Service Recovery Encounters in the Classroom : Exploring the Attributes of Professors Desired by Male and Female Students : This paper explores the nature of service recovery encounters, particularly the qualities and behaviours that male and female students expect from professors in personal service recovery encounters. For this purpose, 40 semi-standardized laddering interviews were conducted (with 20 male and 20 female respondents) in order to gain a deeper understanding of student expectations and the values that drive these expectations. The analysis and findings enrich the existing limited stock of knowledge on desired attributes of professors in service recovery encounters in higher education by developing a deeper understanding of the attributes of professors that dissatisfied female and male students' desire, as well as the underlying values for these expectations. Results show that the professor's active listening skills, expertise, friendliness, concern for students, and being empathetic were important to both male and female students. However, gender differences are important in a service-recovery encounter in a classroom, which suggests differential treatment. While men place more importance on a quick problem solution, women seem to prefer a more communal approach. / Sneha Chandra [The University of Manchester, UK] ; Thorsten Gruber [The University of Manchester, UK] ; Anthony Lowrie [Minnesota State University, USA]=219

Chapter 17. You Name It : Comparing Holistic and Analytical Rating Methods of Eliciting Preferences in Naming an Online Program Using Ranks as a Concurrent Validity Criterion : Current and prospective students (n＝133) were surveyed about their preferences for a name for a new online series of courses to be launched by a university. Preferences for each of five names were solicited by means of analytical ratings, holistic ratings, and rankings. All three techniques were employed to assure that the most appropriate name for the program was selected, but this also afforded us the opportunity to study several theoretical issues : (a) Do the different methods lead to discrepant decisions at the aggregate level? (b) Is the holistic rating or the analytical rating approach more closely related to the rankings? (c) To what extent is lack of agreement between ratings and rankings due to lack of differentiation in ratings? The authors find that at the aggregate level all three methods suggest the same name for the program ; the holistic rating is slightly more highly correlated with the ranking ; and the lack of differentiation in ratings is one reason producing inconsistencies between ratings and rankings. / Michael J. Roszkowski [La Salle University, USA] ; Scott Spreat [Woods Services, Inc., USA]=240

Chapter 18. Co-Constructing a Learning Community : A Tool for Developing International Understanding : This paper explores the development of professional understanding across a large group of professionals and academics from eight different countries engaged in an international project. The focus of the project was to develop a suite of appropriate electronic tools to support the wide range of professionals (doctors, teachers, care and family workers, psychologists and medical and occupational therapists) who may be involved in working with and providing support for vulnerable children and families, which would be relevant across European countries. This case study explores how effective communication developed between the members of the research group to enable greater common understanding of both cultural and country specific provision, needs, and the underpinning philosophy and principles behind current provision in different countries represented. It explores the role of a 'learning community' and a 'community of practice' (Lave & Wenger, 1998) in this process as a tool for developing understanding. It provides insights into related issues, and possible future lessons to be learnt. / Chris Robertson [University of Worcester, UK]=263

Chapter 19. Assessing Learning via Web 2.0 Technologies : A Dichotomy : Online learning takes place among learners of all ages in both formal and informal contexts. Due to the fact that traditional age students learn differently from non-traditional age students, especially in the virtual environment, educators are encouraged to employ either pedagogical or andragogical assessment methods accordingly. Using pedagogical assessment methods may work for traditional age learners. Likewise, applying andragogical methods may work for non-traditional age learners. Available assessment methods such as objectively-scored tests, subjectively-rated tests and criterion referenced tests will be discussed as well as a new form of assessment--learner self-evaluation. To use the proper tests or methods to assess online learning, educators are encouraged to possess both pedagogical and andragogical knowledge and/or skills. Instructors should use a variety of instructional and assessment methods. The authors of this article provide specific examples of online assessments from both andragogy and pedagogy. / Victor C. X. Wang [California State University at Long Beach, USA] ; Beth Kania-Gosche [Lindenwood University, USA]=274

Chapter 20. Lighting the Fires of Entrepreneurialism? Constructions of Meaning in an English Inner City Academy : Entrepreneurialism and entrepreneurial leadership are increasingly viewed as essential to improving the capability of organisations to innovate and improve performance. This article aims to refine the conceptual understanding of entrepreneurialism in the context of public education, drawing on data concerning constructions of meaning around entrepreneurialism in an inner city Academy in England. The authors highlight effects of power in forming the discourse and meanings around entrepreneurialism, the layers of meaning in these constructions, and the presence of both business entrepreneurialism and alternative groundings for entrepreneurialism. The article concludes by refining the typology of entrepreneurialism, placing it in the context of levels of meaning and suggesting three implications for schools and educational policy. The association the authors found of enterprise with relational motivations and with public and community-orientated aims suggests a general appetite exists to forge a more radical entrepreneurialism than that prescribed solely by a private, competitive business view of the world. / Philip A. Woods [University of Hertfordshire, UK] ; Glenys J. Woods [FreeSpirit Education, UK]=294

Compilation of References=318

About the Contributors=359

Index=363