This study investigates the impact of lecturers' leadership practices on students' experiences of participation within a case university in the UK's HE sector. The qualitative phenomenological research strategy, specifically the focus group interview approach, was used for data collection. Two key focus group interviews were conducted with a total of 15 participants. The thematic template and content analysis techniques were used for data analysis with NVivo 11. Findings showed that lecturers in the case university were transformational in their approaches to teaching and learning. Second, findings revealed that four highly coded themes characterized participants' positive experiences of academic participation and they include: Teaching and learning quality; Academic versatility; Supportive academic leadership and Lecturers' accessibility. This study makes theoretical contribution as it validates the relevance of transformational leadership theory. This study is original because it is the first to propound the 'transformational teaching and learning framework' which comprises four themes.
This article investigates the value of integrating a social media marketing (SMM) platform into customer relationship management (CRM) capabilities for marketing higher education (HE) services in Nigerian public universities. The qualitative research design and specifically multilevel face-to-face focus group (FG) and unsynchronized FG e-mail interviews were chosen for this study. The framework of analysis were undergraduates students in three public universities in Rivers State of Nigeria and three multilevel face-to-face FGs, and three unsynchronized e-mail interviews were held. Thematic template and content analysis techniques were employed for rigorous data analysis with NVivo 11. Four themes, market reach, academic coordination, post-academic services feedback, and students and staff collaboration, showed support for the role of SMM in CRM effectiveness for students’ recruitments and retention.
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