A, B, CD, DVD: Marketing Higher Education to the Millennial Generation

Furbeck, Lee F.; Harding, Marc L.; Wohlgemuth, Darin; Bousquet, David R.

doi:10.1300/j050v13n01_02

Cited by 8 publications

(7 citation statements)

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“…PHEIs should maintain social networking sites with updated information about their courses, students' activities and achievements, innovative developments and scholarship awarding details to get the attention of prospective students. The role of marketing strategy while making the university and BD choice decision was explained through the work of Erdal (2001), Steele (2002), Furbeck, Harding, Wohlgemuth & Bousquet (2004, Yamamoto (2006), Donnellan (2002), Donaldson & McNicholas (2004) and Keskinen, Tiuraniemi & Liimola (2008).…”

Section: Discussionmentioning

confidence: 99%

Influential Factors in Selecting a Bachelor’s Degree From Private Higher Educational Institutes in Sri Lanka: A Study Based on Undergraduates of International Degree Programmes

Abeygunawardena

2018

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National University intake in Sri Lanka has become progressively competitive over the years and a small percentage of the student population is eligible for state-funded higher education. Therefore, a majority of the students who fail to enter National Universities and students who complete advanced level in British curriculum have been increasingly seeking alternative educational options in the domestic market due to the high cost in overseas education. As a result, international degree programmes (IDPs) have emerged through private higher educational institutes (PHEIs) to cater to the demand for university-level education in Sri Lanka.The main objective of this study is to uncover the influential factors in selecting a bachelor's degree (BD) from IDPs which have emerged recently. Due to the flexibility and optionality in IDPs offered in Sri Lanka, the decision-making process in selecting a BD has become complex and multifactorial, which is evident through research studies carried out by critics including Sia

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Section: Discussionmentioning

confidence: 99%

Influential Factors in Selecting a Bachelor’s Degree From Private Higher Educational Institutes in Sri Lanka: A Study Based on Undergraduates of International Degree Programmes

Abeygunawardena

2018

pijss

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“…While it is unclear whether Hail and Solutions are indicative of an uptick or profusion of inclinations to use humor in the marketing of higher education, it stands to reason that the proliferation of college and university utilization of various modes of computer-mediated communication provides an exponentially greater number of venues through which comedic messaging may be explored (Furbeck, Harding, Wohlgemuth, & Bousquet, 2003;Ramasubramanian, Gyure, & Mursi, 2002). To be sure, there is much to be learned from even a hint of genre expansion in college and university advertising and as such, Hail and Solutions provide a tremendous learning opportunity.…”

Section: Discussionmentioning

confidence: 99%

On using humor to market higher education: at whose expense is the clowning?

Johnson

2010

Journal of Marketing for Higher Education

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“…Despite the shift toward information's being largely provided electronically (through the Internet), traditional printed viewbooks still play a major role in college and university promotions. Although an institutional Web site generally offers all the same information as a printed viewbook (and often far more and with greater detail), colleges and universities continue to send viewbooks in large volume to target audiences, and they remain a staple in the promotional toolbox (Furbeck, 2003).…”

Section: Viewbooksmentioning

confidence: 99%

“…Like their printed cousins of yesteryear, a whole new kind of viewbook is emerging from college and university marketing departments. Virtual tour DVDs, CD-ROMs, and even video games are becoming common tools in recruiting prospective students (Doherty, 2002;Furbeck, 2003;Hite and Yearwood, 2001). As we will see shortly in the discussion of institutional Web sites, digital products offer greater flexibility for distribution, great range for information dissemination, and the ability to continually edit and revise.…”

Section: Viewbooksmentioning

confidence: 99%

2008

ASHE Higher Education Report

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Selling Higher EducationBut they also have to be attentive to the market and employ sound marketing practices to determine current market demands and how to address, deliver, and satisfy them.Rather than engaging in a product-versus-service argument, Canterbury (1999) recommends a concept of higher education that is "product as opportunity," which he believes puts the responsibility on the student to take advantage of the opportunities afforded by a college or university while at the same time allows colleges and universities to market and advertise the opportunities that await a student at their institution rather than the "puffery" that he claims is common in so much marketing literature. I agree and hope you will read this monograph in that spirit. I believe colleges and universities do offer product as opportunity, which advances the public good and serves their collective mission. I also believe that in an era marked by dwindling support for all education, and higher education in particular, it is incumbent on administrators and higher education leaders at colleges and universities to broadcast who they are, what they do, and what makes them valuable. The business of higher education depends on it, as does the community. Purpose and Structure of the MonographThis monograph's main purpose is to present the relevant research and literature on marketing and advertising higher education; at the same time, it interweaves general marketing and advertising theory and practice in an attempt to explain why the business side of higher education behaves as it does, and it makes recommendations to administrators, policymakers, and other key stakeholders in higher education.Marketing and advertising theory, research, and general scholarship are enormous fields unto themselves; to cover even a small portion of them thoroughly would be a daunting task. I have taken, however, what I believe are important theories and practices from that literature that can be applied to the business of marketing and advertising higher education. These ideas have been selected to give a broad perspective on marketing as well as to offer specific suggestions and direction about how best to apply this information to specific contexts.The second body of literature in this monograph addresses how colleges and universities market their intangible qualities. Much of what is "for sale" in higher education are the intangibles such as learning and lived experiences. It is impossible to show a prospective student what a college education is, so colleges and universities often show the evidence of what a college education experience will look like.Coupled with the marketing and advertising literature is a presentation of college choice theory and a discussion of the Elaboration Likelihood Model (Petty and Cacioppo, 1981, 1984a, 1984b, 1986a, 1986b, which is used to explain how consumers are often persuaded to make purchasing choices and provides a context for college and university marketing units' behavior when attempting to persuade students to enrol...

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A, B, CD, DVD: Marketing Higher Education to the Millennial Generation

Cited by 8 publications

References 0 publications

Influential Factors in Selecting a Bachelor’s Degree From Private Higher Educational Institutes in Sri Lanka: A Study Based on Undergraduates of International Degree Programmes

Influential Factors in Selecting a Bachelor’s Degree From Private Higher Educational Institutes in Sri Lanka: A Study Based on Undergraduates of International Degree Programmes

On using humor to market higher education: at whose expense is the clowning?

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