Competitiveness in Higher Education: a Need for Marketing Orientation and Service Quality

Štimac, Helena; Šimić, Mirna Leko

doi:10.14254/2071-789x.2012/5-2/2

Cited by 37 publications

(23 citation statements)

References 6 publications

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“…The advent of the knowledge economy, together with the recognition that such an economy requires a prominent entrepreneurial sector, has led to the production of many studies regarding the effect of education on entrepreneurial choice and performance (Stimac and Leko 2012). Moreover, of the many factors known to influence entrepreneurial choice and performance, education is popular among politicians, since it can be influenced (Block et al 2013).…”

Section: Discussionmentioning

confidence: 99%

Entrepreneurship Education and Disability: An Experience at a Spanish University

Muñoz

Martín

García-Pardo

et al. 2019

Administrative Sciences

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The European Commission considers the following groups of entrepreneurs: females, family businesses, liberal professions, migrants, and seniors. Disabled people are not included, and this paper could, therefore, open up a new field of research and an important issue to be considered among the European Union’s social objectives. The University of Castilla-La Mancha (UCLM) in Spain provides an entrepreneurship education course, “Entrepreneurship and disability,” for disabled students. It is the first time that a course with these characteristics has been taught at a Spanish University, which signifies that there is no similar research of this nature. Keeping in mind its originality, this study makes an important contribution to the field. The main objective is to analyze whether the motivation to start up a business differs between students with disabilities and those without. We analyzed “before” and “after” data in order to test the potential impact of entrepreneurship education on the students’ entrepreneurial attitude. An analysis of variance with several demographic variables has allowed us to prove that the education that students received, their business experience, and their field of study have significant effects. This statistical test showed no significant differences between disabled and non-disabled students.

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Section: Discussionmentioning

confidence: 99%

Entrepreneurship Education and Disability: An Experience at a Spanish University

Muñoz

Martín

García-Pardo

et al. 2019

Administrative Sciences

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“…For the field we are dealing with, that of HE, in the early 1980s Keller (1983) predicted a growing importance of the marketing application in the sector and, since then, several authors have agreed on the desirability of adopting a marketing perspective (for instance , Çetin 2004;Flavián and Lozano 2004;Ma and Todorovic 2011;Filip 2012;Stimac and Simic 2012;Kalenskaya et al 2013;Tanrikulu and Gelibolu 2015;Tran et al 2015). Further, a gradual increase is observed in the number of universities that incorporate marketing principles and practices within management (Kotler and Fox 1995;Yavas and Shemwell 1996;Newman 2002;Soutar and Turner 2002;Hemsley-Brown and Oplatka 2006;Hayes 2007;Liao 2008;Curtis et al 2009;Wasmer and Bruner II 2009;Hemsley-Brown and Oplatka 2010;Cardoso et al 2011;Filip 2012;García Sanchis 2012;Kalenskaya et al 2013;Tran et al 2015) and that show more concern about becoming market oriented (Mavondo et al 2008;Ressler and Abratt 2009;Cardoso et al 2011;Gattermann et al 2012;Kalenskaya et al 2013;Tran et al 2015), especially among private institutions (Bardo et al 1990;Maringe and Gibbs 2009;Cardoso et al 2011).…”

Section: The Holistic Marketing Orientation As a University Manage-mementioning

confidence: 99%

The marketing orientation as a university management philosophy: a framework to guide its application

Sabando¹,

Forcada²,

Calvo³

2018

cuadernosgestion

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The environment in which university institutions develop their activities has become more competitive over recent decades and market elements have been introduced into the sector. Accordingly, universities have shown a growing interest in developing and maintaining a favourable and distinctive image among their stakeholders. To this end, many of them have focused their efforts on the improvement and renewal of training programs. However, such efforts have not always been matched in the transmission of a more favourable perception among their stakeholders. This context calls for university management with a marketing orientation. However, university marketing is in its early stages in many parts of the world and the incorporation of marketing principles and practices in the field of higher education encounters much reluctance from citizens and academics. This contribution sets out the reasons for this resistance, which may be grounded in a misconception about the discipline, and a working framework for marketing management in universities is proposed to facilitate the practical implementation of marketing philosophy in such institutions. It is a framework whose design involves a combination of services marketing and corporate marketing proposals and highlights aspects that managers of higher education institutions should focus on 1) to meet the demands of different stakeholders with varied (and sometimes conflicting) interests and 2) to move towards the development of a favourable perception among the stakeholders of the institutions they manage.

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“…A brand is associated with the attributes, benefits and attitudes which can influence purchase intentions. It takes many factors into account, such as learners' needs, market segmentation, competition, market positioning, service development and so on [3,4,5]. A university brand can manifest institutional features to reflect its value and competency.…”

Section: Change Of Higher Education In Taiwanmentioning

confidence: 99%

Configuring School Image Assets of Colleges in Taiwan

Lee¹,

Chen²

2018

ujer

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Higher education in Taiwan faces various challenges, such as the low-birth rate, blurred positioning, and lack of marketing concepts. In order to sustain, more effect strategies and actions resource should be implemented to enhance service of the colleges and universities. Therefore, image asset management becomes a critical start. This study aims to identify the image asset management indicators by applying the modified Delphi technique and the analytic hierarchy process. These two methods can retrieve the critical factors out of literature, and configure how they were operated. The study finally developed a three-layer framework of college image asset management, including 5 dimensions, 13 sub-dimensions, and 77 indicators. According to the participants' perspectives, the dimensions of the stakeholder image and student image were on the top priority. Next, among the sub-dimensions, the internal stakeholder image and the brand image had higher priority than the rest.

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Competitiveness in Higher Education: a Need for Marketing Orientation and Service Quality

Cited by 37 publications

References 6 publications

Entrepreneurship Education and Disability: An Experience at a Spanish University

Entrepreneurship Education and Disability: An Experience at a Spanish University

The marketing orientation as a university management philosophy: a framework to guide its application

Configuring School Image Assets of Colleges in Taiwan

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