Innovation in educational marketing: a study applied to Brazilian private higher education institutions

Riccomini, Fernanda Edileuza; Cirani, Cláudia Brito Silva; Pedro, Samara de Carvalho; Garzaro, Daniela Menezes; Kevin, Kambou Sie

doi:10.1080/08841241.2021.1966157

Cited by 4 publications

(1 citation statement)

References 63 publications

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“…This results in HEIs encountering more competition when enrolling students, especially when it comes to international recruitment. The reason behind this is a lack of suitable theories and models for educational marketing [83].…”

Section: Limitations Implications and Contributions Of The Researchmentioning

confidence: 99%

Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment

Hùng

Yen

2022

Sustainability

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Globalization and internationalization have received increasing attention from researchers in the field of education management over the past decade, who have found that internationalization is an indispensable component in the sustainable development of higher education (HE). This research aims to construct Innovative Marketing Strategies (IMS) for international student recruitment and contribute to the sustainable internationalization of higher education (IoHE). A literature review was used to construct an Innovative Marketing Strategies questionnaire. Data collected from 300 international students studying in Taiwan were used for a feasibility analysis in order to construct the final questionnaire, and survey data collected from 522 participants were used for more in-depth statistical analysis of the final strategies. The research results indicate that combining the marketing mix 4C with an innovative strategy (IS) approach provides sustainable recruitment marketing strategies toward higher education institution internationalization from a customer-oriented perspective. The IMS in this study includes 2 dimensions, 10 strategies, and 32 indicators. Additionally, a comprehensive analysis demonstrating the perspectives of international students with respect to the strategies was also conducted. This research contributes to the theoretical development and practical implementation of sustainable HE internationalization management. Discussions and recommendations based on the results of this study are also given.

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Section: Limitations Implications and Contributions Of The Researchmentioning

confidence: 99%

Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment

Hùng

Yen

2022

Sustainability

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Systematic review of institutional innovation literature: towards a multi-level management model

AlMalki

Durugbo

2022

Manag Rev Q

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Institutional innovation creates smart institutions that idiosyncratically thrive in a world of exponential change. Through policy-driven interventions and experiential learning, managers of institutions become adept at delivering praxis- and crisis-driven innovations required for survival and success. Similarly, the management of institutional innovation remains an interest in research due to links of this form of innovation to economic growth, and the demands of on-going major socioeconomic transformations due to technological advances, increased occurrences of major crises, and emerging socioeconomic challenges. Accordingly, a key question arising from the literature concerns the range of determinants and priorities that influence institutional innovation for delivering society value. Thus, the onus is on scholarship to capture and advance knowledge for harnessing the potency of institutional innovation. The purpose of this article is to analyse the current state of research on institutional innovation. Using the systematic review methodology, we identify and critically appraise 485 peer-reviewed scientific publications between 1969 and 2021. The review finds key determinants and management priorities with a view to developing a multi-level management model of institutional innovation. Guided by insights from the review, the article sets a research agenda for future management studies of institutional innovation.

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A multi-stakeholder perspective of relationship marketing in higher education institutions

Jain

Mogaji

Sharma

et al. 2022

Journal of Marketing for Higher Education

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Innovation in educational marketing: a study applied to Brazilian private higher education institutions

Cited by 4 publications

References 63 publications

Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment

Towards Sustainable Internationalization of Higher Education: Innovative Marketing Strategies for International Student Recruitment

Systematic review of institutional innovation literature: towards a multi-level management model

A multi-stakeholder perspective of relationship marketing in higher education institutions

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