State of e-Learning Marketing: Results and Recommendations from a Nationwide Survey

Eastman, Teagan; Saulnier, Jennifer

doi:10.1080/01930826.2019.1685824

Cited by 3 publications

(1 citation statement)

References 15 publications

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“…Ultimately, marketing makes selling unnecessary (Kotler & Keller, 2006). It is essential to distinguish which marketing responsibilities can be divided and which strategies have been considered successful (Eastman & Saulnier, 2019). This can be done while in frame definitions of marketing because they have been revised according to the evolution of technologies and the market.…”

Section: Marketing Issuesmentioning

confidence: 99%

Marketing Impulse to Promote E-Learning in Basic and Secondary Education

2022

Proceedings of the 16th International Conference on E-Learning (EL 2022)

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This research focuses on e-learning and its specific evolution applied to Basic and Secondary Education, taking into account new technological approaches, as evidenced by the marketing of school publishers in Portugal. Marketing strategies depend on educational complexity, and this research explores the possible impulse to promote e-learning in such environment. The research methodology focuses on the needs and motivations for a conceptual framework, including the development of e-learning supply processes, demand formation, and the interaction between supply and demand, which can be enhanced with appropriate public policies. The results of qualitative interpretations confirmed that beliefs about e-learning are generally influenced by most previous implementation processes and are still generally considered an unsurpassed failure. However, the evidence is modified by the new data on the impact that COVID-19 has on the entire educational organization process, specifically on technological dissemination and innovation. Price or free access and training offers forms the basis for the "mise en valeur" while marketing emphases the values of generosity, empathy and sharing of emotions.

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Section: Marketing Issuesmentioning

confidence: 99%