Strategic brand management for higher education institutions with graduate degree programs: empirical insights from the higher education marketing mix

ABSTRACT

Intense competition for student enrollment has created a strong need for higher education institutions, especially those that offer graduate degree programs, to differentiate themselves. This article introduces the concept of strategic brand management as an avenue for higher education differentiation and discusses how higher education institutions with graduate degree programs can strategically manage their brands (i.e. corporate and product) through the higher education marketing mix (i.e. prominence, prospectus, program, price, people, premium, and promotion). Using a closed-ended survey and partial least squares structural equation modeling of a sample of students enrolled in a graduate degree program (e.g. MBA), the study finds that the utilitarian elements (i.e. prominence, prospectus, program, and price) of the higher education marketing mix have a positive direct impact on the product brand (e.g. MBA brand) and an indirect impact on the corporate brand (e.g. university brand) of these types of higher education institutions. However, hedonic elements (i.e. people, premium, and promotion) of the higher education marketing mix do not produce any significant impact on either the corporate or product brands of these institutions. Implications from these findings to theory, practice, and future research avenues conclude.     

Antecedents to international student inflows to UK higher education: A comparative analysis

This study explores the antecedents of international student flows into UK higher education and the variations in the antecedents between home countries of origin. The results suggest that home country economic wealth and demographics, historic/linguistic link and UK government preferential policies are the important antecedents for international students from worldwide flows into the UK. However, a comparative analysis shows that a wide variety of economic, social and political factors are all important to the UK international students originally from developing economies, while home country economic wealth and population, and bilateral trade are more important than other factors in determining the students from developed countries studying in the UK. The UK government should formulate effective and flexible policies and UK HEIs should develop specific marketing strategies to attract a growing number of international students in general and from key target countries and regions in particular.     

Generating consumer insights into physical activity patterns for three different segments

Segmentation theory has been suggested as an effective way to target social marketing programmes to meet different needs of different subgroups in order to achieve behaviour change more effectively. The aims of this research were two fold. First, to identify whether distinct physical activity consumer segments existed among an urban population sample and second, to observe how physical activity levels changed over a one-year period. A two-step cluster analysis was used to identify homogenous subgroups in the study population. Next, repeated measures ANOVA, with post hoc group analysis, was conducted to examine changes in physical activity over time and to determine if there was a significant difference between the identified segments. Three segments were identified at baseline: female positivists, active males and young and motivated. Findings indicate that physical activity changed over time for the better in all three segments with positive changes observed both in terms of the number of physical activity sessions and time spent on physical activity for exercise, recreation or sport in the past seven days. Implications for future research and practice are outlined.     

A framework for customer relationship management strategy orientation support in higher education institutions

ABSTRACT

A number of generic Customer Relationship Management (CRM) implementation frameworks have been developed, yet no systematic framework has been developed to help HEIs orientate CRM strategy to align with university business strategies and stakeholder needs. This research iteratively develops the CRM Strategy Orientation Support (CRM-SOS) framework, which aims to support HEIs in orientating their strategic CRM system at the pre-implementation stage and align CRM strategy with the business strategy; thus, reducing the chance that HEIs will experience CRM implementation failure. To reach our proposed CRM-SOS framework, we employed Design Science Research (DSR) methodology steps by analysing UK HEIs specific CRM implementation case studies, conducting semi-structured HEIs-based interviews, followed by evaluation of the resulted framework by HEI Information Systems (IS) experts. We concluded with a new CRM-SOS framework for HEIs consisting of five stages. The framework can be used to personalise the stages until they fit the strategic outputs and match the top management KPIs. Although existing research agrees that intensive attention should be given to CRM planning, there is no consensus or developed framework, for use within HEIs, demonstrating how CRM strategy can be orientated to align with university strategies and customer needs.     

Multigroup validation of the service quality,customer satisfaction and performance links in higher education

The notion of ‘students as customers’ continues to be prominent, yet is insufficiently explored, especially from the standpoint of various stakeholders. To address this inadequacy, the present study employs a multigroup analysis of the service profit chain (SPC) model in higher education (HE). Its purpose is to examine the complete SPC model regarding stakeholder perceptions in order to inform its validation and implementation. A cross-sectional survey was employed in order to enable multigroup comparison of a comprehensive research model on subsamples of employees and students by means of structural equation modeling (SEM). Results provide support for the proposed SPC model within the sample of vocational colleges. Besides strongly linked constructs (quality–satisfaction–loyalty), some notable weaknesses (cracked ‘satisfaction mirror’) are found. Multigroup analysis also indicates some important differences between employees and students. Implications are provided for strategic service management in HE, which should acknowledge the differences among stakeholder perceptions.     

Power perceptions and modes of complaining in higher education

This study examines the relationship between student perceptions of different types of educator power and different modes of student complaining behaviour in the case of university education. A large sample of marketing students in the business school responded to the study from a state university in Northeastern United States. Factor analysis and canonical correlation analysis are used to explore the relationships between five bases of power perceptions (referent, expert, reward, legitimate, and punishment) and four modes of complaining behaviour (voice, negative word of mouth, third party, and exit). The results indicate that students engage in different modes of complaining as they perceive different types of educator power. The predominant complaining mode is found to be voice under referent or expert power, third party under legitimate power, and exit under reward or punishment power. Our findings offer important implications for student satisfaction, retention, and completion rates in higher education.     

The evolving interpretations of customers in higher education: empowering the elusive

Students within higher education are increasingly referred to as customers. And there have been increasing pressures for academics to respond to them as such. Universities, especially their management, have been adopting the vocabulary of quality management systems that may be more commonplace in industry. In recent decades, there has been a fierce debate among academics as to whether this approach is appropriate in the academic sector, and whether students are customers, consumers, clients, etc. This paper explores the debate and the central ideas that have informed it. Despite the largely semantic debate over the definition of customers, universities have attempted to empower the multiple stakeholders, using a variety of tools. The paper goes on to discuss how the nature of students is evolving with the move toward widening access, and how the concepts and tools surrounding quality systems must also evolve.     

基于TQM质量理念的高职教育质量观

新时期高职教育任重而道远,需要正确的高职教育质量观。基于TQM的质量理念,并且对新时期高职教育特点的再认识,我们可以提炼出符合高职教育工作实际的质量观,包括适用性的质量观、能力本位的质量观、全过程（全面）的质量观、保证适用的质量观。     

Graduate attributes in higher education: Examining academics' perception in the Middle East

Higher education institutes are facing increasing pressure to ensure that graduates are equipped with the right set of attributes that will make them desirable to potential employers. To deal with this pressure, universities have for some time been embedding employability attributes into their curriculum through classroom-based teaching and external programs. Yet, little research exists into examining academics' perception of graduate attributes and the potential challenges they face in delivering these attributes. The authors examine graduate attributes that are perceived as most important by academics. The findings suggest that communication, teamwork, problem solving, creativity, critical thinking, time management, and research skills were all seen as important for the employability.     

The co-evolution of third stream activities in UK higher education

This paper explores the co-evolution of third stream activities in UK higher education from 1970 to 2008. Drawing on interviews and archival analysis it identifies four distinct periods through which third stream activities have co-evolved. The research suggests that the co-evolution of the third stream mission in universities is inextricably linked to the emerging requirement for universities to demonstrate they have a purpose in society. It concludes that the rise of third stream activities has presented both universities and government with a means of doing this.     

Developing a contemporary conceptualization for consumer sciences in higher education in the UK

Consumer sciences and consumer studies as a recent interdisciplinary degree area in higher education in the UK has had limited published research either on the subject heritage or its disciplinary identity. Since the major subject review was undertaken by the Council for National Academic Awards 17 years ago, the research investigation aimed to study how consumer studies and home economics had moved to consumer sciences and consumer studies. The research has therefore involved a survey over a 15‐year period of development and changes of institutions and degrees and a content analysis of programme outlines and national benchmarking to reveal changing trends in how the subject has been conceptualized. The comparison used data from 1992, 1999, 2003 and 2007 to map degree programme and institutional changes. External and internal political and economic factors influenced subject growth, decline and development. It was found that the number of degree programme titles had remained relatively stable, with still a balance between BA and BSc degrees but that this disguised many changes in institutions and degree titles. The content analysis of trends was undertaken, comparing 1992, 1999, 2003 and 2007. Subject benchmarking statements introduced in 2002, currently being revised in 2009, were compared with programme content themes in 2003 and 2007. The content analysis showed that the overall approach or principles, areas of study, context, perspectives and processes for degree programmes at the undergraduate level had developed noticeably over the last 15 years and had been clarified by benchmarking guidelines. Themes of behavioural change, consumer ethics, consumer services, skills and education, sustainability and well‐being had developed with applied contexts depending on programme orientation. A model has been proposed to illustrate the current conceptualization of the subject in the UK at degree level, and Chenoweth's definition of consumer sciences and consumer studies has been redefined for the UK. It is recommended that there should be more theoretical reflection on the interpretation and development of the subject.     

The role of corporate identity management in the higher education sector: an exploratory case study

This paper examines the corporate identity concept and presents an empirical test of a corporate identity model in the context of the higher education sector. The various components of corporate identity are investigated and the results are presented in diagrammatic form in the proposed and updated corporate identity taxonomy. A qualitative exploratory approach was taken, comprising in-depth interviews with key informants involved in the implementation of corporate identity at a major UK university. The taxonomy illustrates communication, design, culture, behaviour, structure, industry and strategy as the main components of corporate identity. The study also demonstrates how and where issues of corporate identity are discussed within an organisation and how the results of these discussions are fed into management structure. As with any such exploratory case study, there are limits to the generalisability of the findings. Further research is required to ascertain whether the findings of this study also apply in other settings. The results will be helpful to communication professionals who deal with an organisation’s corporate identity, branding and communication and who aim to enhance the consistency of messages both written and visual within their organisation.     

SME growth in the service sector: A taxonomy combining life-cycle and resource-based theories

The approach to the life-cycle theory has been used as an analytical tool of the firms' growth. Several researchers argue that organisations move across several development stages where different problems are found resulting from different management styles and priorities, and resources. This research aims to develop an empirical taxonomy of small medium enterprise (SME) growth in the service sector based on life-cycle and resource-based theories. The data were submitted to bivariate and multivariate analyses to develop and test an empirical life-cycle model. It was possible to conclude that the firms could be clustered in three life-cycle stages. Some implications and future researches are addressed.     

Financial literacy among university students: A study in eight European countries

This study analysed the level of financial literacy among university students in Estonia, Germany, Italy, Netherlands, Poland, Romania, Russian Federation and Turkey. The purpose of the study was to determine the level of financial literacy among university students, and to find out the relationship between financial knowledge and demographic characteristics of students. Online survey instrument was used to collect data. 409 fully completed questionnaires were accepted for analysis. Logistic regression was used to analyse of impact of the demographic characteristics on financial literacy. Overall mean of correct answers for the survey was 72.2%. This result represents a medium level of financial literacy about personal finance. Results indicate that male students, business major students, PhD students, those who live in a rental house, those whose parents have high level income, those who get advice on financial matters from their friends, those who took financial course before, those who get financial information about financial issues from university education, and students from Poland are more knowledgeable on personal finance. More financial courses should be provided in university education programmes, which could help more students handle their finances better and improve their financial wellbeing. It should be taken into consideration that in recent years, environmental and technological influences on financial literacy may be more important than parental influence.     

The early emergence of European commercial education in the nineteenth century: Insights from higher engineering schools

The setting of European commercial education has traditionally been addressed with reference to higher schools of commerce and faculties of business. This has not taken into account empirical evidence showing that, historically, higher engineering schools also offered a mixed education in mercantile and technical subjects to students who wanted to devote themselves to business. However, this type of schooling has received little attention. This article investigates how commercial departments from higher engineering schools constituted an initial, yet ephemeral, public attempt to build an engineering model of commercial education that closely combined mercantile and technical instruction well before the twentieth century.     

Managing higher education brands with an emerging brand architecture: the role of shared values and competing brand identities

ABSTRACT

Corporate branding is a strategic issue for universities as the global higher education (HE) marketplace is becoming increasingly competitive and there is pressure to differentiate. Yet it is unclear how universities develop and manage brand strategies, and whether they draw upon any meaningful connections to the multiple stakeholders and sub-cultures engaged with a university’s brand. Using qualitative data gathered from an education faculty within an established UK university, this study found the faculty and university had competing brand identities and images. A strong faculty brand emerged co-created through the shared teacher related values of staff and external partners. This study contributes to the brand strategy literature by applying branding concepts to the under-researched HE context and proposing a new, more nuanced brand architecture model not yet reported in the branding literature which more accurately reflects the management of sub and corporate HE brands.     

Segmenting Green Consumers in the United States: Implications for Green Marketing

The purpose of the current study was to segment U.S. consumers into four distinct clusters based on their beliefs and motives regarding pro-environmental consumer behavior. Using a nationally representative sample of U.S. adults from Experian Simmons (N = 22,348), this study revealed that: (a) there are four clusters of consumers in the United States with a unique set of beliefs and motives regarding consumer environmentalism; (b) the clusters have distinct demographic and media usage profiles; and (c) the groups have varying responses to the industry's initiatives to protect the environment. Implications of the research are discussed in light of developing message and media strategies for green marketing.     

A Cluster Analytic Approach for Consumer Segmentation Using the Vegetarian/Meatarian Distinction

Abstract

In this study, we use cluster analysis to create a consumer segmentation scheme based on individuals' vegetarian/meatarian orientation, along with key attitudinal, personality, and demographic characteristics. Such characteristics include concern for animals, concern with health, concern for the environment, attitude toward corporate ethical practices, need for cognition, social conformity, age, gender, and level of education. In segmenting consumers along these dimensions, this research study not only expands our knowledge about consumers, but also provides useful insight for marketers of food products and services.     

Ownership and Control of Central and East European Enterprises:

No abstract available for this article.