The Consumer of University Educational Services – A Central Element of Educational Marketing

Open access

Abstract

The marketing of educational services has become both a priority and a challenge, taking into account the technological changes that have arisen from the aspect of the tools and teaching methods used, as well as from the point of view of the requirements on the market manifested by the bearers of labor demand and supply. In addition, the opening and internationalization of these services has led to an increase in competition in this area, which forces universities to attach greater importance to educational marketing activities. From the point of view of the study of the behavior of the consumer of university educational services, the approach is even more challenging as the offer of educational services presupposes the rendering of an inexpensive, unstable, perishable and extremely variable service in terms of diversity, which requires an extremely complex analysis of the variables that influence the behavior of the “consumer” student, as well as from the point of view of the purchasing decision process, as a result of the action of these factors. In this context, the present paper aims to analyze the necessity of applying specific educational marketing tools, methods and techniques, especially of university marketing, not only from the perspective of the promotional component, which has a leading role in this field, but also starting from to the analysis of the peculiarities of the behavior of the consumer of educational services as a beneficiary.

If the inline PDF is not rendering correctly, you can download the PDF file here.

  • Alfinito&Torres (2008) In: Consumer Educational Behavior: Their Profile and the Purchase Decision Process Alessandra Daiana Schinaider Paloma de Mattos Fagundes Anelise Daniela Schinaider Future Studies Research Journal ISSN 2175-5825 SÃO PAULO V.8 N.2 P. 149 – 170 ABR./AGO 2016

  • Brennan J. and T. Shah.(2000) Managing Quality in Higher Education: An International Perspective on Institutional Assessment and Change. Buckingham UK: OECD SRHE and Open University Press;

  • Dill D.D. (1998) Evaluating the ‘Evaluative State’: Implications for Research in Higher Education. European Journal of Education 33.2 p. 361–377. In: Markets In Higher Education Rhetoric or Reality?. Published by Kluwer Academic Publishers;

  • Dill D.D. and M. Soo. (2003) A League Table of League Tables: A Cross-National Analysis of University Ranking Systems. Paper presented at the Conference of the International Network of Quality Assurance Agencies In Higher Education (INQAAHE) Dublin Ireland 17 April. In Markets In Higher Education Rhetoric or Reality?. Published by Kluwer Academic Publishers;

  • Friedman M. (1962) Capitalism and Freedom. Chicago: University of Chicago Press;

  • Hassan R. (2003) The Chronoscopic Society: Globalization Time and Knowledge in the Network Economy. Oxford: Peter Lang;

  • Maringe F. & Gibbs P. (2009) Marketing Higher Education Theory and Practice. Open University Press;

  • Naidoo R. and Jamieson I. (2005) Empowering participants or corroding learning? Towards a research agenda on the impact of student consumerism in higher education. Journal of Education Policy 20(3) p. 267–81;

  • Paiva R. (2012) Gestão de marketing educacional. Curitiba: IESDE Brasil. In: Consumer Educational Behavior: Their Profile and the Purchase Decision Process Alessandra Daiana Schinaider Paloma de Mattos Fagundes Anelise Daniela Schinaider Future Studies Research Journal ISSN 2175-5825 SÃO PAULO V.8 N.2 P. 149 – 170 ABR./AGO 2016;

  • Scott D. Brown A. Lunt I. and Thorne L. (2004) Professional Doctorates: Integrating Professional and Academic Knowledge. Milton Keynes: Open University Press;

  • Smith D. Scott P. and Lynch J. (1995) The Role of Marketing in the University and College Sector. Leeds: Heist Publication

  • WES Research & Advisory Services www.wes.org/RAS. (2012) Not All International Students Are the Same: Understanding Segments Mapping Behavior. Choudaha Rahul & Orosz Kata & Chang Li. https://www.researchgate.net/publication/255857496_Not_All_International_Students_are_the_Same_Understanding_Segments_Mapping_Behavior

  • http://www.europa.eu SpecialEurobarometer no.466 last accessed 2019/02/20

Search