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An Investigation Of The Effectiveness Of Social Media Marketing On The Marketing Performance Of Selected Higher Education Institutions In Zambia
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Book Synopsis An investigation of the effectiveness of social media marketing on the marketing performance of Selected Higher Education Institutions in Zambia by : Francis Mukosa
Download or read book An investigation of the effectiveness of social media marketing on the marketing performance of Selected Higher Education Institutions in Zambia written by Francis Mukosa and published by GRIN Verlag. This book was released on 2022-10-12 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doctoral Thesis / Dissertation from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Pass, , course: Marketing, language: English, abstract: HEIs in Zambia have adopted the use of social media in advertising, online learning and also for administrative purposes. Social media has developed in the recent years to a level where it presents itself as the biggest virtual market with the potential to increase geographic markets and revenue for organizations. While cases of HEIs that have used social media marketing for purposes of marketing exist in other places, there is no significant research in the Zambian environment that shows empirical evidence that the use of social media marketing can impact marketing performance in HEIs. The purpose of this study is to investigate the effectiveness of social media marketing on marketing performance in HEIs and the findings are meant to build a model for social media marketing for HEIs in Zambia in (see figure 5.2 in Chapter 5). Data in this research was collected from twelve HEIs using both qualitative and quantitative research methods, since this research is a mixed research with both deductive and inductive arguments. The data collection techniques included a semi structured interview for qualitative data and a semi structured questionnaire for the quantitative data. Data analysis was carried out using different techniques in SPSS for the quantitative data and content analysis using Google analytics for the qualitative data. The implications of the findings in chapter four mean that HEIs in Zambia must begin to use social media not only for administrative or advertising purposes but they must use it effectively as a tool to increase their market share and increase their revenue. The findings and data analysis in this research indicated that social media is effective in marketing HEIs in Zambia, however these institutions must adopt the suggested model in Figure 5.2 in Chapter 5 if they are to enhance social media performance for marketing
Book Synopsis Adoption of Social Media Marketing in the Higher Education Industry in Malaysia. An Empirical Study by : Wee Leong
Download or read book Adoption of Social Media Marketing in the Higher Education Industry in Malaysia. An Empirical Study written by Wee Leong and published by GRIN Verlag. This book was released on 2018-05-03 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (postgraduate) from the year 2018 in the subject Information Management, , language: English, abstract: With the introduction of personal computers, the Internet, and e-commerce have in fact created a tremendous impact on how businesses operate and market their products or services nowadays. The introduction of social media technology is accelerating and has become a trend for youngster and business partner today. The purpose of this study was to investigate how social media marketing was implemented and adopted in the higher education institutions in Malaysia. Specifically, this study focused on the positive influence of using social media marketing and the benefits the Social Media Marketing system had provided to institutions which had accepted and utilized this new innovation. This study also aimed to determine the concern factors of adopting the Social Media Marketing system into current company management systems. An integral part of this research was to develop and to empirically test a model of the adoption of Social Media Marketing in the context of higher education institutions in Malaysia which based on the concepts of Rogers [2003] the Innovations Diffusion Theory (IDT), and Ajzen and Fishbein [1975] the Theory of Reasoned Action (TRA). This research used a questionnaire to assess the higher education institutions in Malaysia on their cognition and perspective of the relative advantage, compatibility, complexity, trialability and observability of the Social Media Marketing; as well as to assess their attitudes and subjective norm toward their behavioral intentions of using the Social Media Marketing system. Research findings revealed the attributes of innovations mentioned above were significantly positively associated with the adoption of Social Media Marketing. According to the research results, managerial implications and opportunities for future research were discussed.
Book Synopsis Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions by : Charitha Harshani Perera
Download or read book Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions written by Charitha Harshani Perera and published by Springer Nature. This book was released on 2022-09-30 with total page 284 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes. Higher education institutions operate in a strong competitive environment due to the homogenous nature of their services and always look for new marketing strategies to be competitive in the marketplace. Therefore, building customer-based brand equity has become crucial for higher education institutions to differentiate themselves from others to attract prospective students. Social media-based marketing facilitated prospective students to communicate and collaborate to gather information relevant to higher education institutions and their respective brand equity. However, many models on customer-based brand equity received limited support in the higher education sector, particularly in emerging Asian countries. As such, drawing from social information processing theory, this book empirically investigates how higher education institutions can develop customer-based brand equity by using social media marketing and subjective norms mediated by brand credibility, taking cross-country comparisons between Sri Lanka and Vietnam. The book goes on to examine the applications and implications of the findings for higher education institutions in developing branding strategies through social media.
Book Synopsis Social Media in Higher Education by : Heather T. Rowan-Kenyon
Download or read book Social Media in Higher Education written by Heather T. Rowan-Kenyon and published by John Wiley & Sons. This book was released on 2016-09-14 with total page 148 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social media is central to postsecondary education. It is how students engage with the campus community, and campus leaders and practitioners are interested in how an institution can employ social media to impact instruction, student services and institutional effectiveness in an increasingly competitive market. This volume presents the current research and scholarship on social media that provides a view of the higher education landscape in this new digital age and it demonstrates how social media influence behavior and campus culture. Drawing on a critical synthesis and analysis from recent research on this rapidly evolving phenomenon, this monograph examines: some of the assumptions and presumptions around social media, how social media is used and how it shapes the student experience and student development, and best practices for enhancing curricular and co-curricular communities of practice. This is the 5th issue of the 42nd volume of the Jossey-Bass series ASHE Higher Education Report. Each monograph is the definitive analysis of a tough higher education issue, based on thorough research of pertinent literature and institutional experiences. Topics are identified by a national survey. Noted practitioners and scholars are then commissioned to write the reports, with experts providing critical reviews of each manuscript before publication.
Book Synopsis Dissertation Abstracts International by :
Download or read book Dissertation Abstracts International written by and published by . This book was released on 1988 with total page 876 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices by : Tripathi, Purnendu
Download or read book Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices written by Tripathi, Purnendu and published by IGI Global. This book was released on 2013-05-31 with total page 388 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although higher education institutes are not typically thought of as a business, colleges and universities utilize marketing strategies in order to compete for students. Information and communication technologies have enhanced and changed the nature and context of communication exchange, allowing for a broader range of competition. Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices provides different aspects of marketing management and technological innovations in all parts of education, including K-12, non-formal, and distance education. Highlighting research studies, experiences, and cases on educational marketing, this book is essential for educational planners, administrators, researchers, and marketing practitioners involved in all aspects of educational development.
Book Synopsis Strategic Marketing of Higher Education in Africa by : Emmanuel Mogaji
Download or read book Strategic Marketing of Higher Education in Africa written by Emmanuel Mogaji and published by Routledge. This book was released on 2020-01-20 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.
Book Synopsis Marketing and Branding in Higher Education Institute by : Seyed Mohammad Mohajer
Download or read book Marketing and Branding in Higher Education Institute written by Seyed Mohammad Mohajer and published by Seyed Mohammad Mohajer. This book was released on 2020-12-01 with total page 52 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dr. Seyed Mohammad Mohajer, author of this book, for the first time, on the subject of SEM (Student Experience Management) and TEM :(Teacher Experience Management), Expresses and writes In today’s competitive world in which men are looking for acquiring a better place for themselves and their properties, indeed it can be said that people who compete on a full scale in marketing and branding by learning knowledge and experience, are more successful. Apart from people, countries, cities, businesses, historical and religious sites, companies, products, services, and even government agencies are endeavoring and competing to possess a better place and more profitability. In the meantime, universities, higher education institutions, and specialized schools such as Business Schools, Language Schools, Art Schools, etc are not exceptions. Contest in the digital and traditional area, simultaneously, and with a proper strategy and developing systematic advertising campaigns can make a university or higher education institutions a brand. Since the branding process, as its name implies, has a -ing (continuous), the process must be continual and running continuously. One of the most significant tools in higher education institutions branding is CEM (Client Experience Management) which includes SEM (Student Experience Management) and TEM (Teacher Experience Management). Valuing the main audiences, which are students and professors, and creating a distinctive and excellent experience in the educational environment either in a digital or in a traditional area, can lead to receive excellent feedback from these audiences and direct them to the brand layers that are Awareness, Knowledge, Attitude, Engagement, Satisfaction, Loyalty and the highest level that is Passion, which the same matter make the sense of constancy and belonging and conversion Trademark (Servicemark) a higher education institution to a Lovemark. But how this distinctive experience and feeling can be infused with the audiences? Undoubtedly, many solutions are recommended in this field, such as the use of sensory branding methods, but the important point here is who can create and improve this experience? Certainly, the University Staff has a key and very effective role in the mentioned process. However, the significant point is which employees can make this experience? The answer is very simple but key: Employees who first receive a good sense of working in a scientific and educational environment. Therefore, we are facing a phenomenon called SEM (Staff Experience Management), that is, university administrators and heads, before engaging in Client Experience Management, should seek to create a sense of satisfaction, belonging, and loyalty in the educational environment and grow their educational brand set, which its tools are certainly Employer Branding and Human Capital Management. By mentioning all the foregoing keywords, each of which is a deep concept in BRAND Building and Branding of higher education institutions discussion, we begin our main discussion, namely marketing and branding in higher education institutions. I hope you will be with us by the end of the book and experience a different studying the book, dear reader. Dr. Mohajer writes in his introduction: Be the best version of yourself I daresay all brand and branding concepts and definitions can be observed in the above sentence. whereof the brand, like a human, experiences all the before birth, birth, growth, maturity, wane and death processes, and since a real human being is always looking for growth and ascendancy, and this continuous process to reach the endpoint Life, thus the grown man is always looking to reach a higher point of his present and past. The most important tool in a human ascendancy or a brand is certainly an education. Either for a human or a brand, becoming a distinct brand goes through practical training. The above sentences are a summary of my little experience as Seyed Mohammad Mohajer in education and especially training in the brand management field. Certainly, the brand and education and the combination of these two words are the main and vital tools for the development of any country and human being. Now that I am the President of Tarjoman Oloom Higher Education Institute and the BrandAfarin international group, I consider it necessary as my social mission to start first from myself and with a better understanding of myself, then the great God and comprehending the universe; I announce to the cultured society that we seek to identify brilliant talents in the three areas of education, research and management consulting, and we warmly welcome intellectuals, professionals and individuals seeking individual and organizational growth. Also, by creating skill training courses in four specialized fields of management in the Business School, foreign languages in the Language School of Art and Media in the Art School, and new technologies in the i4.0 School for people who can not afford to pay for the training tuition, We have created the chance to study at Tarjoman Oloom Higher Education Institute for free and then go to the business market. It would be my honor to contact me for more information and direct communication through my website www.mohajer.tvLinks to an external site. and my email info(at)mohajer.tv. Book Details: ISBN-13 : 979-8574963845 Paperback : 272 pages Language: : English ASIN : B08PJPQSK9 Paperback : 272 pages Author: Seyed Mohammad Mohajer, PhD. (President of Tarjoman Oloom Higher Education Institute) For more information on Marketing and Branding in Higher Education Institute, visit: https://www.amazon.com/dp/B08PJPQSK9Links to an external site.
Download or read book Resources in Education written by and published by . This book was released on 1993-04 with total page 346 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Federal Evaluations written by and published by . This book was released on with total page 856 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contains an inventory of evaluation reports produced by and for selected Federal agencies, including GAO evaluation reports that relate to the programs of those agencies.
Author :United States. General Accounting Office. Office of Program Analysis Publisher : ISBN 13 : Total Pages :864 pages Book Rating :4.3/5 (91 download)
Book Synopsis Federal Program Evaluations by : United States. General Accounting Office. Office of Program Analysis
Download or read book Federal Program Evaluations written by United States. General Accounting Office. Office of Program Analysis and published by . This book was released on 1977 with total page 864 pages. Available in PDF, EPUB and Kindle. Book excerpt: Contains an inventory of evaluation reports produced by and for selected Federal agencies, including GAO evaluation reports that relate to the programs of those agencies.
Book Synopsis Is Social Media an Effective Way of Enhancing Students’ Learning Experience? by : Mayer Taylor
Download or read book Is Social Media an Effective Way of Enhancing Students’ Learning Experience? written by Mayer Taylor and published by GRIN Verlag. This book was released on 2017-09-28 with total page 73 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (postgraduate) from the year 2011 in the subject Communications - Mass Media, grade: A, University of Kent, language: English, abstract: The emergence and widespread popularity of social media usage has revolutionized the way in which the young generation communicates, connects and socializes now a day. This has had significant implications for higher education and learning due to the changing nature of students entering higher education institutions now a days and the changing nature of communication and connections; all of which impact upon the learning behavior and academic activities of students. Higher education institutions are faced with an imperative challenge in that they are required to respond to the phenomenon of social media integration in higher education. It is high time for higher education institutions to formulate viable social media strategy to ensure that the contemporary learning environment and teaching approaches reflect the changing nature of younger generation. This research identifies the impact of social media upon students’ overall learning experience and ways in which social media adds value to the students’ learning experience. This study utilizes survey and interview methods for primary data collection to study a group of student at Brunel University in UK. Based on the research findings, it is concluded that social media usage has a significant positive impact upon enabling student’s collaboration in context of group work, enabling delivery of assessment and feedbacks and other course related content and fostering formal communication between students and tutors. Within these broader domains, establishing sense of community, facilitating multidisciplinary intergroup communication, facilitating sharing of student-generated content and general discussion between tutors and students were some of the most enabling aspects of social media usage. Despite the positive role of social media for these purposes, the research findings also reveal that there are several shortcomings related to social media usage which impede the effectiveness of social media in positively affecting students’ overall learning experience such as the lack of commitment of peers to use of social media for formal communication and learning, the inability or unwillingness of tutors/instructors to utilize social media and privacy concerns.
Book Synopsis Social Media and Genre Studies by : Thomas Kenny
Download or read book Social Media and Genre Studies written by Thomas Kenny and published by Rowman & Littlefield. This book was released on 2023 with total page 215 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book investigates whether Facebook and Twitter have become a genre, particularly for higher education institutions. The author examines the purpose, form, and functionality of higher education's institutional web pages on these platforms through a combination of content analysis and interviews.
Book Synopsis Satellite Marketing by : Kevin Popovic
Download or read book Satellite Marketing written by Kevin Popovic and published by CRC Press. This book was released on 2017-12-19 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Satellite marketing uses multiple social media sites as a series of marketing sub-stations or "satellites." Each satellite is a stand-alone marketing effort, which means that if and when your prospects are engaged, they are being introduced to your brand, your product and services, and your community of users. Prospects presented with a call to action through satellite marketing are more likely to act because they are actively engaged with your message. Identifying opportunities for social media within integrated marketing communications, Satellite Marketing outlines a proven process to help you create an actionable strategic plan based on measurable goals. It provides business owners, CEOs, CMOs, and sales people with a comprehensive strategy for leveraging new media and integrating it with conventional marketing tactics. Traditional marketing is still important, and the context of social media will make traditional tactics more effective. Dispelling many of the myths surrounding social media, this book will help you: Develop an effective social media strategy to boost sales and brand awareness Identify and target relevant markets Create, deploy, and maintain effective satellites Measure the success of your satellite marketing campaigns The book explains why successful marketing has evolved from product-centric to customer-centric. It presents valuable lessons learned from established communications channels that apply to social media. It also details a step-by-step process to help you identify measurable goals, better understand your audience, create a strategy, select the appropriate social media, build engagement, develop a communications plan, and monitor performance. This book is written by Kevin Popović, the Founder of Ideahaus®. Mr. Popovic is a speaker, educator, and was recently named a Top 20 Digital Marketing Strategist for 2015 by the Online Marketing Institute.
Book Synopsis Competitive Social Media Marketing Strategies by : Ozuem, Wilson
Download or read book Competitive Social Media Marketing Strategies written by Ozuem, Wilson and published by IGI Global. This book was released on 2016-02-02 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Competitive Social Media Marketing Strategies presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers’ use of these online communities. Highlighting pivotal issues such as brand management, customer loyalty, and online services, this publication is a pivotal reference source for business managers, professionals, advanced-level students, and consultants interested in the latest research on the use of digital media tools for business opportunities.
Book Synopsis New Strategies in Higher Education Marketing by : James A Burns
Download or read book New Strategies in Higher Education Marketing written by James A Burns and published by Routledge. This book was released on 2012-10-12 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: With rising financial difficulties and declining enrollments, many colleges and universities are finding that they need new and better ways to present and promote themselves to potential students and the general public. New Strategies in Higher Education Marketing contains practical, “how-to” applications of marketing thought and theory for the higher education environment. Written by practitioners for practitioners, this valuable book offers new viewpoints, tools, and creative ways to solve potentially devastating problems through the implementation of marketing. Each chapter is application oriented and cases and situations common to most universities and colleges are discussed to illustrate marketing strategies and techniques to make them more easily understood and readily usable. New Strategies in Higher Education Marketing is divided into four sections: Strategy Research and Promotion Enrollment Services Development. It includes informative chapters on topics including perceptions and proper application of marketing in higher education; fund raising; public relations; coordination of intra-organizational efforts; techniques and methods of gathering information and data; and the challenge and management of student enrollment. Directors, presidents, vice-presidents, and others responsible for or interested in the marketing of a college or university will find a wealth of highly practical information in this book.
Book Synopsis Survey of Use of Instagram in Higher Education Marketing 2017-18 by : Primary Research Group
Download or read book Survey of Use of Instagram in Higher Education Marketing 2017-18 written by Primary Research Group and published by . This book was released on 2017-07-21 with total page 97 pages. Available in PDF, EPUB and Kindle. Book excerpt: This 98-page special report presents data and commentary on how colleges and universities are using Instagram in their marketing and enrollment efforts. The study looks at both paid and gratis use of Instagram, imparting critical hard numbers on the amount of staff time higher ed marketers are spending now and plan to spend on Instagram marketing, what features on Instagram that they are using, if they are using paid Instagram ads and, if so, how much are they spending and with what results? The study also presents data on Instagram followers, both within and outside the college, Instagram comments and much more. Other issues discussed include model college Instagram sites, use of consultants, use of Instagram vs. other digital marketing options, and how Instagram stacks up vis-a -vis Facebook, Twitter, YouTube, SnapChat, Pinterest, LinkedIn and other digital marketing options. Just a few of the report¿s many findings are that: ¿Nearly 49% of those sampled used Boomerang in their Instagram marketing efforts.¿9.3% of those sampled had used carousel ads in their paid Instagram marketing efforts. ¿Colleges in the highest tuition range, more than $41,000 per year, spent the most staff time on Instagram, a mean of 1,350.4 hours per year. ¿Survey participants with work titles suggesting a specialization in web or digital marketing such as director of digital strategies or social media marketing specialist tended to have many more Instagram followers for their college sites than those run by those with general marketing titles such as director of marketing, or general admissions department titles such as director of admissions.¿A few of the institutions named as particularly noteworthy for their Instagram marketing efforts were; Vanderbilt University, the University of Michigan, the US Naval Academy and Indiana State University.
