New approaches to higher education marketing (conceptual review) (უმაღლესი განათლების მარკეტინგის ახალი მიდგომები (კონცეპტუალური მიმოხილვა))
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Date
2021
Journal Title
Journal ISSN
Volume Title
Publisher
Ivane Javakhishvili Tbilisi State University Press
Abstract
Education is a key factor in the development of any society. The formation of
modern approaches and vision of teaching in higher education institutions is a
necessary requirement for their involvement in the process of internationalization.
The current global processes and integration into the European higher education
system pose significant challenges to Georgian universities. Participation in the
European educational space requires new marketing approaches, which must be
taken into account to ensure the competitiveness of universities. The use of the
latest approaches to marketing strategies allows universities to determine the
optimal number of students, determine the levels of student satisfaction with
the services offered, improve the quality of teaching and diversify educational
services. At the same time, it should be taken into account that the competition in
the market of educational services is intensified, new technologies are introduced,
and the level of student awareness is rising. Consequently, students’ expectations
and demands are also increasing. So existing paradigms are changing, and
universities are facing a new marketing reality. Given this, exploring new
approaches to marketing in higher education is a highly topical issue.
The most important determinants of education marketing are the image
that creates a positive attitude towards the universities in the students’
consciousness. The university’s image is seen as a combination of tangible and intangible aspects, which is the basis for building a good reputation. Image and
reputation are interrelated variables that define perceptions of students, society,
and employers about universities.
Strengthening the image of universities ensures student satisfaction and
loyalty. The indices used to assess student satisfaction determine how well
a university can meet student expectations, ensure perceived teaching quality
and career advancement. The quality of service, which is an essential element of
education marketing, is directly related to student satisfaction and loyalty.
Today the involvement of students at different levels of the learning process
is now done through digital technologies. In terms of social media use, there are
new trends in higher education marketing. Examples include:
• Strengthening e-learning.
• Using video ads on social media in universities.
• Creating easy-to-understand applications for students.
• Building partnerships with customers and more.
Particularly noteworthy is the intensification of influencer marketing in
education, which plays a significant role in student awareness and behavior.
Social media marketing and influencer marketing are directly involved in creating
value for students as well as building knowledge and experience about specific
services. Highly correlated with influencer marketing is word-of-mouth marketing,
which shapes the perceptions gained through direct relationships about students’
expectations and perceptions. Recently, the role of mobile internet in educational
processes has also increased widely. In today’s educational space, television
advertising has almost been exchanged by digital communications, which have,
in effect, replacing the role of traditional advertising in education marketing.
For many universities, their internet video has become the primary digital ad.
Such video ads capture the attention of the student audience and make their
responses particularly active.
In terms of education marketing, research was conducted in Georgia on the
challenges and successes of the local education space. However, these studies are
not enough. In this regard, an in-depth analysis of all the problems that hinder
the efficiency of education in our country’s universities and the establishment of
high standards is necessary. Particular attention should be paid to the marketing
analysis of higher education in our country. From this point of view, it is essential
to know how new standards of higher education are introduced, how they are
promoted and adapted to European realities in Georgian reality.
Description
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Keywords
High education; educational services market; education marketing; determinants of education marketing
Citation
Economics and Business, №3, 2021, pp. 87-102