E-MARKETING TOOLS AND THE NEW DIMENSION OF INTEGRATED MARKETING COMMUNICATIONS IN EUROPEAN HIGHER EDUCATION SERVICES
Journal: Problems of Education in the 21st Century (Vol.12, No. 1)Publication Date: 2009-05-30
Authors : Alexis Daj; Andreea Chirca;
Page : 36-45
Keywords : communication models; e-marketing; integrated marketing communications; new media; online promotion techniques;
Abstract
The increasing competitiveness, rising target audience's expectations (students, their families, employees/employers, academic staff, government, suppliers) and widening access to information determines higher education institutions across the world to continuously evaluate their activities with the external environment, get in touch with the users' needs and integrate this analysis into their every day working plan, which, in fact, means adopting the marketing concept – an important issue, that concerns higher education marketers, even with today's grim economic outlook. Recent studies indicate that nowadays higher education institutions are moving online across the spectrum of marketing activities, from building awareness to creating a high-quality virtual education system and they use online tools as an important and effective component of their marketing strategies. In order that the Internet is most effective, it requires to be deployed as part of an integrated marketing communications approach. European higher education institutions have to identify ways to integrate E-marketing tools into their communication plans. The unique characteristics of the new media require that a database driven segmentation approach to communication strategy be employed, including the development of a customized, interactive, integrated marketing communication plan.
Other Latest Articles
- CREATING, FOSTERING, AND SUSTAINING SCHOOL CULTURE IN LATVIA: COMMUNICATION WITH STAKEHOLDERS
- ASSURING EDUCATIONAL CONTINUITY ON MACRO SYSTEM LEVEL
- A KNOWLEDGE-BASED SOCIETY NEEDS QUALITY IN HIGHER EDUCATION
- DICHOTOMY BETWEEN EDUCATIONAL POLICY-MAKING AND IMPLEMENTATION IN KENYA
- FROM QUALITY MANAGEMENT TO MANAGING QUALITY: SYSTEMIC APPROACH
Last modified: 2017-09-16 01:27:12