소개글
marketing of education industry 에 관하여 연설문 형식으로 제작된 리포트 입니다.
목차
Introduction
The factors influencing students’ decisions
Student’s former perception of the institution
They are now enrolled
Branding Strategy
Marketing Communication Strategies to Ensure the Recruitment
Conclusion
Limitations
References
Questionnaire
본문내용
Introduction
Good afternoon ladies and gentleman, what a pleasure for me to be given such an opportunity to give a talk on “Driving Recruitments and Enrollment Effectively through Building Strong College and University”. Before, I start. I would like to introduce myself, for those who don’t know me well.
I’m Oliver E. Ngodo, and you can call me Oliver. I was born in Nigeria and I have worked there for several years as teacher, researcher, administrator, and political leader. I earned my PhD in the research field of Transformational Leadership, and I’m currently residing in Malaysia teaching Marketing and Branding in the MBA Program of the Southern Cross University Australia in Partnership with INTI University College Sarawak.
Personally, I really have a very deep passion in the educational industry. For me, the highest is the quality of educational standard, an institution could offer, the better is the institution in obtaining recruitment and enrollment from the students. And that means, it is an inclining financial resources for the institution.
As it is aware that institution is basically providing services which are intangible, it is often difficult to measure the “perceived quality” and “student’s satisfaction” which are believed to be affecting the enrolment intentions. Therefore I hope that, today’s talk could give you a clear idea on how to improve the recruitment and the enrollment effectively through building strong institution brands.
참고 자료
Paul, S., Chris, B., & Alan, P. (1997). Strategic Marketing Communication. Great Briton: British Library Press.
Internal Branding: A University’s Most Valuable Intangible Asset, Retrieved April, 04, 2010, from
http://www.brandchannel.com/images/papers/460_Internal_Branding_final.pdf
Nord, S. C. (2009). How students choose their university. Campus Asia Education & University Life, 3(12), 134-136.
Nord, S. C. (2010). How students choose a university to attend. Campus Asia Education & University Life, 3(13), 30-32.
Glatstein, S. (2009). 5 Steps to Brand Building - Touch points are key to building a strong brand. Retrieved April 02, 2010, from
http://sbinfocanada.about.com/od/marketing/a/brandbuildingsg.htm
Williams, J. (2005). The Basics of Branding. Retrieved April 03, 2010, from
http://www.entrepreneur.com/marketing/branding/imageandbrandingcolumnistjohnwilliams/article77408.html