Education and Marketing: Decision Making, Spending, and Consumption

Grewal, Rajdeep; Meyer, Robert K.; Mittal, Vikas

doi:10.1177/00222437211068091

Cited by 18 publications

(7 citation statements)

References 65 publications

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“…In terms of processes and activities, education includes teaching, schooling, training, guidance, and in terms of outcomes, it includes proximal outcomes such as learning, increased knowledge and insight, and change in beliefs, as well as long-term outcomes such as accumulation of knowledge, change in behavior, employment and income (Grewal et al, 2022). Educational content marketing is based on the marketing principle of education instead of aggressive and direct sales and starts from the conviction that potential customers should primarily be provided with education about the product or service offered (Knihová, 2021).…”

Section: Content Marketing In B2b Environmentmentioning

confidence: 99%

“…According to Grewal et al (2022), traditional value creation is perceived as companies creating value for their B2B customers, and customers then examine and evaluate the offer. Value creation is at the epicenter of marketing and the purpose of business-to-business marketing is embedded in the idea that suppliers and customers work together to create superior value that suppliers cannot provide alone (Hofacker et al, 2020).…”

Section: Shared Value Creationmentioning

confidence: 99%

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The Role of Educational Content Marketing – Case Study Analysis of Ict Companies

Gregurec,

Mandić,

Bakić

2024

Ekonomska misao i praksa

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This paper explores the role of educational content marketing, within a digital marketing strategy, applied by software and application development companies for their business-to-business communication. Qualitative research for collecting primary data was conducted through in-depth interviews on a non-probability sample of experts. Considering the complexity of the products and business models of the companies from the sample, the purpose of the research was to determine how those companies establish a business relationship, how they use educational content marketing and what is its role in communication with other companies. The results indicate that the role of educational content marketing, for the companies in the sample, is crucial in expanding the market, creating new business opportunities, as well as in the sales process, especially in operations of high financial value.

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Section: Content Marketing In B2b Environmentmentioning

confidence: 99%

Section: Shared Value Creationmentioning

confidence: 99%

The Role of Educational Content Marketing – Case Study Analysis of Ict Companies

Gregurec,

Mandić,

Bakić

2024

Ekonomska misao i praksa

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“…The author acknowledge the article "Education and Marketing: Decision Making, Spending, and Consumption " Grewal et. al.…”

Section: Acknowledgementmentioning

confidence: 99%

Marketing of Professional Education: Choice, Spending, and Consumption

Prasad¹

2022

IJSREM

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There is warm debate whether the education sector slowly becoming an industry or can still be treated as a service for people's wellbeing. The available data show a contrary view that it is getting privatized and following an industrial pathway in its management and operation/ production. The systems of education of different countries are quite different and the aspirants seek it as on their interests, mental capabilities, course duration, and affordability of parents. The present paper highlights the changing definition of marketing and analyses the marketing dimensions of education in the service marketing domain. The parents and the aspirants now prefer to invest in those academic courses that establish a way to a career. The universities and institutions are facing tough competition in attracting the aspirants and hence using marketing techniques and strategies to create their image and preference among the parents and aspirants. The spending and choice attract aspirants to fly over different countries where they feel convinced and therefore universities and institutions spend a huge amount on promotion and communication. Key Words: - Education, Marketing, AMA, Educational spending, Choice, Consumption.

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“…Sanz et al (2017) Identificación de necesidades y trabajo en equipo desde los públicos de la comunidad académica para satisfacerlas Ospina y Sanabria (2010) Desde la mezcla de mercadeo se diseñan y ejecutan acciones que benefician los usuarios y el talento humano al interior de las instituciones Da Viá et al (2015) Detectar necesidades en la comunidad y construir alternativas que mejoren los indicadores de satisfacción Tejeda Paniagua y Reyes García (2015) Conjunto de experiencias que se vivencian en la institución educativa, logrando que los individuos que hacen parte de ella estén satisfechos, perduren y generen sostenibilidad Gómez-Bayona y Arrubla-Zapata (2020)Nuevos actores que hacen parte de la acción educativa y mejoran los procesos de relacionamientoGrewal et al (2022) …”

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Gestión del mercadeo y la reputación corporativa en universidades acreditadas, privadas y públicas: Una mirada a partir del docente

Gómez-Bayona¹,

Orozco-Toro²,

Mora³

et al. 2022

Rev. virtual univ. catol. norte

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El objetivo de este artículo es identificar de qué manera se realizan estrategias que apoyen el mercadeo educativo y la reputación corporativa desde el docente, en siete universidades acreditadas, privadas y públicas de Medellín-Colombia. Se utilizó una metodología mixta, con entrevistas a profundidad a los directores de mercadeo de las universidades acreditadas y 231 encuestas a docentes internos de los departamentos de administración de las mismas universidades, teniendo como base para su intervención el modelo AFC (análisis factorial confirmatorio) y el modelo de ecuaciones estructurales. Se evidenció dentro de los resultados que la gestión del mercadeo ha ganado importancia en la planeación estratégica de las universidades y que de esta manera se han logrado incluir algunos stakeholders para generar más confianza, satisfacción y lealtad, con el fin de construir una mejor reputación corporativa al interior y exterior de la comunidad académica. Se concluye que los docentes, en su mayoría, se sienten satisfechos con las funciones que realizan, y que esto les permite una mayor motivación al momento de interactuar con los públicos. Sin embargo, se evidencia que pocos se sienten incorporados con las estrategias de mercadeo que se desarrollan en las universidades, lo cual puede afectar la identidad, imagen y posicionamiento de estas.

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Education and Marketing: Decision Making, Spending, and Consumption

Cited by 18 publications

References 65 publications

The Role of Educational Content Marketing – Case Study Analysis of Ict Companies

The Role of Educational Content Marketing – Case Study Analysis of Ict Companies

Marketing of Professional Education: Choice, Spending, and Consumption

Gestión del mercadeo y la reputación corporativa en universidades acreditadas, privadas y públicas: Una mirada a partir del docente

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