Intention to study digital marketing in the context of expected quality of a study program

Abstract

Measuring the quality in higher education can be performed on a more general level, usually by adjusting the instruments for measuring the quality of services in general, or through instruments that are related most directly to the study program. In any case, in methodological terms, one should keep in mind the relevant scientific knowledge regarding the treatment of a model that describes the relations of quality and its dimensions. In addition to appropriate theoretical observations, a primary marketing research was conducted in this paper, in order to determine whether and to what extent the expected quality of the study program affects the intention to enroll in it. In this particular case, students of the Faculty of Economics in Subotica (n = 89) evaluated (in June 2021) the expected quality of the master study program Digital Marketing (which is to start at this faculty in the forthcoming academic) and expressed their intentions to enroll in that program. Structural equation modeling was used. The results indicate that the expected quality positively and statistically significantly affects the intention to study the study program. The construct of the expected quality itself is statistically significantly formed by the dimensions of quality in the following order (according to the strength of the impact): Generic Skills, Good Teaching, Clear Goals and Standards, Appropriate Workload, and Appropriate Assessment.

Market landscape and the role of marketing in the field of Mongolian performing arts organizations

“…According to the advice given by the Interviewee 14 and 13, arts and cultural organizations in Mongolia need to use digital and technological marketing methods in their activities. While these organizations mostly employ traditional marketing methods, it is important to consider following the latest trends and adapting to using digital and social media marketing (Djokic, Milicevic & Djokic, 2021). Certainly, performing arts organizations may not be able to shift their concerts and performances entirely to digital and technology, however creating high-quality content, streaming, reaching and connecting with their audiences can be quick, beneficial, cost-effective and measurable.…”