Cases on innovations in educational marketing [electronic resource] : transnational and technological strategies / Purnendu Tripathi and Siran Mukerji, editors.
Publication details: Hershey, Pa. : IGI Global (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA), c2011.Description: electronic texts (326 p.) : digital filesISBN:- 9781609606008 (ebook)
- Education, Higher -- Marketing -- Cross-cultural studies
- Education, Higher -- Marketing -- Technological innovations -- Cross-cultural studies
- Transnational education -- Cross-cultural studies
- Advertising campaigns
- Benefits of E-learning
- Ethics of marketing education
- Global partnerships
- Government policies
- Marketing strategies
- Online instruction
- School identity
- Service quality perceptions
- Teaching and learning networks
- 338.4/3378 22
- LB2342.82 .C37 2011eb
- Also available in print.
eBooks
Includes bibliographical references.
1. Exporting Hong Kong's higher education to emerging Asian markets: marketing strategies and government policies / Alan C. K. Cheung, Y. C. Cheng, Timothy W. W. Yuen and Celeste Y. M. Yuen -- 2. Heterogeneity analysis in the university context: a proposal based on service quality perceptions / Maria Fuentes Blasco, Irene Gil Saura and Beatriz Moliner Vel�asquez -- 3. The Google online marketing challenge: a transnational comparison of classroom learning with real clients, real money, and real advertising campaigns / Sven Tuzovic, Lyle Wetsch and Jamie Murphy -- 4. The adjunct's role in delivering quality online instruction / Laurie Bedford -- 5. School images, school identity, and how parents select schools for their children: the case of Hong Kong / Frank Wai-ming Tam and Paula Yu-Kwong Kwan -- 6. Technology in the development and teaching of a literacy program for XXI century education / John Munro and Elena Verezub -- 7. An international collaborative masters degree in integrated marketing communications: a US-EU program in the Mediterranean / Kathleen A. Krentler and Albert Caruana -- 8. A multidisciplinary project integrating marketing research, art and Spanish language for social sciences / Manuel Cuadrado-Garc�ia, Mar�ia-Eugenia Ruiz-Molina, and Lourdes Hern�andez-Mart�in -- 9. A four-step process to reposition small schools as sites within teaching and learning networks / Ken Stevens --
10. Academic freedom and the ethics of marketing education / Francine Rochford -- 11. Developing a grassroots cross-cultural partnership to enhance student experiences / Iryna Pentina and Veronique Guilloux -- 12. Using text mining for improving student experience management in higher education / Chong Ho Yu, Samuel A. DiGangi and Angel Jannasch-Pennell -- 13. Innovations in technology for educational marketing: stakeholder perceptions and implications for examinations system in Rwanda / John Rutaisire -- 14. When going online isn't going / Elizabeth Osika, Rochelle Johnson and Rosemary Buteau -- 15. The trends and challenges of higher education in China / Shuyi Zhang and Li Zhao -- 16. Transformation through marketing: a case of a secondary school in South Africa / Tom Bisschoff and Christopher Rhodes -- 17. Navigating a pathway to partnership through turbulent seas of adversity / Paul Breen, Magdalena De Stefani, and Achilleas Kostoulas -- 18. Exploration of multi-cultural teaching and learning in a collaborative virtual environment / Gonca Telli Yamamoto, Michael D. Featherstone, Faruk Karaman and Patricia C. Borstorff -- 19. Marketing services globally: the benefits of e-learning / Felicia Blacher-Wilson, Evan G. Mense, and Michael D. Richardson.
Restricted to subscribers or individual electronic text purchasers.
"This book provides comparative and comprehensive analysis of technological and transnational strategies in educational marketing on various issues across the world and also the best practices and experiences from a diverse range of countries"-- Provided by publisher.
Also available in print.
Mode of access: World Wide Web.
Description based on title screen (IGI Global, viewed June 16, 2011).