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Social Media Strategy For The Hank Greenspun School Of Journalism And Media Studies, Irene Williams
Social Media Strategy For The Hank Greenspun School Of Journalism And Media Studies, Irene Williams
UNLV Theses, Dissertations, Professional Papers, and Capstones
Within the past 10 years, communication online has evolved tremendously toward social media. This rapid change has been difficult for higher education institutions (HEI) to adapt to, leaving this important area underexplored. This strategic social media plan was developed to improve internal and external communication for the Hank Greenspun School of Journalism and Media Studies (JMS). By initiating social media platforms, relationships are cultivated with present and future students on Facebook and Twitter. This strategic social media plan develops and maintains Facebook and Twitter pages for JMS and interprets social media site visitation data. These data provide information on users, …
Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market, Renée J. Fontenot, Richard Mathisen, Susan Carley, Randy Stuart
Online Vs. Face-To-Face Learners: An Exploratory Segmentation Of The Student Market, Renée J. Fontenot, Richard Mathisen, Susan Carley, Randy Stuart
Association of Marketing Theory and Practice Proceedings 2013
This study compares the characteristics and motivational factors influencing educational decisions of online vs. face-to-face learners. Using a survey of undergraduate marketing students from colleges in the Southeastern U.S., demographic, attitudinal and learning style differences are examined to determine the roles they play in student selection of online vs. traditional classroom modes of educational delivery. Alternative approaches to segmentation of the student market are explored, as are implications for marketing education. Likert scales and open ended questions were used to determine student perspectives on various dimensions of online versus face-to-face courses. A cross section of students were surveyed including those …
The Inmates Are Running The Asylum: The Role Of A Consumer Mentality In Higher Education And Exploring How It Can Be Overcome, Stephen S. Batory, Anne Heineman Batory, David J. Burns, John Lanasa, Randy Stuart
The Inmates Are Running The Asylum: The Role Of A Consumer Mentality In Higher Education And Exploring How It Can Be Overcome, Stephen S. Batory, Anne Heineman Batory, David J. Burns, John Lanasa, Randy Stuart
Association of Marketing Theory and Practice Proceedings 2013
Serving and satisfying customers is often viewed as the primary function of businesses. Consequently, a customer orientation, or a focus on determining customers’ wants and needs and designing and offering products to satisfy them, is a key concept within marketing. Is the importance of a customer orientation also true in higher education? Several believe that it is. The answer to the question of who is the customer in higher education, however, is less clear. Historically, society was viewed to be the primary customer of higher education – the purpose of higher education was viewed to produce educated individuals who possess …
Marketing Faculty And Marketing Staff: Framework Of Shared Opportunity, Lynn W. Mcgee
Marketing Faculty And Marketing Staff: Framework Of Shared Opportunity, Lynn W. Mcgee
Association of Marketing Theory and Practice Proceedings 2013
Marketing faculty and university marketing professionals are finding opportunities to collaborate that deepen research in marketing for higher education, enrich the marketing student experience and enhance marketing effectiveness at their institutions. This exploratory research brief draws on two advancement experts to describe the potential-- and the challenges--of research in higher education marketing, reviews a sample of published research to identify the types of published collaborations and uses a case study of a public comprehensive university to identify types of marketing faculty/staff collaboration. As faculty across all disciplines are asked to take more leadership in marketing their schools and departments, marketing …
The Role Of Empathy In The Benefits Sought From Volunteering, David J. Burns
The Role Of Empathy In The Benefits Sought From Volunteering, David J. Burns
Association of Marketing Theory and Practice Proceedings 2013
Increasing needs for volunteers have led many nonprofit organizations to seek to understand the benefits sought by individuals from volunteering. This study examines empathy. Empathy is believed to be one of the causes of individuals engaging in helping or prosocial behavior, an activity which includes volunteering. What role does empathy play in the benefits sought by individuals from volunteering? The objective of this study is to examine this question. The relationship between empathy and benefits sought by collegiate business students from volunteering are explored. Individuals who possess relatively higher levels of empathy appear to be more likely to participate in …
Using Smartpls In Online Loyalty Assessment, Ali Dehghan, John Duggar
Using Smartpls In Online Loyalty Assessment, Ali Dehghan, John Duggar
Association of Marketing Theory and Practice Proceedings 2013
Because of the low cost, fast expansion of the Internet and increasing demand for innovative educational systems, online learning is becoming popular and attractive (Zhang, Zhao, Zhou, and Jr, 2004). As of 2009, almost 12 million out of 20.4 million post-secondary students, within the United States, took at least one online course and this number will reach 22 million by 2014 (Nagel, 2009). The explosion of the use of online learning systems in higher education, allows students to leave the online programs quite easily (Tham and Werner, 2005). Therefore, educational institutions should try to retain their existing students. Thus, student …