Emotional connections in higher education marketing

Research output: Contribution to journalArticle

17 Citations (Scopus)

Abstract

Purpose – Through examination of a case study this paper aims to describe a brand re-positioningexercise and explore how an emotionally driven approach to branding can help create meaningfulconnections with potential undergraduate students and can positively influence choice.Design/methodology/approach – The paper’s approach is a case study description withquantitative analysis in support.Findings – The use of an emotionally driven branding concept has positively impacted businessdevelopment and brand likeability within a UK university.Research limitations/implications – The paper is specific to one case study and evaluation ofsuccess remains relatively early. Initial implications relate to the potential use of emotion in highereducation marketing communications and how the use of emotion acted as an enabler of more rationaldecision-making processes within the case university context.Originality/value – An exploration of issues related to the marketing of higher education services isof great importance at this time. The case study described offers value and learning for readers of thejournal from both a theoretical and practical perspective.Keywords Marketing, Branding, Advertising, Higher education, Emotion, Decision making, Students,United KingdomPaper type Case study
LanguageEnglish
Pages153-161
JournalInternational Journal of Educational Management
Volume26
Issue number2
DOIs
Publication statusPublished - 2012

Fingerprint

Branding
Emotion
Marketing
Key words
Undergraduate students
Decision making
Evaluation
Design methodology
Enablers
Marketing communications

Cite this

Durkin, Mark ; McKenna, S ; Cummins, Darryl. / Emotional connections in higher education marketing. 2012 ; Vol. 26, No. 2. pp. 153-161.
@article{a7043610cc334a0c998019899bca9ff4,
title = "Emotional connections in higher education marketing",
abstract = "Purpose – Through examination of a case study this paper aims to describe a brand re-positioningexercise and explore how an emotionally driven approach to branding can help create meaningfulconnections with potential undergraduate students and can positively influence choice.Design/methodology/approach – The paper’s approach is a case study description withquantitative analysis in support.Findings – The use of an emotionally driven branding concept has positively impacted businessdevelopment and brand likeability within a UK university.Research limitations/implications – The paper is specific to one case study and evaluation ofsuccess remains relatively early. Initial implications relate to the potential use of emotion in highereducation marketing communications and how the use of emotion acted as an enabler of more rationaldecision-making processes within the case university context.Originality/value – An exploration of issues related to the marketing of higher education services isof great importance at this time. The case study described offers value and learning for readers of thejournal from both a theoretical and practical perspective.Keywords Marketing, Branding, Advertising, Higher education, Emotion, Decision making, Students,United KingdomPaper type Case study",
author = "Mark Durkin and S McKenna and Darryl Cummins",
note = "Reference text: Barrett, L.R. (1996), “On students as customers – some warning from America”, Higher Education Review, Vol. 28 No. 3, pp. 70-1. Bejou, D. (2005), “Treating students like customers”, BizEd, March/April, pp. 44-7, online edition, available at: www.aacsb.edu/publications/archives/MarApr05/p44-47.pdf Bennett, R. and Ali-Choudhury, R. (2009), “Prospective students’ perceptions of university brands: an empirical study”, Journal of Marketing for Higher Education, Vol. 19, pp. 85-107. Binsardi, A. and Ekwulugo, F. (2003), “International marketing of British education: research on the students’ perception and the UK market penetration”, Marketing Intelligence & Planning, Vol. 21 No. 5, pp. 318-27. Bok, D. (2003), Universities in the Marketplace: The Commercialisation of Higher Education, Princeton University Press, Princeton, NJ. Brookes, M. (2003), “Higher education: marketing in a quasi-commercial service industry”, International Journal of Non-Profit and Voluntary Sector Marketing, Vol. 8 No. 2, pp. 134-42. Clayson, D.E. and Haley, D.A. (2005), “Marketing models in education: students as customers, products, or partners”, Marketing Education Review, Vol. 15 No. 1, pp. 1-10. Conway, T., Mackay, S. and Yorke, D. (1994), “Strategic planning in higher education: who are the customers?”, The International Journal of Educational Management, Vol. 8 No. 6, pp. 29-36. Domino, S., Libraire, T., Lutwiller, D., Superczynski, S. and Tian, R. (2006), “Higher education marketing concerns: factors influence students’ choice of colleges”, The Business Review, Vol. 6 No. 2, pp. 101-12. Drummond, G. (2004), “Consumer confusion: reduction strategies in higher education”, International Journal of Educational Management, Vol. 18 No. 5, pp. 317-23. Eagle, L. and Brennan, R. (2007), “Are students customers? TQM and marketing perspectives”, Quality Assurance in Education, Vol. 15 No. 1, pp. 44-60. Emery, C.R., Kramer, T.R. and Tian, R.G. (2003), “Return to academic standards: a critique of student evaluations of teaching effectiveness”, Quality Assurance in Education, Vol. 11 No. 1, pp. 37-46. Foskett, N.H. and Hemsley-Brown, J.V. (2001), Choosing Futures: Young People’s Decision-making in Education, Training and Careers Markets, Routledge/Falmer, London. Halbesleben, J.R.B., Becker, J.A.H. and Buckley, M.R. (2003), “Considering the labor contributions of students: an alternative to the students-as-customers metaphor”, The Journal of Education for Business, Vol. 78, pp. 255-7. IJEM 26,2 160 Hemsley-Brown, J. and Oplatka, I. (2006), “Universities in a global marketplace”, International Journal of Public Sector Management, Vol. 19 No. 4, pp. 316-38. Kotler, P. and Fox, K.F.A. (1995), Strategic Marketing for Educational Institutions, 2nd ed., Prentice Hall, Englewood Cliffs, NJ. Naude, P. and Ivy, J. (1999), “The marketing strategies of universities in the United Kingdom”, International Journal of Educational Management, Vol. 13 No. 3, pp. 126-34. Sharrock, G. (2000), “Why students are not ( just) customers (and other reflections on life after George)”, Journal of Higher Education Policy and Management, Vol. 22 No. 2, pp. 149-64. Stamp, R. (2007), “Marketing as a catalyst in higher education. The survey of decision makers in higher education”, Euro RSCG Riley (2006), reissued by Stamp Consulting Ltd, Kenilworth. Svensson, G. and Wood, G. (2007), “Are university students really customers? When illusion may lead to delusion for all!”, International Journal of Educational Management, Vol. 21 No. 1, pp. 17-28. Universities UK (2010), The Future Size and Shape of the Higher Education Sector in the United Kingdom: Demographic Projections, Universities UK, London, February. Yunker, P.J. and Yunker, J.A. (2003), “Are student evaluations of teaching valid? Evidence from an analytical business core course”, Journal of Education for Business, Vol. 78 No. 6, pp. 313-7. Further reading Adee, A. (1997), “Linking student satisfaction and service quality perceptions: the case of university education”, European Journal of Marketing, Vol. 31 No. 7, pp. 528-39. Bunzel, D.L. (2007), “Universities sell their brands”, Journal of Product & Brand Management, Vol. 16 No. 2, pp. 152-3. Butler, F. and Durkin, M. (1995), “Managing expectations in the small business-bank relationship”, Irish Marketing Review, Vol. 8. Hennig-Thurau, T., Langer, M.F. and Hansen, U. (2001), “Modelling and managing student loyalty”, Journal of Service Research, pp. 331-44. Henry, J. (2001), Creativity and Perception in Management, Sage, London. Mazzarol, T. and Soutar, G.N. (1999), “Sustainable competitive advantage for educational institutions: a suggested model”, International Journal of Educational Management, Vol. 13 No. 6, pp. 287-300. Mintzberg, H. (1981), Structure in Fives, Prentice Hall, Englewood Cliffs, NJ. Perrin, B. (2002), “How to and how not to evaluate innovation”, Evaluation, Vol. 8, pp. 13-28. Roy, R. (1977), The Cultures of Management, The John Hopkins University Press, London. Russell, M. (2005), “Marketing education”, International Journal of Contemporary Hospitality Management, Vol. 17 No. 1, pp. 65-77. Seeman, E.D. and O’Hara, M. (2006), “Customer relationship management in higher education”, Campus-wide Information Systems, Vol. 23 No. 1, pp. 24-34. Corresponding author Mark Durkin can be contacted at: mg.durkin@ulster.ac.uk Emotional connections 161 To purchase",
year = "2012",
doi = "10.1108/09513541211201960",
language = "English",
volume = "26",
pages = "153--161",
number = "2",

}

Emotional connections in higher education marketing. / Durkin, Mark; McKenna, S; Cummins, Darryl.

Vol. 26, No. 2, 2012, p. 153-161.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Emotional connections in higher education marketing

AU - Durkin, Mark

AU - McKenna, S

AU - Cummins, Darryl

N1 - Reference text: Barrett, L.R. (1996), “On students as customers – some warning from America”, Higher Education Review, Vol. 28 No. 3, pp. 70-1. Bejou, D. (2005), “Treating students like customers”, BizEd, March/April, pp. 44-7, online edition, available at: www.aacsb.edu/publications/archives/MarApr05/p44-47.pdf Bennett, R. and Ali-Choudhury, R. (2009), “Prospective students’ perceptions of university brands: an empirical study”, Journal of Marketing for Higher Education, Vol. 19, pp. 85-107. Binsardi, A. and Ekwulugo, F. (2003), “International marketing of British education: research on the students’ perception and the UK market penetration”, Marketing Intelligence & Planning, Vol. 21 No. 5, pp. 318-27. Bok, D. (2003), Universities in the Marketplace: The Commercialisation of Higher Education, Princeton University Press, Princeton, NJ. Brookes, M. (2003), “Higher education: marketing in a quasi-commercial service industry”, International Journal of Non-Profit and Voluntary Sector Marketing, Vol. 8 No. 2, pp. 134-42. Clayson, D.E. and Haley, D.A. (2005), “Marketing models in education: students as customers, products, or partners”, Marketing Education Review, Vol. 15 No. 1, pp. 1-10. Conway, T., Mackay, S. and Yorke, D. (1994), “Strategic planning in higher education: who are the customers?”, The International Journal of Educational Management, Vol. 8 No. 6, pp. 29-36. Domino, S., Libraire, T., Lutwiller, D., Superczynski, S. and Tian, R. (2006), “Higher education marketing concerns: factors influence students’ choice of colleges”, The Business Review, Vol. 6 No. 2, pp. 101-12. Drummond, G. (2004), “Consumer confusion: reduction strategies in higher education”, International Journal of Educational Management, Vol. 18 No. 5, pp. 317-23. Eagle, L. and Brennan, R. (2007), “Are students customers? TQM and marketing perspectives”, Quality Assurance in Education, Vol. 15 No. 1, pp. 44-60. Emery, C.R., Kramer, T.R. and Tian, R.G. (2003), “Return to academic standards: a critique of student evaluations of teaching effectiveness”, Quality Assurance in Education, Vol. 11 No. 1, pp. 37-46. Foskett, N.H. and Hemsley-Brown, J.V. (2001), Choosing Futures: Young People’s Decision-making in Education, Training and Careers Markets, Routledge/Falmer, London. Halbesleben, J.R.B., Becker, J.A.H. and Buckley, M.R. (2003), “Considering the labor contributions of students: an alternative to the students-as-customers metaphor”, The Journal of Education for Business, Vol. 78, pp. 255-7. IJEM 26,2 160 Hemsley-Brown, J. and Oplatka, I. (2006), “Universities in a global marketplace”, International Journal of Public Sector Management, Vol. 19 No. 4, pp. 316-38. Kotler, P. and Fox, K.F.A. (1995), Strategic Marketing for Educational Institutions, 2nd ed., Prentice Hall, Englewood Cliffs, NJ. Naude, P. and Ivy, J. (1999), “The marketing strategies of universities in the United Kingdom”, International Journal of Educational Management, Vol. 13 No. 3, pp. 126-34. Sharrock, G. (2000), “Why students are not ( just) customers (and other reflections on life after George)”, Journal of Higher Education Policy and Management, Vol. 22 No. 2, pp. 149-64. Stamp, R. (2007), “Marketing as a catalyst in higher education. The survey of decision makers in higher education”, Euro RSCG Riley (2006), reissued by Stamp Consulting Ltd, Kenilworth. Svensson, G. and Wood, G. (2007), “Are university students really customers? When illusion may lead to delusion for all!”, International Journal of Educational Management, Vol. 21 No. 1, pp. 17-28. Universities UK (2010), The Future Size and Shape of the Higher Education Sector in the United Kingdom: Demographic Projections, Universities UK, London, February. Yunker, P.J. and Yunker, J.A. (2003), “Are student evaluations of teaching valid? Evidence from an analytical business core course”, Journal of Education for Business, Vol. 78 No. 6, pp. 313-7. Further reading Adee, A. (1997), “Linking student satisfaction and service quality perceptions: the case of university education”, European Journal of Marketing, Vol. 31 No. 7, pp. 528-39. Bunzel, D.L. (2007), “Universities sell their brands”, Journal of Product & Brand Management, Vol. 16 No. 2, pp. 152-3. Butler, F. and Durkin, M. (1995), “Managing expectations in the small business-bank relationship”, Irish Marketing Review, Vol. 8. Hennig-Thurau, T., Langer, M.F. and Hansen, U. (2001), “Modelling and managing student loyalty”, Journal of Service Research, pp. 331-44. Henry, J. (2001), Creativity and Perception in Management, Sage, London. Mazzarol, T. and Soutar, G.N. (1999), “Sustainable competitive advantage for educational institutions: a suggested model”, International Journal of Educational Management, Vol. 13 No. 6, pp. 287-300. Mintzberg, H. (1981), Structure in Fives, Prentice Hall, Englewood Cliffs, NJ. Perrin, B. (2002), “How to and how not to evaluate innovation”, Evaluation, Vol. 8, pp. 13-28. Roy, R. (1977), The Cultures of Management, The John Hopkins University Press, London. Russell, M. (2005), “Marketing education”, International Journal of Contemporary Hospitality Management, Vol. 17 No. 1, pp. 65-77. Seeman, E.D. and O’Hara, M. (2006), “Customer relationship management in higher education”, Campus-wide Information Systems, Vol. 23 No. 1, pp. 24-34. Corresponding author Mark Durkin can be contacted at: mg.durkin@ulster.ac.uk Emotional connections 161 To purchase

PY - 2012

Y1 - 2012

N2 - Purpose – Through examination of a case study this paper aims to describe a brand re-positioningexercise and explore how an emotionally driven approach to branding can help create meaningfulconnections with potential undergraduate students and can positively influence choice.Design/methodology/approach – The paper’s approach is a case study description withquantitative analysis in support.Findings – The use of an emotionally driven branding concept has positively impacted businessdevelopment and brand likeability within a UK university.Research limitations/implications – The paper is specific to one case study and evaluation ofsuccess remains relatively early. Initial implications relate to the potential use of emotion in highereducation marketing communications and how the use of emotion acted as an enabler of more rationaldecision-making processes within the case university context.Originality/value – An exploration of issues related to the marketing of higher education services isof great importance at this time. The case study described offers value and learning for readers of thejournal from both a theoretical and practical perspective.Keywords Marketing, Branding, Advertising, Higher education, Emotion, Decision making, Students,United KingdomPaper type Case study

AB - Purpose – Through examination of a case study this paper aims to describe a brand re-positioningexercise and explore how an emotionally driven approach to branding can help create meaningfulconnections with potential undergraduate students and can positively influence choice.Design/methodology/approach – The paper’s approach is a case study description withquantitative analysis in support.Findings – The use of an emotionally driven branding concept has positively impacted businessdevelopment and brand likeability within a UK university.Research limitations/implications – The paper is specific to one case study and evaluation ofsuccess remains relatively early. Initial implications relate to the potential use of emotion in highereducation marketing communications and how the use of emotion acted as an enabler of more rationaldecision-making processes within the case university context.Originality/value – An exploration of issues related to the marketing of higher education services isof great importance at this time. The case study described offers value and learning for readers of thejournal from both a theoretical and practical perspective.Keywords Marketing, Branding, Advertising, Higher education, Emotion, Decision making, Students,United KingdomPaper type Case study

U2 - 10.1108/09513541211201960

DO - 10.1108/09513541211201960

M3 - Article

VL - 26

SP - 153

EP - 161

IS - 2

ER -