Marketing to the mature learner: exploring the role of webcommunications

Mark Durkin, L filbey, Danielle McCartan-Quinn

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

At a time of great change within the higher education sector, this paper focuses on thechallenges facing marketers in the UK’s higher education industry. Specifically, theresearch identifies the extent to which university marketing managers are consciousof the importance of market segmentation particularly with regard to the growingmature learner segment, and to what extent such marketers are using the web toengage and influence this older segment. The evidence presented in this studysuggests that the sample universities display an inadequate state of readiness torespond to the marketing challenges arising in the changing environment and thatthe opportunity to influence the growing and affluent mature learner market throughonline communication remains largely unexploited. A general lack of a marketingorientation within the sector prevails.Keywords: mature learner; web communication; higher education
LanguageEnglish
Pages1-15
JournalThe Service Industries Journal
Volume33
DOIs
Publication statusPublished - 2013

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Durkin, Mark ; filbey, L ; McCartan-Quinn, Danielle. / Marketing to the mature learner: exploring the role of webcommunications. In: The Service Industries Journal. 2013 ; Vol. 33. pp. 1-15.
@article{8e55c39c32b44862b3d8d2015f8a00ce,
title = "Marketing to the mature learner: exploring the role of webcommunications",
abstract = "At a time of great change within the higher education sector, this paper focuses on thechallenges facing marketers in the UK’s higher education industry. Specifically, theresearch identifies the extent to which university marketing managers are consciousof the importance of market segmentation particularly with regard to the growingmature learner segment, and to what extent such marketers are using the web toengage and influence this older segment. The evidence presented in this studysuggests that the sample universities display an inadequate state of readiness torespond to the marketing challenges arising in the changing environment and thatthe opportunity to influence the growing and affluent mature learner market throughonline communication remains largely unexploited. A general lack of a marketingorientation within the sector prevails.Keywords: mature learner; web communication; higher education",
author = "Mark Durkin and L filbey and Danielle McCartan-Quinn",
note = "Reference text: Bejou, D. (2005). Treating students like customers. BizEd, March/April, 44–7, online edition. Retrieved from www.aacsb.edu/publications/archives Brookes, M. (2003). Higher education: Marketing in a quasi-commercial service industry. International Journal of Non-profit and Voluntary Sector Marketing, 8(2), 134–142. Carrigan, M. (1998). Segmenting the grey market: The case for 50 plus ‘life-groups’. Journal of Marketing Practice: Applied Marketing Science, 4(2), 43–56. Clayson, D.E., & Haley, D.A. (2005). Marketing models in education: Students as customers, products, or partners. Marketing Education Review, 15(1), 1–10. Conway, T., Mackay, S., & Yorke, D. (1994). Strategic planning in higher education: Who are the customers. The International Journal of Educational Management, 8(6), 29–36. Crawford, J.O. (2005). Working until 70, government policy, economic need and the role of ergonomics and occupational health. International congress series (Vol. 1280, pp. 29–34). Amsterdam: Elsevier. Creswell, J.W. (1994). Research design: Qualitative and quantitative approaches. London: Sage. Department for Business, Innovation and Skills. (2009). Higher ambitions: The future of universities in a knowledge economy. Retrieved April 2, 2010, from www.bis.gov.uk Durkin, M. (2007). Understanding registration influences for electronic banking. International Review of Retail, Distribution and Consumer Research, 17(3), 219–231. Durkin, M., & Lawlor, M.-A. (2001). The implications of the internet for the advertising agency– client relationship. The Service Industries Journal, 21(2), 175–190. Durkin, M., & McKenna, S. (2011). Informing the marketing of higher education to younger people. Irish Marketing Review, 21(1 and 2), 41–47. Durkin, M., McKenna, S., & Cummins, D. (2012). Emotional connections in HE marketing. International Journal of Educational Management, 26(2), 153–161. Durkin, M., & O’Donnell, A. (2005). Toward a model of adoption in Internet banking: Strategic communication challenges. The Service Industries Journal, 25(7), 861–878. Eagle, L., & Brennan, R. (2007). Are students customers? TQM and marketing perspectives. Quality Assurance in Education, 15(1), 44–60. Emery, C.R., Kramer, T.R., & Tian, R.G. (2003). Return to academic standards: A critique of student evaluations of teaching effectiveness. Quality Assurance in Education, 11(1), 37–46. Gabriel, O. (1990). The validity of qualitative market research. Journal of the Market Research Society, 32(4), 507–521. Gordon, J., & Berhow, S. (2008). University websites and dialogic features for building relationships with potential students. Public Relations Review, 35(2), 35–42. Halbesleben, J.R., Becker, J.A., & Buckley, M.R. (2003). Considering the labor contributions of students: An alternative to the student-as-customer metaphor. Journal of Education for Business, 78(5), 255–270. Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a global marketplace. International Journal of Public Sector Management, 19(4), 316–338. Hirschman, E.C. (1986). Humanistic enquiry in marketing research: Philosophy, method and criteria. Journal of Marketing Research, 23(August), 237–249. Melenhorst, A.-S., Rogers, W.A., & Caylor, C. (2001, October 8–12). The use of communication technologies by older adults: Exploring the benefits from the user’s perspective. Proceedings of the Human Factors and Ergonomomics Society 45th annual meeting, Minneapolis Hilton and Towers/Minneapolis Convention Center, Minneapolis, Minnesota. Retrieved from www.cc.gatech.edu/fce/ahri/publications/mele_rog_cay_01.pdf Miles, M.B., & Huberman, A.M. (1994). Qualitative data analysis. Thousand Oaks, CA and London: Sage. Mintel. (2010). Changing face of the web – a ten year review. London: Mintel International Group. Narver, J.C., & Slater, S.F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 22–35. 14 M. Durkin et al. Downloaded by [MARK DURKIN] at 03:11 11 February 2013 OFCOM. (2010). UK adults’ media literacy report (May). Sourced at www.bectra.org.uk Oreskovic, K. (2009). Twitter older than it looks. Blog posted on Reuters US Media File 30 March 2009. Retrieved from August 25, 2010, from http://blogs.reuters.com/mediafile/2009/03/30/ twitter-older-than-it-looks/ Schimmel, K., Motley, D., Racic, S., Marco, G., & Eschenfelder, M. (2010). The importance of university web pages in selecting a higher education institution. Research in Higher Education Journal, 9, 1–16. Retreived October 19, 2011, www.aabri.com/manuscripts/10560.pdf Sharrock, G. (2000). Why students are not (just) customers (and other reflections on life after George). Journal of Higher Education Policy and Management, 22(2), 149–164. Svensson, G., & Wood, G. (2007). Are university students really customers? When illusion may lead to delusion for all!. International Journal of Educational Management, 21(1), 17–28. Tesch, R. (1990). Qualitative research: Analysis types and software tools. New York: Falmer. Universities UK. (2008). Contribution to the DIUS State of the Nation Review: Demographic change and its impact on the higher education sector in England. October, 2008, DIUS. Retrieved July 18, 2010, from www.dius.gov.uk/policy/documents/UUK contributions to the HE Debate.pdf Universities UK. (2010). The future size and shape of the higher education sector in the United Kingdom: Demographic projections, February 2008, ISBN 978 1 84036 1719. Retrieved July 9, 2010, from www.universitiesuk.ac.uk/Publications Yunker, P.J., & Yunker, J.A. (2003). Are student evaluations of teaching valid? Evidence from an analytical business core course. Journal of Education for Business, 78(6), 313–317. The Service Industries Journal 15 Downloaded",
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Marketing to the mature learner: exploring the role of webcommunications. / Durkin, Mark; filbey, L; McCartan-Quinn, Danielle.

In: The Service Industries Journal, Vol. 33, 2013, p. 1-15.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Marketing to the mature learner: exploring the role of webcommunications

AU - Durkin, Mark

AU - filbey, L

AU - McCartan-Quinn, Danielle

N1 - Reference text: Bejou, D. (2005). Treating students like customers. BizEd, March/April, 44–7, online edition. Retrieved from www.aacsb.edu/publications/archives Brookes, M. (2003). Higher education: Marketing in a quasi-commercial service industry. International Journal of Non-profit and Voluntary Sector Marketing, 8(2), 134–142. Carrigan, M. (1998). Segmenting the grey market: The case for 50 plus ‘life-groups’. Journal of Marketing Practice: Applied Marketing Science, 4(2), 43–56. Clayson, D.E., & Haley, D.A. (2005). Marketing models in education: Students as customers, products, or partners. Marketing Education Review, 15(1), 1–10. Conway, T., Mackay, S., & Yorke, D. (1994). Strategic planning in higher education: Who are the customers. The International Journal of Educational Management, 8(6), 29–36. Crawford, J.O. (2005). Working until 70, government policy, economic need and the role of ergonomics and occupational health. International congress series (Vol. 1280, pp. 29–34). Amsterdam: Elsevier. Creswell, J.W. (1994). Research design: Qualitative and quantitative approaches. London: Sage. Department for Business, Innovation and Skills. (2009). Higher ambitions: The future of universities in a knowledge economy. Retrieved April 2, 2010, from www.bis.gov.uk Durkin, M. (2007). Understanding registration influences for electronic banking. International Review of Retail, Distribution and Consumer Research, 17(3), 219–231. Durkin, M., & Lawlor, M.-A. (2001). The implications of the internet for the advertising agency– client relationship. The Service Industries Journal, 21(2), 175–190. Durkin, M., & McKenna, S. (2011). Informing the marketing of higher education to younger people. Irish Marketing Review, 21(1 and 2), 41–47. Durkin, M., McKenna, S., & Cummins, D. (2012). Emotional connections in HE marketing. International Journal of Educational Management, 26(2), 153–161. Durkin, M., & O’Donnell, A. (2005). Toward a model of adoption in Internet banking: Strategic communication challenges. The Service Industries Journal, 25(7), 861–878. Eagle, L., & Brennan, R. (2007). Are students customers? TQM and marketing perspectives. Quality Assurance in Education, 15(1), 44–60. Emery, C.R., Kramer, T.R., & Tian, R.G. (2003). Return to academic standards: A critique of student evaluations of teaching effectiveness. Quality Assurance in Education, 11(1), 37–46. Gabriel, O. (1990). The validity of qualitative market research. Journal of the Market Research Society, 32(4), 507–521. Gordon, J., & Berhow, S. (2008). University websites and dialogic features for building relationships with potential students. Public Relations Review, 35(2), 35–42. Halbesleben, J.R., Becker, J.A., & Buckley, M.R. (2003). Considering the labor contributions of students: An alternative to the student-as-customer metaphor. Journal of Education for Business, 78(5), 255–270. Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a global marketplace. International Journal of Public Sector Management, 19(4), 316–338. Hirschman, E.C. (1986). Humanistic enquiry in marketing research: Philosophy, method and criteria. Journal of Marketing Research, 23(August), 237–249. Melenhorst, A.-S., Rogers, W.A., & Caylor, C. (2001, October 8–12). The use of communication technologies by older adults: Exploring the benefits from the user’s perspective. Proceedings of the Human Factors and Ergonomomics Society 45th annual meeting, Minneapolis Hilton and Towers/Minneapolis Convention Center, Minneapolis, Minnesota. Retrieved from www.cc.gatech.edu/fce/ahri/publications/mele_rog_cay_01.pdf Miles, M.B., & Huberman, A.M. (1994). Qualitative data analysis. Thousand Oaks, CA and London: Sage. Mintel. (2010). Changing face of the web – a ten year review. London: Mintel International Group. Narver, J.C., & Slater, S.F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 22–35. 14 M. Durkin et al. Downloaded by [MARK DURKIN] at 03:11 11 February 2013 OFCOM. (2010). UK adults’ media literacy report (May). Sourced at www.bectra.org.uk Oreskovic, K. (2009). Twitter older than it looks. Blog posted on Reuters US Media File 30 March 2009. Retrieved from August 25, 2010, from http://blogs.reuters.com/mediafile/2009/03/30/ twitter-older-than-it-looks/ Schimmel, K., Motley, D., Racic, S., Marco, G., & Eschenfelder, M. (2010). The importance of university web pages in selecting a higher education institution. Research in Higher Education Journal, 9, 1–16. Retreived October 19, 2011, www.aabri.com/manuscripts/10560.pdf Sharrock, G. (2000). Why students are not (just) customers (and other reflections on life after George). Journal of Higher Education Policy and Management, 22(2), 149–164. Svensson, G., & Wood, G. (2007). Are university students really customers? When illusion may lead to delusion for all!. International Journal of Educational Management, 21(1), 17–28. Tesch, R. (1990). Qualitative research: Analysis types and software tools. New York: Falmer. Universities UK. (2008). Contribution to the DIUS State of the Nation Review: Demographic change and its impact on the higher education sector in England. October, 2008, DIUS. Retrieved July 18, 2010, from www.dius.gov.uk/policy/documents/UUK contributions to the HE Debate.pdf Universities UK. (2010). The future size and shape of the higher education sector in the United Kingdom: Demographic projections, February 2008, ISBN 978 1 84036 1719. Retrieved July 9, 2010, from www.universitiesuk.ac.uk/Publications Yunker, P.J., & Yunker, J.A. (2003). Are student evaluations of teaching valid? Evidence from an analytical business core course. Journal of Education for Business, 78(6), 313–317. The Service Industries Journal 15 Downloaded

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AB - At a time of great change within the higher education sector, this paper focuses on thechallenges facing marketers in the UK’s higher education industry. Specifically, theresearch identifies the extent to which university marketing managers are consciousof the importance of market segmentation particularly with regard to the growingmature learner segment, and to what extent such marketers are using the web toengage and influence this older segment. The evidence presented in this studysuggests that the sample universities display an inadequate state of readiness torespond to the marketing challenges arising in the changing environment and thatthe opportunity to influence the growing and affluent mature learner market throughonline communication remains largely unexploited. A general lack of a marketingorientation within the sector prevails.Keywords: mature learner; web communication; higher education

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