| Description |
1 online resource (electronic texts (326 pages)) |
| Contents |
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 Velásquez -- 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-García, María-Eugenia Ruiz-Molina, and Lourdes Hernández-Martín -- 9. A four-step process to reposition small schools as sites within teaching and learning networks / Ken Stevens |
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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 |
| Summary |
"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 |
| Analysis |
Advertising campaigns |
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Benefits of E-learning |
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Ethics of marketing education |
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Global partnerships |
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Government policies |
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Marketing strategies |
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Online instruction |
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School identity |
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Service quality perceptions |
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Teaching and learning networks |
| Bibliography |
Includes bibliographical references |
| Notes |
Title screen (IGI Global, viewed June 16, 2011) |
| Subject |
Education, Higher -- Marketing -- Cross-cultural studies
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Education, Higher -- Marketing -- Technological innovations -- Cross-cultural studies
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Transnational education -- Cross-cultural studies
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Education, Higher -- Marketing
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Transnational education
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| Genre/Form |
Cross-cultural studies
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| Form |
Electronic book
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| Author |
Tripathi, Purnendu, 1975-
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Mukerji, Siran
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IGI Global.
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| ISBN |
9781609606008 |
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1609606000 |
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