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Autor
Papp Judith (Budapest Business School, Hungary)
Tytuł
Push or pull - marketing to be used in business higher education
Źródło
Prace Naukowe / Uniwersytet Ekonomiczny w Katowicach. Challenges for marketing in 21st century, 2017, s. 222-243, tab., bibliogr. 25 poz.
Słowa kluczowe
Rynek pracy, Szkolnictwo wyższe, Marketing
Labour market, Higher education, Marketing
Kraj/Region
Węgry
Hungary
Abstrakt
Like every level of the business, higher education has gone through a significant paradigm change recently, both globally and locally. The new syllabi and education frames were expected to maintain competitive advantage in the longer run and serve the interest and the expectations of the different stakeholder groups. However, we have witnessed such a new threat like phenomena that we need to offer a new type of solution. Mainly due to spatial restrictions, this paper is focusing only on BA level business education. Its main aim is to show that using innovative teaching and education methods, despite the years long underfinanced and contradictional ruling system, a higher education institute might be able to offer competitive education programmes and services. Another aim of the paper is to show that marketing should be considered as a leadership philosophy with a broad understanding where fulfilling the stakeholders' needs, being proactive and adaptive to the business world and labour market processes and using a pull focused marketing concept are in the focus of the strategy and operation. Doing and being so, unemployment could be decreased among those having degree, staying in the home country will become a real alternative of economic immigration, the loss of the students could be dramatically reduced, the institutions could increase their efficiency and the whole system might be able to more flexibly react to the challenges of the markets. The article will show the differences of the push and pull marketing concepts focusing on the services industries in general and their possibilities for adaption in the higher education sector. A part is also dedicated to our current target group, the generation Z or iGen as far as their way of communication with their love brands and channels are concerned. (fragment of text)
Dostępne w
Biblioteka Główna Uniwersytetu Ekonomicznego w Krakowie
Biblioteka Główna Uniwersytetu Ekonomicznego w Katowicach
Bibliografia
Pokaż
  1. Barta Á., Robert I., Mátyus I., Merkovity N., Nagy E.C., Owen S., Szabó G., Szakács I.R. (2014), Politikai kommunikáció-kutatások a közösségi média korában, Primaware Kiadó, Szeged.
  2. Beamish K., Ashford R. (2006), CÍM Coursebook 06/07 Marketing Planning, Butter- worth-Heinemann, Burlington, MA.
  3. Cserpes A. (2011), Marketing és menedzsment a közművelődésben, Attila Cserpes, Zalaegerszeg.
  4. Dacko S. (2008), The Advanced Dictionary of Marketing: Putting Theory to Use, Oxford University Press, Oxford.
  5. Girard B. (2010), A menedzsment forradalma, Typotex, Budapest.
  6. Hintze S. (2014), Value Chain Marketing, Springer, Hamburg.
  7. Hitt M.A., Ireland R.D., Hoskisson R.E. (2014), Strategic Management Cases: Competitiveness and Globalization, South-Western College Pub., Cincinnati, OH.
  8. Holt J. (2015), Az áruló, Kossuth Kiadó, Budapest.
  9. Horváth É. (2015), Lélekfonalak, Publio Kiadó, Győr.
  10. Hutchison T., Allen P., Macy A. (2009), Record Label Marketing, Focal Press, Burlington, MA - Oxford, UK.
  11. Iacobucci D. (2014), Marketing Management, South-Western College Pub., Canada.
  12. Klausz M. (2013), Megosztok, tehát vagyok, Magánkiadás, Veszprém.
  13. Lamb Ch.W., Hair J.F., McDaniel C. (2011), Essentials of Marketing, Cengage Learning, Canada.
  14. Levinson J.C., Horowitz S. (2016), Guerrilla Marketing to Heal the World: Combining Principles and Profit to Create the World We Want, Morgan James Publishing, New York.
  15. Mészárosné Z.S. (2014), Összehasonlít(hat)ó könyvtárügy, PTE-FEEK, Pécs.
  16. Press H.B.S. (2010), Understanding Marketing: Expert Solutions to Everyday Challenges, Harvard Business Review Press, Boston, MA.
  17. Quesenbeny K.A. (2015), Social Media Strategy: Marketing and Advertising in the Consumer Revolution, Rowman & Littlefield Publishers, London.
  18. Scholl H. (2016), Snapchat Marketing Success, Tome 1, Estalontech, Csorna.
  19. Seemiller C., Grace M. (2016), Generation Z Goes to College, Jossey-Bąss, Hoboken, NJ.
  20. Sheth J.N., Sisodia R.S. (2015), Does Marketing Need Reform? Fresh Perspectives on the Future, Routledge, London - New York.
  21. Shimp T.A. (2010), Advertising Promotion and Other Aspects of Integ-ated Marketing Communications, South-Western College Pub, Canada.
  22. Sitkin A., Bowen N. (2010), International Business: Challenges and Choices, Oxford University Press, Oxford.
  23. Smith K., Hanover D. (2016), Experiential Marketing: Secrets, Stmtegies, and Success Stories fi'om the World's Greatest Brands, John Wiley & Sons, Hoboken, New Jersey.
  24. Timár A. (2016), Emberiség szoftver, Publio, Győr.
  25. Tóth J.K. (2014), Határtalanul a Neten - lehetőség vagy fenyegetés? Ist szerk., Publio Pécs
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Język
eng
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