Share:


Creative or analitical way for career development? Relationship marketing in the field of international business education

    Marina Markova Affiliation
    ; Artur Modliński Affiliation
    ; Luís Moreira Pinto Affiliation

Abstract

The article presents a strategic model of the partnership in the field of business education that takes into account the specificity of the globalization and current trends on the job markets. The main research tasks were to consider the theoretical bases of relationship marketing and to examine the major trends and challenges of the job market in Russia. The article includes the results of the research on the goals in life and motivation of secondary school students, the survey among the university professors on their opinions about why students decide to study, and also the results of the international research among students of European and Russian universities. The article present various activities that the business school can use to boost the cooperation between its main shareholders. The authors suggest a matrix of interaction between universities and partner companies which composes of the tangible/intangible resources and tangible/intangible effects with the characteristics of their impact and effectiveness for both the companies and universities.


Santrauka


Straipsnyje pristatomas partnerystės švietimo verslo srityje strateginis modelis, atsižvelgiant į globalizacijos specifiškumą ir dabartines tendencijas darbo rinkose. Pagrindiniai tyrimo uždaviniai – apsvarstyti santykių rinkodaros teorinius pagrindus bei išnagrinėti svarbiausias tendencijas ir iššūkius, kylančius Rusijos darbo rinkoje. Straipsnis apima tyrimo, skirto vidurinių mokyklų moksleivių gyvenimo tikslams ir motyvacijai, rezultatus, universitetų profesorių apklausą apie jų nuomonę, kodėl moksleiviai nusprendžia studijuoti, taip pat Europos ir Rusijos universitetų studentų tarptautinį tyrimą. Straipsnyje pristatoma įvairi veikla, kurią verslo mokyklos gali pasitelkti siekdamos paskatinti pagrindinių akcininkų bendradarbiavimą. Autoriai siūlo universitetų ir bendrovių partnerių sąveikos matricą, kurią sudaro apčiuopiami / neapčiuopiami ištekliai ir apčiuopiamas / neapčiuopiamas poveikis bei jų įtakos charakteristikos ir veiksmingumas tiek bendrovėms, tiek universitetams.


Reikšminiai žodžiai: švietimas verslo srityje, sąveika, darbo rinka, santykių rinkodara.

Keyword : business education, interaction, job market, relationship marketing

How to Cite
Markova, M., Modliński, A., & Moreira Pinto, L. (2020). Creative or analitical way for career development? Relationship marketing in the field of international business education. Creativity Studies, 13(1), 99-113. https://doi.org/10.3846/cs.2020.6625
Published in Issue
Jan 13, 2020
Abstract Views
102
PDF Downloads
30
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

References

Ackerman, R., & Schibrowsky, J. (2007). A business marketing strategy applied to student retention: a higher education initiative. Journal of College Student Retention: Research, Theory & Practice, 9(3), 307–336. https://doi.org/10.2190/CS.9.3.d

Al-Alak, B. A. M. (2006). The impact of marketing actions on relationship quality in the higher education sector in Jordan. Journal of Marketing for Higher Education, 16(2), 1–23. https://doi.org/10.1300/J050v16n02_01

Barlow, R. G. (2000). Frequency marketing – what’s next? Direct Marketing, 69(9), 2–23.

Bennett, R. (2006). Predicting the lifetime durations of donors to charities. Journal of Nonprofit & Public Sector Marketing, 15(1–2), 45–67. https://doi.org/10.1300/J054v15n01_03

Berry, L. L. (2002). Relationship marketing of services perspectives from 1983 and 2000. Journal of Relantionship Marketing, 1(1), 59–77. https://doi.org/10.1300/J366v01n01_05

Białoń, L. (2015). Creating marketing strategies for higher education institutions. Marketing of Scientific and Research Organizations, 18(4), 129–146.

Binsardi, A., & Ekwulugo, F. (2003). International marketing of British education: research on the students’ perception and the UK market penetration. Marketing Intelligence & Planning, 21(5), 318–327. https://doi.org/10.1108/02634500310490265

Bowden, J., & Wood, L. (2011). Sex doesn’t matter: the role of gender in the formation of student-university relationships. Journal of Marketing for Higher Education, 21(2), 133–156. https://doi.org/10.1080/08841241.2011.623731

Carvalho, S. W., & Oliveira Mota, de M. (2010). The role of trust in creating value and student loyalty in relational exchanges between higher education institutions and their students. Journal of Marketing for Higher Education, 20(1), 145–165. https://doi.org/10.1080/08841241003788201

Constantin, C. (2011). The need of relationship marketing in higher education. Bulletin of the Transilvania University of Braşov, 4(53), 19–26.

DeShields, Jr. O. W., Kara, A., & Kaynak, E. (2005). Determinants of business student satisfaction and retention in higher education: applying Herzberg’s two-factor theory. International Journal of Educational Management, 19(2), 128–139. https://doi.org/10.1108/09513540510582426

Domański, T. (2014). Marketing of higher education: future challenges. Management and Business Administration. Central Europe, 22(4–127), 118–132.

Drapińska, A. (2016). A concept of student relationship management in higher education. Marketing of Scientific and Research Organizations, 227(6), 35–49. https://doi.org/10.5604/05096669.1076706

Fontaine, M. (2014). Student Relationship Management (SRM) in higher education: addressing the expectations of an ever evolving demographic and its impact on retention. Journal of Education and Human Development, 3(2), 105–119.

Gattermann Perin, M., Sampaio, C. H., Simões, C., & Pólvora de Pólvora, R. (2012). Modeling antecedents of student loyalty in higher education. Journal of Marketing for Higher Education, 22(1), 101–116. https://doi.org/10.1080/08841241.2012.705797

Grönroos, Ch. (1989). Defining marketing: a market-oriented approach. European Journal of Marketing, 23(1), 52–60. https://doi.org/10.1108/EUM0000000000541

Guolla, M. (1999). Assessing the teaching quality to student satisfaction relationship: applied customer satisfaction research in the classroom. Journal of Marketing Theory and Practice, 7(3), 87–97. https://doi.org/10.1080/10696679.1999.11501843

Helgesen, Ø. (2008). Marketing for higher education: a relationship marketing approach. Journal of Marketing for Higher Education, 18(1), 50–78. https://doi.org/10.1080/08841240802100188

Jas, M., Jurczyk, T., Kamiński, T., Kozakiewicz, M., Sędkowski, M., Tomczyk, M., & Wiąckiewicz, P. (2013). Connection – innowacyjny model współpracy uczelni z biznesem: Podręcznik wdrażania. Retrieved from https://www.academia.edu/7153191/Connection_-_innowacyjny_model_współpracy_uczelni_z_biznesem._Podręcznik_wdrażania

Jurkowitsch, S., Vignali, C., & Kaufmann, H.-R. (2006). A student satisfaction model for austrian higher education providers considering aspects of marketing communications. Innovative Marketing, 2(3), 9–23.

Letcher, D. W., & Neves, J. S. (2010). Determinants of undergraduate business student satisfaction. Research in Higher Education Journal. Retrieved from https://pdfs.semanticscholar.org/8722/15a270f8b802c9ac79abee5ae61d221573df.pdf?_ga=2.159627133.1319863547.1557070264-199233841.1528889777

Litten, L. H. (1980). Marketing higher education: benefits and risks for the american academic system. The Journal of Higher Education, 51(1), 40–59. https://doi.org/10.2307/1981124

Lynn, M. (2011). Segmenting and targeting your market: strategies and limitations. Retrieved from https://scholarship.sha.cornell.edu/cgi/viewcontent.cgi?article=1238&context=articles

McAlexander, J. H., Koenig, H. F., & Schouten, J. W. (2006). Building relationships of brand community in higher education: a strategic framework for university advancement. International Journal of Educational Advancement, 6(2), 107–118. https://doi.org/10.1057/palgrave.ijea.2150015

Moore, D., & Lay-Hwa. Bowden-Everson, J. (2012). An appealing connection – the role of relationship marketing in the attraction and retention of students in an Australian tertiary context. Asian Social Science, 8(14), 65–80. https://doi.org/10.5539/ass.v8n14p65

Negricea, C. I., Avram, E. M., & Eftimie, R. C. (2011). Development and implementations of relationship marketing principles in Romanian higher education environment. Romanian Economic and Business Review, 6(2), 44–51.

Nicholls, J., Harris, J., Morgan, E., Clarke, K., & Sims, D. (1995). Marketing higher education: the MBA experience. International Journal of Educational Management, 9(2), 31–38. https://doi.org/10.1108/09513549510082369

Nicolescu, L. (2009). Applying marketing to higher education: scope and limits. Management & Marketing, 4(2), 35–44.

Oluseye, O. O., Tairat, B. T., & Emmanuel, J. O. (2014). Customer relationship management approach and student satisfaction in higher education marketing. Journal of Competitiveness, 6(3), 49–62. https://doi.org/10.7441/joc.2014.03.04

Powell, K. K., & Powell Rey, M. (2015). Do they really know their customers? Exploring relationship marketing from the student stakeholder perspective. Journal of Management and Marketing Research, 19, 1–14.

Rashid, T., & Raj, R. (2006). Customer satisfaction: relationship marketing in higher education e-learning. Innovative Marketing, 2(3), 24–34.

Rouse, M., & Aberle, L. (2019). Relationship marketing. Search customer experience. Retrieved from https://searchcustomerexperience.techtarget.com/definition/relationship-marketing

Saelee, R., Jhundrain, P., & Muenthaisong, K. (2015). A conceptual framework of customer relationship management capability and marketing survival. Proceedings of the Academy of Marketing Studies, 20(2), 94–105.

Seliga, R., & Chmielecki, M. (2012). International marketing in higher education – a comparison study between students’ choices in Poland and the UK. Journal of Intercultural Management, 4(4), 94–101.

Spangler, B. (2013). Win-Win/Win-Lose/Lose-Lose situations. Beyond Intractability. Retrieved from https://www.beyondintractability.org/essay/win-lose

Tonks, D. G., & Farr, M. (1995). Market segments for higher education: using geodemographics. Marketing Intelligence & Planning, 13(4), 24–33. https://doi.org/10.1108/02634509510089008

Umbach, P. D., & Porter, S. R. (2002). How do academic departments impact student satisfaction? Understanding the contextual effects of departments. Research in Higher Education, 43(2), 209–234. https://doi.org/10.1023/A:1014471708162

Zaksa, K. (2012). Higher education marketing abroad and in Latvia. Economics and Management, 17(4), 1507–1515. https://doi.org/10.5755/j01.em.17.4.3021