Digitales Marketing als strategischer Erfolgsfaktor von Hochschulen | springerprofessional.de Skip to main content
Top

Hint

Swipe to navigate through the chapters of this book

2020 | OriginalPaper | Chapter

21. Digitales Marketing als strategischer Erfolgsfaktor von Hochschulen

Authors : Dorian Kschesniak, Mark Harwardt

Published in: Führen und Managen in der digitalen Transformation

Publisher: Springer Fachmedien Wiesbaden

share
SHARE

Zusammenfassung

Hochschulen können die äußerst heterogene Zielgruppe potenzieller und aktueller Studenten mithilfe der bisher genutzten Kommunikationswege nicht mehr erreichen. Um die Wettbewerbsfähigkeit zu sichern, müssen Bildungseinrichtungen trotz ihrer zumeist staatlichen und sozialen Ausrichtung marktorientiert aufgestellt und geführt werden, um sich im globalen Wettbewerb erfolgreich zu positionieren. Forscher stellten fest, dass vor allem die Möglichkeiten, die sich durch das zunehmende Aufkommen des digitalen Marketings bieten, bei richtiger Anwendung maßgeblich zur Bewältigung der aktuellen Herausforderungen beitragen können. Dies gilt insbesondere für die Bestimmung und die Erreichbarkeit der potenziellen Zielgruppen und die damit verbundene Effizienz.

To get access to this content you need the following product:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 69.000 Bücher
  • über 500 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt 90 Tage mit der neuen Mini-Lizenz testen!

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 58.000 Bücher
  • über 300 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko





Jetzt 90 Tage mit der neuen Mini-Lizenz testen!

Literature
go back to reference Aladwani, A. M. (2006). An empirical test of the link between web site quality and forward enterprise integration with web consumers. Business Process Management Journal, 12(2), 178–190. CrossRef Aladwani, A. M. (2006). An empirical test of the link between web site quality and forward enterprise integration with web consumers. Business Process Management Journal, 12(2), 178–190. CrossRef
go back to reference Amaldoss, W., Desai, P. S., & Shin, W. (2015). Keyword search advertising and first-page bid estimates: A strategic analysis. Management Science, 61(3), 507–519. CrossRef Amaldoss, W., Desai, P. S., & Shin, W. (2015). Keyword search advertising and first-page bid estimates: A strategic analysis. Management Science, 61(3), 507–519. CrossRef
go back to reference Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. CrossRef Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15–27. CrossRef
go back to reference Barn, S. S. (2016). Tweet dreams are made of this, who are we to disagree?’ Adventures in a #Brave New World of #tweets, #Twitter, #student engagement and #excitement with #learning. Journal of Marketing Management, 32(9–10), 1–22. Barn, S. S. (2016). Tweet dreams are made of this, who are we to disagree?’ Adventures in a #Brave New World of #tweets, #Twitter, #student engagement and #excitement with #learning. Journal of Marketing Management, 32(9–10), 1–22.
go back to reference Bennett, R., & Ali-Choudhury, R. (2010). Internationalization of British fundraising charities: A two-phase empirical study. International Journal of Nonprofit and Voluntary Sector Marketing, 15(1), 28–51. Bennett, R., & Ali-Choudhury, R. (2010). Internationalization of British fundraising charities: A two-phase empirical study. International Journal of Nonprofit and Voluntary Sector Marketing, 15(1), 28–51.
go back to reference Bolat, E., & O’Sullivan, H. (2017). Radicalising the marketing of higher education: Learning from student-generated social media data. Journal of Marketing Management, 33(9), 742–763. CrossRef Bolat, E., & O’Sullivan, H. (2017). Radicalising the marketing of higher education: Learning from student-generated social media data. Journal of Marketing Management, 33(9), 742–763. CrossRef
go back to reference Chapleo, C. (2007). Barriers to brand building in UK universities? International Journal of Nonprofit & Voluntary Sector Marketing, 12(1), 23–32. CrossRef Chapleo, C. (2007). Barriers to brand building in UK universities? International Journal of Nonprofit & Voluntary Sector Marketing, 12(1), 23–32. CrossRef
go back to reference Cubillo, J. M., Sánchez, J., & Cerviño, J. (2006). International students’ decision-making process. International Journal of Educational Management, 20(2), 101–115. Cubillo, J. M., Sánchez, J., & Cerviño, J. (2006). International students’ decision-making process. International Journal of Educational Management, 20(2), 101–115.
go back to reference Davidavičienė, V., & Tolvaišas, J. (2011). Measuring quality of e-commerce web sites: Case of Lithuania. Ekonomika ir vadyba, 16, 723–729. Davidavičienė, V., & Tolvaišas, J. (2011). Measuring quality of e-commerce web sites: Case of Lithuania. Ekonomika ir vadyba, 16, 723–729.
go back to reference Frolich, N., & Stensaker, B. (2010). Student recruitment strategies in higher education: Promoting excellence and diversity? International Journal of Educational Management, 24(4), 359–370. Frolich, N., & Stensaker, B. (2010). Student recruitment strategies in higher education: Promoting excellence and diversity? International Journal of Educational Management, 24(4), 359–370.
go back to reference Gai, L., Xu, C., & Pelton, L. E. (2016). A netnographic analysis of prospective international students’ decision-making process: Implications for institutional branding of American universities in the emerging markets. Journal of Marketing for Higher Education, 26(2), 181–198. CrossRef Gai, L., Xu, C., & Pelton, L. E. (2016). A netnographic analysis of prospective international students’ decision-making process: Implications for institutional branding of American universities in the emerging markets. Journal of Marketing for Higher Education, 26(2), 181–198. CrossRef
go back to reference Gibbs, P. (2008). Marketers and educationalists – Two communities divided by time? International Journal of Educational Management, 22(3), 269–278. Gibbs, P. (2008). Marketers and educationalists – Two communities divided by time? International Journal of Educational Management, 22(3), 269–278.
go back to reference Hammond, K. L., Harmon, H. A., & Webster, R. L. (2007). University performance and strategic marketing: An extended study. International Journal of Public Sector Management, 19(4), 436–459. Hammond, K. L., Harmon, H. A., & Webster, R. L. (2007). University performance and strategic marketing: An extended study. International Journal of Public Sector Management, 19(4), 436–459.
go back to reference Hemsley-Brown, J., & Lowrie, A. (2010). Higher education marketing. International Journal of Public, 23(2), 105–183. Hemsley-Brown, J., & Lowrie, A. (2010). Higher education marketing. International Journal of Public, 23(2), 105–183.
go back to reference Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316–338. CrossRef Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316–338. CrossRef
go back to reference Hudák, M., Kianičková, E., & Madleňák, R. (2017). The importance of e-mail marketing in e-commerce. Procedia Engineering, 192, 342–347. CrossRef Hudák, M., Kianičková, E., & Madleňák, R. (2017). The importance of e-mail marketing in e-commerce. Procedia Engineering, 192, 342–347. CrossRef
go back to reference Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288–299. Ivy, J. (2008). A new higher education marketing mix: The 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288–299.
go back to reference Kalimullin, A. M., & Dobrotvorskaya, S. G. (2016). Higher education marketing strategies based on factors impacting the enrollees’ choice of a university and an academic program. International Journal of Environmental & Science Education, 11(13), 6025–6040. Kalimullin, A. M., & Dobrotvorskaya, S. G. (2016). Higher education marketing strategies based on factors impacting the enrollees’ choice of a university and an academic program. International Journal of Environmental & Science Education, 11(13), 6025–6040.
go back to reference Kannan, P. K., & Li, A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. CrossRef Kannan, P. K., & Li, A. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22–45. CrossRef
go back to reference Kerlin, J. A., & Pollak, T. H. (2010). Nonprofit commercial revenue: A replacement for declining government grants and private contributions? The American Review of Public Administration, 41(6), 686–704. CrossRef Kerlin, J. A., & Pollak, T. H. (2010). Nonprofit commercial revenue: A replacement for declining government grants and private contributions? The American Review of Public Administration, 41(6), 686–704. CrossRef
go back to reference Maringe, F., & Foskett, N. H. (2002). Marketing university education: The South African experience. Higher Education Review, 34(3), 35–51. Maringe, F., & Foskett, N. H. (2002). Marketing university education: The South African experience. Higher Education Review, 34(3), 35–51.
go back to reference Moogan, Y. J. (2011). Can a higher education institution’s marketing strategy improve the student-institution match? International Journal of Educational Management, 25(6), 570–589. Moogan, Y. J. (2011). Can a higher education institution’s marketing strategy improve the student-institution match? International Journal of Educational Management, 25(6), 570–589.
go back to reference Naidoo, V., & Wu, T. (2014). Innovations in marketing of higher education: Foreign market entry mode of not-for- profit universities. Journal of Business & Industrial Marketing, 29(6), 546–558. CrossRef Naidoo, V., & Wu, T. (2014). Innovations in marketing of higher education: Foreign market entry mode of not-for- profit universities. Journal of Business & Industrial Marketing, 29(6), 546–558. CrossRef
go back to reference Royo-Vela, M., & Hünermund, U. (2016). Effects of inbound marketing communications on HEIs’ brand equity: The mediating role of the student’s decision-making process. An exploratory research. Journal of Marketing for Higher Education, 26(2), 143–167. CrossRef Royo-Vela, M., & Hünermund, U. (2016). Effects of inbound marketing communications on HEIs’ brand equity: The mediating role of the student’s decision-making process. An exploratory research. Journal of Marketing for Higher Education, 26(2), 143–167. CrossRef
go back to reference Rutter, R., Lettice, F., & Nadeau, J. (2017). Brand personality in higher education: Anthropomorphized university marketing communications. Journal of Marketing for Higher Education, 27(1), 19–39. CrossRef Rutter, R., Lettice, F., & Nadeau, J. (2017). Brand personality in higher education: Anthropomorphized university marketing communications. Journal of Marketing for Higher Education, 27(1), 19–39. CrossRef
go back to reference Schüller, D., & Chalupsky, V. (2012). Marketing communication management of higher education institutions. Acta Universitatis Bohemiae Meridionales, 15(2), 61–69. Schüller, D., & Chalupsky, V. (2012). Marketing communication management of higher education institutions. Acta Universitatis Bohemiae Meridionales, 15(2), 61–69.
go back to reference Štefko, R., Fedorko, R., & Bačík, R. (2015). The Role of E-marketing Tools in Constructing the Image of a Higher Education Institution. Procedia-Social and Behavioral Sciences, 175, 431–438. CrossRef Štefko, R., Fedorko, R., & Bačík, R. (2015). The Role of E-marketing Tools in Constructing the Image of a Higher Education Institution. Procedia-Social and Behavioral Sciences, 175, 431–438. CrossRef
go back to reference Tutt, L. (1997). Der Studienentscheidungsprozeß. Informationsquellen, Informationswünsche und Auswahlkriterien bei der Hochschulwahl. Duisburg: Gerhard-Mercator-Universität Duisburg. Tutt, L. (1997). Der Studienentscheidungsprozeß. Informationsquellen, Informationswünsche und Auswahlkriterien bei der Hochschulwahl. Duisburg: Gerhard-Mercator-Universität Duisburg.
go back to reference Walsh, G., & Mitchell, V. W. (2010). The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction. European Journal of Marketing, 44(6), 838–859. CrossRef Walsh, G., & Mitchell, V. W. (2010). The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction. European Journal of Marketing, 44(6), 838–859. CrossRef
go back to reference Whelan, S., & Wohlfeil, M. (2006). Communicating brands through engagement with ‘lived’ experiences. Brand Management, 13(4), 313–329. CrossRef Whelan, S., & Wohlfeil, M. (2006). Communicating brands through engagement with ‘lived’ experiences. Brand Management, 13(4), 313–329. CrossRef
go back to reference Young, S. J. (2002). The use of market mechanisms in higher education finance and state control: Ontario considered. The Canadian Journal of Higher Education, 32(2), 79–102. Young, S. J. (2002). The use of market mechanisms in higher education finance and state control: Ontario considered. The Canadian Journal of Higher Education, 32(2), 79–102.
Metadata
Title
Digitales Marketing als strategischer Erfolgsfaktor von Hochschulen
Authors
Dorian Kschesniak
Mark Harwardt
Copyright Year
2020
DOI
https://doi.org/10.1007/978-3-658-28670-5_21

Premium Partner