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2020 | Book

Introduction Read chapter Read first chapter

Event Marketing in the Context of Higher Education Marketing and Digital Environments

Author: Florian Neus

Publisher: Springer Fachmedien Wiesbaden

Book Series : Reihe Handel und Internationales Marketing / Series Retailing and International Marketing

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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About this book

Event marketing is a powerful tool of brand communication and used within many different fields. Florian Neus extends the existing scientific literature to events of higher education institutions and events within digital environments. Different aspects of event marketing efforts within these fields are addressed and evaluated. Based on conducted studies and coherent analysis new insights are derived. Furthermore, valuable implications for research and management are presented.

​About the Author:

Florian Neus works as a research assistant at the chair of marketing and retailing at the University of Siegen. His research focusses around higher education marketing and event marketing in digital environments.

Table of Contents

Frontmatter
Chapter 1. Introduction
Abstract
Marketing events are tools that companies utilize to, e.g., introduce new products or generally strengthen the relationship with their target group (Drengner et al., 2008). As a source of entertainment and a chance for networking and experience, events, generally, serve multiple purposes and are hosted for many occasions and themes. Companies build on this wide range of opportunities as a form of “interactive communication of brand values […] in which consumers are actively involved […] and which would result in their emotional attachment to the brand,” as event marketing is defined (Whelan and Wohlfeil, 2006).
Florian Neus
Chapter 2. Events as a Customer Touchpoint in Student Life – Creating Valuable Experiences and Lasting Impressions
Abstract
HEIs are nowadays challenged with intensified competition amongst each other as well as an ongoing battle for additional funds and students. Especially within Western Europe, the introduction of bachelor’s and master’s degrees has led to higher student mobility and international competition. Therefore, HEIs are being challenged more than ever to find new ways to approach prospective students and, furthermore, retain their existing students (Maringe, 2006; Drewes and Michael, 2006).
Florian Neus
Chapter 3. Connecting the Stakeholders of Higher Education Institutions via Event Marketing – A Case Study Comparing Two Events
Abstract
Higher education marketing has undergone a number of changes during the past decades (Khanna et al., 2014; Perin et al., 2012). Competition for talent and funds among HEIs has become intense, requiring the utilization of professional tools to enhance communication efforts (Missaghian and Pizarro Milian, 2018; Hemsley‐Brown and Oplatka, 2006). Common tasks for HEIs are to attract, e.g., new students, new business partners and/or new investors and to establish and maintain strong relationships with these and other stakeholders (Sung and Yang, 2009; Rauschnabel et al., 2016; Joseph et al., 2012).
Florian Neus
Chapter 4. Building Event Portfolios for Higher Education Institutions – Results of a Choicebased Conjoint Experiment
Abstract
Over the last decades, the competition in the higher education sector has intensified and HEIs are well aware of the fact that a strong brand can be a key element for long-term success (Brown and Mazzarol, 2009). In order to find new ways to attract students, researches and practitioners have long argued on the necessity of applying existing concepts of marketing practices to the higher education sector (Rauschnabel et al., 2016; Wæraas and Solbakk, 2009). Even though the market of HEIs is often regulated by national laws and conditions, the students that HEIs are competing for, have become well aware of the wide range of opportunities.
Florian Neus
Chapter 5. Event Portfolio Management – The Case of Higher Education Institutions
Abstract
Events are an important part of many institutions’ communication efforts (Jago et al., 2003), which are used to foster relationships with their stakeholders and serve to portray the institutions’ brand message (Andersson and Getz, 2008; Dees et al., 2006). In HEIs’ marketing mix in particular, events have an outstanding role. HEIs have a very complex structure, and the high number of stakeholders (e.g., students, researchers, lecturers, research partners, sponsors, society as a whole) usually consist of different departments, and an additional number of members of the HEI, such as students, associated institutions or centers, can potentially host events in connection to the institution that are open to various stakeholders of the HEI (Wæraas and Solbakk, 2009).
Florian Neus
Chapter 6. Differences and Similarities in Motivation for Offline and Online eSports Event Consumption
Abstract
Roughly defined as “a form of sports where the primary aspects of the sport are facilitated by electronic systems”, eSports is already a key phenomenon of the modern digital area (Hamari and Sjöblom, 2017). Organized in leagues and ladders around different games of various genres, eSports is a very successful business venture and still growing year by year (Warman, 2017). Through streaming options on various platforms (e.g., twitch.tv or youtube.com), eSports can be consumed by users all over the world (Yu et al., 2018).
Florian Neus
Chapter 7. Interaction in Social Live Streaming Services – Importance and influential Factors
Abstract
In recent years, the digitization of our everyday life has been an increasingly important issue for researchers and society alike. Digital platforms with online communities have flourished and have helped users enhance their work and social lives (Tiwana et al., 2010; Bharadwaj et al., 2013). Innovative technologies and digital communities have not only introduced new methods of communicating, they have also heavily influenced our social interaction habits (Barrett et al., 2016; Baden-Fuller and Haefliger, 2013).
Florian Neus
Chapter 8. General Conclusion
Abstract
This dissertation presents insights about the power of events as a tool to communicate a brand of higher education. On assessing a job fair and its attendees, it was found that the expected link between attitude toward the event and the HEI could not be shown for this specific case. Both attitudes, however, were found to have a significant influence on identification with the HEI.
Florian Neus
Backmatter
Metadata
Title
Event Marketing in the Context of Higher Education Marketing and Digital Environments
Author
Florian Neus
Copyright Year
2020
Electronic ISBN
978-3-658-29262-1
Print ISBN
978-3-658-29261-4
DOI
https://doi.org/10.1007/978-3-658-29262-1