Ivana Jadrić
College of Management and Design Aspira, Domovinskog rata 65, 21 000 Split, Croatia
Jasmina Dlačić
Faculty of Economics, University of Rijeka, Ivana Filipovića 4, 51 000 Rijeka, Croatia
Drago Ružić
Faculty of Economics, University J.J. Strossmayer u Osijek, Trg Lj. Gaja 7, 31 000 Osijek, Croatia
DOI: https://doi.org/10.31410/EMAN.S.P.2019.181
3rd International Scientific Conference – EMAN 2019 – Economics and Management: How to Cope With Disrupted Times, Ljubljana – Slovenia, March 28, 2019, SELECTED PAPERS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Management Koper, Slovenia; Doba Business School – Maribor, Slovenia; Integrated Business Faculty – Skopje, Macedonia; Faculty of Management – Zajecar, Serbia, ISBN 978-86-80194-19-6, ISSN 2683-4510
Abstract:
Purpose of this paper is to analyze the perceived importance of Internet marketing in the higher education institutions in Croatia, exploring both the private and public sector. Two sectors of higher education institutions are compared with aim to explore their difference in recognizing the importance of Internet presence. Also, aim of this study was to explore undergoing marketing activities in those institutions. An empirical study on a sample of professors in public and private higher education institutions in Croatia has been conducted. The results of the empirical research confirmed that the differences are present between the two different types of higher education institutions in perception of its importance and usage of Internet marketing activities. Furthermore, paper presents the implications for decision-makers in higher education institutions.
Key words:
marketing, Internet marketing, higher education institutions, promotion of higher education institutions.
REFERENCES
[1] Quan-Haase, A. (2007). University students’ local and distant social ties: Using and integrating modes of communication on campus, Information, Communication & Society, Vol. 10(5), pp. 671–693.
[2] Obermeit, K. (2012), Students’ choice of universities in Germany: structure, factors and information sources used, Journal of Marketing for Higher Education, Vol. 22(2), pp.206-230
[3] Bozyigit, S., Akkan, E. (2014), Linking Universities to the Target Market via Web Sites: A Content Analysis of Turkish Private Universities’ Web Sites, Selection and peer-review under responsibility of the 2nd International Conference on Strategic Innovative Marketing.; Procedia – Social and Behavioral Sciences, Vol. 148, pp. 486 – 493
[4] Škare, V. (2012), Do we need a new framework for managing Internet marketing activities? Tržište, Vol.23, (2), pp. 263-279.
[5] Ružić, D., Biloš, A., Turkalj, D. (2009), e- Marketing, drugo izmijenjeno i prošireno izdanje; Ekonomski fakultet u Osijeku, Osijek
[6] Panian. Ž., (2000), lnternet i malo poduzetništvo, Informator, Zagreb
[7] Kotler, P., Wong, V., Saunders J., Armstrong G. (2007), Osnove marketinga; četvrto europsko izdanje, MATE
[8] Chen-Yuan, C., Bih-Yaw, S., Zih-Siang, C., Tsung-Hao, C. (2011), The exploration of Internet marketing strategy by search engine optimization, A critical review and comparison, African Journal of Business Management, Vol. 5(12), pp. 4644-4649
[9] Bacilia, M. F., Pop, M. D., Tirca, A.M. (2006), Marketing research regarding faculty choice criteria and information sources utilized, Management and Marketing, Vol. 4(1), pp. 556-560
[10] Ivy, J. (2008), A new higher education marketing mix: the 7Ps for MBA marketing, International Journal of Educational Management, Vol. 22(4), pp.288-299
[11] Constanti, P., Gibbs, P. (2004), Higher education teachers and emotional labour, International Journal of Educational Management, Vol. 18(4), pp.243-249
[12] Agencija za znanost i visoko obrazovanje; https://www.azvo.hr/hr/vrednovanja/43-visoko-obrazovanje/603-visoka-uilita-u-republici-hrvatskoj; 22.08.2018.
[13] Boyne, G.A. (2002), Public and private management: what’s the difference? Journal of Management Studies, Vol. 39(1), pp. 97-122
[14] Song, J.H., Zinkhan, G.M. (2008), Determinants of Perceived Web Site Interactivity, Journal of Marketing, Vol.72(2), pp.99-113
[15] Rafaelli, S. (1998), Interactivity: From new media to communication, Sage annual review of communication research: Advancing communication science, Vol.16, pp.110-134
[16] Kozinets, R. V. (1999), E-tribalized marketing? the strategic implications of virtual communities of consumption, European Management Journal, Vol. 17(3), pp. 252-264
[17] Penović, A., Cetinić,M., Rašeta, I., Ličina, B. (2014), Pobijedite Internet ili će Internet pobijediti vas, Jasno&Glasno, Zagreb
[18] Štefko, R., Fedorko, R., Bačik, R. (2015), The Role, of E – Marketing Tools in Constructing the Image of a Higher Education Institute, Procedia-Social and Behavioral Sciences. Vol. 174, pp.431-428
[19] Carlos, V.S., Rodrigues, R.G. (2012), Web site quality evaluation in Higher Education Institutions; Procedia Technology, Vol. 5, pp. 273-282
[20] Astani M., Elhindi M. (2008), An Empirical Study of University Websites, Issues in Information Systems, Vol. 9, No. 2, pp. 460-465
[21] Roblyer, M.D., McDaniel, M., Webb, M., Herman J., Witty, J.V. (2010), Findings on Facebook in higher education: A comparison of college faculty and student uses and perceptions of social networking sites, Internet and Higher Education, Vol.13, pp. 134–140
[22] Petersons.com,www.petersons.com/college-search/public-vs-private.aspx#sweeps-modal, 27.07.2017.
[23] College USA today, https://eu.usatoday.com/, 30.08.2018.
[24] Horowitz, J.B., Spector, L. (2005), Is there a difference between private and public education on college performance? Economics of Education Review, Vol. 24, pp.189–195
[25] Hoffer, T., Greeley, A. M., & Coleman, J. S. (1985), Achievement growth in public and Catholic high schools, Sociology of Education, Vol. 58, pp. 74–97. u Horowitz, J.B., Spector, L. (2005), Is there a difference between private and public education on college performance? Economics of Education Review, Vol. 24, pp.189–195
[26] Evans, W. N., Schwab, R. M. (1995), Finishing high school and starting college: Do Catholic schools make a difference? Quarterly Journal of Economics, Vol.110, pp. 941–974. u Horowitz, J.B., Spector, L. (2005), Is there a difference between private and public education on college performance? Economics of Education Review, Vol. 24, pp.189–195
[27] Goldhaber, D. D. (1996), Public and private high schools: Is school choice an answer to the productivity problem? Economics of Education Review, Vol.15, pp. 93–109. u Horowitz, J.B., Spector, L. (2005), Is there a difference between private and public education on college performance? Economics of Education Review, Vol. 24, pp.189–195
[28] Fuller, B. (1986), Raising school quality in developing countries: what investments boosts learning? The World Bank Washington DC World Bank Discussion Papers No. 2. u Wilkinson, R. & Yussof, I. (2005), Public and private provision of higher education in Malaysia: A comparative analysis, Higher Education, Vol. 50, pp. 361-366
[29] Johnes, J., Taylor, J. (1990), Performance Indicators in Higher Education: UK Universities SRHE, Open University Press Buckingham, Bristol u Wilkinson, R. & Yussof, I. (2005), Public and private provision of higher education in Malaysia: A comparative analysis, Higher Education, Vol. 50, pp. 361-366
[30] Wilkinson, R. & Yussof, I. (2005), Public and private provision of higher education in Malaysia: A comparative analysis, Higher Education, Vol. 50, pp. 361-366
[31] Oplatka, I., Hemsley-Brown, J., Foskett, N. (2002), The Voice of Teachers in Marketing their School: Personal perspectives in competitive environments, School Leadership & Management, Formerly School Organisation; Vol. 22, (2), pp. 177-196
[32] Kanthawongs, P., Kanthawongs, P. (2013), Perception of Primary School Students, Parents and Teachers toward the Use of Computers, the Internet and Social Networking sites, Procedia – Social and Behavioral Sciences Vol.88, pp. 282 – 290
[33] Nelson, R.R. (2001), Observations on the post-Bayh–Dole rise of patenting at American universities, Journal of Technology Transfer, Vol. 26 (1/2), pp. 13–19 u Siegel, D., Waldman, D., Link, A.( 2003), Assessing the impact of organizational practices on the relative productivity of university technology transfer offices: an exploratory study, Research Policy Vol. 32, pp. 27–48
[34] Sia, J.K.M. (2011), Post-Secondary Students’ Behaviour in the College Choice Decision, Journal of Marketing Research & Case Studies, Vol. 2011, pp. 1-15
[35] Slantcheva, S. (2007), Legitimating the Difference: Private Higher Education Institutions in Central and Eastern Europe in book: Private Higher Education in Post-Communist Europe, pp.55-73
[36] Siegel, D., Waldman, D., Link, A. (2003), Assessing the impact of organizational practices on the relative productivity of university technology transfer offices: an exploratory study, Research Policy Vol. 32, pp. 27–48