Cases on Innovations in Educational Marketing: Transnational and Technological Strategies
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Cases on Innovations in Educational Marketing: Transnational and Technological Strategies

Purnendu Tripathi, Siran Mukerji
Release Date: June, 2011|Copyright: © 2011 |Pages: 392
DOI: 10.4018/978-1-60960-599-5
ISBN13: 9781609605995|ISBN10: 1609605993|EISBN13: 9781609606008
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Description & Coverage
Description:

Growing global competition for quality education, technology and collaboration is playing a paramount role in redefining institutions, requiring them to re-strategize to achieve a competitive advantageous international position.

Cases on Innovations in Educational Marketing: Transnational and Technological Strategies addresses the prominent issues involved in marketing these new educational approaches that are revolutionizing the entire education sector. The institutions highlighted in these cases are emerging as educational corporate entities with a bouquet of academic programs as products endeavoring to augment their presence worldwide with innovative technological and transnational strategies. This book provides comparative and comprehensive analysis of technological and transnational strategies in educational marketing on various issues across the world and also the best practices and experiences from a diverse range of countries.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Advertising Campaigns
  • Benefits of E-Learning
  • Ethics of Marketing Education
  • Global Partnerships
  • Government Policies
  • Marketing Strategies
  • Quality Online Instruction
  • School Identity
  • Service Quality Perceptions
  • Teaching and Learning Networks
Reviews & Statements

This book presents examples of innovation in educational marketing based on studies by eminent scholars drawn from different parts of the world. The book is rich in its content and presents empirical evidence on a range of issues, including marketing strategies, learner perception, use of online marketing tools, distinctive features of online education, collaborative learning, cross cultural dimension of transborder education, and student experience management. This book will be useful for a variety of audiences, including educational planners and policy makers, marketing professionals, researchers, learners, and parents. I congratulate the editors and the authors for presenting this book on an important and timely theme: educational marketing.

– Dr. A. W. Khan, President, TAG University of Business, Kingdom of Bahrain

Tripathi and Mukerji (Open U. Business School, UK, and Indira Gandhi National Open U., India) bring together an international group of university faculty working in education, business, marketing, technology, and other areas who present 19 cases that address issues in marketing new educational approaches in higher education.

– Book News, Reference - Research Book News - August 2011
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Editor/Author Biographies
Purnendu Tripathi, an International Research Fellow (2009) of Open University Business School (OUBS) at Open University (UK), has a Ph.D in Management. At Arab Open University (AOU) Saudi Arabia, as a faculty member in Business Administration, he was faculty mentor, programme and course coordinator entrusted with the responsibility of training and development of the faculty members teaching in open and distance learning (ODL) environment, besides his own teaching and research in ODL. Currently, he is serving as one of the Editors-in-Chief of International Journal of Technology and Educational Marketing (IJTEM). He has authored/edited five Teaching Case books on Innovations in Educational Marketing, Interactive Technology Environments, Technology Enhanced Learning, Transnational Learning & Technologically enabled Environments, and Technological Adaptability and Transnational Learning. His current research interests include Higher Education Management, Higher Education Marketing, and Academic Program Life Cycle (APLC). In his parent institution, IGNOU (India), he is Deputy Director, looking after academic management and student support services in open and distance learning.
Siran Mukerji, a Jawahar Lal Nehru scholar for her doctorate in Human Resource Development, also has completed her masters in distance education and public administration. She has been International Research Fellow of Open University Business School (2009) at Open University (UK). At Arab Open University Saudi Arabia, she was a faculty member in Business Administration for three years. She is one of the Editors-in-Chief of International Journal of Technology and Educational Marketing (IJTEM) and Author/Editor of Teaching Case books on Innovations in Educational Marketing, Interactive Technology Environments, Technology Enhanced Learning, Transnational Learning & Technologically enabled Environments, and Technological Adaptability and Transnational Learning. She has contributed articles in standard national and international journals and also presented papers in national and international conferences. Dr. Mukerji is a member of review committees for numerous international conferences and journals. Her current research interests include performance management and HRM in open and distance learning institutions. In her parent institution, IGNOU (India), she is Deputy Director, responsible for student recruitment and related support services management in the present region.
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Editorial Advisory Board
  • Dr. Xavier M Triado, University of Barcelona, Spain
  • Dr. Victor C. X. Wang, California State University, USA 
  • Dr. Gilbert Ahamer, Institute for Geographic Information Science at the Austrian Academy of Sciences (ÖAW/GIScience), Austria 
  • Dr. Ahmad Rafi Mohamed Eshaq, Multimedia University, Malaysia 
  • Dr. Michael Vallance, Future University Hakodate, Japan 
  • Dr. Ruth Gannon Cook, DePaul University, USA 
  • Dr. Jace Hargis, University of the Pacific, USA 
  • Dr. Kevin Yee, University of Central Florida, USA 
  • Dr. Deryn Graham, Unitec, New Zealand
  • Dr. Pilar Aparicio Chueca, University of Barcelona, Spain
  • Dr. Kathryn Ley, University of Houston - Clear Lake, USA