Purpose: The learning environment is not a vacuum, but rather is rich in social contexts with innumerable points, interests, and beliefs. This takes one of the concepts of "social learning" which is not just a natural occurring phenomenon but also a way of organizing learning and communities of learners. Social Learning (SL) tends to…

Purpose: The purpose of this paper is to study the influence of remote education on the consumer value of university education by the example of modern Russia. Design/methodology/approach: The authors determine the consumer value of university education in modern Russia in the conditions of the availability of predominantly traditional education;…

Purpose: The promising factor for success in a prevailing knowledge-based economy is the excellence in customer service. Private universities are now becoming customer- and service-oriented organizations due to the competition. Therefore, many educational institutions treat their students as customers and restructure their educational practice…

Purpose: The purpose of this paper is to integrate branding and higher education literature to conceptualize, develop, and empirically examine a model of university social augmenters' brand equity. Design/methodology/approach: Drawing on an empirical survey of 401 undergraduate students enrolled in private universities in Egypt, this study model…

Purpose: The purpose of this paper is to analyze the impact of demographic, social, economic and international aspects on the market of university services in Russia. It also reminds readers briefly of the evolution of the Russian higher education system during the last 20 years and considers some consequences of the current public policy and…

Purpose: Through examination of a case study this paper aims to describe a brand re-positioning exercise and explore how an emotionally driven approach to branding can help create meaningful connections with potential undergraduate students and can positively influence choice. Design/methodology/approach: The paper's approach is a case study…

Purpose: The aim of this article is to examine the empirical literature on irrationality and identify a set of concepts to help administrators cope with irrationality in decision making. Design/methodology/approach: This analysis is a synthesis of the selected research literature on irrationality. Findings: A set of seven concepts and propositions…

Purpose: Marketing communication practitioners in higher education have not yet identified specific subgroups with similar characteristics within the prospective student (target) market, and do not always know which preferred sources learners consult when deciding on a tertiary institution for further or higher education. In addition, little is…

The current paper outlines a unique marketing perspective that prevails in some informal education institutions in Israel parallel with "traditional modes of marketing", such as promotion, public relations and the like. Based on a case study research in five community centres, a service development based on active participation of the…

Purpose: With the emergence of the knowledge economy, different countries are responding with changes within their tertiary education systems. Education is increasingly recognized as a cornerstone to the continued growth of a country but with the globalization of business is education becoming a commodity? Design/methodology/approach: This paper…

Purpose: Higher education environments have become increasingly competitive and institutions have to compete for students in the recruitment markets. With the introduction of student fees, it is hypothesised that potential applicants to HE will increasingly become consumerist. The research upon which this paper was based was aimed at finding out…

Service organizations are encouraged to consider the manner in which employees perform at the customer/front-line employee interface, as a means to gain competitive advantage. The employee's behaviour requires "emotional labour" where the front-line employee (academic), has to either conceal or manage actual feelings for the benefit of a…