Marketing Mix Instruments as factors of improvement of image of Higher Education institutions and student satisfaction

The main focus of the study is the analysis of the effects of marketing mix instruments in higher education institutions in building the image of higher education institutions and the satisfaction of students, all from the perspective of service users, which in turn, leads to a more successful posit...

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Detalhes bibliográficos
Autor: Brkanlić, Sandra
Formato: tesis doctoral
Estado:Versión publicada
Fecha de publicación:2019
País:España
Recursos:CBUC, CESCA
Repositorio:TDR. Tesis Doctorales en Red
OAI Identifier:oai:www.tdx.cat:10803/667028
Acesso em linha:http://hdl.handle.net/10803/667028
http://dx.doi.org/10.6035/14102.2019.208251
Access Level:acceso abierto
Palavra-chave:Marketing mix instruments
Student satisfaction
Higher education
Image of higher educarion institurions
Marketing
Marketing in higher education
Ciències socials, periodisme i documentació
339
378
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spelling Marketing Mix Instruments as factors of improvement of image of Higher Education institutions and student satisfactionBrkanlić, SandraMarketing mix instrumentsStudent satisfactionHigher educationImage of higher educarion institurionsMarketingMarketing in higher educationCiències socials, periodisme i documentació339378The main focus of the study is the analysis of the effects of marketing mix instruments in higher education institutions in building the image of higher education institutions and the satisfaction of students, all from the perspective of service users, which in turn, leads to a more successful positioning of a higher education institution in the higher education market. Therefore, the goal was to reach insight regarding marketing mix instruments which need to be improved in order to improve the image of higher education institutions and student satisfaction. The research conducted on a complete sample from higher education institutions in the Republic of Serbia and Spain, as well as on research subsample from higher education institutions in each country, led to the results which, matched to theoretical perspectives in this area, produced very useful and widely applicable conclusions, which serve as a contribution to the scientific and practical perspective.El principal objetivo de esta tesis doctoral es el análisis de los efectos que las estrategias de Mlarketing tienen en la construcción de la imagen de las instituciones de educación superior, así como la satisfacción de sus estudiantes, todo desde la perspectiva de los usuarios del servicio, lo que, a su vez, las conduce a un posicionamiento más exitoso en el mercado de la educación superior. En definitiva, el objetivo es llegar a averiguar cuáles son las estrategias de marketing que deben optimizarse para mejorar la imagen de las instituciones de educación superior y la satisfacción de los estudiantes.La investigación realizada eu una muestra completa en dos instituciones de educación superior en cada uno de los dos países analizados (Serbia y España), así como en una submuestra de las instituciones de educación superior en cada país, ha dado resultados que, combinados con las perspectivas teóricas previas de esta área de investigación.Programa de Doctorat en Economia i EmpresaUniversitat Jaume ISánchez García, JavierBresó Esteve, EdgarUniversitat Jaume I. Escola de Doctorat201920192019info:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/publishedVersion202 p.application/pdfapplication/pdfhttp://hdl.handle.net/10803/667028http://dx.doi.org/10.6035/14102.2019.208251TDX (Tesis Doctorals en Xarxa)reponame:TDR. Tesis Doctorales en Redinstname:CBUC, CESCAInglésADVERTIMENT. L'accés als continguts d'aquesta tesi doctoral i la seva utilització ha de respectar els drets de la persona autora. Pot ser utilitzada per a consulta o estudi personal, així com en activitats o materials d'investigació i docència en els termes establerts a l'art. 32 del Text Refós de la Llei de Propietat Intel·lectual (RDL 1/1996). Per altres utilitzacions es requereix l'autorització prèvia i expressa de la persona autora. En qualsevol cas, en la utilització dels seus continguts caldrà indicar de forma clara el nom i cognoms de la persona autora i el títol de la tesi doctoral. No s'autoritza la seva reproducció o altres formes d'explotació efectuades amb finalitats de lucre ni la seva comunicació pública des d'un lloc aliè al servei TDX. Tampoc s'autoritza la presentació del seu contingut en una finestra o marc aliè a TDX (framing). Aquesta reserva de drets afecta tant als continguts de la tesi com als seus resums i índexs.info:eu-repo/semantics/openAccessoai:www.tdx.cat:10803/6670282026-06-14T12:46:07Z
dc.title.none.fl_str_mv Marketing Mix Instruments as factors of improvement of image of Higher Education institutions and student satisfaction
title Marketing Mix Instruments as factors of improvement of image of Higher Education institutions and student satisfaction
spellingShingle Marketing Mix Instruments as factors of improvement of image of Higher Education institutions and student satisfaction
Brkanlić, Sandra
Marketing mix instruments
Student satisfaction
Higher education
Image of higher educarion institurions
Marketing
Marketing in higher education
Ciències socials, periodisme i documentació
339
378
title_short Marketing Mix Instruments as factors of improvement of image of Higher Education institutions and student satisfaction
title_full Marketing Mix Instruments as factors of improvement of image of Higher Education institutions and student satisfaction
title_fullStr Marketing Mix Instruments as factors of improvement of image of Higher Education institutions and student satisfaction
title_full_unstemmed Marketing Mix Instruments as factors of improvement of image of Higher Education institutions and student satisfaction
title_sort Marketing Mix Instruments as factors of improvement of image of Higher Education institutions and student satisfaction
dc.creator.none.fl_str_mv Brkanlić, Sandra
author Brkanlić, Sandra
author_facet Brkanlić, Sandra
author_role author
dc.contributor.none.fl_str_mv Sánchez García, Javier
Bresó Esteve, Edgar
Universitat Jaume I. Escola de Doctorat
dc.subject.none.fl_str_mv Marketing mix instruments
Student satisfaction
Higher education
Image of higher educarion institurions
Marketing
Marketing in higher education
Ciències socials, periodisme i documentació
339
378
topic Marketing mix instruments
Student satisfaction
Higher education
Image of higher educarion institurions
Marketing
Marketing in higher education
Ciències socials, periodisme i documentació
339
378
description The main focus of the study is the analysis of the effects of marketing mix instruments in higher education institutions in building the image of higher education institutions and the satisfaction of students, all from the perspective of service users, which in turn, leads to a more successful positioning of a higher education institution in the higher education market. Therefore, the goal was to reach insight regarding marketing mix instruments which need to be improved in order to improve the image of higher education institutions and student satisfaction. The research conducted on a complete sample from higher education institutions in the Republic of Serbia and Spain, as well as on research subsample from higher education institutions in each country, led to the results which, matched to theoretical perspectives in this area, produced very useful and widely applicable conclusions, which serve as a contribution to the scientific and practical perspective.
publishDate 2019
dc.date.none.fl_str_mv 2019
2019
2019
dc.type.none.fl_str_mv info:eu-repo/semantics/doctoralThesis
info:eu-repo/semantics/publishedVersion
format doctoralThesis
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10803/667028
http://dx.doi.org/10.6035/14102.2019.208251
url http://hdl.handle.net/10803/667028
http://dx.doi.org/10.6035/14102.2019.208251
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 202 p.
application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universitat Jaume I
publisher.none.fl_str_mv Universitat Jaume I
dc.source.none.fl_str_mv TDX (Tesis Doctorals en Xarxa)
reponame:TDR. Tesis Doctorales en Red
instname:CBUC, CESCA
instname_str CBUC, CESCA
reponame_str TDR. Tesis Doctorales en Red
collection TDR. Tesis Doctorales en Red
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869420556083789824
score 15.301603

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