Marketing and education: directions of distance learning development
-
DOIhttp://dx.doi.org/10.21511/ed.20(1).2021.01
-
Article InfoVolume 20 2021, Issue #1, pp. 1-10
- Cited by
- 454 Views
-
86 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
DL), which has resulted in an unprecedented experiment in the sphere of higher education in Ukraine that requires scientific analysis. The aim of the work was to identify the possible potential directions of DL development in institutions of higher education as a result of marketing research of satisfaction/dissatisfaction of students with DL. The survey method was used in the study. The results of marketing research (an online survey of students) (Kharkiv, 2020, n = 316) allowed the authors to identify the factors of satisfaction and dissatisfaction of students with DL. Students considered the most important factors of satisfaction with DL as follows: development of competencies, self-organization, discipline, self-motivation, responsibility, taking an active position as participants of the educational process, comfort. Students expect that lectures secure improvement of teacher-student communication process; flexibility of educational approaches; use of interactive tools and constant change of activities to maintain the attention, interest, concentration of students on studying process. The latter will maximize students’ involvement in activities during training; improvement of digital competencies. The students` expectations are: flexibility of the DL platforms compared to full-time in-person education; creation of the “map” of the educational process in a distance mode. It is noted that the results of marketing research (the online survey) demonstrated the factors of satisfaction and dissatisfaction of students with DL. This information was considered as the arguments for identifying the possible potential directions of DL development in higher education institutions.
- Keywords
-
JEL Classification (Paper profile tab)M13, I21
-
References15
-
Tables0
-
Figures2
-
- Figure 1. Satisfaction of students with the quality of distance learning (in %)
- Figure 2. Satisfaction of students with the quality of distance learning depending on the form of education (in %)
-
- Brammer, S., & Clark, Т. (2020). COVID-19 and Management Education: Reflections on Challenges, Opportunities, and Potential Futures. British Journal of Management, 31(3), 453–456.
- Camilleri, M. (2020). Higher education marketing communications in the digital era. In Strategic marketing of higher education in Africa (19 p.). London: Routledge.
- Granitz, N., & Greene, S. (2003). Applying e-marketing strategies to online distance learning. Journal of Marketing Education, 25(1), 16–30.
- Hall, O. (2020). Editorial: COVID-19 and the Future of Management Education. Graziadio Business Review, 23(1), 1–6.
- Ivy, J. (2008). A new higher education marketing mix: the 7Ps for MBA marketing. International Journal of Educational Management, 22(4), 288–299.
- Krok (2020). Dystantsiine navchannia ochyma studentiv: rezultaty onlain opytuvannia [Distance learning through the eyes of students: the results of an online survey] (16 p.). (In Ukrainian).
- Lishchynska, L. (Ed.) (2017). Dystantsiine navchannia yak suchasna osvitnia tekhnolohiia: materialy mizhvuzivskoho vebinaru. (In Ukrainian).
- Lviv University of Trade and Economics (2019). Yakist nadannia osvitnikh posluh dystantsiinoho navchannia u Lvivskomu torhovelno-ekonomichnomu universyteti pid chas pandemii sprychynenoi Covid-19 [Quality of distance learning educational services at Lviv University of Trade and Economics during the Covid-19 pandemic]. (In Ukrainian).
- Moore, J., Dickson-Deanen, C., & Galyen, K. (2011). E-Learning, online learning, and distance learning environments: Are they the same? The Internet and Higher Education, 14(2), 129–135.
- Parsons, T. (2013). The social system (576 p.). London: Routledge.
- Prokopenko, I. & Berezhna, S. (2020). Higher Education Institutions in Ukraine during the Coronavirus, or COVID-19, Outbreak: New Challenges vs New Opportunities. Revista Romaneasca pentru Educatie Multidimensionala, 12(1), 130–135.
- Rayburn, S., Anderson, S., & Sierra, J. (2020). Future thinking continuity of learning in marketing: a student perspective on crisis management in higher education. Marketing Education Review, 2(1), 46–54.
- Rippé, С., Weisfeld-Spolter, S., Yurova, Y., & Kemp, A. (2021). Pandemic Pedagogy for the New Normal: Fostering Perceived Control During COVID-19. Journal of Marketing Education.
- Smørvik, K., & Vespestad, M. (2020). Bridging marketing and higher education: resource integration, co-creation and student learning. Journal of Marketing for Higher Education, 30(2).
- World Economic Forum (2019). These are the 10 most in-demand skills of 2019, according to LinkedIn.