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Creating student value in higher education through customer-centric integrated marketing communication

Janire Gordon-Isasi & Lorena Ronda

Journal of Marketing for Higher Education2024https://doi.org/10.1080/08841241.2024.2301776article
AJG 1ABDC B
Weight
0.59

Abstract

Integrated marketing communication (IMC) involves the seamless coordination of communications and marketing media within organizations. While scholars in higher education (HE) have explored the internal benefits of successful IMC, there's a lack of contributions examining student satisfaction and benefits. Recognizing that perceived values are subjective, this study analyzes student value creation in HE from a student-centric perspective through IMC. Employing qualitative means-end analysis, we conducted 30 interviews with graduate and undergraduate students at a top-tier HE institution in Europe. The thematic analysis exposes multidirectional ties between attributes and higher value forms. This paper contributes by presenting a hierarchical model of student value structures elucidating the utility derived from IMC strategy elements. Results offer HEIs insights to devise student value propositions aligned with sought-after values via communication strategies. By identifying the underlying reasons for the value students place on their experiences, HEIs can adapt and tailor their communication approaches. This novel perspective ensures HEI IMC strategy success, enabling flexibility in constructing strategies that deliver the desired value to students and fall within the HEI's capacity to provide.

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https://doi.org/https://doi.org/10.1080/08841241.2024.2301776

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@article{janire2024,
  title        = {{Creating student value in higher education through customer-centric integrated marketing communication}},
  author       = {Janire Gordon-Isasi & Lorena Ronda},
  journal      = {Journal of Marketing for Higher Education},
  year         = {2024},
  doi          = {https://doi.org/https://doi.org/10.1080/08841241.2024.2301776},
}

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Evidence weight

0.59

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.64 × 0.4 = 0.26
M · momentum0.70 × 0.15 = 0.10
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.