Advertisement

Using a Mixed Methods Approach to Examine the (Re)Imaging of Higher Education Institutions in the Western Balkans

  • Antigoni Papadimitriou
Chapter
  • 711 Downloads

Abstract

This chapter’s research captured a onetime (Summer 2014) collection of data from ever-evolving, continuously updated website homepages from the Western Balkans public and private universities. Using a sequential mixed methods design, data revealed many factors about how each institution wished to publically position itself within the constraints of all the immediate stakeholders. The Western Balkans regional definition in this, as in other studies, includes the countries of Albania, Bosnia and Herzegovina, Croatia, Kosovo, Montenegro, Serbia, and the Former Yugoslav Republic of Macedonia. Data indicated a competitive, online marketplace where each institution sought new stakeholders though graphics, logos, special identity icons, and use of social media for advertising in local languages. Document analysis revealed exotericism and quality messages as well as the use of English, however not in all HEIs.

Keywords

Re(imagining) Higher education Marketing-Branding Western Balkans Content analysis Quality Internationalization Websites 

References

  1. Asderaki, F., & Maragos, D. (2012). The internationalization of higher education: The added value of the European portals and social media pages for the national and the institutional internationalization strategies. In Proceedings of the International Conference on Information Communication Technologies in Education (pp. 498–510). Retrieved from https://pdfs.semanticscholar.org/18f8/71fd1029d5cf9eaec24f1cee1dce80adb2e8.pdf.
  2. Bélanger, C. H., Bali, S., & Longden, B. (2014). How Canadian universities use social media to brand themselves. Tertiary Education and Management, 20(1), 14–29.CrossRefGoogle Scholar
  3. Boyatzis, R. (1998). Transforming qualitative information: Thematic analysis and code development. Thousand Oaks, CA: Sage.Google Scholar
  4. Bozyigit, S., & Akkan, E. (2014). Linking universities to the target market via web sites: A content analysis of Turkish private universities’ wed sites. Procedia-Social and Behavioral Sciences, 148, 486–493.CrossRefGoogle Scholar
  5. Branković, J. (2014). Positioning of private higher education institutions in the Western Balkans: Emulation, differentiation and legitimacy building. In J. Branković, M. Kovacevic, P. Maassen, B. Stensaker, & M. Vucasovic (Eds.), The re-instutionalization of higher education in the Western Balkans: The interplay between European ideas, domestic policies and institutional practices (pp. 121–144). Berlin: Peter Lang.CrossRefGoogle Scholar
  6. Bulotaite, N. (2003). University heritage: An institutional tool for branding and marketing. Higher Education in Europe, XXVIII(4), 449–454.Google Scholar
  7. Caelli, K., Ray, L., & Mill, J. (2008). Clear as mud: Toward greater clarity in generic qualitative research. International Journal of Qualitative Methods, 2(2), 1–13.CrossRefGoogle Scholar
  8. Celly, K. S., & Knepper, B. (2010). The California state university: A case on branding the largest public university system in the US. International Journal of Nonprofit and Voluntary Sector Marketing, 15(2), 137–156.Google Scholar
  9. Chapleo, C., Durán, M. V. C., & Díaz, A. C. (2011). Do UK universities communicate their brands effectively through their websites? Journal of Marketing for Higher Education, 21(1), 25–46.CrossRefGoogle Scholar
  10. Creswell, J. W. (2013). Research design: Qualitative, quantitative, and mixed methods approaches. Incorporated: Sage Publications.Google Scholar
  11. Daly, J., Kellehear, A., & Gliksman, M. (1997). The public health researcher: A methodological approach. Melbourne, Australia: Oxford University Press.Google Scholar
  12. DiMaggio, P. J., & Powell, W. W. (1983). The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields. American Sociological Review, 48(2), 147–160.CrossRefGoogle Scholar
  13. DiMaggio, P. J., & Powell, W. W. (1991). The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields. In W. W. Powell & P. J. DiMaggio (Eds.), The new institutionalism in organizational analysis (pp. 63–83). Chicago: University of Chicago Press.Google Scholar
  14. Eshuis, J., Klijn, E.-H., Braun, E. (2014). Place marketing and citizen participation: Branding as strategy to address emotional dimension of policy making? International Review of Administrative Sciences, 80(1), 151–171.Google Scholar
  15. Fereday, J., & Muir-Cochrane, E. (2006). Demonstrating rigor using thematic analysis: A hybrid approach of inductive and deductive coding and theme development. International Journal of Qualitative Methods, 5(1), 80–92.CrossRefGoogle Scholar
  16. Greenwood, G. (2012). Examining the presence of social media of university Web sites. Journal of College Admission, (Summer), 24–28.Google Scholar
  17. Kavaratzis, M. (2004). From city marketing to city branding: Towards a theoretical framework for developing city brands. Place Branding, 1(1), 58–73.CrossRefGoogle Scholar
  18. Leblebici, H., Salancik, G. R., Copay, A., & King, T. (1991). Institutional change and the transformation of interorganizational fields: An organizational history of the U.S. radio broadcasting industry. Administrative Science Quarterly, 36(3), 333–363.CrossRefGoogle Scholar
  19. Papadimitriou, A. (2011). The enigma of quality in Greek higher education: A mixed methods study of introducing quality management into Greek higher education. Enshcede, The Netherlands: University of Twente, CHEPS.CrossRefGoogle Scholar
  20. Papadimitriou, A. (2014, November). Branding in the Western Balkan Higher Education on the incorporation of internationalization, quality, and social media. Paper presented at the Annual Conference on Association of the Study of Higher Education (ASHE), Washington D.C., USA.Google Scholar
  21. Papadimitriou, A., & Stensaker, B. (2014). Governance capacity of Western Balkans universities: Perceptions of institutional leadership. In J. Branković, M. Kovacevic, P. Maassen, B. Stensaker, & M. Vucasovic (Eds.), The re-instutionalization of higher education in the Western Balkans: The interplay between European ideas, domestic policies and institutional practices (pp. 91–120). Berlin: Peter Lang.Google Scholar
  22. Papadimitriou, A., Gornitzka, Å., & Stensaker, B. (2015). Designed diffusion? The impact of an EU capacity building instrument in the Western Balkans. Journal of European Integration. doi: 10.1080/07036337.2015.1046857.
  23. Papadimitriou, A., Stensaker. B., & Kanazir, S. (2016, September). An analysis of public regulatory arrangements for private higher education in the Western Balkans. Paper presented at the 29th Annual Conference on Consortium of Higher Education Researchers (CHER), Cambridge, UK.Google Scholar
  24. Raciti, M. (2010). Marketing Australian higher education at the turn of the 21st century: A précis of reforms, commercialization and the new university hierarchy. E-Journal of Business Education & Scholarship of Teaching, 4, 32–41. Retrieved from http://www.ejbest.org.
  25. Rice, P. L., & Ezzy, D. (1999). Qualitative research methods: A health focus, Vol. 720, Melbourne.Google Scholar
  26. Rupnik, J. (1992). Higher education and the reform process in Central and Eastern Europe. Paris: Fondation Nationale des Sciences Politiques.Google Scholar
  27. Stensaker, B. (2007). The relationship between branding and organisational change. Higher Education Management and Policy, 19(1), 1–18.CrossRefGoogle Scholar
  28. Zgaga, P. (2015). How to gain global connectivity while retaining respect for local variations? A reflection on higher education reforms in South-east Europe. In P. Zgaga, U. Teichler, H. G. Schuetze, & A. Wolter (Eds.), Higher education reform: Looking back—Looking forward (pp. 65–84). Frankfurt: Peter Lang.Google Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Antigoni Papadimitriou
    • 1
  1. 1.Public Safety LeadershipThe Johns Hopkins University, School of EducationBaltimoreUSA

Personalised recommendations