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Online Higher Education Marketing: A Call for Renewal

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  • First Online:
Global Encyclopedia of Public Administration, Public Policy, and Governance

Synonyms

Educational marketing; Higher education organizations; Online higher education

Definitions

From the current reference work entry standpoint:

Online higher education organizations are those whose typical activity is to online provide post-high school education and award higher education degrees (e.g., associate degree, bachelor’s degree, postgraduate diploma, master’s degree, and doctorate).

Educational marketing is a strategy based on marketing practices educational organizations consider to market curricula (degree-awarding mode, accreditation, website, tuition fees, marketing costs, and culture).

Introduction

Demographic and technological changes – not to mention the current global pandemic – are among other things that impose a fait accompli on online higher education organizations to regularly reconsider their marketing strategies. Unfortunately, there are mindsets that go against this grain – disorienting their marketing compass and ending up with closedown.

The current...

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Author information

Authors and Affiliations

  1. FrontiersToday, Vienna, Austria

    Osama Hazzi

  2. Management Department, College of Business Administration, Taibah University, Al-Madinah, Saudi Arabia

    Sami Aldejwi

Authors
  1. Osama Hazzi
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  2. Sami Aldejwi
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Corresponding author

Correspondence to Osama Hazzi .

Editor information

Editors and Affiliations

  1. Florida Atlantic University, Boca Raton, FL, USA

    Ali Farazmand

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Hazzi, O., Aldejwi, S. (2021). Online Higher Education Marketing: A Call for Renewal. In: Farazmand, A. (eds) Global Encyclopedia of Public Administration, Public Policy, and Governance. Springer, Cham. https://doi.org/10.1007/978-3-319-31816-5_4340-1

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  • DOI: https://doi.org/10.1007/978-3-319-31816-5_4340-1

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-31816-5

  • Online ISBN: 978-3-319-31816-5

  • eBook Packages: Springer Reference Economics and FinanceReference Module Humanities and Social SciencesReference Module Business, Economics and Social Sciences

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