Higher Education Branding through Instrumental Values

Main Article Content

Jelena Marjanović
Ivana Domazet
Jovan Miljković

Abstract

Due to the complexity of the educational market, changes are also occurring in the field of education itself - from the constant transformation of the curriculum to new trends in the management of education at all levels. Faculties compete with each other for the best students, professors, projects, discoveries and resources. This forces higher education institutions, which want to survive in the long term and to be highly listed on the market, to take special care of their reputation and prestige. In order to improve their own quality and thereby ensure a competitive advantage, higher education institutions use brand management activities to emphasize the values on which their engagement is based. The aim of the work is to investigate the opinion of students - users of the service of a higher education institution and to show the importance of instrumental values on the basis of which the brand of the faculty should be shaped. Descriptive statistics and survey techniques were used in the empirical research, and the sample consisted of 403 respondents - students at six private and state faculties. The obtained results indicate a positive opinion of the respondents about instrumental values, as those on which a higher education institution should build its own brand. This finding provides a basis for the creators of not only higher education brands, but also for the creation of study programs based on the estimated value, an incentive for further research of other values in higher education, as well as for the creation of an optimal brand model of higher education institutions.

Article Details

Section
Articles

References

[1] Aaker, D. (1991). Building strong brands. United States: The Free Press.
[2] Anđelić, S., Brnjas, Z., & Domazet, I. (2017). Education and entrepreneurship. In: Insights and potential sources of new entrepreneurial growth, Proceedings of the international roundtable on entrepreneurship. Faculty of Business Economics and Entrepreneurship, Belgrade, pp. 383-393.
[3] Barnová, S., Krásna, S., & Gabrhelová, G. (2020). The Impact of COVID-19 Pandemics on Schools. Journal of Women’s Entrepreneurship & Education, (3-4), 41-58.
[4] Beck-Peter, T., & Wenzel, N. G. (2020). Educating Girls, Educated Women: Dehomogenizing the Impact of Education in Development. Journal of Women’s Entrepreneurship & Education, (1-2), 103-124.
[5] Bhasin, H. (2019). What are Brand Characteristics? Available at: https://www.marketing91.com/what-are-brand-characteristics/, (accessed June 15, 2023)
[6] Bralić, Ž. (2012). Od usvajanja do stvaranja znanja. Alibabić, B. Medić, & B. Spariosu (Ur.) Kvalitet u obrazovanju: Izazovi i perspektive. Beograd: Institut za pedagogiju i andragogiju Filozofskog fakulteta Univerziteta u Beogradu, 39-57.
[7] Brass, D. J. (1984). Being in the right place: A structural analysis of individual influence in an organization. Administrative Science Quarterly, 28, 518–539.
[8] Canaan, J. E., & Shumar, W. (2008). Higher Education in the Era of Globalisation and Neoliberalism. In J. Canaan & W. Shumar (Ed.) Structure and Agency in the Neoliberal University. London: Routledge. doi:10.4324/9780203927687.
[9] Chiaravalle, B., & Findlay Schenck, B. (2007). Branding for dummies. Hoboken: Wiley & Sons.
[10] Crainer, S. (1995). The Real Power of Brands: Making Brands Work for Competitive Advantage. London: Pitman Publishing.
[11] Dašić, D. (2016). Osobenosti i elementi brenda. Srpska akademska misao, 2, 19-46.
[12] Dey, F., & Cruzvergara, C. (2014). Evolution of Career Services in Higher Education. New Directions for Student Services, 148, 5-18.
[13] Domazet, I. (2018). Improving competitiveness and economic development through FDI. In: Developmental State and Millennium Development Goals: country experiences. World Scientific Publishing Co, India, 169-189.
[14] Domazet, I., & Neogradi, S. (2018). Digital Marketing and Service Industry: Digital Marketing in the Banking Industry. In: Managing diversity, innovation, and infrastructure in digital business. Business Science Reference, Hershey, USA, 20-41.
[15] Domazet, I., Đokić, I., & Milovanov, O. (2018). The Influence of Advertising Media on Brand Awareness. Management, 23(1), 13-22.
[16] Goodyear, M. (1996). Divided by a common language. Journal of the Market Research Society, 38(2), 105-122.
[17] Grljević, O., Bošnjak, Z., & Boš, S. (2019). Sustainable Development through Gender Equality–A Case of Higher Education of Data Scientists. Journal of Women’s Entrepreneurship & Education, (3-4), 73–85.
[18] Gutman, J. (1982). A means-end chain model based on consumer categorization processes. Journal of Marketing, 46, 60-72.
[19] Halstead, J. M., & Taylors, J. M. (2005). Values in Education and Education in Values. London: Falmer Press.
[20] Harvey, L. (2010). New realities: The relationship between higher education and employment. Tertiary Education & Management, 6(1), 3-17.
[21] Ivanović, Dj., Simović V., Domazet I., & Antonijević M. (2021). Average Matching Levels for Two DigComp Competence Areas of the Female Entrepreneurs in Serbia. Journal of Women's Entrepreneurship and Education, (3-4), 42-60.
[22] Kapferer, J. (2008). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term 4th Ed. London: Kogan Page.
[23] Kiros, T. (1998). Self-Construction and the Formation of Human Values: Truth, Language and Desire. Westport: Greenwood Publishing Group.
[24] Kotlar, V. (2019). Karijerni centri: podrška studentima u upravljanju karijerom. Magistra Iadertina, 14(1), 58-70.
[25] Lauder, H., & Mayhew, K. (2020). Higher education and the labor market: an introduction. Oxford Review of Education, 46(1), 1-9.
[26] Lazić, M., Jovanović, O., & Lazarević-Moravčević, M. (2021). Women’s Entrepreneurship in the Wake of the Covid-19 Crisis: The Case of Serbia. Journal of Women’s Entrepreneurship and Education, (1-2), 56–69.
[27] Maurya, U. K., & Mishra, P. (2012). What is a brand? A Perspective on Brand Meaning. European Journal of Business and Management, 4(3), 122-133.
[28] Pavlović, D., Domazet, I., & Lazić, M. (2018). The Impact of Education on the Youth Labour Market in Serbia. International letters of social and humanistic sciences, 83, 11-18.
[29] Radović-Marković, M., & Achakpa, P. (2018). Employment of women through entrepreneurship development and education in developing countries. Journal оf Women’s Entrepreneurship & Education, (1-2), 17-30.
[30] Reiners, A. (2014). Humboldt versus neoliberalism: University academics’ perception of higher education changes in Germany and England. Semantic Scholar.
[31] Schiffman, L. G., & Wisenblit, J. (2015). Consumer Behavior 12th Ed. New Jersey: Pearson Education.
[32] Simovic, V., Domazet, I., Bhagat, R., Sarhan, H., & Ivanovic, D. (2022). Identification of Opportunities as the Component of Digital Entrepreneurial Competences of University Students: A pilot study in Kuwait and Serbia. In Proceedings of the 6th International Conference on E-Commerce, E-Business and E-Government (pp. 85-90).
[33] Simović, V., & Domazet, I. (2021). An overview of the frameworks for measuring the digital competencies of college students: A European perspective. Stagnancy Issues and Change Initiatives for Global Education in the Digital Age. (Eds) Neimann T. et al. IGI Global Publishing House, Business Science Reference, Hershey, USA. http://doi:10.4018/978-1- 7998-4993-3.ch012
[34] Spariosu, B. (2012). Komercijalizacija i različiti oblici visokoškolskog obrazovanja. Andragoške studije, 2, 59-70.
[35] Van Riel, C. B., & Balmer, J. M. (1997). Corporate identity: The concept, its measurement and management. European journal of marketing, 31(5/6), 340-355.
[36] Veljković, S. (2010). Brend menadžment u savremenim tržišnim uslovima. Beograd: Centar za izdavačku delatnost Ekonomskog fakulteta.
[37] Veljković, S., & Đorđević, A. (2010). Vrednost brenda za potrošače i preduzeća. Marketing, 41(1), 3-16.
[38] Vrban, S. (2015). Brendiranje obrazovanja. Andragoški glasnik: Glasilo Hrvatskog andragoškog društva, 18, 45-59.
[39] Wenzel, N., & Beck-Peter, T. (2020). Educating Girls, Educated Women, Dehomogenizing the Impact of Education in Development. Journal of Women's Entrepreneurship and Education, (1-2), 103-124.
[40] West, J. (2000). Higher education and employment: Opportunities and limitations in the formation of skills in a mass higher education system. Journal of Vocational Education and Training, 52(4), 573-588.

Most read articles by the same author(s)

1 2 > >>