A systematic and theoretical approach to the marketing of higher education

Frontiers in Psychology

article

Edna Rabenu¹  Or Shkoler² 

[1] Tel-Hai College;HEC Montréal, Université de Montréal

关键词: facet theory;    Mapping sentence;    higher education;    Marketing;    International students;    Conceptual paper;   

DOI  :  10.3389/fpsyg.2022.982347

学科分类：社会科学、人文和艺术（综合）

来源: Frontiers

【 摘 要 】

The aim of this article is to open a hatch to the consumer psychology research through the eyes of Facet Theory. The Facet Theory enables to delve into a concept or issue under investigation and define it formally, systematically and comprehensively but still parsimoniously. In order to better explain its philosophical basis and the principles of this theory, we apply and demonstrate it on the domain of marketing of higher education to students. There are four distinct facets identified in this regard: (A) Achieving Personal Goals; (B) Institution’s Marketing Orientation; (C) Secondary Decision Criteria; and (D) Level of Education. Based on those facets and their related respective elements, a suggested definitional directive for the marketing of higher education to students is construed.

【 授权许可】

CC BY