STEM STUDENTS’ ENGAGEMENT TO FOSTER INTERNATIONAL MARKETING THROUGH DIGITAL CONTENT
DOI:
https://doi.org/10.17770/sie2021vol1.6489Keywords:
international marketing, digital marketing, generation marketing, STEM marketing, content marketingAbstract
This article aims to find the opportunities how to facilitate the interaction among students, university staff and future students in order to attract more and better students in the field of STEM by sharing students’ digital content on social media. As a potential student group – generation Z are already technology geeks, spend a lot of time on social media, know about the newest technologies and know how to use them it’s crucial to provide content that can impress them as future STEM students with technologies, opportunities, skilled staff and successful alumni.
This paper includes the transformation and adjustment of the main aim for each stage, functions, digital content categories and subcategories, as well the interaction level among students, university staff and future students.
References
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. International Conference proceedings, Information Communication Technologies in Education, 13, 498–510.
Äyväri, A., Hirvikoski, T., Uitto, H. (2019). Identifying Living Lab orchestrators’ individual-level skills. OpenLivingLab Days 2019 Conference Proceedings, European Network of Living Labs, 388.
Beane, M. (2019). UC Santa Barbara, Learning to work with Intelligent Machines, 140 – 148. Harward Business Review, September-October. Retrieved from: https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=COM%3A2020%3A628%3AFIN
Deloitte Insights. (2019). Innovation in Europe. A Deloitte survey on European companies and how digital technologies can strategically enhance innovation, 23. Retrieved from: https://www2.deloitte.com/content/dam/insights/us/articles/DE_897_Innovation-in-Europe/DI_Innovation-In-Europe.pdf
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center. Retrieved from: https://www.pewresearch.org/fact-tank/2019/01/17/where-millennials-endand-generation-z-begins/.
Doblin. (2019). Ten types of innovation, the innovation practice of Monitor Deloitte within Deloitte Consulting. Retrieved from: https://www.doblin.com/ten-types.
Duesterhaus, A. P., Duesterhaus, M. (2014). Attributes of successful university brands in the U.S.A. Journal of Brand Strategy, 3(2), 169–183.
Dupont, L., Mastelic, J., Nyffeler, N., Latrille, S., Saulliet, E. (2019). Living lab as a support to trust for co-creation of value: application to the consumer energy market, 1-53. Retrieved from: Living lab as a support to trust for co-creation of value: application to the consumer energy market [1] | Cairn.info
Dwivedi, Y., Ismagliova, E. et al. (2020). Setting the future of digital and social media marketing research: Perspectives and research propositions. DOI: https://doi.org/10.1016/j.ijinfomgt.2020.102168
European Association of International Education (EAIE). Annual conference 2019, session “Higher Education in 2040: changing concepts”, Presentation from Bert van der Zwaan (Utrecht University, the Netherlands).
European Commission. (2020). Communication from the Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions. A new ERA for Research and Innovation, Brussels.
Eurostat data. (2019). ICT specialists in employment. Retrieved from: ICT specialists in employment - Statistics Explained (europa.eu)
Harris, L., Rae, A. (2011). Building a personal brand through social networking. Journal of Business Strategy, 32(5), 14–21. DOI:10.1108/02756661111165435
IPSOS MORI. (2018). Beyond Binary. The Lives and Choices of Generation Z, 78-105. Retrieved from: https://www.ipsos.com/it-it/beyond-binary-lives-and-choicesgeneration-z.
Koschatzky, K. (2001). Networks in Innovation Research and Innovation Policy — An Introduction, 1. DOI: 10.1007/978-3-642-57610-2_1
Kurtz, C.F., Snowden, D.J. (2003). The new dynamics of strategy: Sense-making in a complex and complicated world, 31 (4), 462. DOI: 10.1109/EMR.2003.24944
Kusumawati, A. (2019). Impact of Digital Marketing on Student Decision-Making Process of Higher Education Institution: A Case of Indonesia, 2-10. DOI: 10.5171/2019.267057
Labrecque, L. (2014). Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction, 28 (2). DOI: 10.1016/j.intmar.2013.12.003
Labrecque, L.I., Markos, E., Milne, G.R. (2011). Online Personal Branding: Processes, Challenges, and Implications. Journal of Interactive Marketing, 25(1), 37-55. DOI:10.1016/j.intmar.2010.09.002
Lyons, M., LaVelle, K., Smith, D. (2017). Gen Z Rising. Accenture. Retrieved from: https://www.accenture.com/us-en/insight-gen-z-rising.
Madden, C. (2017). Hello Gen Z: Engaging the Generation of Post-Millennials. Sydney: Hello Clarity.
Moore, K, Jones, C, Frazier, R.C. (2017). Engineering Education For Generation Z, 111-126. Retrieved from: Microsoft Word - 3-8705 Moore.docx
NATO Strategic Communications Centre of Excellence. (2017). Strategic Communications / Insights from the Commercial Sector, 1-61.
Ozkan, M. (2017). Generation Z - The Global Market’s New Consumers - And Their Consumption Habits: Generation Z Consumption Scale, 5(1) 150-157. DOI: 10.26417/ejms.v5i1.p150-157
Palmer, T. A., Burke, P. F., Aubusson, P. (2017). Why school students choose and reject science: A study of the factors that students consider when selecting subjects. International Journal of Science Education, 39(6), 645–662. Retrieved from https://www.tandfonline.com/doi/abs/10.1080/09500693.2017.1299949
Palmer, S. (2013) Characterisation of the use of Twitter by Australian universities. Journal of Higher Education Policy and Management, 35(4), 333–344.
Prahalad, R. (2014). CO-CREATION EXPERIENCES: THE NEXT PRACTICE IN VALUE CREATION, 5-14. Retrieved from: 20015_ftp (icesi.edu.co)
Project proposal. (2020). Engaged and Entrepreneurial European University as Driver for European Smart and Sustainable Regions (E³UDRES²).
Renata, M.P., Holzinger, A. (2002). Student-Centered Teaching Meets New Media: Concept and Case Study, 160-162. Retrieved from: (10) (PDF) Student-Centered Teaching Meets New Media: Concept and Case Study (researchgate.net)
Rogers, C. R. (1983). Freedom to Learn for the 80's. New York: Charles E. Merrill Publishing Company, A Bell & Howell Company.
Sathya, P. (2017). ‘A Study on Digital Marketing and its Impact’. International Journal of Science and Research (IJSR), Volume 6, Issues 2. Retrieved from: https://www.ijsr.net/archive/v6i2/ART2017664.pdf
Seemiller, C., Grace, M. (2017). Generation Z: Educating and Engaging the Next Generation of Students. DOI: https://doi.org/10.1002/abc.21293
Smith, D. (2018). Social Media and Personal Branding. In Smith, D. (Ed.), 27-46 Growing Your Library Career with Social Media 1st Ed. Kidlington: Chandos Publishing. DOI:10.1016/b978-0-08-102411-9.00003-0
Steinfield, C., DiMicco, J., Ellison, N., & Lampe, C. (2009). C&T 2009, PA. USA: Pennsylvania State University.
Thomas, W., Malnight, (IDM), Buche, I. (IDM), Dhanaraj, C. (2019). (Temple University). Strategy: Put Purpose at the Core of Your Startegy, 70- 79. Harward Business Review, September-October. Retrieved from: https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=COM%3A2020%3A628%3AFIN
Topscott, D. (2008). Grown Up Digital: How the Net Generation is Changing Your World, 1-368.
U.S. Department of Education. (n.d.). Retrieved from: Science, Technology, Engineering, and Math, including Computer Science | U.S. Department of Education
Vanderford, N.L. (2017). The “Me Brand”. In Evans, T., Lundsteen, N., & Vanderford, N. (Eds.), Research. A Career Guide for Scientists, (119-138). London: Academic Press. DOI:10.1016/b978-0-12-804297-7.00011-2
Vidzeme University of Applied Sciences. (n.d.). Webpage. Retrieved from: Next Generation Micro Cities of Europe | Vidzemes Augstskola (va.lv)
Vidzemes Augstskolas paaudžu mārketinga stratēģija. (2020). IT studentu piesaistei Ziemeļeiropas mikropilsētā Valmierā, 1-27
Vitelar, A. (2019). Like Me: Generation Z and the Use of Social Media for Personal Branding, 259-266. DOI: 10.25019/MDKE/7.2.07
Vogels, E.A., Anderson, J. (2020). The innovations these experts predict by 2030. Retrieved from: The innovations these experts predict by 2030 | Pew Research Center.
Whisman, R. (2011). An academic enterprise approach to higher education branding. Retrieved from: http://www.brandedus.net/ThoughtLeadersConference.pdf.
Downloads
Published
Issue
Section
How to Cite
