Marketing Seventh-Day Adventist Higher Education in Southeast Asia

Andrews University Digital Commons @ Andrews University Dissertations Graduate Research 1996 Marketing Seventh-day Adventist Higher Education in Southeast Asia Geoffrey A. Pauner Andrews University Follow this and additional works at: https://digitalcommons.andrews.edu/dissertations Part of the Christian Denominations and Sects Commons, Higher Education Commons, and the Marketing Commons Recommended Citation Pauner, Geoffrey A., "Marketing Seventh-day Adventist Higher Education in Southeast Asia" (1996). Dissertations. 625. https://digitalcommons.andrews.edu/dissertations/625 This Dissertation is brought to you for free and open access by the Graduate Research at Digital Commons @ Andrews University. It has been accepted for inclusion in Dissertations by an authorized administrator of Digital Commons @ Andrews University. For more information, please contact [email protected]. Thank you for your interest in the Andrews University Digital Library of Dissertations and Theses. 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Andrews University School of Education MARKETING SEVENTH-DAY ADVENTIST HIGHER EDUCATION IN SOUTHEAST ASIA A Dissertation Presented in Partial Fulfillment of the Requirements for the Degree Doctor of Philosophy by Geoffrey A. Pauner October 1996 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. UMI Number: 9713797 UMI Microform 9713797 Copyright 1997, by UMI Company. All rights reserved. This microform edition is protected against unauthorized copying under Title 17, United States Code. UMI 300 North Zeeb Road Ann Arbor, MI 48103 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. MARKETING SEVENTH-DAY ADVENTIST HIGHER EDUCATION IN SOUTHEAST ASIA A dissertation presented in partial fulfillment of the requirements for the degree Doctor of Philosophy by Geoffrey A. Pauner APPROVAL THE COMMITTEE: Chair: Dalvid S. Penner Director, Graduate Programs: Jeroni s / D. Thayer Member: Jimmy 4£ijai Dean, School of Education: Warren E. Minder Member: David A. Faehner Date Approved / Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. ABSTRACT MARKETING SEVENTH-DAY ADVENTIST HIGHER EDUCATION IN SOUTHEAST ASIA by Geoffrey A. Pauner Chair: David S. Penner Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. ABSTRACT OF GRADUATE STUDENT RESEARCH Dissertation Andrews University School of Education Title: MARKETING SEVENTH-DAY ADVENTIST HIGHER EDUCATION IN SOUTHEAST ASIA Name of researcher: Geoffrey A. Pauner Name and degree of faculty chair: David S. Penner, Ph.D. Date completed: October 1996 Problem There has been a concern by educational leaders of the Adventist church in the Asia Pacific Division that a number of parents of Seventh-day Adventist students choose to educate their children in non-Adventist primary and secondary schools. This study sought to determine if this concern is prevalent in Adventist colleges in Southeast Asia. To find answers to this concern the following questions were posed. 1. What methods do these colleges use to promote or recruit SDA students? 2. How do these colleges attract SDA students? 3. What special programs are in place in the colleges to retain SDA students? Marketing higher education has been effective in some colleges and universities in the United States. It may be of some value for Seventh-day Adventist colleges in Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Southeast Asia to learn from the conclusions of this study. Marketing concepts discussed here could help other SDA educational institutions in their attempts to promote, attract, and retain SDA students.. Method Two instruments were utilized for data collection: (1) a set of structured questions to interview selected administrative staff on their marketing strategies, and (2) a survey questionnaire that required the responses of undergraduate students regarding the marketing strategies of their college. Both the interview questions and the survey questionnaire cover three marketing strategies—promotion or recruitment, attraction, and retention of Adventist students in the colleges. Responses from the staff and students were analyzed. Results The following are the findings of this study: 1. In all the four selected colleges in Southeast Asia some marketing activities had been carried out but they are less sophisticated or systematized than those found in the United States of America. 2. The large number of students in countries in Southeast Asia who want to attend college suggests why marketing is not more sophisticated than those found in the United States. 3. There are similarities and differences in the way the colleges promote, attract or retain SDA students. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. Conclusion Seventh-day Adventists create a common “culture” among different peoples in the region and thus marketing techniques to promote or recruit, attract and retain SDA students tend to be similar. Reproduced with permission of the copyright owner. Further reproduction prohibited without permission. TABLE OF CONTENTS LIST OF TABLES ................................................................................................ viii ACKNOWLEDGMENTS...................................................................................... xii Chapter I. INTRODUCTION.................................................................................. I Background........................................................................................ I North American Experience ......................................................... 3 Southeast Asia Experience ........................................................... 4 Public and private colleges ..................................................... 4 Seventh-day Adventist educational institutions ..................... 4 Statement of the Problem ................................................................. 5 Significance of This Study................................................................. 6 Description of the Colleges ............................................................... 6 Definition of Term s............................................................................ 9 Organization of the S tudy................................................................. 12 D. REVIEW OF LITERATURE................................................................. 14 Introduction ...................................................................................... 14 Marketing Strategies.......................................................................... 14 Studies on Marketing Strategies ................................................. 14 The Marketing M ix ..................................................................... 19 Selected Literature on Promotional Activities ........................... 20 Selected Literature on Attracting Students .................................. 24 Selected Literature on Retention Efforts .................................... 27 Conclusion .................................................................................. 29 Marketing Concepts .......................................................................... 30 What Is Marketing? ..................................................................... 30 Development of the Marketing Concept ...................................... 32 The integration concept ......................................................... 33 The exchange concept ..........................................................

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