THE CHALLENGES FOR MARKETING DISTANCE EDUCATION IN ONLINE ENVIRONMENT An Intergrated Approach Editors Prof. Dr. Ugur DEMIRAY Assist. Prof. Dr. N. Serdar SEVER Anadolu University-2009 Eskisehir-Turkey ISBN 978-975-98590-6-0 ISBN 978-975-98590-6-0 Cover Designed by: Atila Ozer Page Design by: Ahmet Kirez © Anadolu University - 2009 Table of Contents Foreword by Prof. Dr. Marina McISAAC….....……….....……...xxi-xxvi Preliminary Words by Prof. Dr. Ugur DEMIRAY…………..xxvii-xxviii SECTION-I Strategic Framework of Marketing For Open and Distance Learning Programs 1-204 CHAPTER I Marketing Strategies in Open Distance Learning and Online Education Ugur Demiray, Anadolu University, Turkey Necip Serdar Sever, Anadolu University, Turkey………..….……….3-68 CHAPTER II Strategic Framework for Sustainable Development of Open And Distance Learning Programs in India: A Marketing Perspective Purnendu Tripathi,IGNOU, India Siran Mukerji, IGNOU, India..….……..…………………...………69-96 CHAPTER III Strategies for the Marketing of Higher Education With Comparative Contextual References Between Australia and Turkey Ugur Demiray, Anadolu University, Turkey Judy Nagy, Deakin University, Australia R. Ayhan Yilmaz, Anadolu University, Turkey..…….………....…..97-124 CHAPTER IV Marketing Strategies for Distance Learning Programs: A Theoretical Framework Najmuddin Shaik University of Illinois Urbana-Champaign, Illinois, USA…….….125-171 CHAPTER V Distance Education: Marketing Opportunities and Challenges Fahri Unsal, Ithaca College, USA Nursel Selver Ruzgar, Marmara University, Turkey….…...….…173-204 iii SECTION-II Advertising, Promotion, Intellectual Property Issues And Collaborative Distance Education 205-376 CHAPTER VI Advertising the Distance Education Programs: Campaign Processes of the Distance Education Programs Ayda Sabuncuoglu, Yasar University, Turkey Ebru Gokaliler, Yasar University, Turkey………..…..……….…207-272 CHAPTER VII Marketing and Promoting Online Adult Education Victor C. X. Wang, California State University, USA……………273-297 CHAPTER VIII The Functionality and Practical Public Relations Implications of Web Sites for Distance Education Institutions Mesude Canan Ozturk, Anadolu University, Turkey………….…299-318 CHAPTER IX University Students´ Satisfaction on Virtual Platforms in An International E-Learning Program Manuel Cuadrado-Garcia University of Valencia, Spain María-Eugenia Ruız-Molına, University of Valencia, Spain……319-337 CHAPTER X International Marketing of Distance Education: Intellectual Property Issues Michael D. Richardson, Southeastern Louisiana University, USA Kenneth E. Lane, Southeastern Louisiana University, USA Robert J. Hancock, Southeastern Louisiana University, USA…...339-376 iv SECTION-III Marketing in Global Context 377-538 CHAPTER XI Global Marketing for Local Distance Education Programs: Toward a Multicultural Approach Gülsün Kurubacak, Anadolu University, Turkey………………...379-405 CHAPTER XII E-Learning: Marketing In A Global Context Gonca Telli Yamamoto, Okan University, Turkey…….….……...407-427 CHAPTER XIII Marketing E-Learning and the Challenges Facing Distance Education in Africa Bamidele A. Ojo Fairleigh Dickinson University, USA……........…429-449 CHAPTER XIV Progress in Online Education in the Arab World Nidhal Guessoum American University of Sharjah, UEA………..………….…………451-474 CHAPTER XV Marketing Online Learning for a Global Campus: An International Research Exploration Jennifer A. Linder-Vanberschot, University of New Mexico, USA Allison M. Borden, University of New Mexico, USA Amy L. Pagels, Aspen Marketing Services, USA……………..….475-510 CHAPTER XVI Moving Beyond the Pentagon to the Octagon: Distance Education in Times of Globalisation M. Rajesh, Indira Gandhi National Open University, India.........511-537 v SECTION-IV Marketing of Language Teaching Via Distance and Online Programs 539-609 CHAPTER XVII Marketing of Distance Learning in English Language Teaching (ELT) Programs Salih Usun, Mugla University, Turkey Sevki Kömür, Mugla University, Turkey………….……….......…541-584 CHAPTER XVIII Marketing of Foreign Language Education via Distance Education Ismail Hakki Mirici, Akdeniz University, Turkey…….....……….585-609 SECTION-V THree Specific Cases 611-669 CHAPTER XIX Marketing for Virtual Health Care Communities Mehpare Tokay Argan, Bilecik University, Turkey Metin Argan, Anadolu University, Turkey………….....…..….….613-630 CHAPTER XX Marketing Face-To-Face Education to Distance Students Deficit of Open Education in Turkey Dursun Gokdag, Anadolu University, Turkey………...…..….….631-647 CHAPTER XXI One for Many: Anadolu University’s Distance Education Services Alper Tolga Kumtepe, Anadolu University, Eskisehir, Turkey Murat Ataizi, Anadolu University, Eskisehir, Turkey Hasan Caliskan, Anadolu University, Eskisehir, Turkey Ferruh Uztug, Anadolu University, Eskisehir, Turkey Cengiz Hakan Aydin, Anadolu University, Eskisehir, Turkey…...649-669 vi SECTION - VI Lesson Learned 671-732 CHAPTER XXII Lesson Learned From Reviewed Literature on Marketing for Distance Education Ugur Demiray, Anadolu University, Turkey….……….…………673-728 The Last Words Ramesh C. SHARMA, IGNOU, India……..…………………..729-732 vii Detailed Table of Contents Foreword by Prof. Dr. Marina McISAAC….....……….....……...xxi-xxvi Preliminary Words by Prof. Dr. Ugur DEMIRAY…………..xxvii-xxviii SECTION - I Strategic Framework of Marketing For Open and Distance Learning Programs 1-204 Chapter I Marketing Strategies in Open Distance Learning and Online Education Ugur Demiray, Anadolu University, Turkey Necip Serdar Sever, Anadolu University, Turkey………..….……….3-68 In this chapter emphasize that highly developed and competitive organization in the market of educational services, owing to an effective and flexible system of accumulation and utilization of scientific, business, financial and information resources. Universities and other educational institutions interested in introducing or disseminating educational and consulting services using up-to-date Web- technologies are welcome to collaboration. At distance education institution-DEI level being market oriented means adapting a client-centered perspective and managing the school in a way that matches the needs of primary and secondary clients. This student-based model is not much different than the client- based utilization of marketing strategy. In the marketing approach the needs and desires of the customers are given a primary and major importance so they are treated as “kings”. viii Chapter II Strategic Framework for Sustainable Development of Open And Distance Learning Programs in India: A Marketing Perspective Purnendu Tripathi, IGNOU, India Siran Mukerji, IGNOU, India..…………...…………………...……69-96 The ODL institutions need to have a competitive strategy so as to provide quality education at an affordable cost. This makes India as a special case of investigation wherein a network of over 10 open universities and 104 institutes of open and distance education (IODE) are providing access and equity to education. Challenge and competition in the education sector have presented a new situation where institutions are now viewed as conglomerates and educational programs as educational products. Chapter III Strategies for the Marketing of Higher Education With Comparative Contextual References Between Australia and Turkey Ugur Demiray, Anadolu University, Turkey Judy Nagy, Deakin University, Australia R. Ayhan Yılmaz, Anadolu University, Turkey..…….…..…97-124 In this chapter discusses that the relationships distance and open education and marketing have emerged as a dominant paradigm with consequences for marketing and management of a relationship-type marketing strategy. A number of researchers have advocated a move towards relationship marketing in the corporate world but application of relationship marketing strategies towards educational services has received little attention. A comparison of the roles and responsibilities of the marketing and non-marketing staff in implementing the relationship marketing strategy is discussed. ix CHAPTER IV Marketing Strategies Distance Learning Programs: A Theoretical Framework Najmuddin SHAIK University of Illinois, Illinois, USA..……………………..…125-171 Corporations are moving away from mass marketing to relationship building strategies and educational institutions can benefit from this experience. Although a number of researchers have advocated a move towards relationship marketing in the corporate world, the application of relationship marketing strategies to educational services has received little attention. This chapter is an attempt to address the gap. The alternative theory of student retention and the relationship marketing paradigm reinforce similar strategies to promote student retention and are complimentary to each other. Also included is a brief discussion of the Service Center, a Student Relationship Management System developed by the Academic Outreach staff of the University of Illinois; and a discussion of the efforts of the University of Illinois Graduate School of Library and Information Science online graduate degree program to build long-term relationships with students and other collaborating partners. Chapter V Distance Education: Marketing Opportunities and Challenges Fahri Unsal, Ithaca College, USA Nursel Selver Ruzgar, Marmara University, Turkey….…...….…173-204 This chapter has taken the marketing approach to discuss and evaluate online education using the basic marketing tools. The main objective of this study is to investigate recent trends in online education programs using a marketing