A Social Network Strategy for the Social Marketing of Online Courses and Learning Resources in Higher Education

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Author(s): Shalin Hai-Jew (Sedgwick County, USA)
Copyright: 2014
Pages: 41
Source title: Dynamics of Competitive Advantage and Consumer Perception in Social Marketing
Source Author(s)/Editor(s): Avinash Kapoor (Management Development Institute (MDI), India)and Chinmaya Kulshrestha (Management Development Institute (MDI), India)
DOI: 10.4018/978-1-4666-4430-4.ch008

Keywords: Business Science Reference / Marketing and Consumer Behavior / Media & Communications / Social Networking

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Abstract

In virtually all institutions of higher learning, there is the development of online courses to meet local demands foremost but also to potentially glean from an international cadre of learners. Various universities may offer curricular topics relevant to a much larger context. This chapter makes the case that network science may be applied to marketing online courses in higher education to reach target learners. This focuses on some real-world instructional design cases and the marketing strategies used. These cases are then analyzed using a social network strategy approach, which is first described here. Finally, there are ideas on how to apply a social network strategy to various online learning “products.”

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A Social Network Strategy for the Social Marketing of Online Courses and Learning Resources in Higher Education

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