The purpose of this paper is to extend the understanding of the influence of slogans (e.g. “Dare for More”) on brand awareness and purchase behaviour of students.,Data were collected thorough 34 in-depth face-to-face interviews with university students, using the customer decision process model as an approach.,The authors’ research confirmed that conciseness, rhythm and jingle are key features strengthening customers’ recall and recognition, both being moderators of slogans’ power. The role and influence of slogans depend on the stage of the customer decision-making process. Key influencers remain product quality, popularity and price, but appropriate and memorable slogans enhance products’ differentiation and sale.,The authors’ findings deliver a particular justification for marketers not to promise young consumers too much through slogans, as this leads to too high expectations adversely influencing their post-purchase feelings. During the information search, slogans can create or strengthen or weaken the willingness to buy the advertised product, depending on the slogan, thus emphasising the need for care over slogan design and use.,This research expands the understanding of slogans and brand awareness from the perspective of their impact on purchase behaviour. The results revealed that the model approach to shopping behaviour does not confirm the belief that slogans influence consumers the most during the phase of Evaluation of Alternatives. Slogans provide a reference point for young consumers to decide whether they are satisfied or dissatisfied with their purchase during the post-purchase phase and provide information during the information search phase. The authors’ results add to the literature in terms of the criteria determining consumers’ recognition and recall of slogans.

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Slogans, Brands and Purchase Behaviour of Students

The article presents a strategic model of the partnership in the field of business education that takes into account the specificity of the globalization and current trends on the job markets. The main research tasks were to consider the theoretical bases of relationship marketing and to examine the major trends and challenges of the job market in Russia. The article includes the results of the research on the goals in life and motivation of secondary school students, the survey among the university professors on their opinions about why students decide to study, and also the results of the international research among students of European and Russian universities. The article present various activities that the business school can use to boost the cooperation between its main shareholders. The authors suggest a matrix of interaction between universities and partner companies which composes of the tangible/intangible resources and tangible/intangible effects with the characteristics of their impact and effectiveness for both the companies and universities.

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Creative or analitical way for career development? relationship marketing in the field of international business education

The impact of globalisation, as well as the ASEAN Economic Community, have a great influence on 21st century learning. One of the trends of higher education, especially among countries where English is not the official language, is to offer international programmes at undergraduate and graduate levels. However, the structure of international curriculums has not been studied thoroughly. Therefore, it would be useful to examine the reasons why each institution decided to choose its structure. The research aims to shed light on a suitable model of international programme management. Based on Strategic Decision-Making Process Framework, twelve questions were created as guideline in the interviewing process. Thirty-three respondents, who are university directors, deans, vice-presidents, presidents or equivalent from twelve universities residing in Bangkok and up-country, were joined in the study. By using the semi-structure interview technique, the content analysis was applied and followed by the three-step approaches. The results showed that, even in the same country, the types of educational administration are various. The opportunities and the difficulties in managing international programmes/international college are different from one another. The international college can hardly be shaped to stereotype administration. However, the definition of internationalisation of each institution should be clear. The position of the international college or international programmes should be set since the beginning in order to better see development direction, avoid the programme administration overlapping and run efficiently in taking care of international students.

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A Study of an International College Model in the Era of Globalisation

The purpose of this article was to explore the nature of the marketing of higher education (HE) and universities in an international context. There is a substantial literature on the marketing of Higher Education and consumer behavior. Scholars provide evidence of the marketing strategies that have been implemented by HE institutions. However the literature comparing the choices of Polish and British students remains very limited, and this is relatively uncharted territory. This paper compares the decision-making processes made by British and Polish students while choosing a university.

International Marketing in Higher Education - a Comparison Study Between Students' Choices in Poland and the UK

Abstract Background Entrepreneurship continues to gain momentum as a significant and relevant field of research. Policy makers in the rush to stimulate entrepreneurship in various countries, often rely on the success stories and prescriptions documented in the entrepreneurship literature in which most studies are set in the United States. Research aims The article present exploratory study addresses the subject of cross-cultural differences in attitudes towards entrepreneurship by focusing attention on two particular types of cultures of entrepreneurship British and Polish. Method The quantitative research (survey) was conducted in May 2014 among 153 Polish and 94 British graduate and postgraduate management students. Key findings The findings have some distinctive implications for government, policy makers and educators through determining the attitudes towards entrepreneurship among students.

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Robert Seliga

Papers

International Marketing in Higher Education - a Comparison Study Between Students' Choices in Poland and the UK

A Comparative Study of Attitudes towards Entrepreneurship between Polish and British Students