数字化达尔文主义:希腊的数字化转型、营销和公立高等教育。

Nektarios Makrydakis
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引用次数: 0

摘要

本研究关注希腊公立高等教育组织中营销及其数字化转型作为行政职能的地位。这项研究的出发点是需要了解希腊公立大学管理者对采用营销及其数字化转型等新做法的态度,通过话语、观念、明确或隐含的观点,以及塑造这些做法的因素。因此,研究的目的是基于公立学校与私营公司对数字活动的态度的比较,这些公司采用营销策略,并在战略和战术上发展营销组合的4ps。该方法本质上是定性的,采用“标准抽样”的策略。研究结果表明,大学的持续时间与市场营销观念的形成以及如何在数字达尔文主义的背景下采取行动直接相关,因此可以预期,作为结论,需要将高等教育(大学)的公共管理与私营公司的战术和功能方法等同起来
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Digital Darwinism: : Digital transformation, marketing and public higher education in Greece.
The present study concerns the position of marketing and its digital transformation as an administrative function in public higher education organizations in Greece. The study started from the need to understand the attitudes of Greek public university managers towards the need to adopt new practices such as marketing and its digital transformation, through discourse, perceptions and explicit or implicit views, as well as the factors that shape them. Therefore, the aim of the research was based on the comparison of attitudes with the digital activities of public schools versus private companies employing marketing tactics with a strategic and tactical development of the 4 ps of the marketing mix. The methodology was qualitative in nature, employing the strategy of ‘Criterion sampling’. The results point to the fact that the duration of a university is directly related to the formation of perceptions about marketing and how to act in the context of digital Darwinism, so it can be anticipated, as a conclusion, to the need to equate public administration of higher education (university) with the tactical and functional approach of private companies
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