IDEAS home Printed from https://ideas.repec.org/a/bas/econth/y2021i2p105-113.html
   My bibliography  Save this article

Online learning from the perspective of the marketing product and its levels. An empirical example from Bulgaria

Author

Listed:
  • Mihaela Mihailova

Abstract

The pandemic, which began in 2020, has affected all areas of human activity. Education was also one of them, and its rapid adaptation to the new reality was a condition for guaranteeing the level of its quality. In order to comply with the recommendations for action during a pandemic, the educational process was moved entirely online. This process took place literally over the span of a single day, wherein the physical classrooms became virtual, and the teachers and students were faced with the challenge of changing their previous approaches in order to respond and deal with the situation. In this regard, for the purposes of the present paper, the understanding of online learning in higher education is reduced to the level of a marketing product, as a part of the marketing mix. The different levels of the product in the context of online learning are examined, as well as the factors that lead to the success of the products. The advantages, disadvantages and opportunities for improving online learning in higher education are studied based on own empirical research conducted among 230 students at different universities.

Suggested Citation

  • Mihaela Mihailova, 2021. "Online learning from the perspective of the marketing product and its levels. An empirical example from Bulgaria," Economic Thought journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 2, pages 105-113.
  • Handle: RePEc:bas:econth:y:2021:i:2:p:105-113
    as

    Download full text from publisher

    File URL: https://etj.iki.bas.bg/storage/app/uploads/public/629/600/17b/62960017becc2591177706.pdf
    Download Restriction: Fee access (Bulgarian)
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Beverly A. Browne & Dennis O. Kaldenberg & William G. Browne & Daniel J. Brown, 1998. "Student as Customer: Factors Affecting Satisfaction and Assessments of Institutional Quality," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 8(3), pages 1-14, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shamshuritawati Sharif, 2012. "Correlation Network Analysis of International Postgraduate Students’ Satisfaction in Top Malaysian Universities: A Robust Approach," Modern Applied Science, Canadian Center of Science and Education, vol. 6(12), pages 1-91, December.
    2. Matilde Bini & Lucio Masserini, 2016. "Students’ Satisfaction and Teaching Efficiency of University Offer," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 129(2), pages 847-862, November.
    3. Khyati Shetty Datta & Julie Vardhan, 2017. "A SERVQUAL-Based Framework for Assessing Quality of International Branch Campuses in UAE," SAGE Open, , vol. 7(1), pages 21582440166, February.
    4. Jesús de la Fuente & Francisco Javier Peralta-Sánchez & José Manuel Martínez-Vicente & Flavia H. Santos & Salvatore Fadda & Martha Leticia Gaeta-González, 2020. "Do Learning Approaches Set the Stage for Emotional Well-Being in College Students?," Sustainability, MDPI, vol. 12(17), pages 1-23, August.
    5. Fogarty, Timothy J. & Jonas, Gregory A. & Parker, Larry M., 2013. "The medium is the message: Comparing paper-based and web-based course evaluation modalities," Journal of Accounting Education, Elsevier, vol. 31(2), pages 177-193.
    6. Ilda Maria Pedro & Júlio Costa Mendes & Luis Nobre Pereira & Bernardete Dias Sequeira, 2020. "Alumni’s perceptions about commitment towards their university: drivers and consequences," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(4), pages 469-491, December.
    7. Jasmina Berbegal-Mirabent & Josep Llach & Frederic Marimon & Marta Mas-Machuca, 2016. "Analysing the determinants of students’ loyalty in the higher education context: The Catalan University system case," Investigaciones de Economía de la Educación volume 11, in: José Manuel Cordero Ferrera & Rosa Simancas Rodríguez (ed.), Investigaciones de Economía de la Educación 11, edition 1, volume 11, chapter 1, pages 45-58, Asociación de Economía de la Educación.
    8. Humayun Sattar & Tasweer Hussain Syed & Afshan Naseem & Yasir Ahmad & Muhammad Zeeshan Mirza & Masood Raza, 2021. "Uncovering the Indirect Impact of Work Ethic on Engineering Students’ Productivity through Positive and Negative Organizational Behaviors and Workaholism," Sustainability, MDPI, vol. 13(5), pages 1-16, March.
    9. Yoav Gal & Adiv Gal, 2019. "Knowledge Bias: Neo-feudalism and Other Reasons to Avoid Sharing Knowledge by Knowledge Workers," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 10(2), pages 826-848, June.
    10. Mohsen Ghobehei & Faraz Sadeghvaziri & Elham Ebrahimi & Khashayar Afshar Bakeshloo, 2019. "The effects of perceived brand orientation and perceived service quality in the higher education sector," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 9(3), pages 347-365, September.
    11. Jocelyn L. Absolor, 2022. "Services of the Ilocos Sur Polytechnic State College Graduate School: Basis for an Improvement Plan," Technium Social Sciences Journal, Technium Science, vol. 37(1), pages 101-126, November.
    12. Thi Hoai Trinh NGUYEN, 2021. "Quality Of Higher Education Online Training, Student Satisfaction And Loyalty In The Context Of The Covid-19 Pandemic. A Vietnamese Perspective," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 11(5), pages 72-90, October.
    13. Paulo Roberto da Costa Vieira & Irene Troccoli Raguenet & Ettore de Carvalho Oriol & Hugo Rafael Dias, 2019. "Quality of teaching, corporate image and satisfaction of students enrolled in the night session of a Brazilian private university: a study with structural equation modeling," Proceedings of International Academic Conferences 9411963, International Institute of Social and Economic Sciences.

    More about this item

    JEL classification:

    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bas:econth:y:2021:i:2:p:105-113. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Diana Dimitrova (email available below). General contact details of provider: https://edirc.repec.org/data/ikbasbg.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.