Das Kontextmarketing im mobilen Customer Relationship Management

Zusammenfassung Mobile Telekommunikationstechnologien verändern den Alltag, ihre Benutzer und die Geschäftswelt. Im Zuge der Mobilität haben die Nutzer von mobilen Übertragungstechnologien ein hohes Kommunikationsbedürfnis in jeglicher Situation entwickelt: Sie wollen überall und jederzeit kommunizieren und informiert sein. Dies ist auch darauf zurückzuführen, dass ein Wandel der Individualisierung – von der Person zur Situation – stattgefunden hat. Im Rahmen der Untersuchung gehen wir auf diese entscheidenden Veränderung ein und analysieren die Potenziale des Kontextmarketing im mobilen Customer Relationship Management anhand der Erringung von Wettbewerbsvorteilen durch Situationsfaktoren. Daneben zeigen wir mögliche Geschäftsmodelle und Wertschöpfungsketten auf. Abgerundet wird die Arbeit durch die Darstellung möglicher personenbezogener, technischer und rechtlicher Restriktionen.

Non-University Higher Education and the Relationship of Its Graduates and the World of Work: Colombia

The non-university sector has been part of the Colombian higher education system for more than 50-years. Despite its long years of existence, it has never occupied such an important role within the education system as the one it is having today. Therefore, the aim of this work is to analyze the development of the non-university sector in the framework of the country’s social, educational and economic demands. Likewise, its actual situation and certain aspects of the relationship between its graduates and the world of work, i.e., graduates’ employment characteristics, the relationship of higher education studies and their work, as well as their early career success, are examined. In order to generate the required information, a graduate survey was carried out in Atlántico (Colombia). The target population was graduates from higher education institutions registered in Atlántico who were awarded a technical, technological or professional degree in 2008 from any of the following knowledge areas: Fine Arts, Health Science, Economy-Administration-Accountancy and similar, and Engineering-Architecture-Urban planning and similar. Besides, interviews with academic and administrative staff from non-university institutions were carried out, and higher education related documents were analyzed. As a whole, the findings suggest that the non-university sector is expanding and may help to achieve some of the goals, for which it is widely promoted i.e., access expansion for under-represented groups, enhancement of the higher education system, and the provision of programs pertinent to the needs of the market. Nevertheless, some aspects require further consideration, e.g., the sector’s consolidation within the system and its quality. As for the relationship between non-university higher education and the world of work, it was found to be close; particularly in those aspects related to the use of knowledge and skills in the work, and the relationship between graduates’ studies and their work. Additionally, the analysis of the graduates’ in their early career stages exposes the significant role that the socioeconomic stratum plays in their working life, particularly in their wages. This indicates that apart from education, other factors like the graduates’ economic or social capital may have an impact on their future work perspectives