Pricing segmentation and MBA course choice

The consensus from studies of the price-demand relationship for higher education is that this relationship is negative but small. This paper investigates the circumstances in which demand for an MBA is positive to price increases. A survey of currently enrolled MBA students, and prospective MBA students, found that most students displayed the expected price elasticity in a conjoint analysis of hypothetical MBA course ratings. However, 12 per cent of respondents exhibited “reversal” behaviour regarding price. Profiling these respondents using discriminant analysis suggested that “reversals” seemed prepared to pay more for a course at a high prestige university, if they could study off-campus using print-based materials.

Information literacy for a sustainable career in engineering and technology

Information literacy has become an important skill for undergraduate students due to societal changes that have seen information become a valuable commodity, the need for graduates to become lifelong learners to remain effective across their working lives, and the recognition by many stakeholders that information literacy is an underpinning generic skill for effective learning in higher education. Important elements in the design and delivery of information literacy training include the collaborative process between library and academic staff, the need to link generic information literacy skills into the specific discipline context of the students, and catering for a wide diversity in the student body including off-campus students. This paper describes a sequence of activities designed to help students learn and practice information literacy skills that have been purposefully designed and integrated into a first-year engineering and technology study unit as a core element of the unit syllabus.

Career orientations of marketing employees : an empirical analysis

There is a distinct gap in research in marketing in relation to understanding the role of marketing employees in organisational marketing performance, in contrast to the usual focus on identifying the contribution of successfully completing marketing tasks in the pursuit of organisational marketing objectives. The major exception to this has been research related to sales personnel, as a subset of all marketing personnel, but even this has usually been from a sales management perspective and not principally from the viewpoint of individual employees. The current study explored the career orientations of marketing employees in relation to the demographic profile and other work-related characteristics of marketing employees. Operationalised by Schein's (1990) Career Orientations Inventory, the 'internal career' of 78 marketing employees at the Australian headquarters of a major multinational manufacturing firm was examined. Sample means indicated that 'Lifestyle', 'Technical Functionality', and 'Pure Challenge' were the dominant career orientations, but a 'General Managerial' orientation also emerged as important, when individual 'Career Anchors' were examined. An 'Entrepreneurial' anchor was found to be the least dominant of the eight anchors measured, which may be seen as somewhat surprising for Marketing employees. Significant relationships were found between some demographic variables and the dominant career orientations, but overall, career orientation tended to be unrelated to the demographic variables. Future research will examine the relationships between employee career orientation and individual position, and marketing productivity.

Why do Deakin students elect to study engineering?

Responses were collected from commencing engineering students and an inventory of reasons stated for electing to study engineering was developed. Commencing engineering students were strongly career oriented, they believed that engineering would be an interesting and rewarding career that would offer enjoyment and career options. No difference was found in the principal reasons stated by respondents based on gender or course of study. On-campus students nominated principally career-related reasons for their choice of study (71 percent). While career-related reasons were still important for off-campus students, the most frequent type of responses were related to career upgrading (43.9 percent).

Exploring the career experiences of indigenous teachers : beyond policy and resource initiatives

In this paper we provide a contextualising account of a new four-year ARC study, Indigenous Teachers: Understanding their Professional Pathways and Career Experiences . The project has grown from our concerns about the low numbers of Indigenous teachers in schools and questions about why it is that of the few Indigenous teacher education students who graduate, many resign from teaching after short periods of time or never take up teaching positions at all.

We believe that one of the reasons for the under representation of Indigenous teachers is due to what we are calling the ‘impenetrability’ of the dominant white culture of schooling, a racial imaginary that portrays the ‘naturalness’ of whiteness. Such an imaginary informs the everyday practices and relations of social power of Australian schooling from curriculum policy to the organisation of the school sports. Our research project is concerned, in part with making visible the discourses of whiteness that shape the experiences and career pathways of Indigenous teachers. In this paper we draw on excerpts of data from interviews with Indigenous teachers in order to begin to understand how discourses of whiteness have shaped their teaching and professional experiences.

Follow your heart and something will come : subjective factors in the sustainability of early to mid career contemporary dance artists

This project comes out of a desire to investigate the subjective factors that influence how and why people become and stay dance artists. When dance artists in Australia earn, on average, $27,000 per year, and only $16,700 of that income is dance-related, according to David Throsby’s (2003) recent study for the Australia Council, one has to start to think that maybe sustainability, that is, artists’ ability and willingness to stay within the industry, is not solely governed by economic factors. One has to also start to think that subjective factors, things to do with the value, satisfaction and quality of life dance artists get from what they do, might be as significant, if not more significant, drivers of sustainability than pure economics.

Professional education and training for early career players in the Australian Football League: footy first, second and third

In this presentation we discuss some of the findings of a research project funded by the Australian Football League (AFL) titled: Getting the Balance Right: Professionalism, Performance, Prudentialism and Playstations in the Life of AFL Footballers. The research explored the following issues: the emergence and evolution of a ‘professional identity’ for AFL footballers – an identity that has many facets including the emerging ideas that a professional leads a balanced life, and has a prudent orientation to the future, to life after football. This ‘professional identity’ isn’t natural, and must be developed through a range of ‘professional development’ activities (a common link to all other ‘professions’). In the AFL at this time professional development has a focus on engaging players in a variety of education and training activities – TAFE & University courses, and workshops and seminars that the industry has put in place to educate players about issues that the industry sees as important.

The presentation will focus on our research with players we classified as Early Career players. For many of these 17 to 21 year old young men the later years of secondary schooling were compromised in their pursuit of an AFL career, and their subsequent drafting is followed by intense efforts to physically prepare them for football. In this context our research indicates that many Early Career players put football first, second and third – education and training, and industry expectations that they participate in this sort of professional development come further down their list of priorities.

Allocative and informational pricing roles in MBA program choice

This paper reports on a study of how prospective and current MBA students (n = 699) made tradeoffs between tuition price and other variables in choosing a university program in the Australian market. Two price segments were identified: price-negative and price-positive. The price-positive segment constituted 13 per cent of the sample. The behaviour of the two price segments is interpreted in relation to the allocative and informational roles of price. Price-positive respondents were found to be more concerned with the reputational characteristics of universities and programs in making their choice. Age, enrolment mode, and residential state were found to be associated with segment membership. The results suggest that an MBA by distance education can be regarded as a prestige product for some market segments.

Consumer complaint channel choice in self-service technology encounters

Consumers’ choice of channel to communicate complaints, following the decision to voice to the organisation, has received very little research attention. This study contributes to filling this gap by exploring the drivers of consumers’ choice of complaint channel in the self-service technology (SST) context. Surprisingly, in this context, consumers have often chosen interpersonal complaint channels over electronic channels, resulting in some of the value of using SSTs being lost for consumers and organisations alike. Preliminary findings indicate that the perceived ease of use, the likelihood of organisational response, the desire for social interaction and the source of the SST-related complaint, might provide some clues as to the organisational strategies that can be used to encourage greater utilisation of technology-based complaint channels.

A social marketing approach to choice of study destination : an exploratory study on international postgraduate students from Asia

Using structural modelling, this paper investigates the relationship between non academic factors of choice of study destination and satisfaction among Asian postgraduate students studying in Australia from a social marketing perspective. The results indicate that four factors, recognition of the institution, Information, infrastructure and cultural support, are major factors of choice which influence overall satisfaction among the cohort of students. The study concludes that universities need to place a strong emphasis on non educational aspects in order to improve satisfaction levels of students.

Consumer choice, information product quality, and market implications

The paper concerns with the peculiarities of consumer choice in information product markets. This is a multidisciplinary study based on both information system research and microeconomic theory. An extension is introduced to the conventional general theory of consumer choice for explicitly taking into account the impact of information product quality on consumer behaviour. Multiple quality characteristics, considered against the price of product, are an essential reason for consumer choice of high tech product in general and information product in particular. We assume that consumers are able to aggregate their preferences of multiple product characteristics into a product preference order. On the supply side, the product quality characteristics incur costs. In the case of information product, those costs are the costs of the first copy, and marginal costs are near zero. All of the above constitute the distinctive characteristics of the competitive mechanism in the digital economy and in information product markets. A model, based on the game theory is used to consider two special cases. The first one deals with monopolistic competition for a share of the market with a limited number of customers. Conditions are derived for IT firm survival. The second one considers conditions at which a monopoly is able to successfully introduce a new version if its information product.

Australian consumers expectations for expanded nursing roles in general practice - choice not gatekeeping

While research has focussed on the current and potential role of the practice nurse (PN) in Australia, the acceptability of this role by consumers has not been investigated. In 2002, two independent studies were carried out into consumer perceptions of PNs. A discussion between the two groups of researchers at the inaugural National Practice Nurse Conference in 2003, identified significant similarities in the findings of these studies. This article reports the combined findings as they relate to consumers' desire for access to the health practitioner of their choice, and their concern that PNs may assume a gatekeeping role. These perceptions may have significant impact on the acceptance of PNs across Australia.