Le marketing traditionnel a-t-il une influence dans le processus de choix d'une Haute Ecole liégeoise ?

Abstract

Our research papers cares to analyze and to verify if the traditional marketing has still any influence on the process of choosing between colleges and, more accurately, colleges in the landscape from Liège. In this context, the general question put is as follow: “Does the traditional marketing have an influence on the selection process between colleges established in Liège?”. This study explores three hypotheses: (1) “Does the context of quasi-market predispose the use of marketing by the Colleges from Liège?” (2) “Must their market and their actions target the students instead of the parents?” (3) “Does the traditional advertising, in this era of new technologies, have still a place in the quasi-market from Liège?” To clarify our framework, a literary review is carried out about the selection processes inside a family dynamic, the analysis of the French speaker student’s population and the characteristics of the Belgian educational system. Also, this first approach develops certain notions and marketing techniques as well as the framework presentation (the Colleges from Liège). Our study is organized on a quantitative analysis, based on interviews with the different school authorities and a qualitative analysis based on a survey filled by the parents and students of the colleges. With this research, we were enabled to identify the target audience and the techniques set up to attract it. It is undeniable that the marketing, under different forms, vectors and media, holds a substantial place in the Colleges communication that evolved in the quasi-market situation, materialized in a competitive context. Furthermore, there is no doubt that the traditional marketing remains significant and important as an essential prescriber channel in the setup of the marketing scholar strategies. It has the main function to give the needed information or to guide the students towards other sophisticated ways to inform themselves as the website or the open house of the College. This research allowed us to highlight that the marketing doesn’t include some questions considered as meaningful for the target audience. Finally, we raised potential solutions that could be carried on in future studies.