Marketing Vision for Higher Education Institutions From the Perspective of Quality and Perceived Value in the Post-COVID-19 Time

Abstract

For these two last years, COVID19 pandemic has been a challenge for Higher Education (HE) institutions. The challenge has been to convert many face-to-face process into online or virtual learning process. Although many institutions have been focused on online methodology for years, this stage has provided them an opportunity to consolidate competitive advantages developed previously. An US institution of HE focused on online graduate programs is used as a case study. This research turns out the different perceptions of its former students and their intention to return to the institution at the institution. To address this problem, we have used the PLS method.