Why do more than three-quarters of Hong Kong's senior secondary students flock to tutorial centres like moths to light? What is the "magic" that is driving the popularity of the tutorial centre enterprise? Indeed, looking at the ongoing boom of tutorial centres in Hong Kong (there are almost 1,000 of them), it is difficult not to ask…

Through discourse analysis, this article explores strategies used in the speeches and public statements of former Education Secretary Betsy DeVos (2017-2020), as she employed marketing tactics in service of a neoliberal educational agenda. I identify DeVos's framing and lexical choices deployed to increase memory and attention salience, thereby…

Purpose: Through examination of a case study this paper aims to describe a brand re-positioning exercise and explore how an emotionally driven approach to branding can help create meaningful connections with potential undergraduate students and can positively influence choice. Design/methodology/approach: The paper's approach is a case study…

After years of pandemic, lockdowns, remote learning, and anxiety, it is no surprise that high school students are feeling stressed. But how does that stress affect them as they search for colleges? To answer that, RNL and ZeeMee went straight to the source and polled high school seniors about the stress, anxiety, and worry they felt. The…

This research focuses on e-learning and its specific evolution applied to Basic and Secondary Education, taking into account new technological approaches, as evidenced by the marketing of school publishers in Portugal. Marketing strategies depend on educational complexity, and this research explores the possible impulse to promote e-learning in…

This article utilises rhetorical analysis as a method to investigate course level marketing communications for undergraduate fashion marketing degrees in England. The purpose of this method is to explore the persuasive appeals of Aristotle's triad of logos, ethos and pathos, how they are used and how these appeals could differ by university type.…

Visual communication, especially films, can be an effective way to teach complex topics. The use of films in business schools, however, has been limited even though demand for such content is increasing. This article takes a focused look at how educators can take advantage of films to teach diversity in business. Despite the importance of…

This paper develops a student relationship model which highlights the role of gratitude in impacting students' positive perceptions, attitudes, and behavioral intentions towards their higher education providers. Using theories from services marketing and positive psychology, we develop and test a gratitude relationship model. A field survey,…

Despite being a pervasive emotion that is felt across occupational and educational contexts, boredom has heretofore been underexplored in the marketing education literature. This research attempts to rectify this notable omission by presenting two studies that lend insight into the individual personality characteristics that make students…

Grades function as an important tool for instructors, both to communicate information to students about their performance and to motivate them to try harder to succeed. This research examines student reactions to the presentation of grades in a marketing course to observe their impact on student ratings, perceptions, attributions, and emotions. A…

Transnational education students are an increasingly important source of income for higher education institutes. Student recruitment trade shows as a marketing communication tool are being used by the majority of higher education institutes and despite multi-million-dollar investments, little is known about the impact they have on the…

YouTube has existed since 2005. Since that time, many marketing professionals have used the site to combine sight, sound, motion, and emotion to appeal to a target audience. USDA-regulated and producer-funded agricultural research and promotion, or checkoff programs, are no different, and many have used YouTube's platform to reach consumers. This…

Professional Learning Communities (PLCs) have created opportunities, within schools, as a means to work together to share professional inquiry and further explore various strategies to increase student achievement. Previous research on PLCs mostly focused on ways school staff and faculty engaged on topics of student performance and student…

This research explores marketing students' emotional reactions to classroom encounters. We identify what types of critical incidents lead to specific emotional outcomes. The study included a sample of 1,208 marketing undergraduates. Findings confirm the viability of the taxonomies identified by Swanson and Davis (2000). We expand their framework…

The present study extends understanding of the self-regulatory aspects of ethical decision making by integrating and exploring relationships among counterfactual thinking, attribution, anticipatory emotions, and ethical decision-making constructs and processes. Specifically, we examine the effects of a manipulation designed to stimulate a…