This paper empirically explores ways in which marketers of higher education can contribute to the important task of cultivating alumni philanthropy. Advancement professionals understand that philanthropy is influenced by wealth and affinity. As marketers, we anticipate that our contribution resides with investments in building affinity. Using…

This research examined the strategic process of integrated marketing communication and its application in U.S. public institutions of higher education. A quantitative survey analyzed 42 leading U.S. public colleges and universities as ranked by "U.S. News & World Report." To further examine the findings of the survey, qualitative interviews were…

Mobile marketing is a marketing technique which uses established systems that give businesses the ability to communicate directly with customers through smartphones or other mobile devices. Small businesses lack experience in developing and using mobile marketing strategies to increase sales. The fundamental idea of mobile marketing is to improve…

Knacktive is a one-term course that incorporates a highly select group of undergraduate students and replicates the intense teamwork atmosphere of a technology-oriented, professional marketing communication agency. As an interdisciplinary learning opportunity, Knacktive melds students from five disciplines--including art and graphic design,…

The authors investigated the benefits and pitfalls of social media use for schoolteachers. The benefits included opportunities for teacher agency, a resource for teacher wellbeing, and an efficacious communications and marketing tool for schools. However, along with these benefits were associated pitfalls including challenges to esteem and threats…

Courses: Large-lecture; public speaking, business, professional, and technical communication; sales and marketing courses; courses with team-based projects. Objectives: To provide opportunities to develop public speaking skills, especially in large-lecture courses; to improve public speaking endurance; to improve students' abilities to give…

The logo controversy was sparked by an article on the "San Jose Mercury News"' website that was promptly picked up by other news outlets and shared across social networks. Under the headline "University of California introduces a modern logo" sat a blurry, low-quality image of the new monogram next to the 145-year-old UC seal.…

Purpose: In the context of falling demand for higher education and, in particular, doctoral studies, it is important to understand how to attract new students. The purpose of this paper is to present an analysis of the decision-making process the PhD students of Baltic universities followed when choosing whether to continue their education at…

Facing challenges and changes in the twenty-first century, universities are giving increased emphasis to institutional advancement, encompassing constituent engagement, communications and marketing, and fundraising. This book highlights the implications of change and best practices and innovations in advancement. It addresses such questions as:…

This research aims to address the gap in the literature about instructor's role in increasing students' affective engagement (with their peers and instructor) in an online class. Since marketing students will eventually fulfill roles that engage consumers with the firm's communication mediums, it is important to understand the impact of student…

This study uses the capability-opportunity-motivation behavior framework as a theoretical basis and partial least squares structural equation modeling as an empirical research method to identify factors that influence the interest in studying abroad. We rely on primary microdata collected through a self-administered questionnaire among Egyptian…

Purpose: The purpose of this paper is to examine the effects of university social responsibility (USR) on the brand image of private universities in Thailand. Brand image is important for entry into the consideration set as prospective students evaluate options for university study. USR activities may be implicit or explicit, i.e., actively…

This is an abbreviation of the author's dissertation. Because integrated marketing communication (IMC) research has traditionally been problematic, this study used an existing scale to determine that higher educational institutional advancement (alumni, marketing-communications, development) is an appropriate venue to study the process model of…

This book encapsulates four sections about open and equal access for learning in school management. The first section is related to school management and leadership. The second section of the book gives insight on school culture. The third section of the book underlines the importance of open learning, and the last section of the book covers the…

This study examines the relationship of the level of Integrated Marketing Communications (IMC) implementation, level of open systems and change in state appropriations on perceived return on investment (ROI) in U.S. public higher education institutions (HEIs). Designed to provide HEI leaders with data to more accurately determine the best IMC…