The climate of competition for students in the higher education sector makes it imperative that institutions increase their marketing efforts, both domestically and internationally, to help sustain student numbers. In Australia, the Bradley Report and the government response, which will do away with quotas, allows for a much freer market than…

This article validated one possible method, found in the luxury fashion industry, for evaluating the effectiveness of Facebook marketing activities on increasing enrollments in continuing higher education online courses. A survey assessing the qualities of social media marketing, value equity, relationship equity, brand equity, and purchase…

Purpose: The purpose of this paper is to study and identify the effective components of higher education marketing and providing a marketing model for Iranian higher education private sector institutions. Design/methodology/approach: This study is a qualitative research. For identifying the effective components of higher education marketing and…

Purpose: The purpose of this paper is to examine the relationships of service marketing mix (SMM) as service input and service output in terms of students' performance, satisfaction and referral act in context to higher and technical education (HTE) through the application of structural equation modeling. Design/methodology/approach: A…

In this paper the authors present and debate the theoretical case for the use of social marketing to help reduce problem gambling in the public health context of the UK. Is triangulated between the key theories and principles of social marketing, the key literature and its theoretical application to the debate about reducing problem gambling in…

This dissertation sought to provide a better understanding of early alumnus identity at a public Midwestern university. Unlike a majority of alumni studies, this study used a qualitative case study methodology to examine alumni identity among participants through the use of personal interviews. Participants were 10-11 years post graduation from…

Instructional design positions in higher education require greater depth and breadth of knowledge, skill, and general competencies than the qualifications found in typical job descriptions and published industry competency sets (e.g., ibstpi). The eDesign Collaborative Research Team, a part of the University Professional Continuing Education…

Purpose: The purpose of this paper is to find out whether LibQUAL+[TM]can account for student loyalty to the library of an institution of higher education. LibQUAL+[TM] is a marketing tool that is used to measure perceived service quality of libraries, and the present analysis aims at validating this service quality instrument within a more…

This study was designed to explore the lived experiences of the free tuition movement from the standpoint of community college administrators. To accomplish this objective, a qualitative phenomenological approach was chosen. The sampling used in this study was purposive sampling which included nine colleges and eleven semi-structured telephone…

Objective: The purpose of this study was to examine the relationship between exposure to tobacco marketing and perceptions of peer tobacco use among college students. Participants: Participants were 5,767 undergraduate students from 19 colleges/universities in the State of Texas. Methods: Students completed an online survey, in the spring of 2016,…

As large and complex campus organizations, collegiate marching bands face a variety of practical issues that must be addressed by directors through clear policies and effective procedures. Extant research on these groups focuses on pedagogical matters, ensemble histories, organizational descriptive analyses, participation factors and effects, and…

Purpose: The purpose of this Delphi study was to explore the views of experts in the field of nonprofit private colleges and universities in the United States to define branding and identify current barriers to branding, to discover how those barriers can be overcome, and to determine what barriers to branding are likely to occur 5 years in the…

Research indicates that one way to investigate a college's dedication to marketing is to examine the role, influence, and support the marketing officer receives on their campus. Based on the literature's premise that marketing officers are a measure of commitment, this study explored the relationship between Marketing Index of Higher Education…

This paper uses the Economic Market mechanisms and the 4P Marketing Mix as lenses to review the context of UK higher education (HE) and to explore the relationship between the market and marketing disciplines and practice. Four Economic Market mechanisms--autonomy, competition, price and information--are contrasted with the four Ps of marketing:…

Purpose: This study aims to explore knowledge management (KM) practice in the "back office" of two English football clubs. Design/methodology/approach: The paper takes the form of a comparative case study of two medium-sized businesses using multi-method data including unstructured interviews, structured questionnaires and document…