Market segmentation is an important topic for higher education administrators and researchers. For segmenting the higher education market, we have to understand what factors are important for high school students in selecting a university. Extant literature has probed the importance of rational factors such as teaching staff, campus facilities,…

Branding is about delivering on desired outcomes. The importance of positioning program offerings on the basis of outcomes sought in the education market is illustrated in this study of choice of an MBA program by prospective students. MBA fair attendees were surveyed and multiple methods were employed to determine the importance of desired…

A recent trend among universities shifts from traditional MBA programs to specialized MBA offerings. Specialized programs are believed to cultivate stronger relationships with students, which lead to stronger alumni relationships and increased donations. This research tests this empirically by examining relationship perceptions and donation…

Colleges and universities rely on their image to attract new members. This study focuses on the decision-making process of students preparing to apply to college. High school students were surveyed at college open houses to identify the factors most influential to their college application decision-making. A multi-methods analysis found that…

The globalization of educational services and the increasing competition coming from the private sector have forced higher education institutions to market their programs more aggressively and to look at student loyalty as the key for future success. Student loyalty to higher education institutions represents not only a more stable financial basis…

Prospective college students regularly read in promotional literature that the college experience is personal and unique to each individual. However, if their experience in the recruitment process proves otherwise it is difficult to convince students that they can each have a personal relationship with the institution. Small colleges can overcome…

This paper identifies and analyzes factors that influence international student selection of universities and the role that education marketing plays in the process. The research for the paper was inspired by work done by Canterbury on education marketing, published in the "Journal of Marketing for Higher Education". The study empirically tests…

One of the major challenges facing accounting education is the creation of a learning environment that promotes high-quality learning. Comparative research across disciplines offers educators the opportunity to gain a better understanding of the influence of contextual and personal variables on students' learning approaches. Using the Approaches…

This survey study investigated the relationship between achievement goal orientation and self-reported copying behaviour among college students (N = 2007) enrolled in five different academic programmes in Thailand. Results of statistical analysis showed several significant findings: performance approach goal orientation, performance avoidance goal…

The growing acceptance that students can also be viewed as consumers of higher education (HE) has acted as a catalyst for universities to place greater emphasis on issues such as student satisfaction and retention. Indeed, the UK National Student Survey covered 152 institutions in 2009. However, far less attention has been paid to the concept of…

University studies in Greece are characterised by a symptom usually described as "prolonged student status". This refers to students who prolong the period of their studies beyond the expected length for degrees, sometimes by many years. This article, as well as recording the distribution of the duration of studies in a public institution, reveals…

Universities capture and use student feedback to improve the student experience, but how should information from national scale surveys be used at local and institutional levels? The authors explored the UK's National Student (Satisfaction) Survey (NSS) data relevant to science and engineering programmes using percentages of students who were…

This article addresses the limited amount of research in the realm of programme marketing in the Chinese higher education sector. Original field research examines the emergence of marketing principles and strategies with specific reference to the experience of three higher education institutions in China. The development and promotion of executive…

Over the last 35 years Australian higher education policy, like that of most countries, has undergone radical changes. This article reviews these changes in terms of four key periods, beginning with the abolition of student fees, through to the recent unprecedented levels of government control and intervention. Policies are compared with each…

This article examines some issues surrounding transition to higher education. It is based on the case study of a cohort of Year 1 students in a modern university in England. The purpose of the study was to ascertain any potential transitional issues and therefore any areas for development in our Year 1 programmes to aid student progress. Data were…