A conceptual model is presented that depicts the relationship between an internal marketing function and an organization's readiness to learn. Learning and marketing orientations are identified as components to marketing strategy making. Key organizational functions, including communication and decision-making, are utilized in a framework for…

Students and parents base college selection on how well the college will overcome the perceived financial, social, psychological, physical, and functional risks associated with the college experience. Nineteen criteria associated with these risks were evaluated for significant differences between students and parents as well as for their level of…

Extant literature on relationship marketing tends to focus on for-profit firms and their relationships with important stakeholders. However, higher education institutions face many of the same intense competitive forces that have made relationship marketing a practical choice for many for-profit firms. Therefore, it is not surprising that many are…

This paper explores whether any of the traditional aspects of Chinese culture discussed in the marketing and cross-cultural literature still apply to today's generation of Chinese students in the seemingly westernized location of Hong Kong. It finds that most of the traditional cultural beliefs are still endorsed although Hong Kong students also…

Based on compelling financial and strategic reasons, Iowa State University replaced its paper viewbook with a CD-ROM digital viewbook following the Fall 1998 recruiting cycle. The first interactive DVD viewbook debuted for the Fall 2003 recruiting cycle, following a qualitative research study designed to gauge the effectiveness of the medium.…

Because of its prominent role, football has the potential to positively impact a university in several ways. Previous research on college athletics has focused on the financial impact of athletic success on institutions (e.g., donations). This research examines the marketing capabilities of college football by measuring alumni perceptions of a…

Predictive modeling has been a popular topic in higher education for the last few years. This case study shows an example of an effective use of modeling combined with market segmentation to strategically divide large, unmanageable prospect and inquiry pools and convert them into applicants, and eventually, enrolled students. (Contains 6 tables.)

Universities face a multitude of issues and challenges in the current era of higher educational endeavors. Universities are being urged to provide high quality education, exist as a well-reputed university, achieve enrollment success, improve competitive positioning, provide contemporary and well-designed academic programs, and maintain financial…

Today's colleges and universities may tolerate the "idea" of marketing more easily, but marketers must continue to educate campus communities about marketing theories and practice. To promote a useful appreciation of how theories translate into initiatives, we propose incorporating "marketing maps"-user-friendly graphic representations of how…

An analysis of ranking data, taken from "Maclean's" magazine's 2001 rankings of the 47 Canadian universities, is presented. Consistent with previous research, the rank data show that the specific measures and indices used by the magazine are inconsistently related to each other and to the universities' final assigned rankings. Some implications…

Discusses three main ways New England's institutions of higher education can help secure the region's strong position in the "new economy": (1) educating a skilled workforce for the twenty-first century; (2) capturing and effectively utilizing research and development funding; and (3) helping provide economic opportunity for all citizens. (EV)

Based on ethnic group differences in Massachusetts Educator Certification Test (MECT) scores, argues that performance-based assessments should be as important as a paper-and-pencil test of cognitive and content skills. Asserts that rather than screening out minorities from the teaching force, the state should be looking for ways to ensure that…

Explores privacy issues raised by information technology at colleges and universities. Drawing on accounts and opinions of faculty and staff members, provides examples of current practices and policies on Internet and e-mail use and discusses the possible need for more developed policies. (EV)

Describes selection of the first recipients of Gates Millennium Scholarships and examines philanthropy's role in overall spending on higher education and student aid. Asserts that while private efforts are important for the individual students they help, they have a negligible impact on access to higher education and cannot be counted on to…

Two brief papers examine the "vanguard college" proposal, postsecondary education concept that parallels the charter school movement for K-12 education. Vanguard colleges would agree to exceed state (Massachusetts) performance standards in exchange for greater operational freedom, fiscal autonomy, and faculty benefits. Guidelines focus on how such…