This study focuses on segmentation feasibility within the private college/university market. There is considerable overlap for private and public college/university students with respect to their consideration criteria; however, previous research suggests that there are some criteria that appear to be differentially important based on the type of…

Brands are fundamentally about experiences and relationships, and therefore they form prime basis of an institution's connection with their stakeholders. With the mushrooming of business schools (both private autonomous and government supported) and fading global boundaries, especially in the Indian context, communicating a business school…

Student recruitment is an increasingly important topic for universities worldwide. But in order to develop sophisticated recruitment strategies, recruitment officers need to have a clear understanding of how and why students choose colleges. This review compares the German and US research concerning university choice models, choice criteria and…

Previous research has found that the country and institution choices of international students are greatly influenced by recommendations they receive from others who have experience of undertaking higher education overseas. For Western universities, it is of utmost importance to satisfy their international students, who can then encourage the next…

The importance of social media as platforms of social interaction, communication and marketing is growing. Increasing numbers of businesses in various industries have already integrated or plan to integrate social media applications into their marketing programs. Higher education institutions show increased interest in the potential of social…

The Admitted Student Questionnaire Plus (ASQ[superscript +]) is a standardised measure that provides an analysis of the student's college selection process. Among other things, the instrument inquires about the importance of 16 college characteristics, followed by quality ratings of specific colleges that the student considered on these same…

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,…

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…

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…

The purpose of this study was to identify important college choice factors for entering freshmen student athletes at small, private higher education institutions that compete in an National Association of Intercollegiate Athletics-member athletic conference representing small, private schools across the southeastern United States. Using Gabert,…

College rankings present challenges and opportunities for higher education marketers. Statistical analysis of data on the national universities reveals which measures are associated with peer assessment scores, whether it is possible to influence the score, and what underlying factors are present. Marketers can use the findings to counsel senior…

Advertising will not undermine the critical thinking of consumers when it is combined with other communication media, and when it is truthful. In fact, it can provide clarity about the competitive advantage of individual institutions and aid an individual's ability to choose wisely. Advertising is just one of the tools in the integrated marketing…

This study sought to identify institutional selection factors most influential upon small-college student-athletes. Mean scores for 229 freshman student-athletes from six institutions were analyzed using a modified Student-Athlete College Choice Profile Scale. The sample was also stratified by gender and sports-program categories. Overall, four of…

Preferences for college education among year 12 and 13 high school seniors from throughout New Zealand were surveyed. Initial focus group researched students in the process of deciding on college education and/or on a particular college or university institution in their choice process. Quantitative research developed from the focus group…

A correspondence analysis technique was employed to elicit information from international students pertaining to their choice of study destination. A survey of international students at a major Australian university revealed that the proximity of the city to the students' home countries, in addition to safety, the educational quality/variety, etc.…