With an increasingly competitive job market, this study focuses on what marketing educators can do to help students develop a sustainable competitive advantage. The authors conducted a survey of students, faculty, and recruiters to develop a better understanding of what skills and characteristics might be of value to each group of respondents and…

This study examines the implications of the increased popularity of social enterprise programs and social venture competitions for the marketing curriculum. Social enterprise programs and competitions are often offered outside the school of business and target students from a variety of academic backgrounds. Although social enterprises use…

University education is part of a globally competitive service industry and contributes more to Australia's export earnings than agriculture. This article argues that a deeper understanding of diverse cultural student groups is important for Australian and other universities that wish to differentiate their education service offerings by…

Since the 1998 landmark case that validated the patenting of business methods as intellectual property, a plethora of patents has emerged. Patents for marketing-related processes have been particularly abundant, especially when new marketing processes are tied to a technology component. A review of the marketing literature and textbooks shows an…

Using ideological analysis as a frame, researchers analyzed institutionally created commercials (PSAs) that appeared in 28 U.S. college football bowl games over a seven-year period (2003-2009) to better understand the universities' brands as represented in these advertisements. They found many common elements such as showing traditional…

Within an increasingly more competitive landscape, Higher Education Institutions (HEIs) are becoming more marketized and promotionalized. Brand building is becoming a strategic administrative goal, yet clear brand management models are lacking. This paper utilizes the Brand Flux Model™ to assist in tracking the fluxing nature or historical…

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:…

While various research studies have focused on antecedents and consequences of student satisfaction, few studies have done so in the Gulf region. The objective of the present study was therefore to design and empirically examine a model of student satisfaction in a private university in the Gulf region that operates in a high-technology-enabled…

Internationalization of higher education is now a reality, impacting on higher education across the world in different ways and leading to different consequences. It presents varied challenges, opportunities and even risks requiring equally varied responses from universities. African universities are also engulfed in this context and, in addition…

As Higher Education Institutions (HEI) become more marketised and increasingly promotionalised, brand building gains in intensity and names become increasingly important. This conceptual paper plans to explore the application of the Renaming Process Model which depicts the key components that impact the organization brand renaming process,…

Research into the international competitiveness of the higher education sector has shown that the approaches which management literature has introduced into the business sphere during the last half-century are being more and more frequently applied by successful universities as well. The authors extend the theory of export market orientation to…

A nation's culture, competitiveness and economic performance explain academic performance. Partial Least Squares (PLS) testing of 2252 students shows culture affects competitiveness and academic performance. Culture and economic performance each explain 32%; competitiveness 36%. The model predicts academic performance when culture, competitiveness…

As competition for students, faculty and financial support has increased, so has the application of marketing in the field of higher education. One critical application of marketing all too often neglected, misunderstood and mismanaged in higher education is targeting customers for profitability. The purpose of this paper is to enrich the…

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…

Researchers have found a strong relationship between improvements in quality and satisfaction, revenue, and cost. However, no study to date investigates the same for higher education. This study investigates whether institutions of higher education have implemented quality improvement programs, and if so, if the results are similar to what has…