Increasingly, academics have to demonstrate that their research has academic impact. Universities normally use journal rankings and journal impact factors to assess the research impact of individual academics. More recently, citation counts for individual articles and the h-index have also been used to measure the academic impact of academics.…

This paper discusses the concerns for a distinct ethics for marketers of higher education. It argues that higher education retains a difference for both product and service and that unfettered marketing can influence and then manipulate the underlying edifying offering.

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…

The concept of social networking, the focus of this article, targets the development of online communities in higher education, and in particular, as part of the admission process. A successful case study of a university is presented on how one university has used this tool to compete for students. A discussion including suggestions on how to…

The market for management education has grown rapidly over the past 40 years. However, increasing competition stemming from new entrants such as for-profit universities and from the globalization of management education have changed the dynamics of the market thereby presenting business schools with difficult challenges. The process of disruption…

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…

One emerging but relatively untapped market of traditional age colleges students is children who have been home schooled. The National Center for Educational Statistics estimated that 1.1 million children were being home schooled in 2006 (Conlin, 2006). This non-empirical paper examines issues related to the home school movement as they apply to…

Students in institutions of higher education are becoming more "consumer oriented" than ever before. As a result, the turnover rate is increasing-students are leaving universities almost as fast as new students are enrolled. This is both costly and inefficient. Major efforts are underway in all areas of traditional for-profit institutions to…

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…

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.…

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…

Recently, many urban public universities have seen a drastic increase in competition. This project integrates Schumpeter's economic theories from 70 years ago with current strategic management theory in order to provide a framework for strategic response to that competition. This article explores all possible combinations of the high-low quality…

Addresses a critical aspect of enrollment management by providing a "conceptual training outline" based on relationship marketing and management principles for admissions recruiters and other appropriate enrollment staff. Provides a set of "Attitude Tools" to suggest how various training methods might benefit from a consistent underlying…

Introduces a model for estimating the amount of revenue a typical student will bring to an institution of higher education. The model uses event history analysis to analyze the length of time a typical student will remain enrolled, and then uses this estimate in combination with tuition numbers to arrive at revenue estimates. (EV)

Describes five possible institutional "futures," derived from a participatory action research process at a large urban research university in Canada, reflecting the range of thinking regarding the role of universities. The contrasting missions are: confederation of faculties, learner centered, regionally responsive, research dominant, and thematic…