Branding is now widely used by higher education (HE) institutions, yet questions still surround the transference of private sector concepts to a university context. This article reports on findings from studies that investigated the brand promises of four UK universities--one from each of the HE "mission groups." The evidence indicated…

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 focuses on students' perception of value, trust and loyalty and how these constructs connect in the context of higher education in Brazil. For this endeavor we conducted a survey among undergraduate business students in Brazil. The findings suggest that trust in faculty and trust in staff positively affects students' trust in management…

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 landscape of higher education is more competitive now than ever before. Colleges and universities are changing and refocusing their identity, missions, and strategic visions to better serve students, prospective students, partners, and other external constituencies. As a result, many colleges and universities have changed their name to…

This case study chronicles Syracuse University's athletic department's attempt to achieve consistency in its identity program by changing its identity during 2004, and then again in 2005. The changes were owing to high-level personnel changes on both the academic and athletic sides of the university. This case details the many issues arising from…

Considerable research has been undertaken into the issue of Sino foreign strategic alliances in the area of higher education, particularly since the late 1990s, when universities in China signed an increasing large number of alliance agreements with foreign universities (Willis 2000, 2005a). Although there has been considerable research regarding…

This research identifies a range of issues and factors which impact on the formation of initial expectations developed by local university students wishing to study for a foreign degree program in Hong Kong. Key factors were foreign university Internet sites, exhibitions, agents and associations, brochures and friends. This is one of the first…

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.)

This case study demonstrates how the Office of Marketing & Public Relations at Claremont McKenna College used five "Drucker Tool" questions to improve marketing's image on campus and awareness of the college among key constituencies. It concludes with a reevaluation of the initial marketing strategy based on the growing importance of the Internet…

A study assessed the market orientation of the executive Master's in Business Administration (MBA) program at Saint Joseph's University (Pennsylvania) in terms of 12 skills and knowledge areas that reflect effective managerial performance and the student-executives' perceptions of program strengths and weaknesses in delivering these skills.…

Correspondence analysis, an easy-to-interpret interdependence technique, portrays data graphically to show associations of factors more clearly. A study used the technique with 58 students in one university to determine factors in college choice. Results identified the institution's closest competitors and its positioning in terms of college…

A multi-stage modeling and analysis approach that may be used to assess overall performance of an educational program from the current student's viewpoint is described, and applied in two waves (1989, n=350; 1992, n=779) to a master's in business administration degree program. The statistical model estimates relative importance attributed by…

A Fordham University (New York) initiative to internationalize its undergraduate business curriculum is described. The curriculum development project, designed to both stem declining enrollment and make the curriculum more relevant to business needs, included student surveys, grant proposal preparation, assessment of local program competition,…

A Trinity University (Texas) study identified a strong correlation between campus visits by admitted applicants and the proportion of admitted applicants who matriculated there. It is suggested that college marketing strategists consider the important role of this sales promotion device. (Author/MSE)