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…

A model of the elements of a university brand was developed together with an instrument for measuring how favorably each of these elements was perceived by a sample of young people who were considering entering university. One hundred and ninety-eight students undertaking pre-university courses in two further education colleges in East London…

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…

In the increasingly competitive Australian tertiary education market, a consumer orientation is essential. This is particularly so for small regional campuses that compete with larger universities in the state capitals. Campus management needs to carefully monitor both the perceptions of prospective students within the catchment area, and the…

Institutions of higher education are increasingly becoming dependent on Web-based marketing to reach out to their target audiences. The current empirical study examines the types of impressions formed by prospective students based on exposure to different university Web site images. A between-subjects experiment was conducted using four identical…

Survey responses of college-bound high school seniors (n=198) found most respondents viewed successful postgraduate careers as very important to the perception of an institution's academic reputation. Three factors described student perception of academic reputation: academic concerns, campus ethos, and practical value. Also, three factors were…

Compared the importance ratings of various college choice criteria by 395 college-bound high school seniors and their parents. Identified significant student/parent and student gender differences. Safety and academic issues were more important to females than males. Students identified social life, friends attending, and athletic programs as more…

Examined determinants of "service quality" as perceived by 139 potential students of a western university. Respondents identified dimensions of the university's quality such as assurance and reliability, empathy, and responsiveness. There was no statistical difference in the expected quality rating between potential students who decided to attend…

A survey of 303 potential college students and their parents found that high price and low price institutions are evaluated higher on quality attributes than are moderately priced institutions. Further, discounts (such as financial aid) were found to have little effect on the attendance decision. Implications for the pricing strategies used by…

A survey tested a statistical model to determine the influence of college-bound students' intentions to graduate on their expectations of the university experience. Results indicate two expectation levels, a lower level of realistic expectation about what will happen, and a higher level of expectation about what should happen. Divided by ethnic…

Examines two studies (n=18, n=103) of high school students' approaches to college choice, using a "brand elimination" approach to consumer decision making and analyzing each stage of the student decision process. A salient finding was that different sources of information are important to the student at different stages of college selection. (MSE)

Research on the growing phenomenon of home schooling is reviewed to address these issues: (1) why parents home school; (2) characteristics of home schoolers; (3) whether home schoolers would make good college students; and (4) how the college or university can reach out to home schoolers effectively. Implications for college marketing are drawn.…

A study investigated the importance to 578 applicants of various benefits offered by a moderately selective private university. Applicants rated the institution on 43 academic, social, financial, religious, and curricular attributes. The objective was to test the efficacy of one approach to college market segmentation. Results support the utility…

A mail survey of 152 high school students visiting a major state university was undertaken to develop a profile of excellent students wanting to attend the institution. It investigated these variables: attitudes about the visit, distance from campus, parental advise, income, university reputation, scholarship availability, program availability,…

A study of 740 first-year university students found a strong positive correlation between students' college choice, subsequent expectations of the institution, and intent to stay at or leave the university. It is suggested that processes occurring before matriculation are as significant as the college social and academic environment or external…