Focused on student understandings of quality by developing a scale that identified the quality variables related to student perceptions of the university experience. Responses by 351 students from Australia, Singapore, and Hong Kong make it possible to make inferences about how educational marketing practitioners can be assisted. (SLD)

Examined the responses of 107 U.S. colleges and universities to requests for enrollment information to identify the schools that fulfill demand in a timely and effective manner. Explains what makes these schools successful. Most schools had a working Web site, but most did not contact the person making the request by telephone after the initial…

Offers a framework for evaluating how beliefs about a university are held among segments and, on that basis, making more effective market decisions. The framework is illustrated with data from surveys of four university constituencies, which showed a weak image for this particular university, as few beliefs were widely shared among segments. (EV)

Content analyzed the visual material of college viewbooks from top- and lower-ranked U.S. colleges and universities. Drawing on advertising message strategy, the results are interpreted in four parts: the "face" of the organization, the package, the promise, and the "Big Idea." (EV)

Proposes modernizing the MBA curriculum to counter deficiencies in three ways: (1) by developing a common knowledge base; (2) by creating a series of updated business tracks; and (3) by providing students with practical "hands-on" business experiences. These changes address needs for knowledge about new and emerging industries, global business…

Surveyed higher education administrators in Australia, Canada, New Zealand, the United Kingdom, and the United States, and students in Australia, to identify key factors considered critical to the successful marketing of universities. Found significant differences between institutional and student views. (EV)

Analyzed the ranking of Canadian universities by "Maclean's" magazine. Found that while the data and general criteria appear conceptually reasonable, their inconsistencies, together with associated problems in the interpretation of rank data, show that they cannot be logically or empirically useful to students in the matter of university…

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…

Discusses similarities and differences in the marketing of higher education and other services, especially in regard to marketing to high school students. Considers the importance of the college choice decision, the adolescent's competence to choose wisely in light of promotional efforts, family influences, and the question of what higher…

Content analysis was applied to 500 promotional student brochures to ascertain if colleges and universities portray older persons less frequently and less positively than they do younger individuals. Findings indicated a tendency to depict older persons infrequently and negatively. (DB)

Catalogs, application packages, and program materials from 106 business schools were analyzed to determine the degree of international coverage in business schools' curricula. Findings indicated a trend to require international functional courses, such as international finance, in the traditional Master in business administration programs and to…

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…

Developed a scale to measure job-applicant skills employers perceive to be important when hiring and how employers perceive the effectiveness of business schools. Found employers, irrespective of size and type of business, want the same basic "core skills" (such as self-confidence and critical thinking); satisfaction with core skills is the most…

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…

Argues that students are not customers in the sense currently recognized by business and offers an alternative view of the customer base of an institution. This alternative view is seen to more effectively account for the variety of interests that must be served by the higher education industry in Australia. (DB)