Student recruitment is an increasingly important topic for universities worldwide. But in order to develop sophisticated recruitment strategies, recruitment officers need to have a clear understanding of how and why students choose colleges. This review compares the German and US research concerning university choice models, choice criteria and…

As a result of the past decade's financial crises, the focus on students' values as an output of higher management education has increased. Simultaneously, marketing theory has become prevalent in the management of higher education institutions, such that student satisfaction represents a key output variable for their service provision. This study…

In this difficult economic climate state policy makers are increasingly focused on higher education as an economic development tool. Many rust belt states are looking to transform themselves from a state dependent on manufacturing and agriculture to a more diverse knowledge based economy. Many nations use higher education as a catalyst for…

As competition intensifies, higher education providers are facing ever more complex challenges in attracting and retaining students. These new marketing challenges have necessitated a need to more comprehensively understand the factors that lead to positive perceptions of the institutions services, as well as positive referral of the brand. This…

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…

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.

Anyone interested in the future or current state of undergraduate education would gain something from picking up a slim-volumed and rather dull-looking book entitled "Scholarship reconsidered: Priorities of the professoriate" by American academic, Ernest Boyer. In a matter of only 81 pages, Boyer delivers a critically damning assessment of the…

Extensive scholarship exists on both symbolic leadership and corporate visual identity (CVI), yet little scholarly attention has been focused on the intersection of these two bodies of knowledge. In the field of education, that intersection is known as academic visual identity (AVI). The purpose of this article is to demonstrate that AVI…

This paper attempts to explore the effectiveness of UK universities' websites. The area of branding in higher education has received increasing academic investigation, but little work has researched how universities demonstrate their brand promises through their websites. The quest to differentiate through branding can be challenging in the…

An estimated 21% of 25-34-year-olds in the United States, about eight million individuals, have attended college and quit before completing a degree. These non-traditional students may or may not return to college. Those who return to college are referred to as stopouts, whereas those who do not return are referred to as stayouts. In the face of…

Previous research has found that the country and institution choices of international students are greatly influenced by recommendations they receive from others who have experience of undertaking higher education overseas. For Western universities, it is of utmost importance to satisfy their international students, who can then encourage the next…

The importance of social media as platforms of social interaction, communication and marketing is growing. Increasing numbers of businesses in various industries have already integrated or plan to integrate social media applications into their marketing programs. Higher education institutions show increased interest in the potential of social…

The Admitted Student Questionnaire Plus (ASQ[superscript +]) is a standardised measure that provides an analysis of the student's college selection process. Among other things, the instrument inquires about the importance of 16 college characteristics, followed by quality ratings of specific colleges that the student considered on these same…

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…

This essay examines the deliberately humorous approaches undertaken in two recent higher education marketing endeavors: The American Council on Education's "Solutions for Our Future" campaign and Stanford's "Hail, Stanford, Hail" initiative. Three television commercials from each project are described and discussed in light of a view of comedy…