The Internet has the potential to reshape college recruiting; however, little research has been done to see the impact of the Internet on marketing graduate programs, including medical schools. This paper explores the Web sites of 20 different medical schools, including traditional four-year and bachelor's-M.D. degree programs, to ascertain…

We examine university choice as a case of consumer decision making and adopt a brand elimination framework. This approach is predicated on the grounds that a large amount of research in consumer behavior has shown that in markets where there are many alternative brands, consumers use phased-decision strategies. In these research studies, the…

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…

The Chinese sense of "balance" has been widely researched in the literature from several perspectives including culture (where it has been traced back to Confucian, neo-Confucian and Taoist roots), and business and market entry (where it has been linked to issues such as the development of trust, relationship building, and guanxi between foreign…

As competition for top athletes intensifies, and as challenges associated with recruitment increase, universities must develop and employ recruiting strategies based upon attributes that student-athletes identify as important to their decision-making process. The study investigates college choice decision attributes of student-athletes, identifies…

In this paper, we develop a conceptual model for assessing student satisfaction with universities and the likelihood of students recommending their institutions to other prospective students. Student satisfaction is conceptualised as a mediator between resources and capabilities and recommendation. The resources and capabilities that contribute to…

Higher education, particularly in the area of international education has exhibited significant growth since the mid-1980s. Whilst it is beginning to attract research from both educational and tourism industry perspectives, the current body of knowledge regarding this market is still quite limited. This is particularly the case in the area of…

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…

This paper explores how perceived attractiveness of the social life at a college/university influences potential applicants' likelihood to request information from, visit and apply to (decision approach actions) that school. Results obtained from a study of high school juniors indicate that attractiveness of social life, defined in terms of…

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…

Students and parents base college selection on how well the college will overcome the perceived financial, social, psychological, physical, and functional risks associated with the college experience. Nineteen criteria associated with these risks were evaluated for significant differences between students and parents as well as for their level of…

Extant literature on relationship marketing tends to focus on for-profit firms and their relationships with important stakeholders. However, higher education institutions face many of the same intense competitive forces that have made relationship marketing a practical choice for many for-profit firms. Therefore, it is not surprising that many are…

This paper explores whether any of the traditional aspects of Chinese culture discussed in the marketing and cross-cultural literature still apply to today's generation of Chinese students in the seemingly westernized location of Hong Kong. It finds that most of the traditional cultural beliefs are still endorsed although Hong Kong students also…

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.…

Because of its prominent role, football has the potential to positively impact a university in several ways. Previous research on college athletics has focused on the financial impact of athletic success on institutions (e.g., donations). This research examines the marketing capabilities of college football by measuring alumni perceptions of a…