NotesFAQContact Us
Search Tips
Peer reviewed Peer reviewed
Direct linkDirect link
ERIC Number: EJ1111267
Record Type: Journal
Publication Date: 2016
Pages: 13
Abstractor: As Provided
ISSN: ISSN-1358-3883
Modern Campuses, Local Connections and Unconventional Symbols: Promotional Practises in the Canadian Community College Sector
Pizarro Milian, Roger
Tertiary Education and Management, v22 n3 p218-230 2016
Canadian community colleges operate within a trying market environment. They compete against a diversified group of post-secondary institutions, ranging from small and relatively unknown for-profit vocational colleges to larger and more prestigious public universities. To date, there has been no effort to empirically examine how Canadian community colleges market their services within this contemporary environment. This study provides a first empirical look at how Canadian community colleges render themselves appealing through promotional materials. Using novel web-scraping techniques and a combination of quantitative and qualitative content analysis procedures, it finds that this institutional type primarily showcases their: (1) linkages to their local community, and (2) modern physical facilities to convey an attractive organizational image. Canadian community colleges are also found to (3) rely primarily on unconventional organizational symbols.
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Two Year Colleges; Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Canada
Grant or Contract Numbers: N/A