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ERIC Number: EJ1141553
Record Type: Journal
Publication Date: 2017
Pages: 22
Abstractor: As Provided
ISSN: ISSN-0884-1241
Alternative Pathways to Legitimacy: Promotional Practices in the Ontario For-Profit College Sector
Pizarro Milian, Roger; Quirke, Linda
Journal of Marketing for Higher Education, v27 n1 p77-98 2017
This study empirically examines how for-profit career colleges in Ontario, Canada market themselves to prospective students. It uses a mixed-methods approach to review the content of 489 online promotional profiles representing 375 unique for-profit colleges. It finds that for-profit colleges adopt several distinct marketing strategies, including (1) emphasizing their expedient provision of modern, practical skills and (2) the convenience afforded by the location of their campuses. We interpret these findings through the lens of the new institutionalist theoretical perspective, highlighting how these organizations draw upon alternative strategies to legitimate their chosen forms.
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Publication Type: Journal Articles; Reports - Research
Education Level: 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