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ERIC Number: EJ1169914
Record Type: Journal
Publication Date: 2018
Pages: 15
Abstractor: As Provided
ISSN: ISSN-0309-877X
Symbolic Resources and Marketing Strategies in Ontario Higher Education: A Comparative Analysis
Pizarro Milian, Roger; Davidson, Cliff
Journal of Further and Higher Education, v42 n2 p143-157 2018
Existing research on marketing within PSE tends to focus on homogeneous groups of high-status organisations. This study ameliorates this gap in the literature, conducting a comparative analysis of promotional materials produced by public universities and community colleges in Ontario, Canada. We find that these two groups draw on unique strategies to communicate their quality to external constituents. Public universities emphasise faculty and institutional-level accomplishments, such as research grants and rankings. Meanwhile, community colleges, lacking access to these symbolic resources, employ corporate-like strategies, such as taglines and non-traditional logos.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Canada
Grant or Contract Numbers: N/A