As the Chinese higher education market competition intensifies, attracting enough prospective students becomes a demanding task for many higher education institutions. Universities must develop more competitive marketing strategies to win the competition in the student recruitment market. The 7Ps marketing mix is one of the marketing concepts that…

This study examined challenges of employing university culture as a mechanism to increase commitment to the internationalization strategy among university internal stakeholders. Data were collected from a sample of 235 students, faculty, and staff from a top-ranked university in Russia. The study showed a misalignment between internal marketing…

Purpose: Under-examination of the notion of competition between schools has created a considerable asymmetry between the reality and the literature of schooling. Therefore, the purpose of this paper is to investigate the validity of school competition and verify the propositions regarding the effects of school marketing practices in literature,…

In light of impaction, increasing operational costs, and increased competition among institutions in terms of degrees offered as well as marketing dollars to attract prospective students, state-funded institutions are under increasing pressure to maximize operations via increased efficiency in enrollment management efforts. This study analyzes the…

With the internationalization of education, studying at international branch campuses (IBCs) is becoming a popular choice in China. Taking Dongbei University of Finance and Economics (DUFE)--Surrey International Institute as an example, this article explores the choice criteria used by Chinese students enrolled at an IBC. Based on auto-ethnography…

The purpose of the study was to assess the role of market orientation (MO), mediated by job satisfaction (JS) and its effect on market performance (MP) in Ghana's private universities. A sample of 205 senior staff of 15 private universities was selected to participate in the study, using a convenience sampling method. Partial Least Squares (PLS)…

Purpose: School choice policies are expected to generate competition leading to improvement in school practices. However, little is known about how competition operates in public education--particularly in charter schools. This paper examines charter-school leaders' competitive perception formation and the actions taken in response to competition.…

We examine listed tuition and institutional aid practices within the US private sector, a sector where market pressures are relatively strong and consequently influence organizational behavior. We present a conceptual framework that highlights three psychological aspects of pricing--the price-quality heuristic, ego-expressive aspects of aid, and…

Higher education in Taiwan faces various challenges, such as the low-birth rate, blurred positioning, and lack of marketing concepts. In order to sustain, more effect strategies and actions resource should be implemented to enhance service of the colleges and universities. Therefore, image asset management becomes a critical start. This study aims…

After consistently bad results in every PISA test (Programme for International Student Assessment) and an accompanying prediction of lack of skills in its future workforce, Germany might be on track for losing out in international competition. Because of PISA's overwhelming marketing presence, its results are a major political influence. The OECD…

Financial challenges have forced many publicly funded academic institutions in Ontario to adopt a corporate model and to use market tools to compete in the higher education market and maintain their enrolment and revenue levels. This study has analyzed how competition affects publicly funded universities in Ontario. Competition was examined by…

Purpose: The purpose of this paper is to highlight the value of university social responsibility (USR) by investigating its impact on student-university identification and student loyalty. It also examines the mediating effect of student-university identification and the moderating effect of the perceived importance of USR. A comparative study is…

The study seeks to explore the influence of university-enterprise collaboration orientation on university's performance. Specifically, the study investigates the effects of alliance scanning, alliance coordination, and alliance learning on university's innovative performance and market performance. The effects were tested on the sample of 191…

The Google Online Marketing Challenge is a global student competition in which teams are given $250 to develop and run an online advertising campaign for a business or non-profit organization over a three-week period. Despite the fact that 50,000 students have competed in the Challenge since its inception in 2008, relatively little is known about…

Purpose: Given the competitive landscape in the higher education setting, it is important that universities adopt strategies that create competitive advantage for them. Universities must leverage their resources efficiently to address this goal. Creating a positive brand image is one such strategy. The purpose of this paper is to conceptualize…