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…

Blended learning, which combines the benefits of both online learning and face-to-face instruction, is becoming popular in higher education. Despite its increase in application, there is limited research on the mechanisms to improve student performance in blended learning courses. This article aims to identify and empirically test individual…

This research explores the potential causes for student's lack of interest in enrollment in marketing analytics courses. We reveal that a misconception of marketing as a "soft skills" major of study persists, which leads to biased assessment of the relevance and applicability of curriculum in regards to future career. As a result,…

This paper aims to understand the marketing workplace soft skills gap and address the possibility of closing that gap through the implementation of a student-run marketing agency at institutions of higher learning. A 2016 report from Payscale.com suggests that employers feel like new graduates lack the ability to think critically, to work in…

The impact and changes due to sudden internal or external occurrence are difficult scenarios faced by many business organizations. The COVID-19 pandemic has wreaked havoc on the nation's economic, social, and technological progressions. The effects of the sudden, extreme changes and uncertainty toward the environment require business organizations…

In a world where exposure to untrustworthy communicators is common, trust has become more important than ever for effective marketing. Nevertheless, we know very little about the long-term consequences of exposure to untrustworthy sources, such bullshitters. This research examines how untrustworthy sources--liars and bullshitters--influence…

The advent of social media has changed the way the public perceives and reacts to higher education. Although higher education institutions have progressively adopted and integrated social media technologies into their marketing efforts, the efficacy of these initiatives has not been substantially measured. While in the past, higher education…

Purpose: By focusing on a Greek traditional learning university, during and post COVID-19 restrictions, the study aims at examining the concurrent effects of teaching and assessment format on students' academic performance. The inclusion of case studies in course assessment post COVID-19 restrictions is also expected to give a rough insight into…

GSRSs are known to positively influence students' learning behaviors and in-class participation. Kahoot! is one of the GSRSs widely adopted in the higher education (HE) sector and also widely studied in the HE marketing literature. Whilst varied theories have been applied to study the pedagogical value of Kahoot!, the user experience (UX) theory…

Purpose: Social media engagement is widely used by the higher education institutions (HEIs) to improve brand performance through brand image and brand loyalty. This study focusses on the effect of social media engagement on relationship quality and brand performance in the higher education marketing (HEM) context. Social media engagement…

The influence of fonts in marketing education may be underestimated as font usage/selection may benefit both department programs and courses in terms of attracting students and enhancing student learning outcomes. Across four studies, this research examines the effects of handwritten fonts on student inferences from course information. A course…

Purpose: The purpose of this paper is to introduce a conceptual framework as a six-stage guided implementation for educators to embed Canva (an online design tool) into their marketing subjects to encourage super-skills of the 21st century including stronger collaboration, creativity, critical thinking and communication which in turn increases a…

This study examines the psychological mechanism of consumers' environmentally responsible behaviors in college sport. The research is guided by a belief-attitude-intention (B-A-I) hierarchy model. The results revealed that consumers who see benefits in a college athletic department's pro-environmental initiatives (PEIs) have positive attitudes…

With the development of communication and information technologies, communication tools in the field of promotion and marketing have shifted from the traditional environment to the digital environment. In this context, the increase in Internet usage and the developing social media channels have started reaching much wider audiences. This situation…