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…

Marketing strategy involves selecting a target market and determining the desired product positioning to attract the desired customers (Silk, 2006). Recently, community colleges have seen a decrease in student enrollment. In some cases, this was brought on by the COVID-19 pandemic; in other cases budget constraints have posed challenges to…

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…

"Research that positions students as primary stakeholders occupies space at the margins of higher education scholarship" (Iloh, 2016, pp. 428-429). This fact is especially true in the realm of for-profit, post-secondary education where much of the research has been focused on institutional operations and quantitative outcomes. As…

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…

In the hotel industry, social media marketing has become a new trend hoteliers are chasing and an increasing number of hotels are using social media to promote their business. However, the marketing effectiveness of social media is still a big challenge in both academic and business world. Since social media marketing is totally different from…

The lack of first-generation student (FGS) involvement in high-impact practices (HIPs) is critical in addressing college students' social mobility and economic equity in the 21st century. Participation in HIPs can lead to academic, personal, and professional gains resulting in more competitive applications for future employment and graduate…

Colleges and universities represent one of the most utilized sources of need-based financial aid information for students and families, and yet most research in access marketing is focused at the national and state levels. There is sparse published information about the effects of financial aid marketing observed through quantitative analysis, in…

As the technological world continues to grow and expand, the use of social media marketing continues to increase. Graduate programs looking to increase the number of applications received can turn to Facebook to market their programs. This study looks at the use of self-presentation, from a graduate program level of Facebook use, to create content…

This dissertation was undertaken to examine the effect(s) of charter school marketing on the Los Angeles Unified School District (LAUSD) education landscape with respect to the stratification of charter schools. Information from four sources: school websites, a survey of charter school parents, existing online statistics and data, and various…

In the wake of multistate outbreaks and subsequent economic cost and health causalities, food industry stakeholders formulated policies for their produce suppliers. The U.S. Food and Drug Administration's guidance on Good Agricultural Practices (GAPs) have been the basis for most of the industry initiated GAP certifications or audit processes. In…

School choice has expanded during the modern school choice movement and students in Indiana can now choose from several school options including public schools, charter schools, virtual schools, or participate in the Indiana Choice Scholarships program and attend a parochial school. The potential for increased educational stratification across…

This dissertation utilizes mixed methods to further our understanding of (a) how martial arts became an established after-school activity for elementary school children, (b) how parents and participants perceive the value of martial arts, and (c) whether sustained participation in martial arts is associated with academic gains. I begin with a…

The economic value of international students to higher education had become important and global competition to attract and retain these lucrative students was fierce. In British Columbia, educational goals were set to ensure that all students receive quality learning experiences and provide maximum economic benefit. Cultural values affect…

This dissertation contains three essays that study the implications of online search activity for new-product marketing. Using the U.S. motion picture industry as a test case, the first essay examines the dynamic causal relationship between traditional media, consumers' media generation activity, media consumption activity, and market demand…