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…

This four-country study compares business students concentrating in marketing, accounting and finance (AF), and management with respect to five motives: lifestyle aspirations, reputational effects, relative ease of completion, career outcomes, and developmental skills. We find that, except for the developmental skills motive, the importance of…

This paper examines the impact of an environmental social marketing intervention on employees' energy saving intentions in a higher education institution (HEI) in the UK. The study examines the influence of both individual (attitudes, knowledge, norms) and organisational (perceived organisational behaviour, perceived organisational support)…

In light of recent British government reforms, a study of school choice in 33 local schools suggests some effects of increased marketing of schools. Notes that the market for cheap fee-paying schools has been established for a long time, and posits that some of the benefits or damage caused by markets in education should be observable in…

Purpose: This research reveals how a virtual exchange (VE) can foster transnational collaboration in higher education, assist students acquire key learning outcomes and raise awareness regarding the complexities affecting development policy and sustainability. The purpose of this paper is to address these issues. Design/methodology/approach:…

This study seeks to extend our knowledge of export market orientation (EMO) in the context of British universities with regard to recruitment of international students. Export marketing remains an area of limited focus in the marketization of higher education literature. The study predominantly follows a quantitative research design using survey…

This research contributes to the booming literature on the mobility of international students in higher education. We analyse university-level factors that affect the sorting of Chinese international students across British universities. We produced a unique data-set merging university-level data from the 2014 UK Higher Education Statistics Agency…

Higher education is an increasingly competitive global market. Consequently, it is crucial that universities fully understand students' motivations in university selection. While past research mainly focused on university-level attributes, this study extends the factors used to evaluate different international universities to include both the…

The marketisation of higher education has led to the need for universities to apply marketing concepts normally associated with commercial markets to the educational context. Consumer value, which considers how consumers perceive the outcomes of their consumption experiences, is one such concept. This study examines the impact that students'…

Over the last 30 years higher education has seen a rise in new managerialism across all its activity, driven by neoliberal economic policy. Professional doctorates (PDs) have been part of this rise, increasing in number considerably and spawning a related interest in researching doctoral work. However, there have been few studies focused on how…

Using cross-sectional data from three waves of the Youth Tobacco Policy Study, which examines the impact of the UK's Tobacco Advertising and Promotion Act (TAPA) on adolescent smoking behaviour, we examined normative pathways between tobacco marketing awareness and smoking intentions. The sample comprised 1121 adolescents in Wave 2 (pre-ban), 1123…

Aims: This study analysed the depiction of alcohol in an online government partnered social marketing campaign: Hollyoaks "The Morning After the Night Before". This was a new initiative, providing Internet-delivered episodes of a popular terrestrial drama targeted at young people. Methods: All the 12 episodes were coded for "visual…

Conceptual and empirical studies on the impact of physical environments in educational settings are lacking. In comparison, consumption environments research has a rich history. In this paper we bring together these two research streams to develop (Study 1) and test (Study 2) an "Eduscape" model of the effects of emotions and…

Purpose: In this conceptual discussion paper the author seeks to suggest that marketing as a technology of the market has contributed to the foreshortening of educational horizons within which we act or observe but can only hold for declining durations. To satisfy this demand for more in time, marketing has contributed to the commoditisation of…

This study extends our knowledge of internal branding in the context of employees in the higher education sector. Employing a quantitative methodology in UK universities, a conceptual model is presented and tested on 235 employees. Internal market orientation (IMO) is examined as a management tool to drive employees' university brand commitment…