As higher education continues to face declining enrollment and financial pressures from decreased funding, colleges and universities must find innovative ways to differentiate themselves from competing institutions through niche marketing initiatives in an effort to continue meeting the needs and wants of the shifting population of students. Niche…

Consumers are constantly searching for new experiences that provide more than just a product or a service. A cup of coffee is not just a cup of coffee. The atmosphere surrounding the coffee experience is a matter of ever greater importance to consumers. Along with an increased demand for experiences, the lecture hall has also become a setting…

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…

The role of higher education to produce qualified graduates with high competence for competitive and borderless job markets has become solemnly complicated in the current globalized world. In parallel, the persistent paradox of what constitutes the quality of education has provoked intellectual debates in diverse educational settings -- causing…

This paper reports on a systematic review into inclusivity and diversity in the higher education marketing discipline. Thirty-one studies met the inclusion criteria and are analyzed to identify the inclusion and diversity identities that have been studied, synthesize strategies that have been identified as successful in supporting inclusion and…

Perceived service quality in higher education and its antecedents have been one of the significant issues worldwide. Despite being studied over decades, service quality (SQ) remains a crucial area of research due to its dynamic and contextual nature, among other reasons. The main research objective is to uncover the dimensions constituting SQ from…

In the numerous studies of segmentation for higher education marketing, the primary focus has been on segmenting students. In fact, universities serve a diverse audience that includes parents, employers, alumni, donors, and other members of society. The primary purpose of this study is to explore the extent to which universities must attempt to…

Internationalization in the academic world has been a major research subject for the last several decades. Academic connections and collaborations between universities from different countries via joint research projects, education and training activities are very valuable. In establishing such connections, academics in staff mobility programs can…

While there has been a significant amount of work involving marketing education, it is unclear as to which demographic and psychographic characteristics of marketing majors drive their behavior toward academic performance (AP). The core premise of this study is that a set of students' demographic and psychographic characteristics underlie…

For-profit, online, higher education institutions have lower student retention rates than institutions in other categories. Higher education leaders are concerned with low retention as it adversely impacts financial and student outcomes. Grounded in Morgan and Hunt's relationship marketing theory, the purpose of this qualitative, exploratory,…

In this article, we examine the linkage between students' game-playing motivations and a wide variety of gamification elements within higher marketing education. Using an interpretive and convergent mixed-methods design, we discover four clusters of students that vary in terms of their game-motivational bases and views on gamification elements.…

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…

Purpose: How higher education institutions (HEIs) approach the recruitment of international students is an area of global interest (James-MacEachern, 2018, Ross "et al.," 2013), but there is limited focus on how institutions in different parts of the world approach international student recruitment as an export marketing orientation…

Attracting and enrolling international students have become the primary concern of marketing efforts of higher education institutions. For this purpose, understanding the decision-making process of students is vital. This study examines the information sources, requirements, and choice factors of international students who study their higher…

Background and Aim: Thailand's government is integrating macro-marketing and circular economy principles into marketing education to address urbanization, resource depletion, and sustainable development goals. This review academic article explores the benefits of integrating macro marketing principles and circular economy concepts into Thai higher…