This research examined the strategic process of integrated marketing communication and its application in U.S. public institutions of higher education. A quantitative survey analyzed 42 leading U.S. public colleges and universities as ranked by "U.S. News & World Report." To further examine the findings of the survey, qualitative interviews were…

This study investigates the relationship between monopolistic service providers and customer satisfaction and commitment. The authors investigated how the ethical perceptions of service consumers, their perceptions of service quality, and satisfaction effect commitment to the long-term relationship with monopolistic service providers. Results…

The concept of social networking, the focus of this article, targets the development of online communities in higher education, and in particular, as part of the admission process. A successful case study of a university is presented on how one university has used this tool to compete for students. A discussion including suggestions on how to…

Researchers have found a strong relationship between improvements in quality and satisfaction, revenue, and cost. However, no study to date investigates the same for higher education. This study investigates whether institutions of higher education have implemented quality improvement programs, and if so, if the results are similar to what has…

The market for management education has grown rapidly over the past 40 years. However, increasing competition stemming from new entrants such as for-profit universities and from the globalization of management education have changed the dynamics of the market thereby presenting business schools with difficult challenges. The process of disruption…

A model of the elements of a university brand was developed together with an instrument for measuring how favorably each of these elements was perceived by a sample of young people who were considering entering university. One hundred and ninety-eight students undertaking pre-university courses in two further education colleges in East London…

With the marketization of UK higher education, this paper develops a framework from services marketing that can assist universities in understanding what market orientation means and how students would value their offerings. Our study shows that the core service in a university experience is a learning experience that is cocreated and that the…

College rankings present challenges and opportunities for higher education marketers. Statistical analysis of data on the national universities reveals which measures are associated with peer assessment scores, whether it is possible to influence the score, and what underlying factors are present. Marketers can use the findings to counsel senior…

An adaptive conjoint analysis was performed on the study abroad preferences of a sample of undergraduate college students. The results indicate that trip location, cost, and time spent abroad are the three most important determinants of student preference for different study abroad trip scenarios. The analysis also uncovered four different study…

Over the last decade, higher education institutions in the U.S. have faced increased competition and expenditures coupled with declines in financial support. Furthermore, they often have been forced to cater to the needs of an increasingly diverse group of students and must design service strategies based on the unique needs of each group. This…

The purpose of this study was to present a grounded theory that fills in gaps in the higher education literature on the concept of educational consumer value and perceptions that support consumer value. Specifically, this study focuses on the learning experiences of Baby Boomers (40-60 year old adults) as older adult students attending community…

With the intensified pace of globalization and increasing customer expectations, the higher education sector, like other economy sectors, faces increasing competition in terms of serving customers better. Service has been recognized as an effective tool for a competitive advantage. Thus, there is always a need for a more effective way of improving…

The purpose of this research is to gain an empirical understanding of students' overall satisfaction with their academic university experiences. A hierarchal model is used as a framework for this analysis. Fifteen hypotheses are formulated and tested, in order to identify the dimensions of service quality as perceived by university students, to…

Advertising will not undermine the critical thinking of consumers when it is combined with other communication media, and when it is truthful. In fact, it can provide clarity about the competitive advantage of individual institutions and aid an individual's ability to choose wisely. Advertising is just one of the tools in the integrated marketing…

Understanding what consumers expect from a service provider prior to consumption is necessary for marketers because expectations provide a standard of comparison against which consumers judge the performance of that service provider. This study is an in-depth investigation into consumers' pretrial multi-expectations of service quality within a…