My argument is that when marketing-particularly advertising-may, under certain circumstances, work against the goals of autonomous, liberal higher education by undermining critical thinking and independent actions. This argument requires that advertising has a primary intent to persuade rather than inform; that by being intrusive, invasive and…

A total of 150 university Web sites were segregated into one of three groups: accredited residential, regionally accredited online, and nonaccredited online institutions. The promotional imagery, marketing messages and marketing themes found on the landing pages of each university program Web sites were analyzed for similarities and differences. A…

The landscape of higher education is more competitive now than ever before. Colleges and universities are changing and refocusing their identity, missions, and strategic visions to better serve students, prospective students, partners, and other external constituencies. As a result, many colleges and universities have changed their name to…

This case study chronicles Syracuse University's athletic department's attempt to achieve consistency in its identity program by changing its identity during 2004, and then again in 2005. The changes were owing to high-level personnel changes on both the academic and athletic sides of the university. This case details the many issues arising from…

This study provides insight for educators and administrators into differences between students enrolled in Web-based and traditional classes as online learning enters the growth stage of its product life cycle. We identify characteristics that differentiate online students from those who prefer traditional education methods in order to offer more…

As has been the case with other public services, the Spanish university system has, over the last few years, undergone radical changes that have completely transformed the form and type of activities carried out therein. The far-reaching effect of these changes and of others that will probably occur in the not too distant future obliges the…

The need to develop marketing strategies in higher education is evident. In order to develop effective strategies, marketers must understand the basic needs that their product fulfills. Exploratory research was utilized to identify and better understand the needs that motivate consumers to pursue an MBA degree. This paper emphasizes the importance…

Branding efforts have typically focused on external promotional strategies to develop brand image. Recently, the brand messages conveyed to employees of an organization have been recognized as being equally as important as the brand messages sent to external stakeholders. This study investigates the internal communication of the university brand…

This study sought to identify institutional selection factors most influential upon small-college student-athletes. Mean scores for 229 freshman student-athletes from six institutions were analyzed using a modified Student-Athlete College Choice Profile Scale. The sample was also stratified by gender and sports-program categories. Overall, four of…

One emerging but relatively untapped market of traditional age colleges students is children who have been home schooled. The National Center for Educational Statistics estimated that 1.1 million children were being home schooled in 2006 (Conlin, 2006). This non-empirical paper examines issues related to the home school movement as they apply to…

A strategy used by industry to retain customers and remain competitive is the design and launch of new products. One might then question whether the launch of new courses and new majors by colleges and universities has the potential of reducing student attrition. Combining survey data from matriculating freshmen with administrative data taken from…

The paper reports the findings of a study that investigates whether students from different countries have different expectations when seeking a degree from a university in the U.S. The broad hypothesis of this study is that there will be differences in expectations among students from different countries. The managerial implication is that due to…

Considerable research has been undertaken into the issue of Sino foreign strategic alliances in the area of higher education, particularly since the late 1990s, when universities in China signed an increasing large number of alliance agreements with foreign universities (Willis 2000, 2005a). Although there has been considerable research regarding…

It has been suggested that in the service sector there is a need to promote strategies devised to supply each market with what it really demands. It is particularly so in the education field, where competitiveness is increasing in intensity day by day. The design of such strategies requires taking as starting points the identification of the…

This study explores the development of a quantitative research designed to examine the accreditation system of undergraduate Business Administration program in private universities in Jordan, in comparison with the standards of the Quality Assurance Agency (QAA) in the United Kingdom. The research has set out a description of Jordanian…