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Partlo, Margaret; Ampaw, Frim – Journal of Marketing for Higher Education, 2018
Relying heavily on case or regional studies, higher education institutions market the perceived global skills that students acquire from education abroad as a value-added commodity. As industries increase their global reach, understanding the labor market effects of education abroad from a national perspective is necessary and timely. This study…
Descriptors: Undergraduate Students, Higher Education, Regression (Statistics), Business Administration Education
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Gibbs, Paul – Journal of Marketing for Higher Education, 2018
Consumerism acts to maintain the emotional reversal of work and family. Exposed to a continual bombardment of advertisements through a daily average of three hours of television (half of all their leisure time), workers are persuaded to 'need' more things. To buy what they now need, they need money. To earn money, they work longer hours. Being…
Descriptors: Higher Education, Marketing, Consumer Economics, Anxiety
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Poole, Sonja Martin; Levin, Michael A.; Elam, Kate – Journal of Marketing for Higher Education, 2018
The purpose of this paper is to propose an alternative model to conventional higher education institution (HEI) rankings that can better communicate meaningful differentiation to prospective students. A five-step approach is followed to form clusters and classify HEIs. Cluster analysis is performed on two separate datasets containing (1) public…
Descriptors: Higher Education, Institutional Evaluation, Student Recruitment, Multivariate Analysis
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Pedro, Ilda Maria; Pereira, Luis Nobre; Carrasqueira, Hélder Brito – Journal of Marketing for Higher Education, 2018
This study aims to find determinants for the commitment relationship between alumni and alma mater. Based on the literature, satisfaction and image are proposed as drivers of commitment. A survey applied to 2544 alumni in a Portuguese university provides data analyzed through a structural equation modeling technique. The results present 'image of…
Descriptors: Alumni, Foreign Countries, Relationship, Surveys
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Wilkins, Stephen; Butt, Muhammad Mohsin; Heffernan, Troy – Journal of Marketing for Higher Education, 2018
The study investigates how in international partnerships the brand credibility of each partner, student-institution identification with each partner, and perceived service quality relate to student satisfaction. A structured survey questionnaire was completed by 528 students taking a co-branded higher education program in Hong Kong or Sri Lanka.…
Descriptors: Foreign Countries, International Cooperation, Marketing, Student Satisfaction
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Kashif, Muhammad; Cheewakrakokbit, Pimpa – Journal of Marketing for Higher Education, 2018
We aim to examine the international student perceived service quality of Business Schools located in Thailand to link it with their intentions to remain loyal. The survey based approach is adopted to collect data from 300 international students enrolled in various business schools in Thailand. All the dimensions of PAKSERV except Personalization…
Descriptors: Foreign Countries, College Students, Business Schools, Business Administration Education
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Goi, Mei-Teh; Kalidas, Vigneswari; Yunus, Norzita – Journal of Marketing for Higher Education, 2018
This study aims to examine the Stimulus-Organism-Response (SOR) model in the context of Higher Education Institutions (HEIs). Unlike previous studies, this study tested two organism variables, namely emotion and experience, as mediators in the relationship between seven dimensions of stimulus and response. Self-administered questionnaires were…
Descriptors: Higher Education, College Students, Public Colleges, Private Colleges
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Dillingham, Reginald T.; Breffle, William S.; Kelly, Matthew C. – Journal of Marketing for Higher Education, 2018
Increasing enrollment in undergraduate and graduate economics courses that focus on the natural world (natural resource, environmental, energy, and mineral economics) is important for preparing a work force capable of addressing complex environmental issues. This is especially challenging for smaller universities that want to offer diverse…
Descriptors: Economics Education, Multivariate Analysis, Models, Case Studies
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Pritchard, Andrew; Fudge, Julie; Crawford, Elizabeth Crisp; Jackson, Jeremy – Journal of Marketing for Higher Education, 2018
Students' personality traits are among the most important determinants of students' choice of major and their satisfaction with that major. A survey of 849 students at three public universities and one private university in two regions of the United States finds that a student's personality also affects the power of non-personality influences on…
Descriptors: Undergraduate Students, Student Attitudes, Majors (Students), Personality Traits
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Peruta, Adam; Shields, Alison B. – Journal of Marketing for Higher Education, 2018
Many schools put a great deal of emphasis on their social media marketing strategies -- updating and maintaining their social media channels with the purpose of building identity by connecting with prospective students and alumni. At a time when immediacy is seen as being prevalent to university marketing, social media is viewed as a viable method…
Descriptors: Marketing, Institutional Advancement, Social Media, Student Recruitment
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Marie Condie, Jenna; Ayodele, Ivett; Chowdhury, Sabirah; Powe, Shelley; Cooper, Anna Mary – Journal of Marketing for Higher Education, 2018
Social media content generated by learning communities within universities is serving both pedagogical and marketing purposes. There is currently a dearth of literature related to social media use at the departmental level within Higher Education Institutions (HEIs). This study explores the multi-voiced interactions of a UK Psychology department's…
Descriptors: Social Media, Communities of Practice, Psychology, Computational Linguistics
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Dollinger, Mollie; Lodge, Jason; Coates, Hamish – Journal of Marketing for Higher Education, 2018
Students have begun to show interest in adopting active and participatory roles that allow them to interact and work collaboratively with educators. One important aspect of students as partners is a process known as value co-creation. Value co-creation is the process of students' feedback, opinions, and other resources such as their intellectual…
Descriptors: Student Participation, College Students, Higher Education, Partnerships in Education
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Lee, Nicole M.; Merle, Patrick F. – Journal of Marketing for Higher Education, 2018
Reviews of editorial practices and academic studies have shown that journalists often rely on organization websites--and online newsrooms in particular--to inform news stories. Yet, at a time when many academics are called upon as experts by the media, university newsrooms have been ignored. To fill this gap, this study assesses newsrooms of…
Descriptors: Mass Media, Public Relations, Universities, Achievement Rating
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James-MacEachern, Melissa – Journal of Marketing for Higher Education, 2018
The purpose of this research is to explore international student recruitment at higher education institutions (HEIs) by examining the development and implementation of international recruitment activities. There is little research regarding the internal operations of HEIs, how HEIs conduct international recruitment efforts, and the challenges that…
Descriptors: Marketing, Student Recruitment, Foreign Students, College Students
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Gottlieb, Udo Rainer; Beatson, Amanda – Journal of Marketing for Higher Education, 2018
Transnational education students are an increasingly important source of income for higher education institutes. Student recruitment trade shows as a marketing communication tool are being used by the majority of higher education institutes and despite multi-million-dollar investments, little is known about the impact they have on the…
Descriptors: Decision Making, Foreign Students, Student Recruitment, Activities
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