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Showing 1 to 15 of 347 results Save | Export
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Herold, Kristiina; Sipilä, Jenni; Tarkiainen, Anssi; Sundqvist, Sanna – Journal of Marketing for Higher Education, 2017
The purpose of this paper is to assess the effect of service values on the processing of word-of-mouth (WOM) information, and their impact on a complex belief in a high-involvement service context. Hypotheses are tested on survey data collected from 378 respondents facing a high-involvement service choice. The results suggest that two distinct…
Descriptors: Beliefs, Hypothesis Testing, Speech Communication, Dialogs (Language)
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Pizarro Milian, Roger; Quirke, Linda – Journal of Marketing for Higher Education, 2017
This study empirically examines how for-profit career colleges in Ontario, Canada market themselves to prospective students. It uses a mixed-methods approach to review the content of 489 online promotional profiles representing 375 unique for-profit colleges. It finds that for-profit colleges adopt several distinct marketing strategies, including…
Descriptors: Foreign Countries, Institutional Advancement, Public Relations, Outreach Programs
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Peruta, Adam; Shields, Alison B. – Journal of Marketing for Higher Education, 2017
This study provides an understanding of the current social media landscape for higher education institutions. While it is recognized that consistency in school branding across all communications with stakeholders is important to attract and retain students, relatively little work has been done to determine specifically what type of content should…
Descriptors: Higher Education, Social Media, Colleges, Web 2.0 Technologies
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Rutter, Richard; Lettice, Fiona; Nadeau, John – Journal of Marketing for Higher Education, 2017
While the university prospectus is recognized as an important marketing communication tool for higher education recruitment strategies, it has become overlooked as many researchers have focused on other communication channels, such as social media and websites. Although focus has been placed upon Higher Education Institution (HEI) brand…
Descriptors: Higher Education, Communication Strategies, School Catalogs, Content Analysis
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Brech, Felicitas M.; Messer, Uwe; Vander Schee, Brian A.; Rauschnabel, Philipp A.; Ivens, Bjoern S. – Journal of Marketing for Higher Education, 2017
Although many universities use social media to interact with stakeholders, little is known about the underlying mechanisms. Drawing on theories of self-presentation and community engagement, we develop a theoretical model to explain these crucial outcome factors. We then test the model based on secondary data from 159 universities. Our findings…
Descriptors: Social Media, Higher Education, Interaction, School Community Relationship
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Robinson, Leroy – Journal of Marketing for Higher Education, 2017
As the marketplace for higher education changes, attracting and retaining students is of utmost importance. Providing successful course delivery methods (e.g. face-to-face, fully online, hybrid) offers an opportunity for universities to differentiate from each other. This research investigates the relationships involved in student acceptance of…
Descriptors: Success, Online Courses, Delivery Systems, Courseware
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Clark, Melissa; Fine, Monica B.; Scheuer, Cara-Lynn – Journal of Marketing for Higher Education, 2017
The landscape in consumer marketing is changing due to the rise in popularity of social media. This shift has also affected how higher education institutions build relationships with their stakeholders. This study explores how social media engagement impacts relationship quality between the university and one of its key stakeholder groups,…
Descriptors: Higher Education, Social Media, Mass Media Role, Stakeholders
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Howarth, Jason; D'Alessandro, Steven; Johnson, Lester; White, Lesley – Journal of Marketing for Higher Education, 2017
In this paper we apply consumer goal theories to an educational context by examining how completion of a MOOC (Massive Open Online Course) may motivate enrolment in a university course. We contend that individuals who finish a MOOC are more likely to establish a new goal intention for university than those who do not finish. This new goal…
Descriptors: Online Courses, Learning Motivation, Academic Aspiration, Student Participation
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Santini, Fernando de Oliveira; Ladeira, Wagner Junior; Sampaio, Claudio Hoffmann; da Silva Costa, Gustavo – Journal of Marketing for Higher Education, 2017
This paper discusses the results of a meta-analysis performed to identify key antecedent and consequent constructs of satisfaction in higher education. We offer an integrated model to achieve a better understanding of satisfaction in the context of higher education. To accomplish this objective, we identified 83 studies that were valid and…
Descriptors: College Students, Student Attitudes, Student Satisfaction, Higher Education
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Winter, Emma; Thompson-Whiteside, Helen – Journal of Marketing for Higher Education, 2017
The fiercely competitive HE market has led HEIs to invest significant resources in building a distinct identity. An HEI's location forms an inherent part of its identity and the uniqueness of location offers an opportunity to differentiate. However there has been limited examination of how location is used by HEIs and little consideration of how…
Descriptors: Foreign Countries, Higher Education, Universities, School Location
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Cownie, Fiona – Journal of Marketing for Higher Education, 2017
This paper proposes that gratitude has a place in enabling us to understand students' experiences of higher education, and this has an implication for higher education (HE) marketing. This research examines the evidence for and focus of gratitude within the context of an undergraduate course with high levels of student satisfaction. It finds that…
Descriptors: Foreign Countries, Undergraduate Students, Student Attitudes, Positive Attitudes
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Alcaide-Pulido, Purificación; Alves, Helena; Gutiérrez-Villar, Belén – Journal of Marketing for Higher Education, 2017
Education is considered a fundamental element in society's development, and higher education institutions (HEIs) must direct a part of their activity towards supporting countries' social, economic and cultural progress. It is crucial that HEIs develop diverse marketing and management strategies, above all image management, since this will make…
Descriptors: Public Colleges, Private Colleges, Models, Higher Education
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Hoskins, Jake D.; Brown, Benton A. – Journal of Marketing for Higher Education, 2017
The institutional appeal implications of organizational strategy decisions to hold firm or to adapt on key tactical factors are analyzed in a cross-sectional analysis of the top 100 Liberal Arts Colleges, compared against a similar analysis of the top 100 Research Universities in the United States. This analysis is motivated by the well-documented…
Descriptors: Liberal Arts, Organizational Change, Colleges, Comparative Analysis
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Huempfner, Lisa; Kopf, Dennis A. – Journal of Marketing for Higher Education, 2017
Higher education administrators are often faced with difficult choices in allocating limited resources for the creation of new programs. The purpose of this article is to explore the suitability of a new product, an integrated business Spanish major, by applying stakeholder marketing. In so doing, it provides a framework for the application of…
Descriptors: Marketing, Social Responsibility, Content Analysis, Web Sites
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Polkinghorne, Martyn; Roushan, Gelareh; Taylor, Julia – Journal of Marketing for Higher Education, 2017
The marketization of higher education has ensured that students have become consumers. As a result, students are demanding increased levels of information regarding potential university courses so that they can make informed decisions regarding how best to invest their money, time and opportunity. A comparison of the teaching quality delivered on…
Descriptors: Marketing, Higher Education, Excellence in Education, Achievement Gains
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