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Showing 1 to 15 of 78 results Save | Export
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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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Trullas, Irene; Simo, Pep; Fusalba, Oriol R.; Fito, Angels; Sallan, Jose M. – Journal of Marketing for Higher Education, 2018
In the current context, the need for marketing in institutions of higher education is undeniable. The specification of the student not merely as a 'customer' means that traditional marketing no longer has sufficient capacity to explain the behavior of the student body. In this study, a four-level relationship marketing model is tested to check the…
Descriptors: Higher Education, Colleges, Marketing, Employment Qualifications
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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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