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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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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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Sujchaphong, Narissara; Nguyen, Bang; Melewar, T. C. – Journal of Marketing for Higher Education, 2015
The paper reviews the literature on the concept of internal branding and its effects in the service sector in general, as well as in UK universities. In addition, the concept of employee brand support is reviewed, discussing the influence of leadership characteristics on internal branding in universities. Employee brand support is a crucial…
Descriptors: Foreign Countries, Universities, Marketing, Employee Attitudes
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Shah, Abhay; Laino, Heidi – Journal of Marketing for Higher Education, 2006
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…
Descriptors: Foreign Countries, Higher Education, Merchandising, Student Recruitment
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Muncy, James A. – Journal of Marketing for Higher Education, 1996
Research on the growing phenomenon of home schooling is reviewed to address these issues: (1) why parents home school; (2) characteristics of home schoolers; (3) whether home schoolers would make good college students; and (4) how the college or university can reach out to home schoolers effectively. Implications for college marketing are drawn.…
Descriptors: College Bound Students, College Preparation, Educational Demand, Educational Strategies
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Yost, Michael, Jr.; Tucker, Stephen L. – Journal of Marketing for Higher Education, 1995
A Trinity University (Texas) study identified a strong correlation between campus visits by admitted applicants and the proportion of admitted applicants who matriculated there. It is suggested that college marketing strategists consider the important role of this sales promotion device. (Author/MSE)
Descriptors: Case Studies, College Administration, College Applicants, College Choice
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Licata, Jane; Frankwick, Gary L. – Journal of Marketing for Higher Education, 1996
Research on university marketing structures suggests environments without unique market segments result in circular, multi-layered structures; marketing autonomy is directly related to resource control; communication and cooperation among organizational layers is inversely related to resource control; number of autonomous organizational layers is…
Descriptors: Administrative Organization, Administrator Role, College Administration, Efficiency