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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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Jan, Muhammad Tahir; Ammari, Djihane – Journal of Marketing for Higher Education, 2016
This paper mainly aims to identify the impact of online advertising on students' decision-making and their choice of higher education institutions. Data for this study were collected from 350 students from various Malaysian universities using self-administered questionnaires. The acquired data went through an exhaustive process to ensure that it…
Descriptors: Foreign Countries, Advertising, Internet, Student Attitudes
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Kamal Basha, Norazlyn; Sweeney, Jillian C.; Soutar, Geoff – Journal of Marketing for Higher Education, 2015
Higher education is an increasingly competitive global market. Consequently, it is crucial that universities fully understand students' motivations in university selection. While past research mainly focused on university-level attributes, this study extends the factors used to evaluate different international universities to include both the…
Descriptors: Higher Education, Global Approach, College Choice, Risk
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Asaad, Yousra; Melewar, T. C.; Cohen, Geraldine – Journal of Marketing for Higher Education, 2015
This study seeks to extend our knowledge of export market orientation (EMO) in the context of British universities with regard to recruitment of international students. Export marketing remains an area of limited focus in the marketization of higher education literature. The study predominantly follows a quantitative research design using survey…
Descriptors: Marketing, Student Recruitment, Foreign Students, Foreign Countries
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Akareem, Husain Salilul; Hossain, Syed Shahadat – Journal of Marketing for Higher Education, 2012
Quality of education has been a concern for decades. Gradually it is becoming more specialised and commercialised throughout the world. In this study a sample of 400 students were taken from the five renowned private universities of Bangladesh for measuring perception toward education quality of existing students. Principle component analysis was…
Descriptors: Universities, Private Colleges, Educational Quality, Foreign Countries