NotesFAQContact Us
Collection
Advanced
Search Tips
Showing 1 to 15 of 38 results Save | Export
Peer reviewed Peer reviewed
Direct linkDirect link
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
Peer reviewed Peer reviewed
Direct linkDirect link
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
Peer reviewed Peer reviewed
Direct linkDirect link
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
Peer reviewed Peer reviewed
Direct linkDirect link
Dholakia, Ruby Roy; Acciardo, Linda A. – Journal of Marketing for Higher Education, 2014
Shrinking financial support from governments and forecast declines in the college-going population have combined to exert tremendous pressure on institutions of higher learning. Branding as a strategy has become more popular as a way of differentiating an institution from its competition, but the complexity of higher education makes branding an…
Descriptors: State Universities, Institutional Advancement, Public Relations, Higher Education
Peer reviewed Peer reviewed
Direct linkDirect link
Masiki, Trent – Journal of Marketing for Higher Education, 2011
Extensive scholarship exists on both symbolic leadership and corporate visual identity (CVI), yet little scholarly attention has been focused on the intersection of these two bodies of knowledge. In the field of education, that intersection is known as academic visual identity (AVI). The purpose of this article is to demonstrate that AVI…
Descriptors: Visual Aids, Relationship, Organizations (Groups), Public Relations
Peer reviewed Peer reviewed
Direct linkDirect link
Goss, Benjamin D.; Jubenville, Colby B.; Orejan, Jaime – Journal of Marketing for Higher Education, 2006
This study sought to identify institutional selection factors most influential upon small-college student-athletes. Mean scores for 229 freshman student-athletes from six institutions were analyzed using a modified Student-Athlete College Choice Profile Scale. The sample was also stratified by gender and sports-program categories. Overall, four of…
Descriptors: College Choice, Small Colleges, College Athletics, Institutional Characteristics
Peer reviewed Peer reviewed
Rossum, Constance; Baum, Geoffrey – Journal of Marketing for Higher Education, 2001
This case study demonstrates how the Office of Marketing & Public Relations at Claremont McKenna College used five "Drucker Tool" questions to improve marketing's image on campus and awareness of the college among key constituencies. It concludes with a reevaluation of the initial marketing strategy based on the growing importance of…
Descriptors: Case Studies, Higher Education, Institutional Advancement, Public Relations
Peer reviewed Peer reviewed
Sevier, Robert A. – Journal of Marketing for Higher Education, 2001
Discusses seven steps for colleges to create effective brands: identifying essential qualities that your audiences desire; assessing how well your audience perceives you deliver on those qualities; identifying which performance and perception gaps you want to fill; responding strategically; revising and prioritizing your vivid descriptors;…
Descriptors: Higher Education, Institutional Advancement, Organizational Communication, Public Relations
Peer reviewed Peer reviewed
Kittle, Bart – Journal of Marketing for Higher Education, 2000
An exploratory study surveyed 59 colleges and universities concerning their advertising practices, specifically media usage, importance of communication objectives for institutional messages, and the importance of audiences targeted for advertising. All major media were used by most of the institutions. Communication objectives mentioned most…
Descriptors: Advertising, Colleges, Higher Education, Institutional Advancement
Peer reviewed Peer reviewed
Peyronel, Anthony C. – Journal of Marketing for Higher Education, 2000
This study examined the role of senior public relations administrators in institutional decision making through a survey of presidents and senior public relations officers at the 14 universities in the Pennsylvania State System of Higher Education (SSHE). Findings indicated that SSHE senior public relations administrators are often not included in…
Descriptors: Administrator Role, College Administration, Decision Making, Higher Education
Peer reviewed Peer reviewed
Klassen, Michael L. – Journal of Marketing for Higher Education, 2000
Content analyzed the visual material of college viewbooks from top- and lower-ranked U.S. colleges and universities. Drawing on advertising message strategy, the results are interpreted in four parts: the "face" of the organization, the package, the promise, and the "Big Idea." (EV)
Descriptors: Advertising, Content Analysis, Higher Education, Public Relations
Peer reviewed Peer reviewed
Lynch, James – Journal of Marketing for Higher Education, 1993
The parallel political marketplace conceptualization is used to analyze the political environment in which colleges and universities operate, including the effect of citizen/consumer groups on institutional marketing decisions, advocacy organizations, flow of favors and threats in political systems, political roles served by marketing, and…
Descriptors: Advocacy, College Administration, Decision Making, Government School Relationship
Peer reviewed Peer reviewed
Hilton, Chadwick B.; And Others – Journal of Marketing for Higher Education, 1993
A study tested responses of 201 upper division business students to 8 graduate business school recruitment ads with similar content but written in different styles. Results suggest that certain styles, independently and in combination, do affect perceptions on lower-order dimensions (ad interest, appeal, believability, clarity) but not broader…
Descriptors: Advertising, Business Administration Education, Comparative Analysis, Discourse Analysis
Peer reviewed Peer reviewed
Lam, Julie A.; And Others – Journal of Marketing for Higher Education, 1990
Two studies evaluated college student response rates to mail surveys. One found that enclosure of raffle tickets improved response rates but only for students living in campus housing. The second study showed that nonrespondents who were telephoned before receiving a second questionnaire mailing were more likely to respond. (Author/MSE)
Descriptors: College Administration, College Students, Dormitories, Higher Education
Peer reviewed Peer reviewed
Scott, Stanley V.; And Others – Journal of Marketing for Higher Education, 1990
A method of designing and evaluating internship and cooperative education programs between colleges and industry is presented. The approach accomplishes college objectives of academic progress and positive community relations while allowing the student to develop skills and marketability. The principles presented have application to many…
Descriptors: Cooperative Education, Employment Potential, Evaluation Methods, Higher Education
Previous Page | Next Page ยป
Pages: 1  |  2  |  3