Purpose: The purpose of this paper is to present a new marketing mix based on MBA students' attitudes and opinions towards the marketing initiatives of business schools in South Africa. The post-graduate business education market is, and increasingly, getting more aggressive in their efforts to attract students on to their flagship degree, the…

Purpose: Marketing communication practitioners in higher education have not yet identified specific subgroups with similar characteristics within the prospective student (target) market, and do not always know which preferred sources learners consult when deciding on a tertiary institution for further or higher education. In addition, little is…

Purpose: This paper seeks to discuss the Leadership, Academic and Student Ownership and Readiness (LASO) model for enterprise-wide technological transformation in higher education developed by the writer as part of his PhD research. Design/methodology/approach: The article uses a comparative analysis of three case studies of the implementation of…

Investigated how marketing is used to convey higher education institution type image in the United Kingdom and South Africa. Using correspondence analysis, revealed the unique positionings created by old and new universities and technikons in these countries. Also identified which marketing tools they use in conveying their image. (EV)