Purpose: The purpose of this paper is to substantiate the necessity of marketing of remote education by the example of leading universities of Rostov Oblast of modern Russia and to develop the marketing model of promotion of remote education by the modern university. Design/methodology/approach: The authors use the method of economic statistics…

Purpose: The concept of "internal marketing" (IM) has gained the attention of researchers over the past three decades. Though a lot of research has been carried out on this topic, it remains a concept yet to be completely understood and captured, with ambiguity in terms of its definition and scope. The purpose of this paper is to utilise…

Purpose: The purpose of this paper is to measure student's preferences regarding various attributes that affect their decision process while choosing a higher education area of study. Design/ Methodology/Approach: The paper exhibits two different models which shed light on the perceived value of each examined area of study: conjoint analysis and…

Purpose: The marketing concept is an idea that has been adopted in non-marketing contexts, such as the relationships between universities and their students. This paper aims to posit that marketing metaphors are inappropriate to describe the student-university relationship. Design/methodology/approach: The authors provide a conceptual discussion…

Purpose: Higher education (HE) marketing the world over is in a state of crisis that manifests itself on three fronts. First, there continues to be sizeable resistance towards the marketing idea in the academy of many universities across the world. Second, HE itself has failed to identify its core business without which the sector can not have a…

Outlines a model of factors critical to establishing and maintaining sustainable competitive advantage for education-services enterprises in international markets. The model, which combines industrial economics, management theory, and services marketing, seeks to explain the strategic decision-making environment in which the education exporter…

In light of recent British government reforms, a study of school choice in 33 local schools suggests some effects of increased marketing of schools. Notes that the market for cheap fee-paying schools has been established for a long time, and posits that some of the benefits or damage caused by markets in education should be observable in…