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Royo-Vela, Marcelo; Hünermund, Ute – Journal of Marketing for Higher Education, 2016
A context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present…
Descriptors: Marketing, Semi Structured Interviews, Graduate Students, Decision Making
Galan, Mianda; Lawley, Meredith; Clements, Michael – Journal of Marketing for Higher Education, 2015
Universities globally are showing increased interest in the potential of social media as a marketing recruitment tool. This paper explores how and why potential postgraduate business students looking to study internationally use social media in their educational decision-making process. Due to a lack of existing research, this study adopted an…
Descriptors: Foreign Countries, Social Networks, Mass Media Use, Graduate Students