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…

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…

Student recruitment is an increasingly important topic for universities worldwide. But in order to develop sophisticated recruitment strategies, recruitment officers need to have a clear understanding of how and why students choose colleges. This review compares the German and US research concerning university choice models, choice criteria and…

As a result of the past decade's financial crises, the focus on students' values as an output of higher management education has increased. Simultaneously, marketing theory has become prevalent in the management of higher education institutions, such that student satisfaction represents a key output variable for their service provision. This study…

The paper reports the findings of a study that investigates whether students from different countries have different expectations when seeking a degree from a university in the U.S. The broad hypothesis of this study is that there will be differences in expectations among students from different countries. The managerial implication is that due to…