Purpose: The purpose of this paper is to examine the education service quality factors, for online education context, that drive the brand equity of a higher education institute. In the times of emerging online education programmes by otherwise traditional institutes, assessing the service quality of educational institutions and its effect on the…

In the post-Apartheid era South Africa's universities have faced serious questions about the quality of their student learning in the face of near impossible challenges. The University of Cape Town, widely seen as the country's leading higher education institution, has shown remarkable resilience, however, in the range of initiatives it has…

To promote sustainable development within the global knowledge-based society, the Japanese government is urging the nation's higher education institutions to internationalize. Although a select number of Japanese universities are highly regarded in world university rankings, many observers argue that the majority of Japanese higher education…

This article presents a case study at Oakmont University where a presidential debate will be held on campus. Oakmont University is a large public research institution located in the Southeastern United States. This Carnegie Doctoral/Research I institution enrolls more than 35,000, 75% undergraduate and 25% graduate students. Located in somewhat of…

The reputation of higher education has been tarnished by some well-publicized incidents of unethical behavior in the academy. When the university's internal politics lack integrity and honor and its players succumb to competition among institutions, higher education relinquishes its moral leadership. Unethical behavior can only be solved at the…

The ideology of community college leadership dominant in the professional literature is examined using discourse analysis techniques. It is concluded that strong, often militaristic description perpetuates an image of leadership that is exclusionary, narrow, and inappropriate for community colleges, which serve diverse constituencies. Development…

Obsession with institutional image, encouraged by the yearly rankings published by a major national news magazine, has led many colleges and universities to use questionable statistics to bolster public relations efforts. Manipulative reporting goes beyond standardized test scores to include athlete graduation rates and any other image-enhancing…

Different types of donors may respond better to different types of approaches. Models built for four major donor groups (alumni, nonalumni individuals, business organizations) are described. (MLW)

A managerial process for enhancing the image and public reputation of a higher education institution is outlined. It consists of five stages: market research; data analysis and market positioning; communication of results and recommendations to the administration; development of a global image program; and impact evaluation. (MSE)

Many higher education institutions have allowed market fragmentation by permitting their names to be used in many forms and many ways. Specific techniques can be used to discover the power and value of the institutional name, identify what it communicates, and learn how to use it to convey identity effectively. (MSE)

A process for assessing and changing a college or university image is outlined. Steps include image assessment through any of several methodologies; identification of current problems, threats, and opportunities; formulation of the desired image; communication of the image with the public; and implementation and corrective action when necessary.…

President Richard M. Cyert of Carnegie Mellon University set establishing national visibility as a university-wide goal six years ago. The public relations office developed a hard-driving program centered on national media coverage. This program is described. (MLW)

By identifying and weighing the effects of an act on each constituency, a matrix based on John Stuart Mill's theories of utilitarianism illuminates and helps resolve complex ethical dilemmas. Application of the approach is illustrated with a simulated case study concerning the issue of reputation in a small private college. (Author/MSE)

Although nearly all the world's cultures value philanthropy, few have a recent history of giving to education. If colleges and universities make the effort to motivate their international constituents today, these alumni, families, and friends can have a significant impact on the institution's future. The first step is for institutions to examine…

The use of a semantic differential measure to investigate the institutional image of Tufts University (Massachusetts), both internal and external, is reported. The study focused on (1) differences between the current and desired image, and (2) differences among alumni, current student, and other constituencies' views of the institution.…