With increased competition for talented students and academic staff, many universities have recognised the importance of brand building to better position in the field. This study selected a recently founded public university in China as the case to explore in what way a young university's brand is constructed and to what extent such a brand is…

Genre studies on the job cover letter (letter of application) have focused mainly on linguistic analyses of the genre in terms of the generic structure and linguistic strategies commonly used by applicants. These studies have taken the view that the cover letter was an open-ended opportunity for favourable self-promotion. However, to date no study…

A generation ago, billboards, flyers, or radio spots advertising a public school would have been unusual and surprising. Now they are an increasingly regular feature of the educational landscape. As schools compete for students and resources in the new educational marketplace, they increasingly look to market themselves to prospective parents (and…

It is widely argued that engineering education needs to change in order to attract new groups of students and provide students with knowledge appropriate for the future society. In this paper we, therefore, investigate and analyse Swedish universities' websites, focusing on what characteristics are brought to the fore as important for tomorrow's…

For over a decade, debate has raged about the nature and purpose of the PhD, including its role as preparation for working in academia. Academic work has changed a great deal in the last 60 years, yet our doctoral curriculum has remained relatively static. While there is increasing interest in matching PhD programmes to "real world"…

Some challenges to increasing actuarial science program size through recruiting broadly among potential students are identified. Possible solutions depend on the structures and culture of the school. Up to three student cohorts may result from partition of potential students by the levels of academic progress before program entry: students…

In the San Fernando Valley of Southern California, the entire community participates in Youth Art Month through the Annual Valley Wide Student Art Show. The mission of the show is to provide students with an opportunity to exhibit their work publicly and to promote school arts programs during Youth Art Month. Apart from promoting arts education…

The for-profit sector of higher education has generated some disturbing headlines recently. Widely publicized charges of predatory recruiting practices have prompted new regulations and provided fuel for scorching criticism of the entire business model. But while the spotlight is focused on what for-profits are doing wrong, are people overlooking…

The paper analyses the status and characteristics of adult literacy campaigns and programmes since 2000. Global trends are analysed in terms of the ten key aspects of the suggested framework for successful literacy campaigns and programmes. Four case studies on major literacy campaigns in Brazil, India, South Africa and Indonesia are used to…

It would be extremely satisfying for career and technical educators to have plenty of students sign up for their programs. In addition, it would be a more satisfying for them if they can make money out of their programs. In this article, the author provides ideas on how teachers can get the industry involved in their programs.

This research was undertaken to study and improve the marketing efforts of the Department of Educational Technology (EDTECH) at Boise State University, recognizing the need to generate revenues based upon the new self-support structure instituted at the university and EDTECH Department. In investigating the marketing opportunities for the…

As state budget allocations for higher education decrease, "specialty" programs such as gerontology must continually demonstrate their productivity. State and private universities increasingly rely on student credit hours (SCH) or tuition generated, which is making it difficult for many gerontology programs to expand. The School of Aging Studies…

This volume is a critical and objective study of the contemporary college student athlete. Framed around the process of recruitment, transition, and support of student athletes in higher education, the volume is a response to societal pressures to reform college athletics. Driven by publicity and the potential for revenue gains, colleges and…