New marketing strategies, new perspectives, and new trends have emerged significantly due to the COVID-19 pandemic. Many higher education institutions are challenged to adapt to these rapid changes as well as to choose the right marketing approaches. The purpose of this paper is twofold: to explore the COVID-19 impact on marketing for Higher…

The paper analyses the influence of COVID-19 on Portuguese institutions' intake of international students and their responses to the pandemic. Two dimensions are considered: quantitative impact on international enrolments and higher education institutions' strategies for the recruitment and support of international students. The first dimension is…

The Republic of Indonesia has been a significant source country of international students worldwide yet data is scarce about local international students. Increasing international student numbers is in line with the country's strategic development goals yet growth has been limited over the last two decades despite government funding of both…

There is no doubt that 2020 has put a number of professions through their paces--college admission and recruitment included. The longer it takes to secure widespread COVID relief, the worse the economic situation becomes. These challenges are broad, sweeping, and beyond the scope of one institution's individual strategies. One framework has shown…

As admissions counselors expanded their footprint in online spaces to connect with prospective students and families during COVID-19, the same has been done by many institutions--for years and long before the pandemic--with digital swag. This study will provide a baseline from which enrollment managers can understand how "digital swag"…

The COVID-19 pandemic has required new marketing strategies for leveraging brand equity among Higher Education Institutions. Previous research has uncovered the impact of electronic word of mouth in the Higher Education Institutions' service industry, so this research extends our knowledge of the effects of electronic word of mouth on Higher…

Shifting realities across the world have emphasized the need to change early childhood systems thinking. Specifically, a quality early childhood workforce was in high demand before the COVID-19 pandemic and will continue to be in demand until sustainable recruitment and retention efforts are achieved. Encouraging more professionals to enter and…

This study explores eight chief enrollment officers' lived experiences. Semi-structured interviews were conducted with the eight chief enrollment officers at Ohio's public and private four-year institutions addressing two research questions. First, "what experiences influence a chief enrollment officer's ability to lead," produced six…

Across the landscape of higher education, the COVID-19 pandemic has caused fundamental changes at a variety of scales. To understand which aspects of higher education instruction at the departmental (meso-scale) level were most and least impacted by the COVID-19 pandemic, chairs of geoscience departments at public higher education institutions in…

Purpose: This study investigated the usefulness of various communication means for providing university study information with prospective students before and during the pandemic for three consecutive academic years. Design/methodology/approach: Students who had recently taken undergraduate program admission indicated how useful communication…

The 2020 global pandemic has further exacerbated the inequities suffered by our most vulnerable students. Here in the United States, the intersection of two pandemics have raised major issues surrounding racial discrimination, civil rights, and equal justice. This essay details one university responding to the current American crises in three…

These are the appendices for the report, "Strengthening California's Transfer Pathway." California's higher education system depends heavily on community colleges. California enrolls a much larger share of recent high school graduates in community colleges than other states--but is near the bottom when it comes to enrolling in four-year…

When March 2020 brought with it not only the initial signs of spring, it also brought the reality of the global pandemic to be known as COVID-19. This global pandemic impacted society in many facets. People lost loved ones to the illness, others are still dealing with "long-COVID" affects, and many people lost their jobs due to the…

The COVID-19 pandemic upended nearly every aspect of academia, leading colleges and universities to reexamine how they instruct their students and how they reward their faculty. But the pandemic was not the only disruptive event that took place in 2020. Colleges and universities have been forced to address issues related to productivity, teaching,…

International student mobility is a complex phenomenon influenced by numerous factors. This study examines the prospect of China as a destination country for international students in the post-COVID-19 era. With qualitative data from 30 frontline international educators (support staff in international student recruitment and services) from 30…