Today, being actively present on social networks promotes visibility in the digital environment. Active Presence requires choosing the platforms that best suit the communication needs of the audiences, developing a frequent activity (Activity) and disseminating a certain type of publications (Presence). This study defines and evaluates the level…

In the present descriptive qualitative study, we present the concept of vocational branding to provide a definition and explain how it may increase interest in a particular vocation or career. We define vocational branding as a set of stories, facts, and ideas communicating the personality, traits, and realistic benefits and challenges of a…

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…

This qualitative study focuses on understanding the motivational factors driving Latino students to pursue higher education and the obstacles hindering their enrollment. We conducted eleven focus group sessions, involving five distinct groups: students, parents, teachers, and counselors from public high schools, as well as two adult learner…

There is an increasing reliance on international education agents for student recruitment in Higher Education (HE), but the governance of education agents is under-researched. This study explores contractual governance approaches adopted by HE institutions for managing international education agents in the United States, United Kingdom and…

This paper focuses on international student mobility and the funding of higher education. We theorize that relying on international students for funding is stronger for institutions in developed English-speaking countries because they more often adopt marketization practices. Compared to Northern and Southern European countries, we find that they…

Brand equity in higher education has received significant scholarly attention in recent years. However, there are a number of contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. This research empirically investigates an adopted brand equity conceptual model in both a developed market…

In this study, the author focuses on the issue of country image in destination choice. To examine the relationship between these two variables, the study tests whether mainland Chinese who favor a destination as their ideal first choice for study abroad have a significantly more positive view of that destination's country image than their…

Higher education is an increasingly competitive global market. Consequently, it is crucial that universities fully understand students' motivations in university selection. While past research mainly focused on university-level attributes, this study extends the factors used to evaluate different international universities to include both the…

We study the dynamics in an educational partnership between a university and a developing region. We examine how the university achieves its goals to improve and advertise its offerings while recruiting a cohort of students from the developing region and maintaining a sustainable relationship with the region and its students. We show that mutually…

The university prospectus is supposed to be a forceful and pioneering text in promoting and marketing higher education. The present research will deal with the disparities in the frequencies of first and second person pronouns in online prospectuses in cross-cultural linguistics from marketing point of view. The research question is to which…

A new environment of budgetary cuts and increasing competition is forcing many institutions to become strategic and deliberate in their recruitment efforts. Effective international recruitment practices are dependent more than ever on a deep understanding of student mobility patterns and decision-making processes. The purpose of this research is…

The International Baccalaureate Diploma Programme provides an academically challenging curriculum that when combined with moral and religious formation prepares graduates of Catholic secondary schools to succeed in college and to live as Christian citizens in an interconnected global society. Although the financial cost of the program is high,…

The decline of enrollments in agronomy programs across the United States has been a concern for more than a decade. In an effort to reverse this trend, the Agronomy Department at Iowa State University (ISU) launched the "I'm An Agronomist" marketing campaign in 2006. This article reports on these efforts and the change in the…

The climate of competition for students in the higher education sector makes it imperative that institutions increase their marketing efforts, both domestically and internationally, to help sustain student numbers. In Australia, the Bradley Report and the government response, which will do away with quotas, allows for a much freer market than…