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…

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…

This paper analyses the student decision-making model for international postgraduate (PG) students with a concentration on consumer service marketing principles. Using a grounded theory approach and exploratory techniques (focus groups), it investigates qualitatively why the UK is the destination choice, the rationale for the programme of study…

This article examines how a sample of 62 higher education institutions in Canada, the United States and the United Kingdom discuss international students in their official institutionalization strategies, focusing on how ideas of race and diversity are addressed. We find that institutional strategies connect international students to an abstract…

There is much debate in the literature concerning the changes necessary for university accounting education to meet the needs of the business environment and broader society. In the USA the Pathways Commission has responded by implementing a programme of evaluation and improvement. In the UK there is no formal agenda for change. This paper…

In her book, "Neoliberalism as Exception," Aihwa Ong usefully observes that the North American university has been dirempted from it historical role of preparing young people for democratic citizenship. It has instead, according to Ong, become the great global marketplace and grand bazaar for international students' ambitions. In what…

The past two decades have seen the idea of internationalization move into the mainstream of higher education policy and practice, on a global scale. In countries like the US and UK however, higher education is widely perceived as a hierarchical field, where high- and low-status universities are differentiated from one another: serving different…

International student mobility in higher education has gained currency as an important topic in today's global, political, and economic environment. United States postsecondary institutions are working to expand their international student population to increase revenue and diversity. The current higher education and economic context has produced…

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…

In an era of increasing global competition in education related markets, many higher education institutions in the United States have come to realize the need to market better for international students. Community colleges are no exception and have become increasingly active in recruiting international students using education agents. Using…

The purpose of this study was to investigate the ways in which universities use the "GRE"® General Test scores to award merit-based fellowships to first-year graduate students in doctoral programs. While GRE use in fellowship award decisions is a common practice, there is very little validity evidence to support its use in this context.…

Using a prosopographical methodology this study examines common leadership influences that might have existed among Genghis Khan, George Washington, and Nelson Mandela. Shoup (2005) suggests that the following seven influences have contributed to nurturing the leadership of 12 renowned individuals: involved parents, happy childhood, formal,…

In the era of globalisation, competition has also become global. In higher education, countries worldwide are attaching increasing importance to international ranking exercises and subscribing to the "world-class universities" paradigm, complemented by various strategies to benchmark with leading universities in order to enhance the…

The claim that faculty conduct research is one of the main justifications for the modern university. Supposedly, academe carries out important, cutting-edge inquiries in which society has an interest. In fact, states this author, research at American universities is becoming narrow and artificial, out of touch with social realities, and of…

In June 2005, shortly before Rev. John I. Jenkins, CSC, became president of the University of Notre Dame, the United States Conference of Catholic Bishops released a pastoral statement, "Renewing Our Commitment to Catholic Elementary and Secondary Schools in the Third Millennium." This document, building upon the rich experience of two…