Universities websites have become a recruitment tool that is popular with students. Recruitment pages often seek to demonstrate the benefits of studying at the institution by adopting an objective approach that makes use of textual content that emphasises facts and data. Story-based text consisting of alumni experiences of a programme of studies…

Despite an increasingly competitive academic market, more and more people are seeking a PhD degree. While significant research focuses on skill attainment during PhD candidature and at PhD exit, we know little about the skills that might be present at PhD entry. We developed a data-driven taxonomy and conducted logistic regressions to analyse…

In the highly dynamic, competitive and uncertain environment of tertiary education, universities nowadays have to intensify marketing communication to address potential applicants. This study seeks to explore the advertising scheduling of university advertisements in selected media, to analyse the differences in the advertising strategies of…

The present article describes the main tools for promoting the educational services in the Russian State Social University, such as advertising in the media, outdoor advertising, exhibitions and fairs, open days, master classes, round tables, conferences and seminars, internet advertising, social networks, communities in social networks, and…

In order to understand the effects that consumer culture may have on modern youth, this article first traces a brief history of branding in the United States throughout the 20th Century to develop a context and precedent for the argument that the current generation of students applying to college has developed in a society saturated with branding,…

Outlines an approach to college and university marketing that focuses on identification of buyer readiness state and selection of appropriate communication goals. This approach uses a hierarchy of communication goals (awareness, knowledge, liking, preference, conviction, purchase) widely used in consumer advertising. Argues that little has been…