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…

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"…

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…

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…

Successful methods of publicizing adult education courses in marginalized areas of Warwickshire included limiting printed information, developing eye-catching materials, emphasizing the "nonschool" nature of programs, and distributing materials in libraries, supermarkets, and other community locations. (SK)

Compared the effects of personalized direct mail recruitment letters on the response rate of 2 groups of 300 students each. One group received a personalized recruitment letter; the other received a nonpersonalized letter. Results showed no statistical difference in response rate between the 2 groups. (TE)

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…

A study on the use and effectiveness of marketing in postsecondary admissions is discussed. The study shows that only 8 of 16 marketing techniques were used by more than half of the respondents. The broader scheme of marketing is seen as not having been put to use fully by admissions officers. (MLW)

A survey of students taking University of London extramural courses was conducted to (1) gain demographic information about students and find why they attend the courses and (2) find out how students heard about the classes, thereby assessing the effectiveness of the departmental prospectus. (CT)

A survey of admissions deans and directors investigated the use and perceived effectiveness of 15 well-known marketing techniques: advertising, advertising research, a marketing plan, market positioning, market segmentation, marketing audit, marketing research, pricing, program and service accessibility, program development, publicity, target…

A survey of 2,006 students from 12 Perth (Australia) high schools (80 percent response) found positive attitudes toward military careers, a pragmatic view of career paths, family influence on career choice, and a positive impact of a promotional campaign for the armed forces. (SK)

A number of surveys conducted in Wyoming and discussions with 16 adult basic education students determined barriers to and motivation for participation. Results indicate the need for more positive publicity emphasizing socially acceptable reasons for attending; recruitment through support groups; attention to such barriers as child care, funding,…

To apply promotional techniques and measure the impact and response on target adult basic education (ABE) enrollment, a project focused on (1) increasing awareness of adult education programs, (2) successful recruitment techniques; and (3) development of professional relationships with referral agencies. Activities included development of a slide…