This study examines the critical role that marketing plays within the realms of public four-year higher education institutions (HEIs) in the United States, all through the lens of HEI presidents. The context is a higher education market that is rapidly evolving, stirred by fierce competition, shifting societal norms, the COVID-19 pandemic…

Regional, private colleges that are heavily reliant on revenue from traditional, undergraduate students are facing mounting challenges in fulfilling their enrollment targets in an increasingly competitive educational landscape (Lederman, 2019). This scenario has placed a significant strain on the marketing function of these institutions, requiring…

Since the beginning of the 21st century, China's education for international students has seen rapid growth, making it the third largest destination for international students globally and the largest in Asia. This growth occurs against a backdrop of intensifying global economic competition and increasingly fierce competition for international…

Institutions of higher education (IHEs) engage in practices that mirror the operations of businesses, including execution of ongoing strategic management initiatives, particularly in marketing and admissions. IHEs benefit from building profiles of target customers (i.e., prospective students) and using these data to enhance recruitment campaigns.…

This study examined the motivations of female student-athletes to participate in intercollegiate athletics at two-year institutions. Utilizing a qualitative grounded theory approach, this study investigated four focus groups, constructed of female student-athletes from three different two-year institutions located in the Upper Midwest region of…

The importance of change to any organization is essential to growth, and it is the responsibility of leadership to explain both why change is required and how the change will take place to the organizational culture. Leaders should always be available and should seek out those essential methods of communication with the culture around them in…

The decline in the number of liberal arts colleges since the mid-1950s has been precipitated by a number of factors, most prevalently the increase in larger comprehensive and research universities as well as the demand for job-ready degree programs. Since liberal arts colleges are largely tuition-driven, the lack of student interest has forced…

The purpose of this qualitative study was to explore the strategies used to recruit and retain teachers in remote rural school districts, from the perspective of the superintendent, the principal, and the teacher. Data was collected from interviews of superintendents, principals, and teachers, conducted in three remote rural school districts in…

The purpose of this research was to analyze North Carolina traditional public school principals' perspectives about and experiences with charter schools. A history of school choice in America was explored, as well as the changing role of public school principals. This dissertation presented a thorough review of the literature on school choice and…

As the number of students seeking higher education outside their home country continues to rise and the competition to attract these students becomes more expansive and more intense, governments and institutions strategize to draw international students to their countries and campuses. Motivations range from revenue generation to capacity…

Use of Internet marketing techniques in higher education to attract prospective students is relatively new. While the research is recent, there are several studies that identify what is most valuable to students seeking information on college web sites. Higher education is now facing increasing competition from for-profit schools and reduced…