The ever-expanding role of marketing and its increasing influence as a primary driver for colleges and universities to grow awareness and consideration, invite applications, and deliver enrollment yield is more critical and relied on than ever. The marketing function's rise to prominence in higher education is fueled by many external forces,…

The primary purpose of the current study was to predict the likelihood of enrollment in Graduate School based on three independent variables: cost, time-to-completion, and return on investment. To achieve this purpose, a Z-test for the hypothesis of two proportions was utilized to create a predictive model. The model aimed to help institutional…

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…

Driven by a shifting landscape and increased competition for students, institutions of higher education (IHE) are working to differentiate themselves to consumers in order to attract new students. These differentiation efforts have increasingly focused on the adult, non-traditional student demographic. As IHEs strive to include claims of quality…

As it becomes more difficult to predict enrollment outcomes and the decline in high school graduates' looms on the horizon, the ability of higher education leaders to understand what characteristics of the university brand are most compelling for prospective students is important to ensure enrollment objectives are met. This mixed-methods…

Considering the enrollment decline in university teacher preparation programs, this phenomenological study explored the experiences of seven southeastern Wisconsin public high school juniors and seniors, who were interested in a pursuing a teaching degree, but have changed their minds and dismissed their original career path. The purpose of the…

Institutions of higher learning today rely on tuition dollars to function. During a time when the pool of high school graduates is shrinking, colleges and universities must look to alternative target markets to meet enrollment goals, including those transferring from community college. Community college transfers have unique attributes that…

The purpose of this study was to conduct a critical discourse analysis of media produced by higher education institutions. The study aimed to uncover how universities manifest diversity, social justice, and neoliberal discourses in their marketing efforts. Diversity discourses differentiate from social justice discourses in that they do not…

This qualitative case study uses Wartman's (2014) Guiding Principles for High Level Searches to investigate the executive selection process. The study explores how members of the search committee, governing board, and search consultant perceive the method a community college used to select its permanent president. To examine the process, one…

Most low-income, high-achieving students in the United States neither attend nor apply to selective universities despite research that shows that they are just as likely as their high-income peers to succeed if they do apply to those schools. Despite the fact that many universities have begun offering substantial financial aid packages that would…

Internationalization of higher education is a major characteristic of China's higher education policy. Accordingly, the Chinese government is fervently encouraging the spread of Chinese language and culture through Confucius Institutes, student exchange programs, recruitment of international students, and international collaborations. South Asia…

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…

Service learning is an academic discipline that provides students with "hands-on" opportunities for developing skills in real-world, community-based projects that serve and benefit community members. This dissertation reflects an action-oriented process for improving the quality of the Service Learning Program at City University of…

The purpose of this study was to explore the relationship of geographic mobility and institutional prestige to career advancement defined as administrative promotions of women seeking midcareer-, senior-, or executive-level positions at academic health centers (AHCs) and their medical schools or in non-AHC related medical schools in the United…

A very large and important subgroup of student-athletes is ethnic minority in Title I high schools. Understanding the decision-making process of this subgroup is important to the high schools that prepare these students to enter college and to the colleges that recruit them. The college choice factors of 207 student-athletes at three Title I high…