Competition today has become a central policy imperative in higher education. Connected to resource efficiency and scarcity, it remains closely attached to the idea of the market but reaches beyond when related to positional or status orders. In the higher education literature such varieties of competition -- as distinct social processes -- are…

Several non-traditional higher education destination countries have increased their efforts to attract international students. In this research, we examine the perceptions of international students enrolled in Indian universities and explore the aspects to observe for India to become a favoured study-abroad destination. Adopting a sequential…

Undocumented students face significant barriers in accessing postsecondary education. Previous research has focused on how individuals and schools impacted their experiences of enrolling in college. This critical qualitative study of "testimonios" with 15 undocumented Latina/o students examines how their families shaped and supported…

This study aims to develop a comprehensive HEI choice intention (CI) model to understand how social influence (SI), brand equity (BE), and HEI factors influence attitude toward HEI (HEIA) as well as how the HEI attitude is a mediator of the relationship of these variables with the HEI CI. Data collected from 1633 high school seniors via online…

This paper focuses on international student mobility and the funding of higher education. We theorize that relying on international students for funding is stronger for institutions in developed English-speaking countries because they more often adopt marketization practices. Compared to Northern and Southern European countries, we find that they…

This study attempts to contribute to marketing services in higher education literature through the relationship between international students' satisfaction with educational experiences and the necessary adjustments by institutions to augment their services. It also aims to make theoretical contributions by understanding the international…

The purpose of this study is to investigate relationships between social media marketing, social media platforms, and student choice of higher education institutions. Through evaluating current research, this study addresses potential changes needed to ensure colleges' and universities' marketing and admissions teams are using social media in ways…

Minoritized Black students who are average academic performers have often been overlooked as a targeted group in empirical studies that look at barriers and other limitations for minority students (Rodriguez, 2015; Stewart, 2013). This study seeks to identify the practices that higher education institutions are currently utilizing to recruit…

This article aims to bring back into circulation Bourdieu's concept of 'refuge school' to analyse transnational migration for higher education, of privileged students who cannot access the most academically selective institutions. Through the case study of Swiss Hospitality Management Schools (SHMS), I investigate the discursive strategy…

The widespread popularity of social media facilitates many changes in the higher education sector including the branding activities of Higher Educational Institutions (HEIs) in developing countries. Drawing from the uses and gratifications theory, this paper examines the influence of social brand engagement among prospective students on brand…

This research aimed to identify the influential factors contributing to the international students' choice of Malaysian Higher Education Institutions (HEIs), focusing on the expected benefits. Additionally, the study contributes to the development of the higher education sector in Malaysia by providing recommendations to the HEIs based on the…

Purpose/Problem: It is estimated more than 75% of Seventh-day Adventist (SDA) college-bound students (rising freshmen) who live in the North American Division (NAD) do not attend an SDA college/university. This is a major challenge for the NAD colleges/universities. Discovering motivators and barriers for SDA college-bound students is vital in…

The advent of information and communications technology has changed the way people and organisations function, communicate, transact, recruit, market business and services. To keep pace with the ever-changing business and marketing trends, organisations have integrated information, tools of communication & the boom of internet technology into…

Through historically oriented critical discourse analysis this article considers how the messages regarding the purpose of higher education, as presented in prospectuses of four case study institutions, have been impacted by massification and marketisation in England between 1977 and 2018. The prospectuses of four higher education institutions of…

Even though marketing in higher education (HE) is well established, there is a continued debate about who the customer is, with many still not accepting that students should be viewed as customers in HE. The student as customer model has its opponents and proponents. This paper reframes the debate using the framework of market orientation,…