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…

In recent years, there has been sustained criticism of current practices of higher education internationalisation in wealthy industrialised countries. This criticism is underpinned by an increasingly broad range of theoretical perspectives, resulting in calls for change which range from the minimal to the radical. In this paper, I reflect on the…

In most markets, consumers of goods and services have vastly more options available to them than they will consider closely. At the point of making a decision, consumers are choosing between only a small subset (i.e., a consideration set) of all possible alternatives. The preceding process that forms these consideration sets is the focus of this…

Although there is an extensive amount of research focusing on women in engineering, the engineering field continues to experience the most gender disparity of any workforce disparities within the United States (National Science Foundation, 2018). Engineering has been labeled "the least gender-equitable profession in the United States,"…

It has been argued by scholars that ESP (English for Specific Purposes) has several absolute features which distinguish it from EGP (English for General Purposes). It is not surprising that many EGP teachers face difficulties when teaching ESP classes. This mixed-method study randomly recruited EGP teachers (N=50) to complete an online survey…

Purpose: Our findings show that the academic culture is base for quality teaching and education delivery and it impacts employee experience through employee involvement in decision-making and employee engagement demonstrating benefits for universities such as increased employee attraction, higher retention, greater productivity and improved…

Demographic changes promise to reshape the market for higher education in the next 15 years. Colleges are already grappling with the consequences of declining family size due to low birth rates brought on by the Great Recession, as well as the continuing shift toward minority student populations. Each institution faces a distinct market context…

America has long had abundant capacity in its colleges and universities, which have increasingly welcomed those from countries where quality higher education is a scarce resource. This coincided nicely with America's pivotal role in the growing globalization of the world's economy. An American degree has become a valuable rite of passage for an…

In today's marketplace, with the increase of choice as well as the disruption occurring in higher education, colleges and universities are faced with a critical problem of how to increase enrollment in order to increase revenue and maintain sustainability. The purpose of this quantitative study was to examine three potential predictors of…

Most studies on branding in higher education focus on external branding or image-building towards external stakeholders such as students. Internal branding is an underexplored topic, even though it should be considered as important as external branding. Internal branding is about achieving the necessary internal support for the external brand.…

Higher education officials have recently begun to focus their attention on summer enrollment as an alternative means by which to improve recruitment and retention. Utilizing business analytics and forecasting, Elon University has seen significant growth in its summer college enrollment and revenue. The current study seeks to address how students…

With the rise of Higher Education institutions seeking increased Indigenous representation within staffing, publications, and student numbers, this article considers key methodological processes, issues, and challenges associated with utilizing and embodying Indigenous and Storytelling research practises within colonial contexts. The value of new…