Higher education institutions are at a critical point with college recruitment, whereby social media marketing recruitment strategies are vital. Today's prospective traditional college student utilizes social media for both information and engagement. Understanding the relationship between social media influence and the college selection process…

A significant number of studies on country image tend to overemphasize the cognitive country image as a determinant of purchase decision. A country also has an affective image and personality that may surpass the influence of cognitive image in a consumer's decision-making process. However, marketing scholars are apt to disregard these elements…

This qualitative study focuses on understanding the motivational factors driving Latino students to pursue higher education and the obstacles hindering their enrollment. We conducted eleven focus group sessions, involving five distinct groups: students, parents, teachers, and counselors from public high schools, as well as two adult learner…

This dissertation examines how first-generation high school Students of Color from California's San Joaquin Valley navigate digital marketing and advertising during their college search and application processes, offering a timely contribution to the study of college admissions in a post-affirmative action landscape. Higher education institutions…

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…

College outreach efforts are sometimes received as nuisances, or worse, as maddening spam and junk email. New digital technologies and data-driven targeting innovations are reducing the amount of paper materials distributed, yet they are not reducing the oversaturation experienced by many prospective students. Colleges use Search and Encoura to…

AACRAO partnered with two marketing faculty members to identify how higher education institutions are marketing themselves to high school seniors and to assess whether a brand management approach is being utilized. The research also sought to identify the practices that some institutions use (if any) to achieve enrollment results that are more…

The increased competitive nature of higher education institutions has caused many small private liberal arts colleges/universities to struggle economically. The cost of keeping such institutions viable is high. Many institutions have had to raise tuitions rates, which resulted in decreased enrollment numbers. As a result, many institutions have…

The transition from middle school to high school can be a particularly challenging time for music program retention. However, when music teachers view this process through the lens of marketing, it may be possible to develop a more holistic and comprehensive approach toward student enrollment. Marketing strategies related to perception, targeting,…

The literature on college choice is extensive and navigating it for purposes of review is complicated by the dual meaning given to the word choice. To clarify, in this article, the phrase "college choice" refers to the concept defined by Don Hossler and Karen Gallagher in their seminal 1987 article entitled "Studying Student College…

Since the 1980s, education in Canada has been through a process that led to school choice, targeting the improvement of students' performance through school competition. These policies fostering an education quasi-market became an ideal framework for the expansion of IB schools. Since the Diploma Programme of the International Baccalaureate (IBDP)…

There are persistent concerns in the literature related to recruitment and retention of highly qualified teacher candidates who are capable of achieving contemporary goals and meeting the professional expectations associated with the delivery of quality physical education programs in schools. The purpose of this article is to provide physical…

Public education reformers have created a widespread expectation of school choice among school consumers. School leaders adopt rigorous academic programs, like the International Baccalaureate (IB) Diploma Programme (DP) and Career Programme (CP), to improve their market position in the competitive landscape. While ample research has investigated…

Institutions of higher education (IHEs) are competing to recruit students in a crowded market with the number of colleges on the increase and the number of high school seniors declining. IHEs are looking for effective ways to recruit students and increase retention and graduation rates. Relationship marketing (RM) is an approach from business that…

The International Baccalaureate Diploma Programme provides an academically challenging curriculum that when combined with moral and religious formation prepares graduates of Catholic secondary schools to succeed in college and to live as Christian citizens in an interconnected global society. Although the financial cost of the program is high,…