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Marketing to International Students: Presentation of University Self in Geopolitical Space
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Rhoades, Gary; Castiello-Gutierrez, Santiago; Lee, Jenny J.; Marei, Mahmoud Sayed; O'Toole, Leslie C. – Review of Higher Education, 2019
Amidst public calls for greater internationalization, universities are marketing to international students. We explore how universities in regional hubs (Lee & Schoole, 2015) enact "dramaturgical performances" (Goffman, 1959), presenting images of themselves in geopolitical space. We find: (1) bifurcated marketing strategies to…
Descriptors: College Students, Foreign Students, Marketing, Student Recruitment
Student Recruitment and Relationship Marketing--Convergence or Contortion?
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Beneke, J. – South African Journal of Higher Education, 2011
This article investigates the intersection of student recruitment and relationship marketing in the public high education sector. They key objectives of this analysis are to understand if a strategic fit exists and whether South African institutions are indeed embracing the principles of relationship marketing in order to optimise their student…
Descriptors: Private Colleges, Marketing, Student Recruitment, Foreign Countries
Recruiting Teachers Online: Marketing Strategies and Information Dissemination Practices of UK-Based Agencies
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de Villiers, Rian; Books, Sue – Educational Review, 2009
A review of the websites of 43 UK-based agencies that are recruiting teachers in South Africa and other countries finds that important information about what to expect often is missing. An analysis of the marketing strategies shows that agencies overall are promising schools thorough vetting of candidates and low fees, are promising prospective…
Descriptors: Marketing, Foreign Countries, Information Dissemination, Teacher Recruitment
A New Higher Education Marketing Mix: The 7Ps for MBA Marketing
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Ivy, Jonathan – International Journal of Educational Management, 2008
Purpose: The purpose of this paper is to present a new marketing mix based on MBA students' attitudes and opinions towards the marketing initiatives of business schools in South Africa. The post-graduate business education market is, and increasingly, getting more aggressive in their efforts to attract students on to their flagship degree, the…
Descriptors: Higher Education, Student Attitudes, Marketing, Foreign Countries
The Role of Ethnicity in the Higher Education Institution Selection Process
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Jordaan, Y.; Wiese, M. – South African Journal of Higher Education, 2010
Changes in the higher education landscape have led to many higher education institutions reassessing their recruitment and marketing strategies. A proper understanding of the relative importance of the choice factors that prospective students consider when selecting a higher education institution will enable higher education administrators and…
Descriptors: Cultural Pluralism, Student Diversity, Higher Education, Social Life
Marketing a Public Higher Educational Institution Through Target and Market Research on its Freshmen Applicant and Enrollee Pools.
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Bruwer, Johan de W. – South African Journal of Higher Education, 1996
A study at Cape Technikon (South Africa) investigated college choice decision making by surveying 923 applicants during the application process and 314 enrollees during orientation. Results show demographic and socioeconomic characteristics of applicants and enrollees differ, applicants consider multiple institutions, alumni and friends are the…
Descriptors: Alumni, College Applicants, College Choice, College Freshmen