Education markets have spread worldwide over the past few decades. Frequently, the expansion of markets in education is presented by their promoters as a means to improve the opportunities of the most socioeconomically disadvantaged students. However, the evidence available shows that market-oriented policies that enhance competition and choice…

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…

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…

The advent of neoliberal school reforms and school marketisation compels schools to advertise extensively and creatively for student recruitment. This chapter focuses on a particular school that has converted and modified structural features like perimeter walls for advertisement and showcasing purposes. Employing an anecdotal discourse analysis,…

The Latino and Adult Student Success (LASS) Academy is a multi-year initiative administered by CAEL (the Council for Adult and Experiential Learning) focused on supporting Hispanic-Serving Institutions (HSIs) in their efforts to improve outcomes for adult and Latino adult learners. In its first phase, from 2018 through 2021, the LASS Academy…

The recruitment crisis for teachers in England has led to policy reforms which have significantly deregulated the sector, introduced market mechanisms to mimic aspects of the private sector and set providers in competition with one another. Leaders in Initial Teacher Education (ITE), from both schools and universities in England, were interviewed…

Since the advent of online education, some colleges and universities have looked to third-party companies for help developing, marketing, and providing their online degree and certificate programs. But in recent years, those companies have expanded to run more and more of their clients' online programs. An industry has developed around online…

Internationalization in higher education has become increasingly relevant over the past two decades, not only in traditional areas like North America and Europe, but also in emerging regions such as Asia and the rest of the world. The expansion of the global higher education mobility is obvious, with over 4.6 million students seeking education…

Current comprehensive changes in the field of higher education in Uzbekistan have a potential impact on the overall enrollment in higher education (PP-4359, 2019). Rigid admission quotas in Uzbekistan are slowly conceding to a more market-based admissions and student recruitment to support reforms implementation. Cursory glance at the reforms…

The prospect of the increase in tuition fees in England from 2012 pulled learning and teaching into the limelight as universities sought to safeguard student recruitment and league table positions in an envisioned new era of increased market competition. As each institution sought to market itself to potential students with a specific learning and…

In the United States, long-standing school choice policies and practices in Arizona have developed into a market-based system of schooling for many residents in the state, especially in the larger cities. In this study, I analyze qualitative data gathered from school leaders and parents in one Arizona district public school who discussed marketing…

Public institutions in Portugal have not invested in strategies to attract international students until recently, when the adoption of new legislation and a national strategy for internationalization created more appealing conditions for it. This article aims to study the strategies institutions employ to recruit international students in a…

The purpose of this research is to explore international student recruitment at higher education institutions (HEIs) by examining the development and implementation of international recruitment activities. There is little research regarding the internal operations of HEIs, how HEIs conduct international recruitment efforts, and the challenges that…

This paper investigates the conditions under which stakeholders in the higher education system in multilingual Switzerland link expectations of students' future economic to the development of human capital. Drawing on ethnographic data collected in a project focusing on mobile students crossing linguistic borders within Switzerland, I examine how…

While the history of British higher education is not an unexplored field, this article offers a new perspective by focusing on the development of institutional self-representations. Based on the analysis of 133 undergraduate prospectuses of English and Welsh higher education institutions, the article investigates how higher education and the…