The present article describes the main tools for promoting the educational services in the Russian State Social University, such as advertising in the media, outdoor advertising, exhibitions and fairs, open days, master classes, round tables, conferences and seminars, internet advertising, social networks, communities in social networks, and…

Purpose: The main purpose of this study is threefold: to analyze the current conditions of higher education services offered in the three target markets; to conduct market segmentation analysis of these markets; and to recommend the most appropriate market entry strategies for Hong Kong's education service providers. Design/methodology/approach:…

Describes market segmentation and how the principles of segmentation can be applied to the adult education market. Indicates that applying segmentation techniques to adult education programs results in programs that are educationally and financially satisfying and serve an appropriate population. (JOW)

The traditional sellers' market in higher education has become a buyers' market, with both the nature of the student body and the services offered being changed. Marketing, as a comprehensive tool for planning and delivery of educational services, offers an integrated method for meeting the disparate demands growing from the shift to a longer…

The application of marketing principles to nursing education and the need for research into the applicant market are discussed for nursing education programs, effective recruiting techniques, prediction of student success in nursing education, program quality, and the current and future nursing market. (Author/MSE)

In the last decade there have been many attempts to mount online distance higher education programs on a global scale, led by the e-learning industry and university companies and consortia, some with government support: e.g. Universitas 21 Global, Cardean University, Fathom, NYUOnline and the UKe-University. A primary commercial objective has been…

This paper discusses the growing trend in higher education of treating students as customers. It addresses the traditional views of the student-instructor role and why there is a push toward a customer-oriented paradigm in higher education. Resistance to this movement is also addressed, both from the student and faculty/administrative viewpoints.…

The author demonstrates the utility of marketing concepts and techniques as a total strategy designed to overcome resistance to participation and to involve the hard-to-reach adult in continuing education. (SK)

Analyzed is the development of marketing strategies at two major universities that have been successful in reversing enrollment declines that they experienced in the early 1970's. First, the organizational context of recruiting and admissions is examined, and the major phases of the admissions calendar are reviewed. Then the application of…

The increase in promotional activities for Australian universities is viewed as evidence of the role of market forces and competition for students, conferences, endowments, and research funding. Advertising, particularly that directed at prospective students, is seen as reflecting divisions emerging in the Australian system of higher education.…

A case study is presented which tests Hossler's 1984 assertion (that well conceptualized plans to manage enrollment can lead to a better institutional self-understanding and an enhanced institutional health and vitality) and critically examines one private, comprehensive university's effort to improve the quality and quantity of its environmental…

Marketing of higher education does not have to include gimmicks, and promotion is only one segment of such a program. Marketing means understanding the institution's strengths and weaknesses, determining the kinds of students it can best serve, and deciding where these students can be found. (Author/JMD)

The application of basic marketing techniques to achieve the goals of colleges and universities is discussed. The guide is designed to help administrators and admission officers influence the image projected by their institutions. Attention is also directed to how to position an institution among its competitors, how to develop activities and…

Results of a survey of adults in northeastern Ohio indicates there is a substantial market for higher education, amounting to 33 percent of the adults not currently in school. Respondents identifying themselves as nonprospective students stated financial aid, employment, child care, public transportation, weekend classes, and academic counseling…

A survey of 194 adult community college students and potential students in Ontario (Canada) investigated factors in education decision-making, for purposes of student recruitment. It was found that the Latent Variable Partial Least Squares model of analysis highlights best the important factors. (MSE)