Purpose: This study aims to explore how student recruitment practitioners at regional Australian universities strategise student recruitment efforts in Thailand. There is scarce research addressing regional universities, with prior studies focusing on metropolitan universities. Similarly, most prior studies have focused on high-volume markets,…

Today, being actively present on social networks promotes visibility in the digital environment. Active Presence requires choosing the platforms that best suit the communication needs of the audiences, developing a frequent activity (Activity) and disseminating a certain type of publications (Presence). This study defines and evaluates the level…

The purpose of this study is to understand the reasons why Japanese higher education institutions show a lack of digital marketing activities. Specifically, we focused on the challenges faced by institutions with management and business faculties when implementing digital marketing. To achieve this purpose, the research invited 167 Japanese higher…

Late entry into a market is an institution strategy that has been little researched in the context of higher education. The purpose of this research was to identify and analyse the different positioning and differentiation strategies adopted by late entry institutions to gain a competitive advantage. The sample consisted of seven campuses…

Purpose: The purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine. Design/methodology/approach: In the article, the authors used the literature review…

Industry-academia collaboration (IAC) has long been a source of discussion in various ways. A vital first step toward closing the gap is fostering alumni engagement in industry and academia. Industry-academia collaborations are like earth and water, and they live in harmony. They cannot exist apart from one another. The collaborative effort…

Purpose: A university's brand is a key competitive advantage in higher education (HE). This study examines the university's reputation's intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran. Design/methodology/approach: A quantitative method was…

The lack of understanding and application of marketing in universities necessitates research to improve satisfaction, permanence, lasting relationships, and brand identity, and to promote creativity and innovation in education. The objective of this research is to identify how higher education management innovates to build brand identity.…

For over forty years, presidents of the Summer School Association of Queen's University wrote annually to teachers across Canada, encouraging them to attend summer courses for credit toward a bachelor of arts. In the 1920s, presidents' messages associated attendance with societal progress and the professionalization of teaching. In the 1930s, such…

Universities websites have become a recruitment tool that is popular with students. Recruitment pages often seek to demonstrate the benefits of studying at the institution by adopting an objective approach that makes use of textual content that emphasises facts and data. Story-based text consisting of alumni experiences of a programme of studies…

Research on the role brand image plays in higher education (HE) suggests that it is crucial to understand students' perceptions of their university. This study builds on existing empirical work by Alcaide-Pulido, Alves, and Gutierrez-Villar (2017) exploring themes of national and international recognition, economic value, university campus…

The purpose of this study is to examine the impact of brand equity dimensions on overall university reputation in Georgian higher education. Fierce competition in the Georgian education market forces universities to address marketing in order to win over customers' minds. However, their attempts fail because universities do not thoroughly grasp…

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…

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.…

Autism is a neurobiological disorder characterized by impairment in social interaction, communication, and repetitive stereotyped patterns of behavior. Autism rates have continued to increase in the United States and a cause or cure has not yet been found. In 2012, the Centers for Disease Control and Prevention reported that the prevalence of…