The last two decades have witnessed an explosion in the growth and sophistication of post-secondary education (PSE) marketing. Education scholars have taken notice, both decrying such developments and studying its emerging characteristics. However, to date, empirical studies of PSE marketing have focused on mainstream secular organizations. Few…

Institutions of higher education (IHEs) engage in practices that mirror the operations of businesses, including execution of ongoing strategic management initiatives, particularly in marketing and admissions. IHEs benefit from building profiles of target customers (i.e., prospective students) and using these data to enhance recruitment campaigns.…

Ontario's colleges are committed to providing students of all backgrounds with a rewarding postsecondary experience that prepares them for long-term success in their careers. In recent years, colleges have expanded their global outreach as greater numbers of international students enrol in Ontario. The province is a recognized world leader in…

The purpose of this study was to conduct a critical discourse analysis of media produced by higher education institutions. The study aimed to uncover how universities manifest diversity, social justice, and neoliberal discourses in their marketing efforts. Diversity discourses differentiate from social justice discourses in that they do not…

Purpose: Under-examination of the notion of competition between schools has created a considerable asymmetry between the reality and the literature of schooling. Therefore, the purpose of this paper is to investigate the validity of school competition and verify the propositions regarding the effects of school marketing practices in literature,…

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…

Over the past several decades, women's colleges have increasingly become coeducational or have closed completely due to declining enrollment. With just 37 women's colleges remaining in the United States as of Fall 2016, the researcher explored how these institutions marketed to prospective students using viewbooks. This qualitative dissertation…

This research investigates the influential factors impacting CDM among prospective online MBA students, using qualitative interviews. This research focus is contextualised with analysis on the CDM process and the disparity between UK and international students, to gain a deeper understanding of the dynamics of the influential factors. The findings…

This article explores the ways in which English prep schools were staffed and marketed in the years before the First World War. Its aim more specifically is to employ a biographical approach to consider the emphasis that the schools placed upon sport, and in particular the extent to which they recruited Oxford and Cambridge Blues as teachers…

Elite higher education institutions work hard to secure diverse classes, and students seek out these institutions in part because they believe that diversity will enhance their own educational experiences. Institutional theories would predict that practices set by the elite institutions in the field would isomorphically trickle down, however, case…

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…

This paper focuses on market-making in the higher education sector and particularly on the role of the market ordering processes. The entry point to examine relations between market ordering and market-making is a private company called ICEF GmbH from Germany. ICEF is engaged in selling particular kinds of education services, delivered by…

University attempts to respond to globalization to build international trust by conducting internationalization as the bridge of their selected strategies. The efforts needed to build international trust are promotion strategies. This study aims to elaborate the effective promotion strategies in Jenderal Soedirman University, Indonesia. The data…

Many U.S. higher educational institutions have suffered budget cuts. In many cases, this has matriculated down to the admissions offices, resulting in reduced recruitment and marketing budgets. With reduction in recruitment budgets and a decrease in student enrollments, combined with growing competition for students, institutions are looking…