In light of impaction, increasing operational costs, and increased competition among institutions in terms of degrees offered as well as marketing dollars to attract prospective students, state-funded institutions are under increasing pressure to maximize operations via increased efficiency in enrollment management efforts. This study analyzes the…

The literature on college choice is extensive and navigating it for purposes of review is complicated by the dual meaning given to the word choice. To clarify, in this article, the phrase "college choice" refers to the concept defined by Don Hossler and Karen Gallagher in their seminal 1987 article entitled "Studying Student College…

Graduate student enrollment has become more important than ever to overall enrollment growth. But there are also more institutions and programs than ever vying for a finite number of graduate students. How can institutions compete more effectively for these prospective students? The survey of more than 1,500 prospective graduate students that…

Brand equity in higher education has received significant scholarly attention in recent years. However, there are a number of contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. This research empirically investigates an adopted brand equity conceptual model in both a developed market…

Purpose: The purpose of this paper is to investigate the use of meta-tags by the leading higher educational institutions (HEIs). It explores the various kinds of messages conveyed by HEIs in the meta-description tags of their website homepage. It further examines that whether the messages conveyed by HEIs are in accordance with the prospective…

In higher education research, theoretical approaches stressing isomorphism dominate the discourse on how higher education institutions 'behave' in their higher education and research systems. We argue that research should address both instances of similarity and differences. Using theoretical notions from institutionalism and the…

School choice has the potential to be a tool for desegregation, but research suggests that choice more often exacerbates segregation than remedies it. In the past several years, hundreds of 'intentionally diverse' charter schools have opened across the country, potentially countering the link between charter schools and segregation. Yet, these…

Using a novel longitudinal methodological design, this is the first study to investigate how and to what extent UK higher education institutions (HEIs) use Chinese social media platforms to engage with users. The data was gathered from examining 163 UK HEIs' use of Weibo public accounts in 2012 and 2018 and WeChat in 2018, combined with student…

The current study endeavours to find out whether there is a relationship between university academics' competence and their customer-based brand equity from the perspective of students. It also seeks to investigate the mechanism of the proposed relationship through trust, likability, and commitment. Data were collected from 384 postgraduate…

The UK construction sector is not diverse and is reputed to be dangerous, dirty, physically demanding and non-professional. Young people often regard construction jobs as a last resort. Yet there is a growing skills shortage that needs to attract greater diversity of applicants. The aim of the BRIDGE (Building Routes Into Degrees with Greater…

The field of strategic enrollment management has become increasingly invested in data-informed practices. In 2015, The College at Brockport, State University of New York implemented a recruitment strategy that incorporated both predictive analytics and customer relationship management (CRM) technology. This effort both reduced budget expenditures…

Debates around the impact of English-medium instruction (EMI) as part of transnational higher education (TNHE) typically focus on macro-level impacts on host country languages, cultures, and economies. Adopting the methodology of institutional ethnographies, this reflective study narrates how I came to find problematic such totalizing narratives…

Purpose: The purpose of this paper is to explore the interrelationship of branding practices and legitimacy-building of commercial degree program franchising within transnational higher education (TNHE). It aims to understand how commercial franchisees' branding practices employ discursive and symbolic strategies for building legitimacy, and how…

This study was designed to determine the marketing strategies used by Texas public school districts, the factors influencing changes, and the extent to which districts are intentionally developing a market niche to attract families. The research was guided by three questions: 1. How do independent school districts in Texas market their schools? 2.…

Universities are no longer limited to traditional media platforms for recruitment advertising; increasingly, institutions are using online videos and social media to promote themselves locally and internationally. We analysed a sample of 81 YouTube videos that promote Science, Technology, Engineering, and Mathematics (STEM) courses in 40…