The topic of international branch campuses saturates the literature; however, little attention has been paid to the university strategic planning process for institutions setting up programs abroad. Many US universities have considered opening a branch campus in order to meet the demand of globalization and break into new student markets.…

Following a damning report into racism in United Kingdom Higher Education (EHRC, 2019), this paper discusses students' experiences of racism in HE. Focusing on the connections between lived experience and wider goals and trends in the Internationalisation of the university sector, we discuss accounts of racist practices on campus through the…

This study seeks to examine the influence of the cultural elements on international students' country choice. It also examines whether individual values moderate the influence of cultural elements on the country choice of international students. Drawing upon a sample size of 223, the data was analysed using structural equation modelling technique.…

As the student search process becomes more digitally driven, are colleges and universities aligning their marketing and recruitment practices with the students they are targeting? This college recruitment practices report discusses which strategies and practices are most used and rated as the most effective. This report surveyed 151 four-year…

This study extends our knowledge of internal branding in the context of employees in the higher education sector. Employing a quantitative methodology in UK universities, a conceptual model is presented and tested on 235 employees. Internal market orientation (IMO) is examined as a management tool to drive employees' university brand commitment…

Transnational education students are an increasingly important source of income for higher education institutes. Student recruitment trade shows as a marketing communication tool are being used by the majority of higher education institutes and despite multi-million-dollar investments, little is known about the impact they have on the…

With decreasing state funds, a sluggish economy, and increased competition, universities are finding new ways to recruit prospective students to their institutions (Campbell, 2013; Sandlin & Pena, 2014). One way to create relationships and recruit prospective students to a university is through the use of social media platforms (Han, 2014;…

Community colleges and non-traditional student populations, such as adult learners, often experience a unique set of academic and non-academic challenges. This is particularly true for those in rural America, where resources and community supports are less abundant. This report describes how rural community colleges are overcoming these barriers…

The purpose of this research is to understand how nation branding initiatives complement education diplomacy for a country such as China and to investigate how country distance shapes perceptions of China across a large international student contingency in China. We use Ghemawat's [(2001). Distance still matters. "Harvard Business…

Since the 1980s, education in Canada has been through a process that led to school choice, targeting the improvement of students' performance through school competition. These policies fostering an education quasi-market became an ideal framework for the expansion of IB schools. Since the Diploma Programme of the International Baccalaureate (IBDP)…

Purpose: The purpose of this paper is to empirically examine how entrepreneurship education is being marketed to students within the Canadian university sector. Design/methodology/approach: A content analysis of the webpages representing 66 entrepreneurship education programs in Canada is performed. Findings: Entrepreneurship education is found to…

This article examines domestic marketing in the Australian higher education sector, specifically, the marketing investment patterns of universities and their levels of student growth as a return on marketing investment. Marketing expenditure by universities has risen 23 per cent in the five years to 2013, with several institutions allocating in…

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…

Purpose: The current work explores the attributes that serve as motivation regulations for students' selection of a higher education institute (HEI). Design/methodology/approach: With a self-determination theory (SDT) perspective, the current study used a mixed-method approach to develop a scale to measure HEI attribute-based motivation…