Numerous reports on the US economy argue that American higher education institutions must prepare a greater number of workers for employment in science, technology, engineering, and math (STEM), in order for the US to remain globally competitive. To do so, addressing the underrepresentation of women and people of color who pursue degrees in STEM…

With its shift to a market economy gathering speed from the 1990s, the Chinese Government embarked on an agenda that brought neoliberal forces into almost all sectors including education. The policies underpinned China's spectacular economic growth, but in education have had consequences that arguably are problematic. Drawing on a mixed-methods…

A social network recruitment campaign was prepared where applicants for information technology bachelor studies at a Norwegian university college were invited to join a Facebook group related to the subject of interest. Each Facebook group was assigned a contact person who received training to facilitate activities and in answering questions from…

A context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present…

Under new school-choice policies, schools feel increasing pressure to market their schools to parents and students. I examine how school leaders in New Orleans used different marketing strategies based on their positions in the market hierarchy and the ways in which they used formal and informal processes to recruit students. This study relied on…

The relationship between trust and information sources for new purchasers of higher education is discussed. A range of sources is evaluated by potential entrants into UK higher education, and indicates that universities tend to be regarded as the most trustworthy when information is directly associated with them and social networks, and friends…

As Higher Education Institutions (HEI) become more marketised and increasingly promotionalised, brand building gains in intensity and names become increasingly important. This conceptual paper plans to explore the application of the Renaming Process Model which depicts the key components that impact the organization brand renaming process,…

We study the dynamics in an educational partnership between a university and a developing region. We examine how the university achieves its goals to improve and advertise its offerings while recruiting a cohort of students from the developing region and maintaining a sustainable relationship with the region and its students. We show that mutually…

This study investigated the various emerging forms of internationalization and how senior international affairs officers describe their motivations and rationales for implementing these activities. Based on interviews with senior international officers at 30 international offices in U.S. public universities, this study identified and classified…

These days, branding is everything. Marketers go all out to position their product, control its image, and spin the message. For marketers at the nation's colleges and universities, the stakes are especially high. After all, they are entrusted with the image of institutions that have, in some cases, spent centuries building up their brand…

While Irish elite schools have adopted some internationalising practices, international students are often erased from their "public faces". Based on interviews and analysis of schools' websites, this paper argues that Brooks and Waters' [2014. "The Hidden Internationalism of Elite English Schools." "Sociology,"…

This paper uses the Economic Market mechanisms and the 4P Marketing Mix as lenses to review the context of UK higher education (HE) and to explore the relationship between the market and marketing disciplines and practice. Four Economic Market mechanisms--autonomy, competition, price and information--are contrasted with the four Ps of marketing:…

Service-marketing education provides students customer service skills sought by employers who recognize the relationship between service and profit. Students in service marketing benefit from active-learning activities with actual organizations to apply customer service frameworks taught in the course. The purpose of this paper is to describe an…

Purpose: The purpose of this paper is to examine how Finnish higher education institutions communicate market differentiation on the admissions webpages of their international business and technology programmes when attempting to appeal to prospective students and distinguish themselves from other institutions. Design/Methodology/Approach: The…

This article investigates the intersection of student recruitment and relationship marketing in the public high education sector. They key objectives of this analysis are to understand if a strategic fit exists and whether South African institutions are indeed embracing the principles of relationship marketing in order to optimise their student…