Brands are fundamentally about experiences and relationships, and therefore they form prime basis of an institution's connection with their stakeholders. With the mushrooming of business schools (both private autonomous and government supported) and fading global boundaries, especially in the Indian context, communicating a business school brand…

For more than two decades, governments around the world, led by the English-speaking polities, have moved higher education systems closer to the forms of textbook economic markets. Reforms include corporatisation, competitive funding, student charges, output formats and performance reporting. But, no country has established a bona fide economic…

Institutions of higher education (IHEs) are competing to recruit students in a crowded market with the number of colleges on the increase and the number of high school seniors declining. IHEs are looking for effective ways to recruit students and increase retention and graduation rates. Relationship marketing (RM) is an approach from business that…

Malaysia is a newly industrialized market economy and reliant upon foreign direct investment to increase its economic outlook. Being located in a strategic position between Asia, Australasia and Oceania has made it an attractive proposition for foreign higher education providers wanting to expand their international presence. Despite this, there…

Australia's neoliberal education agenda drives a competitive market climate where schools compete for potential clientele. In this climate, school impression management and self-promotion has become an important factor in maintaining a financially viable school. Schools produce image management texts including school prospectuses, newspapers…

Creating experiential learning opportunities that engage students, meet marketing curricula objectives, and fit the application in a traditional semester course is extremely challenging. This paper describes a role-playing simulation offered concurrently to the professional selling and sales management classes in which the selling students act as…

In many Western societies, there is a concern about the tendency of young people not choosing Science, Technology, Engineering, and Mathematics (STEM) education and occupations. In response, different initiatives have been launched. If one believes that science should have a place in more young people's lives, an important question is to what…

Recruiters and marketers within the Alabama Community College System are tasked with increasing enrollment at their institutions. The methods of accomplishing this goal include traditional strategies as well as new and emerging ones. Unlike personnel at other institutions of higher learning, however, community college recruiters and marketers have…

This paper explores social media marketing strategies applied by Canadian universities as a tool for institutional branding, recruitment and engagement of home and international students. The target sample involves the total population of Canadian university-status institutions ("N" = 106). Qualitative data were collected from two major…

The concept of internationalization has been seen as a buzz word and container concept. The meaning of internationalization includes everything that relates to international, meanwhile internationalization is losing its meaning. This study takes a practical approach to searching for some clarification of this concept. During the period 2009-2011,…

US colleges and universities today intensively market themselves in order to compete for prospective students. One of the most widespread marketing tools used to attract students are admissions viewbooks, which are designed to provide potential students with favorable impressions of the many institutions to which they may apply. In this study, we…

According to the National Science Foundation (NSF; 2006), science and engineering jobs constitute a growing sector of the United States economy. The number of science and engineering degrees has lagged behind this occupational growth. In describing Wisconsin's technology profile, Winters, Strang, and Klus (2000) report that the state is nationally…

Unquestionably, the role of higher education institutions (HEIs) in society and economy is engorged. The term higher education proposes an educational level above the secondary education with advanced tools of knowledge which enables the students to generate, distribute, and preserve systematic academic knowledge at colleges, universities, and…

The past 15 years have been a dramatic and unique period for education systems all over the world. The challenges have become more complex and the need for schools to promote their agenda has become cardinal and, in some cases, even critical. Today, parents, children, pupils and teachers are motivated by their senses and the positioning of leading…

This paper furthers a discussion about the ways in which idealised versions of gender permeate the aesthetic presentation and impression management strategies of elite private schools. Specifically, we consider how the written text, layout and images used in 12 Australian private girls school prospectuses function in constructing discourses of…