Previous studies have found a relationship between the implementation of marketing segmentation and promotion strategies in enrollment. However, these two factors had not yet been examined and applied to a university setting as a possible solution to decreased enrollment. The problem addressed in this study was that enrollment diminished when…

Service learning is an academic discipline that provides students with "hands-on" opportunities for developing skills in real-world, community-based projects that serve and benefit community members. This dissertation reflects an action-oriented process for improving the quality of the Service Learning Program at City University of…

Marketing education today is facing significant challenges in attracting and retaining high-quality students. The focus of this article is to advocate engaging 1st-year students in the practice of marketing to help develop their identity as a marketing major, to see the relevance of their studies, and to enhance their thinking and self-regulating…

Use of Internet marketing techniques in higher education to attract prospective students is relatively new. While the research is recent, there are several studies that identify what is most valuable to students seeking information on college web sites. Higher education is now facing increasing competition from for-profit schools and reduced…

Hosting international students has long been admired as one of the hallmarks of internationalization. The two major formative strands of internationalization in Canadian universities are development cooperation and international students. With reduced public funding for higher education, institutions are aggressively recruiting international…

Internship research published in marketing and business education journals primarily examine student perspectives about internships or reports results based on other business disciplines. To more accurately understand how employers perceive marketing interns and internships, 352 managers located in the Midwestern United States were surveyed.…

The for-profit sector of higher education has generated some disturbing headlines recently. Widely publicized charges of predatory recruiting practices have prompted new regulations and provided fuel for scorching criticism of the entire business model. But while the spotlight is focused on what for-profits are doing wrong, are people overlooking…

In this difficult economic climate state policy makers are increasingly focused on higher education as an economic development tool. Many rust belt states are looking to transform themselves from a state dependent on manufacturing and agriculture to a more diverse knowledge based economy. Many nations use higher education as a catalyst for…

The importance of social media as platforms of social interaction, communication and marketing is growing. Increasing numbers of businesses in various industries have already integrated or plan to integrate social media applications into their marketing programs. Higher education institutions show increased interest in the potential of social…

This report presents early implementation and operational lessons from the Supporting Healthy Marriage (SHM) evaluation. Funded by the Administration for Children and Families, SHM uses a rigorous research design to test the effectiveness of a new approach to improving outcomes for low-income children: strengthening the marriages and relationships…

Online programs and courses are established presences in higher education, and so are processes such as online registration. Prospective students routinely turn to the web for information to help them decide on the most appropriate programs for their situation. Digital public relations (digital PR) is rapidly becoming one of the cornerstones of an…

Branding is about delivering on desired outcomes. The importance of positioning program offerings on the basis of outcomes sought in the education market is illustrated in this study of choice of an MBA program by prospective students. MBA fair attendees were surveyed and multiple methods were employed to determine the importance of desired…

The main hypothesis examined in this study is that the success of export recruitment strategies of universities is partly determined by their export readiness, defined as a function of market orientation. This article seeks to fulfil both a research and a practitioner gap in the export of education field. There currently exists a lack of research…

Global education has become a big business, as evidenced in the exhibit hall at the annual conference of Nafsa: Association of International Educators, where hundreds of vendors pitch a wide range of products and services. The world has become a kind of global classroom, with greater numbers of students flowing across borders each year. The number…

Purpose: The purpose of this paper is to find out whether LibQUAL+[TM]can account for student loyalty to the library of an institution of higher education. LibQUAL+[TM] is a marketing tool that is used to measure perceived service quality of libraries, and the present analysis aims at validating this service quality instrument within a more…