The climate of competition for students in the higher education sector makes it imperative that institutions increase their marketing efforts, both domestically and internationally, to help sustain student numbers. In Australia, the Bradley Report and the government response, which will do away with quotas, allows for a much freer market than…

This research extends recent efforts that have introduced and empirically tested a conceptual model of brand community in the context of higher education. This emerging literature has indicated that brand community provides a framework that can inform and guide marketing investments in ways that lead to affinity and stronger loyalty to the brand…

Higher education traffics in reputations. To thrive as an institution means keeping up with competitors while setting yourself apart. But as good as colleges have become at building brands, the game is shifting to social media, where there is perpetual motion and little control. Data from the Center for Marketing Research at the University of…

People live and work in an era of transformation and uncertainty; they know that things are changing, but they are not sure where they are headed. One of the key forces of change is the enormous flow of information that individuals and institutions consume and produce. Awareness of knowledge flow is essential, but so is the sense that neither…

A new responsibility--"brand management"--has developed for some boards of trustees as competition for high-achieving students and various types of resources has intensified. As this competition has grown more intense, and as alumni and donor response to publicized rankings has grown more strident, trustees have begun to focus on brand strength…

Market segmentation is an important topic for higher education administrators and researchers. For segmenting the higher education market, we have to understand what factors are important for high school students in selecting a university. Extant literature has probed the importance of rational factors such as teaching staff, campus facilities,…

This study explored perceptions about the University of Idaho among southeastern Idaho opinion leaders through qualitative inquiry. For many years the University of Idaho has struggled to recruit and retain students from the southeastern region of Idaho. From data collected from focus groups, face to face interviews, and field observations five…

A review of the websites of 43 UK-based agencies that are recruiting teachers in South Africa and other countries finds that important information about what to expect often is missing. An analysis of the marketing strategies shows that agencies overall are promising schools thorough vetting of candidates and low fees, are promising prospective…

This study analyzes the potential of major financial aid initiatives to serve as key elements of an institutional branding strategy. Concepts of branding and marketing serve as guiding frameworks for the analysis and interpretation of the findings. Using a case study approach, data were collected through interviews and document analysis at the…

Web analytics measure, collect, analyze, and report Internet data that help website managers improve the effectiveness of the site and its marketing efforts by allowing them to better understand how users interact with the site. Applying this data can help drive the right people to the website and keep them there. According to Joshua Dodson, Web…

This monograph presents the relevant research and literature on marketing and advertising higher education; at the same time, it interweaves general marketing and advertising theory and practice in an attempt to explain why the business side of higher education behaves as it does, and it makes recommendations to administrators, policymakers, and…

Emerging peer-to-peer communication via social media, and the role of influential peers, is changing the way that marketers communicate with prospects. The model is changing from a sender-receiver model to one that includes influential peer-to-peer and receiver-to-sender communication. This research examines this phenomenon in the context of…

Background: Because of the educational reform and decreasing birth rate in Taiwan over the past 20 years, higher technological and vocational Education (TVE) in Taiwan faces a severe student recruitment competition. Dailey (2007) indicates the need to develop marketing strategies in higher education is evident. TVE institutes are beginning to…

This paper presents the appendix to "Marketing and Student Recruitment Practices for Master's-Level Graduate Programs, 2012" report. Included in this appendix are: (1) Ratings of the primary practices measured in this study, displayed by institution type; (2) The practice of purchasing prospective student names and addresses; (3) Ratings of…

During the 2009-10 academic year international students generated more than $18.8 billion in net income into the US economy. California alone had nearly 100,000 international students with an economic impact of nearly $3.0 billion. In this paper, we outline a strategy for the San Francisco/Bay Area to double the number of international students…