Regional, private colleges that are heavily reliant on revenue from traditional, undergraduate students are facing mounting challenges in fulfilling their enrollment targets in an increasingly competitive educational landscape (Lederman, 2019). This scenario has placed a significant strain on the marketing function of these institutions, requiring…

Purpose: A university's brand is a key competitive advantage in higher education (HE). This study examines the university's reputation's intermediary impact on core services (emotional environment, perceived faculty and course suitability) and brand loyalty in private universities in Iran. Design/methodology/approach: A quantitative method was…

Higher education institutions (HEIs) have focused on branding to facilitate meaningful and productive conversations about their brand values with potential students, given the competitive global expansion environment in which HEIs operate. This study empirically explores the association between brand performance and relationship quality of HEM.…

Doctoral student recruitment is a dynamic, complex, and under-researched phenomenon. There is steep competition between programs for recruiting students with large amounts of resources at stake, especially within the STEM fields, and programs do not operate in isolation within such environments. In this paper, we explore how graduate programs…

This study empirically examines different factors that influence students to select universities in the UAE. The primary data were collected based on a survey of students at two public universities -- United Arab Emirates University and Zayed University, as well as three private universities -- New York University, Abu Dhabi University, and Alain…

This research investigates the influential factors impacting CDM among prospective online MBA students, using qualitative interviews. This research focus is contextualised with analysis on the CDM process and the disparity between UK and international students, to gain a deeper understanding of the dynamics of the influential factors. The findings…

Purpose: The purpose of this paper is to examine the key factors affecting Mainland Chinese students pursuing a Master of Education degree in Hong Kong on their study abroad decision and return intentions. Design/methodology/approach: The current study employed a mixed-methods approach to investigate factors that affect Mainland Chinese students…

On the basis of reforms to undergraduate education at Peking University, this article sets out from students' free choice and strict institutional selection, focusing on the process of the cultivation of the elite in mass higher education. The article analyzes the systems for student recruitment, talent training, educational programs, testing and…

The article examines, primarily based on large-scale survey data, the functionalist proposition that HE customers, students and employers, demand rankings to be able to adopt informed decisions on where to study and who to recruit respectively. This is contrasted to a Weberian "conflict" perspective on rankings in which positional…

This paper investigates new ways in which prospective students are brought to campus for engaging activities offered by faculty. How they are viewed as being successful can provide further application toward student recruitment. [Paper presented at the Annual Meeting of the Northern Rocky Mountain Educational Research Association (NRMERA) (34th,…

Increased competition for the international student market has motivated universities to modernize their marketing strategies. Community engagement is an important component of students' international university experience and represents a potential point of competitive advantage. Developing marketing strategies around university-student-community…

Elite universities are credited as launch points for the widest variety of meaningful careers. Yet, year after year at the most selective universities, nearly half the graduating seniors head to a surprisingly narrow band of professional options. Over the past few decades, this has largely been into the finance and consulting sectors, but…

With the rise of mass higher education, competition between graduates in the labour market is increasing. Students are aware that their degree will not guarantee them a job and realise they should add value and distinction to their credentials to achieve a positional advantage. Participation in extra-curricular activities (ECAs) is one such…

The majority of international branch campuses are located in competitive higher education hubs, such as Singapore and the United Arab Emirates. Many find themselves having to recruit students regionally, and some, even globally, which results in them competing head-to-head with the home campuses of well-respected Western universities. The purpose…

The scholarly bias toward Western and English-speaking settings in the study of international education overlooks the experiences of international students in emerging education hubs in Asia. To redress this imbalance, this article offers insights into the crucial role of place in the study destination choices of a group of international…