The lack of understanding and application of marketing in universities necessitates research to improve satisfaction, permanence, lasting relationships, and brand identity, and to promote creativity and innovation in education. The objective of this research is to identify how higher education management innovates to build brand identity.…

Given the substantial lack of racial diversity within the U.S. legal profession, it is important to understand how to improve the representation of racially minoritized students at law schools. This study uses panel data from the 2010s to consider several types of factors that may shape the number and percentage of incoming law school students…

The current study endeavours to find out whether there is a relationship between university academics' competence and their customer-based brand equity from the perspective of students. It also seeks to investigate the mechanism of the proposed relationship through trust, likability, and commitment. Data were collected from 384 postgraduate…

Following a damning report into racism in United Kingdom Higher Education (EHRC, 2019), this paper discusses students' experiences of racism in HE. Focusing on the connections between lived experience and wider goals and trends in the Internationalisation of the university sector, we discuss accounts of racist practices on campus through the…

This study extends our knowledge of internal branding in the context of employees in the higher education sector. Employing a quantitative methodology in UK universities, a conceptual model is presented and tested on 235 employees. Internal market orientation (IMO) is examined as a management tool to drive employees' university brand commitment…

To increase global recognition and quality education, universities in Indonesia establish English-mediated International University Programs (IUPs). Within different capacities and resources, however, internationalisation sometimes preserves inequalities among Indonesian higher education institutions (IHEIs). This study investigates how the…

The purpose of this research is to explore international student recruitment at higher education institutions (HEIs) by examining the development and implementation of international recruitment activities. There is little research regarding the internal operations of HEIs, how HEIs conduct international recruitment efforts, and the challenges that…

Education is a tool for collaboration among nations. The emergence of concepts as internationalization of educational policies, students-staff exchange programs, internationalization of curriculum, internationalization at home (IAH) or even the emergence of multinational agencies to expedite global exchanges in the realm of Higher Education lead…

Indian universities have been facing difficulty getting world-class status as a very few Indian higher educational institutions have made it through the global rankings. We need to understand the unique challenges of the Indian higher education sector and what academic leaders of globally ranked institutions do to respond to those challenges. The…

The National Association for Kinesiology in Higher Education conference theme -- "Leading Beyond the Campus: Driving Change as Experts" -- responds to public policy demands and signals consequential choices. Many choices are illuminated by the prototype for the Neo-liberal university. Essentially, economic development imperatives give…

This study applies the pre-purchase decision-making model for services to higher education context in order to understand international students' post-acquisition marketing engagement. The research categorizes three types of decision-making factors (i.e. internal, external, and risk) and two types of customer marketing engagement (CME) (i.e.…

This paper examines the main rationales for and possible implications of the policy of increasing international student numbers in higher education (HE). Drawing on critical discourse analysis, we map key themes emerging from two sets of data--university strategy documents and interviews with staff--collected at eight universities in four national…

The past two decades have seen the idea of internationalization move into the mainstream of higher education policy and practice, on a global scale. In countries like the US and UK however, higher education is widely perceived as a hierarchical field, where high- and low-status universities are differentiated from one another: serving different…

The growing importance of internationalization and the global dominance of English in higher education mean pressures on expanding English-taught degree programs (ETDPs) in non-English-speaking countries. Strategic considerations are necessary to successfully integrate ETDPs into existing programs and to optimize the effects of…

East Asian higher education has experienced an important shift by it's national universities to pay increasing attention to rankings in the wake of globalization. This critical feature influences inter-university competition for resources, faculty and students. During this process, these universities have restructured their organizations and…