Branding in higher education has become increasingly used as a mechanism of differentiation among competitors to attract prospective students. Although branding in higher education is a common phenomenon, little work has been done assessing the college selection process using a brand choice framework. This paper aims to fill the gap by…

The internationalization and marketization of higher education has resulted in U.K. universities' increasing reliance on recruitment agents to boost international student numbers. This places agents and agencies in a position of considerable influence with regard to the educational choices that students make. These institutional and individual…

Purpose: There is little research into small higher education institutions and international students' choice in selecting these institutions. The purpose of this paper is to understand the factors that influence international student choices in selecting a small institution. In particular, this study compares the differences between Chinese…

Highly selective public institutions affected by affirmative action bans have struggled to enroll Black students despite myriad attempts at alternative strategies. Bans likely shift university recruitment practices and shape both campus climate and portrayals of institutional commitment to diversity. Increasingly public racial incidents on college…

Traditional assumptions favouring native English language countries in transnational higher education (TNHE) overlook experiences of international students in new emerging Asian education hubs. Specifically, there has been limited research relating to international students' choice for studying in Malaysia. Drawing from the "push-pull"…

This study investigates how universities can increase enrollment by advertising internships to prospective students during the college search process. The primary reason students earn a college degree is to secure a good-quality career with earning potential. Internships--the single most important credential for recent graduates--are the key…

Although research has shown that more Asian American and Latino students are choosing to attend historically Black colleges and universities (HBCUs), no research has offered insight into what motivates students from these demographics to enroll in these institutions. Given this, the authors explored the college choice process for Asian American…

Community colleges have increased their efforts to attract international students, but little is known how these active efforts influence international students' decisions to attend a community college. This longitudinal study focuses on international students at one community college that embarked on an active international student recruitment…

This study used a strategic enrollment management (SEM) approach to studying high school students' transition to a two-year college and their initial college success. Path analyses suggested two important findings: (a) clear career choices among students, family influence, academic preparedness, and college recruitment efforts predicted earlier…

The University of Delaware has embraced a global admissions initiative with minimal experience in international endeavors and a limited budget for international recruitment. This EPP serves as exploratory research for improving our understanding of the international student market in Latin America and working more effectively with international…

Scope and Method of Study: As Oklahoma grows in technical markets, the need for science, technology, engineering, and mathematics (STEM) educated individuals will continue to increase. Our focus in aviation should be at focusing to attract students into STEM related fields, however, a stronger focus needs to be in retaining the top tier category…

This study investigates the extent the Library factors into college choice; impact of recruitment efforts on Library service is also considered. Much is written about college choice, but a literature review reveals little about Library influence. A survey was administered to students who currently attend college, or have in the past, that asked…

With increased competition among higher education institutions for best- fit students, the profession of college admissions is compelled to implement innovative recruiting strategies (e.g. online social networking sites), that may impact college access and persistence in the United States. This qualitative study examined the reasons why two…

This paper outlines the major influences on the college choice process of Latino undocumented students with a specific focus on the "choice" stage of the broader college opportunity process (Hossler & Gallagher 1987; Hossler, Schmidt, & Vesper 1999). As theorized by Hossler et. al (1987; 1999), the choice stage is where students…

Each year thousands of Native students enroll at tribal colleges. Many say the close proximity to home is a draw for them. Others check out the facilities, and some might look over the staff roster and ask how many Native instructors work at the college. Several factors go into their decisions to enroll in a particular tribal college. For their…