The purpose of this study is to examine the impact of brand equity dimensions on overall university reputation in Georgian higher education. Fierce competition in the Georgian education market forces universities to address marketing in order to win over customers' minds. However, their attempts fail because universities do not thoroughly grasp…

This article aims to bring back into circulation Bourdieu's concept of 'refuge school' to analyse transnational migration for higher education, of privileged students who cannot access the most academically selective institutions. Through the case study of Swiss Hospitality Management Schools (SHMS), I investigate the discursive strategy…

Most studies on branding in higher education focus on external branding or image-building towards external stakeholders such as students. Internal branding is an underexplored topic, even though it should be considered as important as external branding. Internal branding is about achieving the necessary internal support for the external brand.…

Purpose: The purpose of this study was to investigate attractiveness of internship advertisements to the prospective applicants through the lens of employer branding. By giving attention to internship attractiveness, universities and companies expand current collaborations around internship provision to enhance student internship experiences,…

This research aimed to identify the influential factors contributing to the international students' choice of Malaysian Higher Education Institutions (HEIs), focusing on the expected benefits. Additionally, the study contributes to the development of the higher education sector in Malaysia by providing recommendations to the HEIs based on the…

This paper complements and extends the literature analysing the relationship of global rankings on universities' strategies, missions, structures, and functions. Specifically, it examines the extent to which global rankings have influenced development strategies of one Chilean university through administrator's perception and changes in the…

Amid debates about global university rankings (GURs), very few have closely examined how GURs' media outlets construct meanings of higher education (HE) in their visual representations. We critically examine 135 publicly available visual media (photographs) in the Times Higher Education (THE) and Quacquarelli Symonds (QS) websites to uncover the…

Inclusion is seen as an ethical obligation, grounded in notions of equity and social justice for all groups and at all stages of education, with higher education (HE) representing a distinctive space where the inclusion agenda is becoming more influential. However, inclusion is also increasingly recognised as an ambiguous concept that might have…

Home BAME students are under-represented on postgraduate courses in England, especially at elite universities, however, there has been little research on why this should be. This research starts to fill this gap, arguing that gatekeepers to postgraduate courses at some of the most elite universities contribute to maintaining white supremacy.…

Purpose: By reviewing policies on higher education for international students, this article aims to investigate the change of social-historical context, policy issue, and policy solution and provide implications for policymaking. Design/Approach/Methods: The study used qualitative text analysis. One hundred and twelve policy papers were collected…

To date, little research has focused solely on rural students' adjustment and integration on campus after admittance into elite universities through special admission policies. This qualitative inquiry aims to uncover the adjustment concerns faced by rural students enrolled through special admission policies in elite universities in China. The…

The article uses the concept of organisational status to explore how universities respond to intensifying competition. Although status is not a novel phenomenon in higher education, recent insights show that the concerns with vertical positioning, both nationally and internationally, are gaining prominence with a growing number of universities…

Institutional league tables, such as the Academic Ranking of World Universities, have become part of the global higher education landscape. This article discusses findings from a longitudinal study examining four Australian universities over a fifteen year period which traces how international rankings have come to be articulated in university…

AACRAO partnered with two marketing faculty members to identify how higher education institutions are marketing themselves to high school seniors and to assess whether a brand management approach is being utilized. The research also sought to identify the practices that some institutions use (if any) to achieve enrollment results that are more…

In "Lifting the Veil on the Enrollment Management Industry," Stephen J. Burd brings together higher education journalists, researchers, and industry insiders to examine how this industry has evolved to shape US college admissions since its inception in the 1980s. Noting the inequities that have been caused or perpetuated by enrollment…