HEIs globally face growing competition that demands new marketing strategies and practices to leverage the power of social media platforms to increase brand engagement of HEIs. Largely ignored in past studies, this study established the much-needed link between brand equity drivers, namely brand experience, brand interactivity, and brand…

Institutions of higher learning today rely on tuition dollars to function. During a time when the pool of high school graduates is shrinking, colleges and universities must look to alternative target markets to meet enrollment goals, including those transferring from community college. Community college transfers have unique attributes that…

In this paper, an understanding of how an elite institution pursues diversity initiatives is explored. Research afforded a better understanding of strategies adopted for recruitment and retention whereby positive results were reported after implementation. Removing barriers that may prevent marginalized populations from enrolling were critical…

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…

While higher education research has paid considerable attention to the impact of both ratings and rankings on universities, less attention has been devoted to how university subunits, such as Schools of Education, are affected by such performance measurements. Anchored in a neo-institutional approach, we analyze the formation of a competitive…

The competition for international students has spurred higher education institutions (HEIs) to craft marketing campaigns to appeal to potential students, with social media providing an increasingly prominent platform for such interactions. We analyse the social media data trails (Facebook posts) of two Israeli HEIs to reveal how they portray…

From the time of ancient Greece until late nineteenth-century Europe, the humanities enjoyed a status of respect and prestige. From the latter half of the 1990s, their status and prestige dropped, mainly due to the low economic value of the humanities for a goal-oriented generation and due to the limited representation of humanities graduates in…

This article examines national branding of UK higher education, a strategic intent and action to collectively brand UK higher education with the aim to attract prospective international students, using a Bourdieusian approach to understanding promises of capitals. We trace its development between 1999 and 2014 through a sociological study, one of…

Internationalization in higher education has become increasingly relevant over the past two decades, not only in traditional areas like North America and Europe, but also in emerging regions such as Asia and the rest of the world. The expansion of the global higher education mobility is obvious, with over 4.6 million students seeking education…

This article develops and tests an identity-based account of malfeasance in consumer markets. It is hypothesized that multi-brand organizational structures help predatory firms short-circuit reputational discipline by rendering their underlying identities opaque to consumer audiences. The analysis utilizes comprehensive administrative data on all…

Most scholarly work on internationalisation in Chinese higher education institutions has been conducted on top-level universities but prior research does not necessarily apply to regional universities that are pursuing a strategy of internationalisation and recruiting international students. This research has selected a Chinese regional university…

The present article describes the main tools for promoting the educational services in the Russian State Social University, such as advertising in the media, outdoor advertising, exhibitions and fairs, open days, master classes, round tables, conferences and seminars, internet advertising, social networks, communities in social networks, and…

Research on promotional behavior within higher education has exploded over the last two decades, spurred on by the intensification of student recruitment. To date, studies have focused on mapping the content of conventional promotional texts (e.g. viewbooks, web sites), to identify how institutions depict themselves through them. By comparison,…

Social media is an important component of a university's marketing plan. It has become one of the most efficient and cost-effective avenues for reaching a large, targeted population, which makes knowledge of how to attract more followers and interactions important in the competitive world of higher education. This study investigates the…

The purpose of this study was to conduct a critical discourse analysis of media produced by higher education institutions. The study aimed to uncover how universities manifest diversity, social justice, and neoliberal discourses in their marketing efforts. Diversity discourses differentiate from social justice discourses in that they do not…