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Mogaji, Emmanuel; Yoon, Hyunsun – International Journal of Educational Management, 2019
Purpose: Prospective students are exposed to abundant choices, and they are eagerly searching for information to select the best universities for themselves. Likewise, prospectuses are regularly produced by universities to meet this information needs; the purpose of this paper is to examine the key marketing messages used in their prospectuses.…
Descriptors: Foreign Countries, Marketing, Universities, College Choice
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Durkin, Mark; Howcroft, Barry; Fairless, Craig – International Journal of Educational Management, 2016
Purpose: During the last 20 years or so the changing environment in which universities operate has meant that commensurately more emphasis has been placed on marketing principles. In light of this emphasis, it is perhaps a little surprising that relatively little attention has been directed towards the processes by which universities develop their…
Descriptors: Higher Education, Student Recruitment, Case Studies, College Programs
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Mogaji, Emmanuel – International Journal of Educational Management, 2016
Purpose: The clearing system in the UK enables students without a university place after exam results have been announced to find suitable vacancies, as it is important for universities to fill their vacancies as any shortfall loses them a lot of money. The purpose of this paper is to examine marketing strategies adopted by UK universities on…
Descriptors: Foreign Countries, Marketing, Web Sites, Student Recruitment
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Durkin, Mark; McKenna, Seamas; Cummins, Darryl – International Journal of Educational Management, 2012
Purpose: Through examination of a case study this paper aims to describe a brand re-positioning exercise and explore how an emotionally driven approach to branding can help create meaningful connections with potential undergraduate students and can positively influence choice. Design/methodology/approach: The paper's approach is a case study…
Descriptors: Foreign Countries, Higher Education, Student Recruitment, Undergraduate Students
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Cheung, Alan C. K.; Yuen, Timothy W. W.; Yuen, Celeste Y. M.; Cheng, Yin Cheong – International Journal of Educational Management, 2011
Purpose: The main purpose of the present paper is twofold: to examine and compare the current strategies and policies that are employed by the UK, Australia and Singapore and to recommend appropriate strategies and policies to higher education institutions and the Hong Kong government and elsewhere that are interested in expanding their efforts in…
Descriptors: Foreign Countries, Higher Education, Student Recruitment, Foreign Students
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Moogan, Yvonne J. – International Journal of Educational Management, 2011
Purpose: Issues such as managing brand image, assessing advertising medium effectiveness and collecting market intelligence are common practice for higher education institutions (HEIs). Consequently, understanding the information needs of potential students to the HEI when they make their decisions is paramount. The aim of this survey is to…
Descriptors: Communication Strategies, Information Needs, Information Sources, Enrollment Management