Template-Type: ReDIF-Article 1.0
Author-Name: David   Hughes McElreath 
Author-X-Name-First: David   Hughes 
Author-X-Name-Last: McElreath 
Author-Name: Robert Boissoneau 
Author-X-Name-First: Robert 
Author-X-Name-Last: Boissoneau 
Author-Name: Melissa Roof 
Author-X-Name-First: Melissa 
Author-X-Name-Last: Roof 
Author-Name: Bruce Whipple 
Author-X-Name-First: Bruce 
Author-X-Name-Last: Whipple 
Title: A Studied View of Faculty Morale 
Abstract:
  <title>ABSTRACT</title> A study about the morale of university professors
 (N = 55) was conducted to examine the relationship between perceived
 conditions in the employment environment and overall job satisfaction. An
 ad hoc evaluation instrument was developed and administered to faculty at
 a midwestern university. Attention was given to those factors that had
 been most frequently identified as variables influencing job satisfaction
 Further research directions are discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-8 
Issue: 1 
Volume: 7 
Year: 1996 
Month: 6 
X-DOI: 10.1300/J050v07n01_01 
File-URL: http://hdl.handle.net/10.1300/J050v07n01_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:1:p:1-8




Template-Type: ReDIF-Article 1.0
Author-Name: Fahri Karakaya 
Author-X-Name-First: Fahri 
Author-X-Name-Last: Karakaya 
Author-Name: Fera Karakaya 
Author-X-Name-First: Fera 
Author-X-Name-Last: Karakaya 
Title: Employer Expectations from a Business Education 
Abstract:
  <title>ABSTRACT</title> This paper investigates the underlying dimensions
 of employer expectations from an ideal business education program and
 compares the importance of thirteen education-related attributes. Factor
 analysis identified four factors, research skills, interpersonal skills,
 basic skills, and quantitative skills as the dimensions of an ideal
 business education. 
Journal: Journal of Marketing for Higher Education 
Pages: 9-16 
Issue: 1 
Volume: 7 
Year: 1996 
Month: 6 
X-DOI: 10.1300/J050v07n01_02 
File-URL: http://hdl.handle.net/10.1300/J050v07n01_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:1:p:9-16




Template-Type: ReDIF-Article 1.0
Author-Name: Matthew D. Shank 
Author-X-Name-First: Matthew D. 
Author-X-Name-Last: Shank 
Author-Name: Mary Walker 
Author-X-Name-First: Mary 
Author-X-Name-Last: Walker 
Author-Name: Thomas J. Hayes 
Author-X-Name-First: Thomas J. 
Author-X-Name-Last: Hayes 
Title: Cross-Cultural Differences in Student Expectations 
Abstract:
  <title>ABSTRACT</title> International students represent a growing market
 segment for colleges and universities in the U.S. As universities begin to
 target international students, it will become imperative that university
 administrators and faculty understand what these students expect once they
 arrive on campus. The present study, utilizing 686 U.S. and 338 Australian
 business students was designed to explore university service expectations
 from a cross-cultural perspective. Results indicate that expectations of
 Australian students are greater than those of U.S students on three
 dimensions of service quality. Implications for university administrators
 and faculty, along with future directions, are discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 17-32 
Issue: 1 
Volume: 7 
Year: 1996 
Month: 6 
X-DOI: 10.1300/J050v07n01_03 
File-URL: http://hdl.handle.net/10.1300/J050v07n01_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:1:p:17-32




Template-Type: ReDIF-Article 1.0
Author-Name: R.   Stephen Parker 
Author-X-Name-First: R.   Stephen 
Author-X-Name-Last: Parker 
Author-Name: Allen D. Schaefer 
Author-X-Name-First: Allen D. 
Author-X-Name-Last: Schaefer 
Author-Name: Lori Matthews 
Author-X-Name-First: Lori 
Author-X-Name-Last: Matthews 
Title: The Marketing of Residence Halls: A Question of Positioning 
Abstract:
  <title>ABSTRACT</title> Recent declines in freshman and sophomore
 enrollments have resulted in increasing competition for institutions
 seeking to market residence hall services. This study investigated the
 manner in which these institutions are responding to today's environment.
 Questionnaires were mailed to 685 directors of residence halls, of which
 343 responded. The study revealed the percentages of private and public
 institutions offering different amenities, the main selling points offered
 in promotional brochures, and the most common complaints expressed by
 residents. In addition, dormitory residents at a large midwestern
 university were surveyed in order to determine the importance placed on
 various attributes. The findings are compared to the current university
 housing offerings and the perceptions of the university's housing
 director. 
Journal: Journal of Marketing for Higher Education 
Pages: 33-44 
Issue: 1 
Volume: 7 
Year: 1996 
Month: 6 
X-DOI: 10.1300/J050v07n01_04 
File-URL: http://hdl.handle.net/10.1300/J050v07n01_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:1:p:33-44




Template-Type: ReDIF-Article 1.0
Author-Name: Raymond F. Zammuto 
Author-X-Name-First: Raymond F. 
Author-X-Name-Last: Zammuto 
Author-Name: Susan M. Keaveney 
Author-X-Name-First: Susan M. 
Author-X-Name-Last: Keaveney 
Author-Name: Edward J. O'Connor 
Author-X-Name-First: Edward J. 
Author-X-Name-Last: O'Connor 
Title: Rethinking Student Services: Assessing and Improving Service Quality 
Abstract:
  <title>ABSTRACT</title> Recruitment and retention of students are
 critical challenges facing university administrators. Similar problems
 related to attracting and retaining customers plague other service
 industries as well. While the benefits of enhanced service quality have
 helped many service industries address recruitment and retention problems,
 limited attention has been given to exploring opportunities provided by
 the service quality concept within the educational field. This manuscript
 describes a methodology which may be used to identify service quality
 improvement opportunities within an educational environment. Results of an
 investigation of the quality of services provided by four student
 enrollment services administrative subunits are presented. Specific
 changes relevant to improving the service delivery system are identified
 and implementation issues critical to successful management of needed
 transitions are discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 45-70 
Issue: 1 
Volume: 7 
Year: 1996 
Month: 6 
X-DOI: 10.1300/J050v07n01_05 
File-URL: http://hdl.handle.net/10.1300/J050v07n01_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:1:p:45-70




Template-Type: ReDIF-Article 1.0
Author-Name: Janet   Di Lorenzo-Aiss 
Author-X-Name-First: Janet   Di 
Author-X-Name-Last: Lorenzo-Aiss 
Author-Name: Richard E. Mathisen 
Author-X-Name-First: Richard E. 
Author-X-Name-Last: Mathisen 
Title: Marketing Higher Education: Models of Marketing Internship Programs as Tools for the Recruitment and Retention of Undergraduate Marketing Majors 
Abstract:
  <title>ABSTRACT</title> Practitioners and marketing academics believe
 that the 1990's will see a greater need for marketing internship programs
 (MIPs). A substantial shift in the demographic trends for traditional aged
 college students 18 to 24 years old from 30,350,000 in 1980 to 25,231,000
 will occur by the year 2000. This decrease of prospects for institutions
 of higher education will stimulate a significant rise in competitive
 efforts to recruit and retain undergraduate students. Such efforts may
 include increases in financial aid, scholarships, housing facilities,
 co-curricular activities and/or the hiring of more specialized faculty.
 Notably, they will also result in a modification of the curriculum. It is
 this curriculum transformation which will continue to accelerate the
 introduction of marketing internship programs into academia. This article
 will explore four alternate models of MIPs: (1) the Faculty Model, (2) the
 Faculty/Administrative Model, (3) the College of Business Administration
 Model and (4) the Administrative Model. These models present options for
 any level of commitment from the College Internship Office to the College
 of Business faculty. The implementation of any of these models will
 provide a plausible approach to offering the best possible MIP while
 contributing to overall college recruitment and retention efforts. 
Journal: Journal of Marketing for Higher Education 
Pages: 71-84 
Issue: 1 
Volume: 7 
Year: 1996 
Month: 6 
X-DOI: 10.1300/J050v07n01_06 
File-URL: http://hdl.handle.net/10.1300/J050v07n01_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:1:p:71-84




Template-Type: ReDIF-Article 1.0
Author-Name: Robert C. Greene 
Author-X-Name-First: Robert C. 
Author-X-Name-Last: Greene 
Author-Name: Peter K. Weldon 
Author-X-Name-First: Peter K. 
Author-X-Name-Last: Weldon 
Title: Effective Alumni Marketing Research: Theory Put to Use or, Practicing What We Preach 
Abstract:
  <title>ABSTRACT</title> Solid marketing research which adheres to the
 tenants of the scientific principle is seldom put into practice in the
 field. Here a major Atlantic Canadian University developed a sound
 research program. This article reports the results of the initial phase
 through which the alumni association and the university are already
 reaping benefits. 
Journal: Journal of Marketing for Higher Education 
Pages: 85-97 
Issue: 1 
Volume: 7 
Year: 1996 
Month: 6 
X-DOI: 10.1300/J050v07n01_07 
File-URL: http://hdl.handle.net/10.1300/J050v07n01_07 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:1:p:85-97




Template-Type: ReDIF-Article 1.0
Author-Name: Jane Licata 
Author-X-Name-First: Jane 
Author-X-Name-Last: Licata 
Author-Name: Gary L. Frankwick 
Author-X-Name-First: Gary L. 
Author-X-Name-Last: Frankwick 
Title: University Marketing: A Professional Service Organization Perspective 
Abstract:
  <title>ABSTRACT</title> The structure of a university marketing
 organization is examined in light of its market environment and marketing
 strategy. Research from marketing strategy and professional service
 organization literature provide a framework to examine how the
 university's marketing environment affects the marketing strategy and
 resulting marketing structure of the university. Our research suggests
 that (1) environments that do not have unique market segments result in
 circular, multi-layered, marketing organization structures; (2) the amount
 of autonomy afforded a marketing layer relates directly to the resources
 it controls; (3) the amount of communication and cooperation among layers
 is inversely related to the resources it controls; (4) the number of
 autonomous layers in the marketing organization is directly related to the
 amount of duplication of marketing effort in the organization; and (5)
 autonomous, multi-layered marketing organizations are less effective
 communicating with customers than are traditionally structured marketing
 organizations. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-16 
Issue: 2 
Volume: 7 
Year: 1996 
Month: 7 
X-DOI: 10.1300/J050v07n02_01 
File-URL: http://hdl.handle.net/10.1300/J050v07n02_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:2:p:1-16




Template-Type: ReDIF-Article 1.0
Author-Name: James Lynch 
Author-X-Name-First: James 
Author-X-Name-Last: Lynch 
Author-Name: Robert Carver 
Author-X-Name-First: Robert 
Author-X-Name-Last: Carver 
Author-Name: John   Michael Virgo 
Author-X-Name-First: John   Michael 
Author-X-Name-Last: Virgo 
Title: Quadrant Analysis as a Strategic Planning Technique in Curriculum Development and Program Marketing 
Abstract:
  <title>ABSTRACT</title> Quadrant analysis is a widely used research
 technique that a college or university might employ as part of its
 strategic planning process. The technique uses consumer preference data
 and produces information suitable for a wide variety of curriculum and
 marketing decisions. The basic quadrant analysis design is described and
 more advanced variations are discussed. Special attention is paid to the
 resource allocation and promotional strategies suggested by quadrant
 analysis results. 
Journal: Journal of Marketing for Higher Education 
Pages: 17-32 
Issue: 2 
Volume: 7 
Year: 1996 
Month: 7 
X-DOI: 10.1300/J050v07n02_02 
File-URL: http://hdl.handle.net/10.1300/J050v07n02_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:2:p:17-32




Template-Type: ReDIF-Article 1.0
Author-Name: Hanna Ashar 
Author-X-Name-First: Hanna 
Author-X-Name-Last: Ashar 
Author-Name: Maureen Lane 
Author-X-Name-First: Maureen 
Author-X-Name-Last: Lane 
Title: Focus Groups Help to Focus the Marketing Strategy 
Abstract:
  <title>ABSTRACT</title> A marketing director in a higher education
 academic center in the D.C. area initiated a market study. The study's
 purposes were to (1) develop a better understanding of how the academic
 program benefits the center's target student population, and (2)
 incorporate this knowledge in the development of marketing plans to
 increase enrollment. The focus group methodology was used in the study.
 Three focus group sessions were conducted in the center in April, 1993.
 The study's methodology results and conclusions are discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 33-41 
Issue: 2 
Volume: 7 
Year: 1996 
Month: 7 
X-DOI: 10.1300/J050v07n02_03 
File-URL: http://hdl.handle.net/10.1300/J050v07n02_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:2:p:33-41




Template-Type: ReDIF-Article 1.0
Author-Name: Frank G. Bingham 
Author-X-Name-First: Frank G. 
Author-X-Name-Last: Bingham 
Title: An Enrollment Marketing Plan for Institutions of Higher Learning: An Update 
Abstract:
  <title>ABSTRACT</title> The purpose of this paper is to present a timely
 marketing plan (or model), showing several strategies and contingency
 plans that might allow institutional leadership to act decisively and
 successfully during these difficult enrollment years. This plan exposes
 the reader to an orderly transfer from one enrollment marketing stage to
 the next logical stage. It permits the user the ability to exert some
 control over both the internal and external environment, and should help
 the user to better understand the delicate interaction that exists between
 activities and components critical to the enrollment process. This paper
 presents an updated presentation of previous work done by the author in
 this area. 
Journal: Journal of Marketing for Higher Education 
Pages: 43-56 
Issue: 2 
Volume: 7 
Year: 1996 
Month: 7 
X-DOI: 10.1300/J050v07n02_04 
File-URL: http://hdl.handle.net/10.1300/J050v07n02_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:2:p:43-56




Template-Type: ReDIF-Article 1.0
Author-Name: Shohreh A. Kaynama 
Author-X-Name-First: Shohreh A. 
Author-X-Name-Last: Kaynama 
Author-Name: Louise W. Smith 
Author-X-Name-First: Louise W. 
Author-X-Name-Last: Smith 
Title: Using Consumer Behavior and Decision Models to Aid Students in Choosing a Major 
Abstract:
  <title>ABSTRACT</title> In these tight economic times, the selection of a
 college major is viewed with more intensity than ever and college faculty
 are working harder because of the effects of tight institutional budgets.
 However, the institution's goal remains the same; to have satisfied
 customers. This study finds that using consumer behavior and decision
 models to guide students to a major can be useful and enjoyable for
 students. With students' considering many of the basic parameters through
 multiattribute and decision analysis models, time with professors, who
 were found to be the most influential group, can be used for more
 individual and special-situation discussion. 
Journal: Journal of Marketing for Higher Education 
Pages: 57-73 
Issue: 2 
Volume: 7 
Year: 1996 
Month: 7 
X-DOI: 10.1300/J050v07n02_05 
File-URL: http://hdl.handle.net/10.1300/J050v07n02_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:2:p:57-73




Template-Type: ReDIF-Article 1.0
Author-Name: Ugar Yavas 
Author-X-Name-First: Ugar 
Author-X-Name-Last: Yavas 
Author-Name: Donald J. Shemwell 
Author-X-Name-First: Donald J. 
Author-X-Name-Last: Shemwell 
Title: Graphical Representation of University Image: A Correspondence AnalysisJournal of Marketing for Higher Education 
Journal: Journal of Marketing for Higher Education 
Pages: 75-84 
Issue: 2 
Volume: 7 
Year: 1996 
Month: 7 
X-DOI: 10.1300/J050v07n02_06 
File-URL: http://hdl.handle.net/10.1300/J050v07n02_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:2:p:75-84




Template-Type: ReDIF-Article 1.0
Author-Name: Geoffrey N. Soutar 
Author-X-Name-First: Geoffrey N. 
Author-X-Name-Last: Soutar 
Author-Name: Margaret M. McNcil 
Author-X-Name-First: Margaret M. 
Author-X-Name-Last: McNcil 
Author-Name: Kwee Lim 
Author-X-Name-First: Kwee 
Author-X-Name-Last: Lim 
Title: Service Quality in Educational Institutions: A Foreign Student View 
Journal: Journal of Marketing for Higher Education 
Pages: 85-94 
Issue: 2 
Volume: 7 
Year: 1996 
Month: 7 
X-DOI: 10.1300/J050v07n02_07 
File-URL: http://hdl.handle.net/10.1300/J050v07n02_07 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:2:p:85-94




Template-Type: ReDIF-Article 1.0
Author-Name: Wai-sum Siu 
Author-X-Name-First: Wai-sum 
Author-X-Name-Last: Siu 
Title: The Rankings of Marketing Programs in China 
Abstract:
  <title>ABSTRACT</title> This paper reports how Chinese marketing
 educators perceive the relative quality of Chinese marketing programs. The
 rankings and evaluative criteria adopted indicate that Chinese marketing
 educators consider more on the inputs to the program, for instance faculty
 quality and strength, whilst output characteristics like competence of
 graduates receive no attention. The evidence presented in this paper seems
 to indicate that the faculty quality and strength of Chinese marketing
 educators are at the moment very weak. Innovative measures, for instance
 the marketing teaching company scheme, should be adopted. 
Journal: Journal of Marketing for Higher Education 
Pages: 95-102 
Issue: 2 
Volume: 7 
Year: 1996 
Month: 7 
X-DOI: 10.1300/J050v07n02_08 
File-URL: http://hdl.handle.net/10.1300/J050v07n02_08 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:2:p:95-102




Template-Type: ReDIF-Article 1.0
Author-Name: Ed Weymes 
Author-X-Name-First: Ed 
Author-X-Name-Last: Weymes 
Title: The MBA: Is the UK Version Better? 
Journal: Journal of Marketing for Higher Education 
Pages: 103-113 
Issue: 2 
Volume: 7 
Year: 1996 
Month: 7 
X-DOI: 10.1300/J050v07n02_09 
File-URL: http://hdl.handle.net/10.1300/J050v07n02_09 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:2:p:103-113




Template-Type: ReDIF-Article 1.0
Author-Name: Patrick G. Buckley 
Author-X-Name-First: Patrick G. 
Author-X-Name-Last: Buckley 
Author-Name: Tom Mahaffey 
Author-X-Name-First: Tom 
Author-X-Name-Last: Mahaffey 
Author-Name: Ronald E. Turner 
Author-X-Name-First: Ronald E. 
Author-X-Name-Last: Turner 
Title: Educational Choices of Adult Learners 
Abstract:
  <title>ABSTRACT</title> One problem of adult education providers is
 attracting people to take courses at their institution of learning. Adult
 educators are aided in this task if they know the factors influencing
 students' educational choices. The present research determines the factors
 influencing adult students' choices for a school, a course, and full or
 part-time attendance. Questionnaire data was collected from 194 students
 and potential students. The questionnaire asked about their educational
 choices. The questionnaire data was analyzed to determine the most
 important factors influencing educational choices. Educational choices are
 influenced by a number of demographics, psychographics, attitudes to
 educational programs, and course specific information. The most important
 influences on educational choices are highlighted when the data is
 analyzed with LVPLS, Latent Variable Partial Least Squares. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-15 
Issue: 3 
Volume: 7 
Year: 1996 
Month: 12 
X-DOI: 10.1300/J050v07n03_01 
File-URL: http://hdl.handle.net/10.1300/J050v07n03_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:3:p:1-15




Template-Type: ReDIF-Article 1.0
Author-Name: Randall G. Chapman 
Author-X-Name-First: Randall G. 
Author-X-Name-Last: Chapman 
Title: Auditing Educational Program Performance: A Multi-Stage Analysis of Current Student Satisfaction 
Abstract:
  <title>ABSTRACT</title> Using multi-stage modeling and analysis, current
 student satisfaction with an educational program is assessed. A
 statistical model is developed to estimate students' relative importance
 weights for five major components of the educational-program offering. The
 determinants of these five major components are assessed with a
 second-level analysis. The regression models have high levels of
 statistical fit. The determinants of educational program performance are
 clearly identified with consequent implications for allocation of
 managerial effort. 
Journal: Journal of Marketing for Higher Education 
Pages: 17-37 
Issue: 3 
Volume: 7 
Year: 1996 
Month: 12 
X-DOI: 10.1300/J050v07n03_02 
File-URL: http://hdl.handle.net/10.1300/J050v07n03_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:3:p:17-37




Template-Type: ReDIF-Article 1.0
Author-Name: Janet DiLorenzo-Aiss 
Author-X-Name-First: Janet 
Author-X-Name-Last: DiLorenzo-Aiss 
Author-Name: Paul Dion 
Author-X-Name-First: Paul 
Author-X-Name-Last: Dion 
Title: Globalizing the Business School Curriculum: The Fordham Experience 
Journal: Journal of Marketing for Higher Education 
Pages: 39-47 
Issue: 3 
Volume: 7 
Year: 1996 
Month: 12 
X-DOI: 10.1300/J050v07n03_03 
File-URL: http://hdl.handle.net/10.1300/J050v07n03_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:3:p:39-47




Template-Type: ReDIF-Article 1.0
Author-Name: Linda Gorchels 
Author-X-Name-First: Linda 
Author-X-Name-Last: Gorchels 
Author-Name: Timothy W. Aurand 
Author-X-Name-First: Timothy W. 
Author-X-Name-Last: Aurand 
Author-Name: Geoffrey L. Gordon 
Author-X-Name-First: Geoffrey L. 
Author-X-Name-Last: Gordon 
Title: The Development and Marketing of Business Seminars by Universities: Participant Format Preferences 
Abstract:
  <title>ABSTRACT</title> Institutions of higher education are becoming
 increasingly dependent on external seminars to corporate employees as a
 means of meeting a growing number of business needs. As the variety of
 seminars expands, questions concerning the optimal seminar format must be
 addressed. The current, empirical study investigates seminar format
 preferences based on survey respondents' managerial level. Input is
 analyzed from three levels of manager: executives, mid-level managers, and
 supervisors. The results of the study indicate that there are certain
 strong preferences which managers at all levels share in regard to seminar
 format. In addition, several significant differences exist between the
 preferences of managers at the three organizational levels.
 Recommendations are given as to how universities can best develop and
 market seminars to the business public. 
Journal: Journal of Marketing for Higher Education 
Pages: 49-64 
Issue: 3 
Volume: 7 
Year: 1996 
Month: 12 
X-DOI: 10.1300/J050v07n03_04 
File-URL: http://hdl.handle.net/10.1300/J050v07n03_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:3:p:49-64




Template-Type: ReDIF-Article 1.0
Author-Name: John W. Wilkinson 
Author-X-Name-First: John W. 
Author-X-Name-Last: Wilkinson 
Author-Name: Akiko Mahara 
Author-X-Name-First: Akiko 
Author-X-Name-Last: Mahara 
Author-Name: Pascale G. Quester 
Author-X-Name-First: Pascale G. 
Author-X-Name-Last: Quester 
Title: Asian Students: Their Experiences and Perceptions of Australian Universities 
Abstract:
  <title>ABSTRACT</title> Australian universities generate substantial
 incomes from foreign students. Therefore, it is important to obtain
 information about these students to enable effective overseas marketing
 and delivery of services. This study focused on Asian students, who tend
 to experience difficulty while studying in Australia, with an effective
 sample of 111 students being drawn from the three South Australian
 universities. Reasons for studying in South Australia varied widely, with
 evidence of four distinct student segments, but no dominant selection
 criterion in any segment. Roughly one-quarter of respondents had
 experienced significant problems <italic>living</italic> in Australia,
 including communication, homesickness and loneliness. Significant
 variation was found with <italic>study-related</italic> difficulties, with
 four segments again being identified. Only 17% of respondents had
 experienced a <italic>range</italic> of serious study-related problems,
 including communication and pressure of work, but 40% had experienced
 serious problems involving fear of failure and expectations from home.
 Respondents tended to evaluate university <italic>services</italic> as
 only moderately satisfactory. 
Journal: Journal of Marketing for Higher Education 
Pages: 65-80 
Issue: 3 
Volume: 7 
Year: 1996 
Month: 12 
X-DOI: 10.1300/J050v07n03_05 
File-URL: http://hdl.handle.net/10.1300/J050v07n03_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:3:p:65-80




Template-Type: ReDIF-Article 1.0
Author-Name: James A. Muncy 
Author-X-Name-First: James A. 
Author-X-Name-Last: Muncy 
Title: The Home Schooling &#x201C;Market&#x201D;: Results and Implications of Current Research 
Abstract:
  <title>ABSTRACT</title> One of the biggest forces in primary and
 secondary education today is the home schooling movement--parents opting
 to forego sending their children to public or private schools in order to
 teach them themselves in their own home. As this movement grows, more and
 more students entering higher education will have been home schooled. This
 is becoming a market segment that many colleges and universities cannot
 afford to ignore. The current paper reviews the research which has been
 conducted on home schooling to answer four questions of importance to
 college or university officials as they contemplate targeting this group:
 (1) why do parents home school? (2) what are the characteristics of home
 schoolers? (3) would home schoolers make good college students? and (4)
 how could a college or university effectively reach out to home schoolers?
 By answering these four questions, college and university officials can
 better decide whether or not they should target home schooled students
 and, if they do, how to best reach these students. 
Journal: Journal of Marketing for Higher Education 
Pages: 81-93 
Issue: 3 
Volume: 7 
Year: 1996 
Month: 12 
X-DOI: 10.1300/J050v07n03_06 
File-URL: http://hdl.handle.net/10.1300/J050v07n03_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:3:p:81-93




Template-Type: ReDIF-Article 1.0
Author-Name: Robert E. Stevens 
Author-X-Name-First: Robert E. 
Author-X-Name-Last: Stevens 
Author-Name: William E. Warren 
Author-X-Name-First: William E. 
Author-X-Name-Last: Warren 
Author-Name: David L. Loudon 
Author-X-Name-First: David L. 
Author-X-Name-Last: Loudon 
Author-Name: Paul Dunn 
Author-X-Name-First: Paul 
Author-X-Name-Last: Dunn 
Title: Image Gap Analysis: A Pilot Study 
Abstract:
  <title>ABSTRACT</title> This paper reports the results of an image study
 conducted by a college of business among business people in the service
 area of the university. A mail survey of 2000 businesses was randomly
 selected using a commercial mailing list. Results reveal the current image
 and provide guidance for defining a desired image and, subsequently,
 preparing a marketing program that will communicate that image. 
Journal: Journal of Marketing for Higher Education 
Pages: 95-102 
Issue: 3 
Volume: 7 
Year: 1996 
Month: 12 
X-DOI: 10.1300/J050v07n03_07 
File-URL: http://hdl.handle.net/10.1300/J050v07n03_07 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1996:i:3:p:95-102




Template-Type: ReDIF-Article 1.0
Author-Name: Bradley S. O'Hara 
Author-X-Name-First: Bradley S. 
Author-X-Name-Last: O'Hara 
Author-Name: Mike Cudd 
Author-X-Name-First: Mike 
Author-X-Name-Last: Cudd 
Author-Name: John O. King 
Author-X-Name-First: John O. 
Author-X-Name-Last: King 
Title: The MBA Program: A Restructured Product for Today's Market 
Abstract:
  <title>ABSTRACT</title> In response to much criticism for having lost
 touch with corporate America, the M.B.A. has been analyzed and reshaped in
 many of our schools. This article provides a report on the extent and
 nature of the restructuring movement. The findings are based on a survey
 of accredited M.B.A. programs, and offer some interesting results to
 educators and practitioners alike. Restructured M.B.A. programs present
 administrators with unique opportunities to market their programs to
 different segments of the graduate business school population. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-19 
Issue: 4 
Volume: 7 
Year: 1997 
Month: 2 
X-DOI: 10.1300/J050v07n04_01 
File-URL: http://hdl.handle.net/10.1300/J050v07n04_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1997:i:4:p:1-19




Template-Type: ReDIF-Article 1.0
Author-Name: Clare L. Comm 
Author-X-Name-First: Clare L. 
Author-X-Name-Last: Comm 
Author-Name: Duncan G. LaBay 
Author-X-Name-First: Duncan G. 
Author-X-Name-Last: LaBay 
Title: Repositioning Colleges Using Changing Student Quality Perceptions: An Exploratory Analysis 
Abstract:
  <title>ABSTRACT</title> Colleges and universities must respond to
 competitive pressure in the marketplace by embracing the concept of
 quality as a marketing tool. Many colleges and universities have recently
 looked to the business arena and have adopted techniques, strategies, and
 the language of quality management. This exploratory study focuses on the
 identification and evaluation of student perceptions of salient
 attributes. The findings suggest that standards of quality are difficult
 to establish, since evaluations of university performance are not
 consistent, even among an undergraduate student population. 
Journal: Journal of Marketing for Higher Education 
Pages: 21-34 
Issue: 4 
Volume: 7 
Year: 1997 
Month: 2 
X-DOI: 10.1300/J050v07n04_02 
File-URL: http://hdl.handle.net/10.1300/J050v07n04_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1997:i:4:p:21-34




Template-Type: ReDIF-Article 1.0
Author-Name: Martha R. Turner 
Author-X-Name-First: Martha R. 
Author-X-Name-Last: Turner 
Author-Name: Thomas   Li-Ping Tang 
Author-X-Name-First: Thomas   Li-Ping 
Author-X-Name-Last: Tang 
Author-Name: H.   Ronald Moser 
Author-X-Name-First: H.   Ronald 
Author-X-Name-Last: Moser 
Title: Campus Recruiting: What the Recruiters Are Looking For 
Abstract:
  <title>ABSTRACT</title> This article reviews findings from a survey of
 111 campus recruiters concerning their perceptions and practices of campus
 recruiting activities. The results show that campus recruiters seem to
 agree that the interview is the most important method for their selection
 practices; verbal communication skills as well as character, work
 experience, and academic performance are the most important personal
 characteristics for selecting applicants. Campus recruiters of the present
 study also indicate that work-related expectations and attitudes are the
 most significant deficiency in applicants. These findings will enable
 placement and employment centers of colleges and universities to market
 their students effectively in the competitive labor market. 
Journal: Journal of Marketing for Higher Education 
Pages: 35-48 
Issue: 4 
Volume: 7 
Year: 1997 
Month: 2 
X-DOI: 10.1300/J050v07n04_03 
File-URL: http://hdl.handle.net/10.1300/J050v07n04_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1997:i:4:p:35-48




Template-Type: ReDIF-Article 1.0
Author-Name: Kenneth R. Gray 
Author-X-Name-First: Kenneth R. 
Author-X-Name-Last: Gray 
Author-Name: Sid   Howard Credle 
Author-X-Name-First: Sid   Howard 
Author-X-Name-Last: Credle 
Title: Public Policy and the Management of Higher Education in Sub-Saharan Africa: The Case of Kenya 
Journal: Journal of Marketing for Higher Education 
Pages: 49-59 
Issue: 4 
Volume: 7 
Year: 1997 
Month: 2 
X-DOI: 10.1300/J050v07n04_04 
File-URL: http://hdl.handle.net/10.1300/J050v07n04_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1997:i:4:p:49-59




Template-Type: ReDIF-Article 1.0
Author-Name: Karen A. Berger 
Author-X-Name-First: Karen A. 
Author-X-Name-Last: Berger 
Author-Name: Harlan P. Wallingford 
Author-X-Name-First: Harlan P. 
Author-X-Name-Last: Wallingford 
Title: Developing Advertising and Promotion Strategies for Higher Education 
Abstract:
  <title>ABSTRACT</title> This paper suggests an approach to advertising
 and promotion strategy which focuses on identification of the buyer
 readiness state and subsequent selection of the appropriate communication
 goal. While much has been done to identify image and positioning in the
 marketing of higher education, the authors contend that little has been
 done to tie the customer's state of mind or understanding of the
 product/service to the advertising and promotion strategy. The authors
 apply the hierarchy of communications goals approach which is widely used
 in consumer advertising to higher education, citing numerous examples from
 higher education advertising and promotion. 
Journal: Journal of Marketing for Higher Education 
Pages: 61-72 
Issue: 4 
Volume: 7 
Year: 1997 
Month: 2 
X-DOI: 10.1300/J050v07n04_05 
File-URL: http://hdl.handle.net/10.1300/J050v07n04_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1997:i:4:p:61-72




Template-Type: ReDIF-Article 1.0
Author-Name: Marion   Stanton Webb 
Author-X-Name-First: Marion   Stanton 
Author-X-Name-Last: Webb 
Author-Name: Ronald L. Coccari 
Author-X-Name-First: Ronald L. 
Author-X-Name-Last: Coccari 
Author-Name: Lida   Cherie Allen 
Author-X-Name-First: Lida   Cherie 
Author-X-Name-Last: Allen 
Title: Doctoral Programs: What Factors Attract Students 
Abstract:
  <title>ABSTRACT</title> The study surveyed (questionnaire) 222 doctoral
 business students from private and public universities in Northeastern
 United States. The objective was to identity important criteria used to
 select a university. In addition, this study compared the responses of
 students from these schools to determine whether selection criteria
 differ. Using a Likert scale of important to unimportant, students from
 these universities rated ten of the 52 criteria important to their
 selection. They included: programs, academic reputation, degree
 marketability, faculty contact time, accreditations, assistantship/campus
 employment, financial aids, placement reputation, completion time, and
 library size. However, they rated academic reputation and completion time
 significantly different. The private school students rated academic
 reputation significantly (0.00) more important, whereas the public school
 students rated completion time significantly (0.03) more important. To
 attract prospective private school students to public schools, public
 school administrators would benefit by emphasizing the quality and
 reputation of its faculty and programs. Private school administrators are
 likely to attract more students if they are able to improve the quality
 and increase the quantity of computer facilities. Moreover, they would
 profit from designing flexible programs and classes that would allow for a
 more rapid completion time. 
Journal: Journal of Marketing for Higher Education 
Pages: 73-85 
Issue: 4 
Volume: 7 
Year: 1997 
Month: 2 
X-DOI: 10.1300/J050v07n04_06 
File-URL: http://hdl.handle.net/10.1300/J050v07n04_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:7:y:1997:i:4:p:73-85




Template-Type: ReDIF-Article 1.0
Author-Name: Ronald J. Bauerly 
Author-X-Name-First: Ronald J. 
Author-X-Name-Last: Bauerly 
Author-Name: Carolyn Tripp 
Author-X-Name-First: Carolyn 
Author-X-Name-Last: Tripp 
Title: Developing Slogans for Marketing of Higher Education 
Abstract:
  <title>ABSTRACT</title> When a new institutional slogan is developed it
 should be guided by a creative process. This process should involve
 multiple levels of participants, appropriate screening criteria, and a
 solid understanding of an institution's strengths and publics. This paper
 describes the steps involved in creating slogans that work. After
 outlining the process involved, the experience of one institution is
 explored. Each step in the process is examined and outcomes assessed. This
 experience demonstrates the usefulness of applying a set of guidelines to
 slogan creation. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-14 
Issue: 1 
Volume: 8 
Year: 1997 
Month: 6 
X-DOI: 10.1300/J050v08n01_01 
File-URL: http://hdl.handle.net/10.1300/J050v08n01_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1997:i:1:p:1-14




Template-Type: ReDIF-Article 1.0
Author-Name: Leslie A. Goldgehn 
Author-X-Name-First: Leslie A. 
Author-X-Name-Last: Goldgehn 
Author-Name: Kathleen R. Kane 
Author-X-Name-First: Kathleen R. 
Author-X-Name-Last: Kane 
Title: Repositioning the MBA: Issues and Implications 
Abstract:
  <title>ABSTRACT</title> The MBA has lost some of its luster, as a result
 marketing the degree is becoming increasing more difficult for most
 business schools. This exploratory study examined the perceptions and
 experiences of business school students to determine the accuracy of the
 prevailing explanations for the problem and to make preliminary
 recommendations. The findings suggest that to increase the value of the
 degree, business schools should better serve the needs of existing market
 segments, upgrade the quality of the programs and services, and give
 special attention to underrepresented markets. 
Journal: Journal of Marketing for Higher Education 
Pages: 15-24 
Issue: 1 
Volume: 8 
Year: 1997 
Month: 6 
X-DOI: 10.1300/J050v08n01_02 
File-URL: http://hdl.handle.net/10.1300/J050v08n01_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1997:i:1:p:15-24




Template-Type: ReDIF-Article 1.0
Author-Name: Meredith A. Lawley 
Author-X-Name-First: Meredith A. 
Author-X-Name-Last: Lawley 
Author-Name: Oliver   H. M. Yau 
Author-X-Name-First: Oliver   H. M. 
Author-X-Name-Last: Yau 
Title: International University Education: An Australian Perspective 
Abstract:
  <title>ABSTRACT</title> International education is an industry currently
 enjoying considerable growth. A starting point for ensuring that Australia
 and other destination countries remain competitive is a knowledge of how
 and why international students choose destinations for education. The
 purpose of this paper is to provide background information on the topic of
 international university education, in terms of why it developed and the
 present characteristics of both the major destination countries of
 Australia, the United Kingdom, Canada and the United States of America and
 the major source countries of Hong Kong and Malaysia. 
Journal: Journal of Marketing for Higher Education 
Pages: 25-39 
Issue: 1 
Volume: 8 
Year: 1997 
Month: 6 
X-DOI: 10.1300/J050v08n01_03 
File-URL: http://hdl.handle.net/10.1300/J050v08n01_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1997:i:1:p:25-39




Template-Type: ReDIF-Article 1.0
Author-Name: Janet Y. Murray 
Author-X-Name-First: Janet Y. 
Author-X-Name-Last: Murray 
Author-Name: Russell H. Murray 
Author-X-Name-First: Russell H. 
Author-X-Name-Last: Murray 
Author-Name: Larry E. Lann 
Author-X-Name-First: Larry E. 
Author-X-Name-Last: Lann 
Title: Growth Strategies for U.S. Colleges and Universities 
Abstract:
  <title>ABSTRACT</title> In an era of globalization, U.S. colleges and
 universities should develop proactive marketing strategies to maintain
 their market share in the U.S. and stimulate sales growth in foreign
 markets. This paper presents a conceptual framework of formulating growth
 strategies by higher education institutions in the domestic and foreign
 markets. In addition, ways to implement these strategies will be
 discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 41-53 
Issue: 1 
Volume: 8 
Year: 1997 
Month: 6 
X-DOI: 10.1300/J050v08n01_04 
File-URL: http://hdl.handle.net/10.1300/J050v08n01_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1997:i:1:p:41-53




Template-Type: ReDIF-Article 1.0
Author-Name: Richard E. Plank 
Author-X-Name-First: Richard E. 
Author-X-Name-Last: Plank 
Author-Name: Larry Chiagouris 
Author-X-Name-First: Larry 
Author-X-Name-Last: Chiagouris 
Title: Perceptions of Quality of Higher Education: An Exploratory Study of High School Guidance Counselors 
Abstract:
  <title>ABSTRACT</title> Perceptions of the quality of higher education
 are thought to have considerable impact on the decision making process to
 attend higher education institutions. High school guidance counselors are
 known to be influencers of higher education attendance through their work
 with high school students in the selection process. This paper reports an
 exploratory research program designed to assess the perceptions of high
 school guidance counselors regarding college and university quality. Ten
 measures of quality, an overall measure and rune specific indicators were
 utilized. A total of 256 guidance counselors provided measures of quality
 on 434 of the 435 institutions of higher education listed. Based on this
 data it was shown that overall perceived quality is primarily determined
 by five components; good academic programs, leadership opportunities, good
 job after graduation, opportunities for financial aid, and good value for
 the money, and that some 77.3% of the variance in overall quality was
 predicted by the five components. 
Journal: Journal of Marketing for Higher Education 
Pages: 55-67 
Issue: 1 
Volume: 8 
Year: 1997 
Month: 6 
X-DOI: 10.1300/J050v08n01_05 
File-URL: http://hdl.handle.net/10.1300/J050v08n01_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1997:i:1:p:55-67




Template-Type: ReDIF-Article 1.0
Author-Name: Marion S. Webb 
Author-X-Name-First: Marion S. 
Author-X-Name-Last: Webb 
Author-Name: Ronald L. Coccari 
Author-X-Name-First: Ronald L. 
Author-X-Name-Last: Coccari 
Author-Name: Augustine Lado 
Author-X-Name-First: Augustine 
Author-X-Name-Last: Lado 
Author-Name: Lida C. Allen 
Author-X-Name-First: Lida C. 
Author-X-Name-Last: Allen 
Author-Name: Alan K. Reichert 
Author-X-Name-First: Alan K. 
Author-X-Name-Last: Reichert 
Title: Selection Criteria Used by Graduate Students in Considering Doctoral Business Programs Offered by Private vs. Public Institutions 
Abstract:
  <title>ABSTRACT</title> The purpose of this study was to determine
 whether doctoral business students' perceptions of private and public
 institutions differed and whether these differences provide the potential
 for sustained competitive advantage. The results of this study indicate
 that private institutions tend to be more attractive to students because
 these institutions: (a) are perceived to have a strong reputation for
 quality, (b) employ more effective promotional strategies, (c) are more
 competitive in terms of program length, and (d) provide more attractive
 nonacademic opportunities. On the other hand, public institutions appear
 to have the following advantages: (a) appeal more readily to students
 where considerations are important, (b) offer additional graduate study
 opportunities (Ph.D./D.B.A.) in the business areas beyond the Master's
 Degree, and (c) appear to offer more in the way of physical facilities. 
Journal: Journal of Marketing for Higher Education 
Pages: 69-90 
Issue: 1 
Volume: 8 
Year: 1997 
Month: 6 
X-DOI: 10.1300/J050v08n01_06 
File-URL: http://hdl.handle.net/10.1300/J050v08n01_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1997:i:1:p:69-90




Template-Type: ReDIF-Article 1.0
Author-Name: Mathew Joseph 
Author-X-Name-First: Mathew 
Author-X-Name-Last: Joseph 
Author-Name: Beatriz Joseph 
Author-X-Name-First: Beatriz 
Author-X-Name-Last: Joseph 
Title: Employers' Perceptions of Service Quality in Higher Education 
Abstract:
  <title>ABSTRACT</title> Intense competition in the higher education
 sector in New Zealand has forced a number of educational institutions to
 examine the need for assessments of customer-perceived service quality for
 differentiation purposes. Research studies in the past have mainly focused
 on either the administrators or the students' perspectives and have
 overlooked the employers' views on service quality in education. The
 instrument developed, based on the Importance-Performance paradigm, was
 administered to 280 New Zealand employers of business graduates. The
 results indicate that employers have perceptual problems with the level of
 service provided by tertiary institutions. Implications and suggestions
 for future research are provided. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-13 
Issue: 2 
Volume: 8 
Year: 1997 
Month: 8 
X-DOI: 10.1300/J050v08n02_01 
File-URL: http://hdl.handle.net/10.1300/J050v08n02_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1997:i:2:p:1-13




Template-Type: ReDIF-Article 1.0
Author-Name: Gregory S. Martin 
Author-X-Name-First: Gregory S. 
Author-X-Name-Last: Martin 
Author-Name: Jeffrey K. Bray 
Author-X-Name-First: Jeffrey K. 
Author-X-Name-Last: Bray 
Title: Assessing Customer Satisfaction with a Master of Business Administration Program: Implications for Resource Allocation 
Abstract:
  <title>ABSTRACT</title> Many universities are faced with demands to
 upgrade MBA programs at the same time that available resources to do so
 are declining. The authors argue that information provided through
 assessments of customer (i.e., student) satisfaction with current program
 features should play an important role in resource allocation decisions.
 An exploratory study of primarily non-traditional MBA students was
 conducted to investigate the influence of satisfaction with a program's
 core academic curriculum and program infrastructure on overall program
 satisfaction and likelihood of recommending the program to a prospective
 student. For the sample studied, the authors find that program
 infrastructure is a more important predictor, and that the influence of
 core curriculum is moderated by student GPA. Results are discussed and
 implications for MBA program quality enhancement efforts are offered. 
Journal: Journal of Marketing for Higher Education 
Pages: 15-28 
Issue: 2 
Volume: 8 
Year: 1997 
Month: 8 
X-DOI: 10.1300/J050v08n02_02 
File-URL: http://hdl.handle.net/10.1300/J050v08n02_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1997:i:2:p:15-28




Template-Type: ReDIF-Article 1.0
Author-Name: D. J. Wasmer 
Author-X-Name-First: D. J. 
Author-X-Name-Last: Wasmer 
Author-Name: James R. Williams 
Author-X-Name-First: James R. 
Author-X-Name-Last: Williams 
Author-Name: Julie Stevenson 
Author-X-Name-First: Julie 
Author-X-Name-Last: Stevenson 
Title: A Reconceptualization of the Marketing Mix: Using the 4 C's to Improve Marketing Planning in Higher Education 
Abstract:
  <title>ABSTRACT</title> Institutions of higher learning have increasingly
 adopted marketing principles to achieve the institutions' objectives.
 However, direct application of the traditional marketing mix as
 characterized by the 4 P's can be problematic. This paper describes and
 illustrates the reconceptualization of the marketing mix to the 4 C's of
 Concept, Cost, Channel and Communication. 
Journal: Journal of Marketing for Higher Education 
Pages: 29-35 
Issue: 2 
Volume: 8 
Year: 1997 
Month: 8 
X-DOI: 10.1300/J050v08n02_03 
File-URL: http://hdl.handle.net/10.1300/J050v08n02_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1997:i:2:p:29-35




Template-Type: ReDIF-Article 1.0
Author-Name: Michael W. Little 
Author-X-Name-First: Michael W. 
Author-X-Name-Last: Little 
Author-Name: Dennis O'Toole 
Author-X-Name-First: Dennis 
Author-X-Name-Last: O'Toole 
Author-Name: James Wetzel 
Author-X-Name-First: James 
Author-X-Name-Last: Wetzel 
Title: The Price Differential's Impact on Retention, Recruitment, and Quality in a Public University 
Abstract:
  <title>ABSTRACT</title> Colleges and universities are considering various
 marketing strategies to attract and retain students. One strategy that has
 not received much attention is a price differential strategy. A tuition
 price differential allows schools or departments within a university to
 charge a different (higher) tuition rate as opposed to a flat rate tuition
 charge. Primary concerns for not adopting such a strategy is the fear of
 losing students to competitive institutions or sustaining criticism from
 various constituencies. Such a strategy however, may be effective if
 communicated to students and others. A price differential may serve as a
 legitimate signal of quality. The benefits, however, from the price
 increase must be evident in tangible terms for the student. This paper
 presents a review of literature on the role of tuition and college
 attendance, the use of tuition differentials by higher education
 institutions, a report on the findings of a study of current students'
 attitudes and perceptions about degrees and the costs of attending college
 and the implications for college administrators. 
Journal: Journal of Marketing for Higher Education 
Pages: 37-51 
Issue: 2 
Volume: 8 
Year: 1997 
Month: 8 
X-DOI: 10.1300/J050v08n02_04 
File-URL: http://hdl.handle.net/10.1300/J050v08n02_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1997:i:2:p:37-51




Template-Type: ReDIF-Article 1.0
Author-Name: Paul   Sergius Koku 
Author-X-Name-First: Paul   Sergius 
Author-X-Name-Last: Koku 
Title: What Is in a Name? The Impact of Strategic Name Change on Student Enrollment in Colleges and Universities 
Abstract:
  <title>ABSTRACT</title> Many colleges and universities in the United
 States have resorted to using proven business marketing strategies to
 better market themselves. The practice of changing a firm's name to send a
 signal and to broaden consumer appeal is one such strategy. It is an
 expensive and controversial strategy when used by schools, but is it also
 effective? We hypothesize that an effective name change strategy will
 positively impact a school's enrollment. Using the time series quasi
 design approach, we analyzed the pre-event and post-event incremental
 change in enrollment on a sample 140 colleges and universities. We used a
 five-year pre-event and a five-year post-event analysis period. The
 results show that, on average, the strategic name change has no
 significant impact on the post-event enrollment patterns. The t-value is
 1.61. A further analysis of the incremental enrollment patterns of the
 individual schools, shows that only 10 (about 7%) of the sample
 experienced significant incremental change in post-event enrollments
 (significance level of 5%, a two-tailed test). Hence, college
 administrators who are contemplating using the strategy as a marketing
 tool to boost declining enrollments are advised to proceed with extreme
 caution. 
Journal: Journal of Marketing for Higher Education 
Pages: 53-71 
Issue: 2 
Volume: 8 
Year: 1997 
Month: 8 
X-DOI: 10.1300/J050v08n02_05 
File-URL: http://hdl.handle.net/10.1300/J050v08n02_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1997:i:2:p:53-71




Template-Type: ReDIF-Article 1.0
Author-Name: Beverly A. Browne 
Author-X-Name-First: Beverly A. 
Author-X-Name-Last: Browne 
Author-Name: Dennis O. Kaldenberg 
Author-X-Name-First: Dennis O. 
Author-X-Name-Last: Kaldenberg 
Author-Name: William G. Browne 
Author-X-Name-First: William G. 
Author-X-Name-Last: Browne 
Author-Name: Daniel J. Brown 
Author-X-Name-First: Daniel J. 
Author-X-Name-Last: Brown 
Title: Student as Customer: Factors Affecting Satisfaction and Assessments of Institutional Quality 
Abstract:
  <title>ABSTRACT</title> The present research examined relationships
 between satisfaction and quality judgments of college services. Students
 (<italic>N</italic> = 736) completed a questionnaire (SERVQUAL) to
 investigate perceived service performance of a university college. At the
 same time, they were asked about satisfaction with specific aspects of the
 program offered by the college. Three dependent measures of satisfaction
 were used: global satisfaction, willingness to recommend the college, and
 satisfaction with value received from the educational experience. Results
 indicated that the perceived quality of the educational offering and
 service quality explained different amounts of the variance in
 satisfaction. The article concludes with a discussion of the implications
 of the relative importance of actual and augmented product characteristics
 in explaining satisfaction. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-14 
Issue: 3 
Volume: 8 
Year: 1998 
Month: 7 
X-DOI: 10.1300/J050v08n03_01 
File-URL: http://hdl.handle.net/10.1300/J050v08n03_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1998:i:3:p:1-14




Template-Type: ReDIF-Article 1.0
Author-Name: Leigh Lawton 
Author-X-Name-First: Leigh 
Author-X-Name-Last: Lawton 
Author-Name: Lorman Lundsten 
Author-X-Name-First: Lorman 
Author-X-Name-Last: Lundsten 
Title: Contrasts Between Benefits Expected and Delivered Among MBA Inquirers, Students, and Graduates 
Abstract:
  <title>ABSTRACT</title> A survey was conducted of three groups:
 prospective students, current students, and alumni. Prospective students
 were asked what benefits (career, on-the-job performance, and personal
 benefits) they expected to derive from their MBA education. Current
 students and alumni were asked what benefits they have derived from their
 education. The expectations of the prospective students were quite
 consistent with the experiences of the current students and alumni with
 respect to on-the-job performance and personal benefits, but the career
 benefits that prospective students anticipated far exceeded actual
 experiences. This study should help prospective students to have more
 realistic expectations and should help MBA-granting institutions to
 understand an important source of dissatisfaction. 
Journal: Journal of Marketing for Higher Education 
Pages: 15-29 
Issue: 3 
Volume: 8 
Year: 1998 
Month: 7 
X-DOI: 10.1300/J050v08n03_02 
File-URL: http://hdl.handle.net/10.1300/J050v08n03_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1998:i:3:p:15-29




Template-Type: ReDIF-Article 1.0
Author-Name: R.   Stephen Parker 
Author-X-Name-First: R.   Stephen 
Author-X-Name-Last: Parker 
Author-Name: Charlie Pettijohn 
Author-X-Name-First: Charlie 
Author-X-Name-Last: Pettijohn 
Author-Name: Jennifer Leimkuehler 
Author-X-Name-First: Jennifer 
Author-X-Name-Last: Leimkuehler 
Title: Marketing Department Summer School Enrollment: An Analysis and Recommendations 
Abstract:
  <title>ABSTRACT</title> For many universities and their faculty, summer
 school in an important segment of the university school year. Yet, in
 recent years, summer school enrollment declines have threatened the
 viability of summer school programs. This study examines factors that
 contribute to declines in summer school enrollment, causes that influence
 students to enroll in summer school, factors affecting course selection,
 and reasons for not attending summer school. Department Heads of AACSB
 accredited universities and marketing students were surveyed for this
 study. Results indicated that approximately 50% of departments report
 declines in summer school. Possible causes of enrollment declines are
 identified in the results. Students report that reducing the number of
 semesters required for graduation and reducing class loads during regular
 semesters were the two primary reasons for attending summer school. The
 findings suggest potential courses of action and recommendations which are
 discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 31-44 
Issue: 3 
Volume: 8 
Year: 1998 
Month: 7 
X-DOI: 10.1300/J050v08n03_03 
File-URL: http://hdl.handle.net/10.1300/J050v08n03_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1998:i:3:p:31-44




Template-Type: ReDIF-Article 1.0
Author-Name: Brian Corbitt 
Author-X-Name-First: Brian 
Author-X-Name-Last: Corbitt 
Title: Managing Quality by Action Research&#x2014;Improving Quality Service Delivery in Higher Education as a Marketing Strategy 
Abstract:
  <title>ABSTRACT</title> This paper demonstrates how the use of self
 directed and self initiated research by staff in an International Office
 in one of Australia's largest universities can be a useful tool in
 improving the quality performance of service delivery to full fee paying
 international students as a deliberate means of improving the marketable
 image of the university, accepting that the university marketing strategy
 recognises that &#x2018;word of mouth&#x2019; or informal marketing forms
 one part of the overall scheme. This paper describes two action research
 projects undertaken by staff in the International Office to engender
 improved quality of service delivery and subsequently an improved image of
 the university in the process of informal marketing. The results of the
 action research projects have produced specific outcomes, further planning
 and changes to management practices in the International Office, all
 related to improving the quality of services being delivered and the
 quality of management, a strategy that can be adopted in universities
 worldwide. Each research project was small, but facilitated changes or
 improvement to a target, strategically identified and discussed with
 management. These projects did not occur as strategic parts of an overall
 marketing plan, but were recognised as making contributions to effective
 outcomes of the existing marketing process. The paper then discusses the
 role of management in employee empowerment and the action research process
 arguing that management's role is to ensure that stimuli such as this are
 not Stifled. 
Journal: Journal of Marketing for Higher Education 
Pages: 45-62 
Issue: 3 
Volume: 8 
Year: 1998 
Month: 7 
X-DOI: 10.1300/J050v08n03_04 
File-URL: http://hdl.handle.net/10.1300/J050v08n03_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1998:i:3:p:45-62




Template-Type: ReDIF-Article 1.0
Author-Name: Matthew D. Shank 
Author-X-Name-First: Matthew D. 
Author-X-Name-Last: Shank 
Author-Name: Fred Beasley 
Author-X-Name-First: Fred 
Author-X-Name-Last: Beasley 
Title: Gender Effects on the University Selection Process 
Abstract:
  <title>ABSTRACT</title> Do male and female students really behave
 differently and want different things from a college education? The
 present study was and designed to address this issue and extend what was
 previously known regarding gender differences in the university selection
 process. A convenience sample of 183 undergraduate students (83 males and
 100 females) from a large, midwestern university responded to a
 campus-intercept survey. Results indicate that male and female students
 differ in terms of the importance placed on various attributes of a
 university and in one source used to choose a university. Implications for
 the development of a strategic marketing process are discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 63-71 
Issue: 3 
Volume: 8 
Year: 1998 
Month: 7 
X-DOI: 10.1300/J050v08n03_05 
File-URL: http://hdl.handle.net/10.1300/J050v08n03_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1998:i:3:p:63-71




Template-Type: ReDIF-Article 1.0
Author-Name: Deborah E. Rosen 
Author-X-Name-First: Deborah E. 
Author-X-Name-Last: Rosen 
Author-Name: James M. Curran 
Author-X-Name-First: James M. 
Author-X-Name-Last: Curran 
Author-Name: Timothy B. Greenlee 
Author-X-Name-First: Timothy B. 
Author-X-Name-Last: Greenlee 
Title: College Choice in a Brand Elimination Framework: The High School Student's Perspective 
Abstract:
  <title>ABSTRACT</title> Universities have belatedly recognized that they
 must consider their marketing strategies if they are to remain viable in
 the increasingly competitive market. In order to provide a logical
 framework through which to evaluate recruiting strategies, more needs to
 be known about the process which high school students utilize in college
 choice. This paper reports on two studies of high school students designed
 to examine college choice in a brand elimination framework. The paper then
 goes on to compare these results to what is known about the recruiting
 strategies of institutions of higher education. Recommendations are made
 to improve the effectiveness of these recruiting efforts. 
Journal: Journal of Marketing for Higher Education 
Pages: 73-92 
Issue: 3 
Volume: 8 
Year: 1998 
Month: 7 
X-DOI: 10.1300/J050v08n03_06 
File-URL: http://hdl.handle.net/10.1300/J050v08n03_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1998:i:3:p:73-92




Template-Type: ReDIF-Article 1.0
Author-Name: Dennis N. Bristow 
Author-X-Name-First: Dennis N. 
Author-X-Name-Last: Bristow 
Title: Do You See What I See? The Marketing Lens Model in an Academic Setting 
Abstract:
  <title>ABSTRACT</title> The current study presents the findings of the
 initial application of the Marketing Lens Model in an academic setting.
 Empirical testing revealed that various stakeholder groups-students and
 faculty members-exhibited significantly different derived importance for
 individual product attributes used to judge the overall quality of the
 educational product. Further, important differences existed between
 stakeholder groups' quality ratings of key attributes of the educational
 product. Implications for administrators and researchers are presented. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-16 
Issue: 4 
Volume: 8 
Year: 1998 
Month: 8 
X-DOI: 10.1300/J050v08n04_01 
File-URL: http://hdl.handle.net/10.1300/J050v08n04_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1998:i:4:p:1-16




Template-Type: ReDIF-Article 1.0
Author-Name: Sandra S. Liu 
Author-X-Name-First: Sandra S. 
Author-X-Name-Last: Liu 
Title: Integrating Strategic Marketing on an Institutional Level 
Abstract:
  <title>ABSTRACT</title> Marketing of higher education has been approached
 mainly from the operational level as tools for student recruitment and
 income generation. Responsible marketing in higher education, as called
 for by its terms of reference, is concerned with how to effectively bring
 students into contact with programs that are both beneficial and rewarding
 from the broadest sense of personal as well as societal fulfillment. This
 paper proposes how the competencies of marketing contribute to integrating
 marketing strategies in institutional Strategic planning. 
Journal: Journal of Marketing for Higher Education 
Pages: 17-28 
Issue: 4 
Volume: 8 
Year: 1998 
Month: 8 
X-DOI: 10.1300/J050v08n04_02 
File-URL: http://hdl.handle.net/10.1300/J050v08n04_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1998:i:4:p:17-28




Template-Type: ReDIF-Article 1.0
Author-Name: Randall G. Chapman 
Author-X-Name-First: Randall G. 
Author-X-Name-Last: Chapman 
Title: MBA Quality Signals 
Abstract:
  <title>ABSTRACT</title> Across multiple external customer groups,
 agreement exists about what signals the presence of MBA academic quality.
 MBA quality signals were selected from an original list of 45 and a
 refined list of 35 in a two-stage study. Important signals were
 &#x201C;Positive Course Evaluations By Current MBAs,&#x201D;
 &#x201C;Nationally-Prominent Firms Recruit To Hire MBAs,&#x201D;
 &#x201C;MBA Faculty Spend Time With MBAs Outside Class,&#x201D;
 &#x201C;Extensive Library Resources For MBA Students,&#x201D; &#x201C;MBA
 Faculty Consult To Major Corporations,&#x201D; &#x201C;Full-Time Faculty
 With Prior Business Experience,&#x201D; &#x201C;Coursework Projects With
 Real-World Organizations,&#x201D; &#x201C;Many Organizations Recruit
 On-Campus For MBAs,&#x201D; and &#x201C;MBA Graduates Who Are Leaders In
 Their Fields.&#x201D; Traditional scholarly-oriented academic quality
 signals are not apparently valued as quality signals by external customer
 groups. MBA academic quality appears to be a multidimensional construct
 with sub-dimensions REAL-WORLDNESS, PLACEMENT, STUDENT SATISFACTION, and
 PROGRAM SCOPE. MBA program design, staffing, resource deployment, and
 communications issues arise from these quality signals findings. 
Journal: Journal of Marketing for Higher Education 
Pages: 29-48 
Issue: 4 
Volume: 8 
Year: 1998 
Month: 8 
X-DOI: 10.1300/J050v08n04_03 
File-URL: http://hdl.handle.net/10.1300/J050v08n04_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1998:i:4:p:29-48




Template-Type: ReDIF-Article 1.0
Author-Name: Khalid M. Dubas 
Author-X-Name-First: Khalid M. 
Author-X-Name-Last: Dubas 
Author-Name: Waqar I. Ghani 
Author-X-Name-First: Waqar I. 
Author-X-Name-Last: Ghani 
Author-Name: Stanley Davis 
Author-X-Name-First: Stanley 
Author-X-Name-Last: Davis 
Author-Name: James T. Strong 
Author-X-Name-First: James T. 
Author-X-Name-Last: Strong 
Title: Evaluating Market Orientation of an Executive MBA Program 
Abstract:
  <title>ABSTRACT</title> This paper evaluates the market orientation of
 the Executive MBA program offered at Saint Joseph's University
 (Philadelphia) using input from a study of current and past students. The
 EMBA program was evaluated in terms of twelve skills and knowledge areas
 measuring effective managerial performance and the student-executives'
 perceptions of the strengths and weaknesses of the program in delivering
 these skills. Both the positive and the negative feedback received from
 student-executives' evaluation since have been used by the program to
 identify consumer needs, make curriculum adjustments, and enhance market
 efforts on an on-going basis. It is believed that the results, which
 benefited Saint Joseph's, could also be beneficial to other universities
 with an existing EMBA program or who are considering starting an EMBA
 program. 
Journal: Journal of Marketing for Higher Education 
Pages: 49-59 
Issue: 4 
Volume: 8 
Year: 1998 
Month: 8 
X-DOI: 10.1300/J050v08n04_04 
File-URL: http://hdl.handle.net/10.1300/J050v08n04_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1998:i:4:p:49-59




Template-Type: ReDIF-Article 1.0
Author-Name: Deborah E. Rosen 
Author-X-Name-First: Deborah E. 
Author-X-Name-Last: Rosen 
Author-Name: James M. Curran 
Author-X-Name-First: James M. 
Author-X-Name-Last: Curran 
Author-Name: Timothy B. Greenlee 
Author-X-Name-First: Timothy B. 
Author-X-Name-Last: Greenlee 
Title: College Choice in a Brand Elimination Framework: The Administrator's Perspective 
Abstract:
  <title>ABSTRACT</title> Much has been written regarding the downward
 trend of enrollments in business programs since the boom of the 1980s.
 While recruiting activities by universities are escalating, little
 research has addressed how these activities might be effecting
 enrollments. Through an extensive survey of business programs, this study
 looks at the extent of recruiting activities and classifies these
 activities in a brand elimination framework. The timing and methods of
 recruiting are then compared to reports of changes in enrollment. Findings
 from this study provide evidence that targeted activities aimed at
 creating awareness early in the brand elimination process can have an
 impact on enrollment. 
Journal: Journal of Marketing for Higher Education 
Pages: 61-81 
Issue: 4 
Volume: 8 
Year: 1998 
Month: 8 
X-DOI: 10.1300/J050v08n04_05 
File-URL: http://hdl.handle.net/10.1300/J050v08n04_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1998:i:4:p:61-81




Template-Type: ReDIF-Article 1.0
Author-Name: Geraldine Clarke 
Author-X-Name-First: Geraldine 
Author-X-Name-Last: Clarke 
Author-Name: M. A. Brown 
Author-X-Name-First: M. A. 
Author-X-Name-Last: Brown 
Title: Consumer Attitudes to the Higher Education Application Process 
Journal: Journal of Marketing for Higher Education 
Pages: 83-96 
Issue: 4 
Volume: 8 
Year: 1998 
Month: 8 
X-DOI: 10.1300/J050v08n04_06 
File-URL: http://hdl.handle.net/10.1300/J050v08n04_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:8:y:1998:i:4:p:83-96




Template-Type: ReDIF-Article 1.0
Author-Name: Terry Gatfield 
Author-X-Name-First: Terry 
Author-X-Name-Last: Gatfield 
Title: The International Product Life Cycle Theoretical Framework and Its Application to Marketing Higher Education to International Countries: An Australian/Asian Perspective 
Abstract:
  <title>ABSTRACT</title> The export marketing of higher education in
 Australia since 1988 has been phenomenal. This growth can be explained by
 a number of factors one of which is the seldom examined International
 Product Life Cycle theory. This paper describes the hypothetical
 conceptual construct in relationship to international marketing of higher
 education and discusses how the international education product market is
 shifting and changing across national boundaries and how Australia is
 positioned within that framework. In addition, the paper briefly explores
 the implications of the International Product Life Cycle for governments
 and higher educational institution policy makers in their marketing
 endeavors. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-10 
Issue: 1 
Volume: 9 
Year: 1998 
Month: 1 
X-DOI: 10.1300/J050v09n01_01 
File-URL: http://hdl.handle.net/10.1300/J050v09n01_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:1:p:1-10




Template-Type: ReDIF-Article 1.0
Author-Name: Keith Adler 
Author-X-Name-First: Keith 
Author-X-Name-Last: Adler 
Title: Degree Upgrades: A New Service, a New Market and a New Strategy for Higher Education 
Abstract:
  <title>ABSTRACT</title> A proposed new educational service, the degree
 upgrade, is targeted toward a new market segment for higher education,
 graduates who are not seeking advanced degrees. The degree upgrade is
 accompanied by a new marketing strategy that attempts to build a
 continuing relationship with the new segment of graduates. Several
 advantages are achieved by the combined targeting strategy and the upgrade
 concept, (1) In combination, degree upgrades and the new targeting
 strategy aim at a sizable market segment that has not been effectively
 targeted in the past. (2) Economic benefits are strong because the service
 and strategy builds a continuous and increasing demand for educational
 services from a market segment that steadily increases in size. (3) The
 service and strategy redefines traditional concepts of &#x201C;Lifelong
 Learning&#x201D; and &#x201C;Continuing Education&#x201D; and suggests the
 upgrade concept creates more urgency among target market members. The
 purpose of this discussion is to initiate dialogue about the new service
 and strategy. Many questions are raised; some are unanswered. 
Journal: Journal of Marketing for Higher Education 
Pages: 11-24 
Issue: 1 
Volume: 9 
Year: 1998 
Month: 3 
X-DOI: 10.1300/J050v09n01_02 
File-URL: http://hdl.handle.net/10.1300/J050v09n01_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:1:p:11-24




Template-Type: ReDIF-Article 1.0
Author-Name: Jerry L. Nichols 
Author-X-Name-First: Jerry L. 
Author-X-Name-Last: Nichols 
Author-Name: Paul M. Orehovec 
Author-X-Name-First: Paul M. 
Author-X-Name-Last: Orehovec 
Author-Name: Scott Ingold 
Author-X-Name-First: Scott 
Author-X-Name-Last: Ingold 
Title: Using Logistic Regression to Identify New &#x201C;At-Risk&#x201D; Freshmen 
Abstract:
  <title>ABSTRACT</title> Retention and graduation rates at institutions of
 higher education receive a great deal of attention from a wide range of
 constituents. The search to identify students who are attrition risks
 early in their collegiate careers often is elusive. More often,
 practitioners rely on the random initiation of program strategies aimed at
 improving retention and graduation rates without any viable research base.
 To address this issue, a logit model was developed using historical data
 to identify characteristics inherent in a student's decision to withdraw
 from college. Once the model was derived, predicted probabilities of
 retention for an incoming class were computed. 
Journal: Journal of Marketing for Higher Education 
Pages: 25-37 
Issue: 1 
Volume: 9 
Year: 1998 
Month: 3 
X-DOI: 10.1300/J050v09n01_03 
File-URL: http://hdl.handle.net/10.1300/J050v09n01_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:1:p:25-37




Template-Type: ReDIF-Article 1.0
Author-Name: Beverly A. Browne 
Author-X-Name-First: Beverly A. 
Author-X-Name-Last: Browne 
Author-Name: Dennis Kaldenberg 
Author-X-Name-First: Dennis 
Author-X-Name-Last: Kaldenberg 
Author-Name: William G. Browne 
Author-X-Name-First: William G. 
Author-X-Name-Last: Browne 
Title: Satisfaction with Business Education: A Comparison of Business Students and Their Parents 
Abstract:
  <title>ABSTRACT</title> The study examined relationships between ratings
 of college services and program quality among 57 pairs of parents and
 students. The study revealed that the relationships between parent and
 student ratings of the institution were relatively small. However, parents
 who believed that they had greater influence over student choice of
 institution were more satisfied with the institution. Satisfaction also
 was associated with amount of parental contribution to payment of tuition
 and fees. Marketing implications for universities are indicated. 
Journal: Journal of Marketing for Higher Education 
Pages: 39-52 
Issue: 1 
Volume: 9 
Year: 1998 
Month: 1 
X-DOI: 10.1300/J050v09n01_04 
File-URL: http://hdl.handle.net/10.1300/J050v09n01_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:1:p:39-52




Template-Type: ReDIF-Article 1.0
Author-Name: R.   Eric Landrum 
Author-X-Name-First: R.   Eric 
Author-X-Name-Last: Landrum 
Author-Name: Rob Turrisi 
Author-X-Name-First: Rob 
Author-X-Name-Last: Turrisi 
Author-Name: Clayton Harless 
Author-X-Name-First: Clayton 
Author-X-Name-Last: Harless 
Title: University Image: The Benefits of Assessment and Modeling 
Abstract:
  <title>ABSTRACT</title> Residents across a state were asked about their
 opinions about a regional university. Using closed- and open-ended
 questions in mailed surveys, information about university image was
 collected. Results indicate that residents have one of two opinions about
 the university&#x2014;either they have a general, positive opinion (halo
 effect) or no opinion. LISREL modeling of the data point to the
 significant components of university image and how they influence the
 decision to send a son or daughter to the university, which in turn leads
 to a better understanding of the impact of university image. More work
 with varying populations and a variety of universities needs to be
 published to contribute to a general, overall understanding of the impact
 of university image. 
Journal: Journal of Marketing for Higher Education 
Pages: 53-68 
Issue: 1 
Volume: 9 
Year: 1998 
Month: 3 
X-DOI: 10.1300/J050v09n01_05 
File-URL: http://hdl.handle.net/10.1300/J050v09n01_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:1:p:53-68




Template-Type: ReDIF-Article 1.0
Author-Name: Jane W. Licata 
Author-X-Name-First: Jane W. 
Author-X-Name-Last: Licata 
Author-Name: James G. Maxham 
Author-X-Name-First: James G. 
Author-X-Name-Last: Maxham 
Title: Student Expectations of the University Experience: Levels and Antecedents for Pre-Entry Freshmen 
Abstract:
  <title>ABSTRACT</title> The research tested a model with components from
 the services marketing literature on pre-entry freshmen to determine the
 influence of intentions on student expectations of the university
 experience. The research found that students have two distinct levels of
 expectations, a lower level of realistic expectations of what will happen,
 and a higher, ideal level of what should happen. Each level of
 expectations has various influences. When the data were divided by two
 ethnic groups, significant differences were found for intentions and
 influences on expectations, as well as expectations. 
Journal: Journal of Marketing for Higher Education 
Pages: 69-91 
Issue: 1 
Volume: 9 
Year: 1998 
Month: 3 
X-DOI: 10.1300/J050v09n01_06 
File-URL: http://hdl.handle.net/10.1300/J050v09n01_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:1:p:69-91




Template-Type: ReDIF-Article 1.0
Author-Name: Charles J. Quigley 
Author-X-Name-First: Charles J. 
Author-X-Name-Last: Quigley 
Author-Name: Frank G. Bingham 
Author-X-Name-First: Frank G. 
Author-X-Name-Last: Bingham 
Author-Name: Elaine M. Notarantonio 
Author-X-Name-First: Elaine M. 
Author-X-Name-Last: Notarantonio 
Author-Name: Keith Murray 
Author-X-Name-First: Keith 
Author-X-Name-Last: Murray 
Title: The Impact Discounts and the Price-Quality Effect Have on the Choice of an Institution of Higher Education 
Abstract:
  <title>ABSTRACT</title> This article reports on the results of a study of
 the price-quality relationship as it impacts consumer's institution of
 higher education selection decisions. This study also investigates the
 effect that financial discounts in the form of financial aid have on the
 decision to attend an institution. Based upon focus group discussions and
 depth interviews, a set of quality attributes were developed. A survey of
 303 potential college students and their parents indicates that high price
 and low price institutions are evaluated higher on quality attributes than
 are moderately priced institutions. Further, discounts are found to have
 little effect on the attendance decision. Implications of these results
 relative to the pricing strategies used by institutions of higher
 education are discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-17 
Issue: 2 
Volume: 9 
Year: 1998 
Month: 2 
X-DOI: 10.1300/J050v09n02_01 
File-URL: http://hdl.handle.net/10.1300/J050v09n02_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:2:p:1-17




Template-Type: ReDIF-Article 1.0
Author-Name: Linda Brennan 
Author-X-Name-First: Linda 
Author-X-Name-Last: Brennan 
Author-Name: Lynne Bennington 
Author-X-Name-First: Lynne 
Author-X-Name-Last: Bennington 
Title: Concepts in Conflict: Students and Customers--An Australian Perspective 
Abstract:
  <title>ABSTRACT</title> Increasingly, pressure is being brought to bear
 on Australian academics as service providers in the higher education
 &#x2018;industry.&#x2019; Students are attracted to universities by
 marketing and promotion activities which inculcate the perception that the
 student is a customer. Furthermore, education is being treated by various
 governments as a commodity which may be purchased by customers in a free
 market system. The authors argue that students are <italic>not</italic>
 customers in the sense currently recognised by business. An alternative
 view of the customer base of an institution is put forward. This
 alternative more effectively accounts for the variety of interests that
 must be served by the higher education industry. 
Journal: Journal of Marketing for Higher Education 
Pages: 19-40 
Issue: 2 
Volume: 9 
Year: 1998 
Month: 12 
X-DOI: 10.1300/J050v09n02_02 
File-URL: http://hdl.handle.net/10.1300/J050v09n02_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:2:p:19-40




Template-Type: ReDIF-Article 1.0
Author-Name: Gene C. Sands 
Author-X-Name-First: Gene C. 
Author-X-Name-Last: Sands 
Author-Name: Rick J. Smith 
Author-X-Name-First: Rick J. 
Author-X-Name-Last: Smith 
Title: Organizing for Effective Marketing Communications in Higher Education: Restructuring for Your Competitive Edge in Marketing 
Abstract:
  <title>ABSTRACT</title> This paper posits that the structures, policies,
 and procedures of organizations in higher education and marketing today
 are archaic and do not adequately address the challenges and problems with
 solutions on a timely basis. The answer lies not in expanding resources,
 but rather through solutions than can be found by clearly and precisely
 integrating the institution's communications and marketing goals with its
 strategic and academic goals. The successful marketing structure will
 support the institutional profit centers, and more specifically, will
 focus on its primary profit center: student recruitment and retention.
 Effective market and communications plans, and resulting strategies, can
 be best accomplished through a task force concept that melds the
 capability to create and implement plans that effectively respond to those
 opportunities identified through an integrated marketing effort. The
 desired net result is the employment of all the resources and assets from
 development, alumni relations, communications, and admissions in a
 synergistic way that introduces and reinforces the institution's image in
 those key areas. Marketing and communications are not the central purposes
 of an organization; but they are critical functions and, as such, cannot
 be, as is done in many colleges today, relegated to the lowest rung of the
 organizational ladder. The process of restructuring and rebuilding can be
 successfully facilitated using techniques such as Continuous Quality
 Improvement (CQI) that focus on reforming thinking and constituting new
 tasks. However, these tools and techniques can provide effective change
 only if the parties involved agree that change is required and can be
 achieved only through revolution, rather than evolution. While true
 integration is a lofty goal, it is critical in today's noisy marketplace
 because the more integrated and consistent an institution's marketing and
 communications activities are, the more likely it is to realize
 significant gains in its visibility and reputation. 
Journal: Journal of Marketing for Higher Education 
Pages: 41-58 
Issue: 2 
Volume: 9 
Year: 1998 
Month: 8 
X-DOI: 10.1300/J050v09n02_03 
File-URL: http://hdl.handle.net/10.1300/J050v09n02_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:2:p:41-58




Template-Type: ReDIF-Article 1.0
Author-Name: John W. Barnes 
Author-X-Name-First: John W. 
Author-X-Name-Last: Barnes 
Author-Name: John Hadjimarcou 
Author-X-Name-First: John 
Author-X-Name-Last: Hadjimarcou 
Title: An Investigation of the Perceptions of Business Students Regarding Non-Traditional Business Education Formats 
Abstract:
  <title>ABSTRACT</title> Business education programs labeled as
 &#x201C;non-traditional&#x201D; continue to grow in importance and
 popularity and have accordingly continued to receive attention in the
 business educational literature. Generally lost in this literature,
 however, is the perception of business students regarding these programs.
 The purpose of our study was to examine student perceptions of
 non-traditional programs and to uncover the major latent themes regarding
 a variety of issues related to these programs. Our findings suggest that
 business students consider non-traditional education as a viable option to
 traditional education. However, respondents also voiced a number of
 disadvantages of non-traditional programs such as cost, external validity
 of degrees, and impersonalized learning environment. Implications for
 educators and/or administrators are offered. 
Journal: Journal of Marketing for Higher Education 
Pages: 59-81 
Issue: 2 
Volume: 9 
Year: 1998 
Month: 5 
X-DOI: 10.1300/J050v09n02_04 
File-URL: http://hdl.handle.net/10.1300/J050v09n02_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:2:p:59-81




Template-Type: ReDIF-Article 1.0
Author-Name: Jami J. Armstrong 
Author-X-Name-First: Jami J. 
Author-X-Name-Last: Armstrong 
Author-Name: D.   Barry Lumsden 
Author-X-Name-First: D.   Barry 
Author-X-Name-Last: Lumsden 
Title: Impact of Universities' Promotional Materials on College Choice 
Abstract:
  <title>ABSTRACT</title> A major promotional tactic for higher education
 marketers is the use of printed promotional materials to recruit freshmen
 students. These promotional materials range from full color glossy
 brochures to simple letters on university letterhead. They are sent to
 students during their junior and senior years in high school. The research
 reported in this article attempted to provide in-depth information on the
 impact of these promotional materials through the use of student focus
 groups. Students from a large, southern metropolitan university were asked
 about the impact of these promotional materials on their college choice
 decision. The students provided detailed suggestions on the ways to
 improve the method of distribution, graphic design, and content of the
 materials. 
Journal: Journal of Marketing for Higher Education 
Pages: 83-91 
Issue: 2 
Volume: 9 
Year: 1998 
Month: 2 
X-DOI: 10.1300/J050v09n02_05 
File-URL: http://hdl.handle.net/10.1300/J050v09n02_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:2:p:83-91




Template-Type: ReDIF-Article 1.0
Author-Name: D. J. Wasmer 
Author-X-Name-First: D. J. 
Author-X-Name-Last: Wasmer 
Author-Name: Gordon C. Bruner 
Author-X-Name-First: Gordon C. 
Author-X-Name-Last: Bruner 
Title: The Antecedents of the Market Orientation in Higher Education 
Abstract:
  <title>ABSTRACT</title> Colleges appear to be more eager and willing than
 ever to adopt a market orientation given declining enrollments and the
 downsizing that many are experiencing. Yet, the factors which foster and
 produce a market orientation have not been well defined in previous
 research. This study examines three antecedents of the market orientation
 within the context of higher education: institution size (student
 enrollment), source of funding (public/private), and institutional
 innovativeness. While the findings indicate that all three have some
 effect on adoption of a marketing orientation, innovativeness
 overwhelmingly plays the largest role. The implications for administrators
 as well as directions for future research are discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 93-105 
Issue: 2 
Volume: 9 
Year: 1998 
Month: 12 
X-DOI: 10.1300/J050v09n02_06 
File-URL: http://hdl.handle.net/10.1300/J050v09n02_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:2:p:93-105




Template-Type: ReDIF-Article 1.0
Author-Name: Greg M. Broekemier 
Author-X-Name-First: Greg M. 
Author-X-Name-Last: Broekemier 
Author-Name: Srivatsa Seshadri 
Author-X-Name-First: Srivatsa 
Author-X-Name-Last: Seshadri 
Title: Differences in College Choice Criteria Between Deciding Students and Their Parents 
Abstract:
  <title>ABSTRACT</title> This paper reports the findings of a study
 involving the measurement of the relative importance of numerous college
 choice criteria. This study includes a comparison of importance ratings of
 these criteria by high school students and their parents. Significant
 student/parent and student gender differences are discussed and safety is
 identified as an important choice criterion. Important influencers on
 college choice decisions from both student and parent perspectives are
 also identified. The results can help college administrators and
 recruiters tailor their marketing strategies to each group by providing
 important information to the principal parties involved in making college
 choice decisions. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-13 
Issue: 3 
Volume: 9 
Year: 1998 
Month: 7 
X-DOI: 10.1300/J050v09n03_01 
File-URL: http://hdl.handle.net/10.1300/J050v09n03_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:3:p:1-13




Template-Type: ReDIF-Article 1.0
Author-Name: Richard M. Canterbury 
Author-X-Name-First: Richard M. 
Author-X-Name-Last: Canterbury 
Title: Higher Education Marketing: A Challenge 
Abstract:
  <title>ABSTRACT</title> Similarities between higher education and other
 services may not be sufficient to conclude that services marketing methods
 transfer easily to all markets in higher education. High school students
 are a market segment offered as an example of how distinctive issues may
 apply. 
Journal: Journal of Marketing for Higher Education 
Pages: 15-24 
Issue: 3 
Volume: 9 
Year: 1998 
Month: 1 
X-DOI: 10.1300/J050v09n03_02 
File-URL: http://hdl.handle.net/10.1300/J050v09n03_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:3:p:15-24




Template-Type: ReDIF-Article 1.0
Author-Name: Robin T. Peterson 
Author-X-Name-First: Robin T. 
Author-X-Name-Last: Peterson 
Author-Name: Frank K. Bryant 
Author-X-Name-First: Frank K. 
Author-X-Name-Last: Bryant 
Title: Portrayal of Older Students by Colleges and Universities 
Abstract:
  <title>ABSTRACT</title> This inquiry used content analysis of student
 brochures to ascertain if a sample of colleges and universities portrayed
 older persons less frequently and less positively than they did younger
 individuals. The study generated evidence to indicate that colleges and
 universities tend to depict older persons infrequently and negatively. 
Journal: Journal of Marketing for Higher Education 
Pages: 25-38 
Issue: 3 
Volume: 9 
Year: 1998 
Month: 9 
X-DOI: 10.1300/J050v09n03_03 
File-URL: http://hdl.handle.net/10.1300/J050v09n03_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:3:p:25-38




Template-Type: ReDIF-Article 1.0
Author-Name: Marion S. Webb 
Author-X-Name-First: Marion S. 
Author-X-Name-Last: Webb 
Author-Name: Kenneth R. Mayer 
Author-X-Name-First: Kenneth R. 
Author-X-Name-Last: Mayer 
Author-Name: Virginie Pioche 
Author-X-Name-First: Virginie 
Author-X-Name-Last: Pioche 
Title: An Analysis of U.S. Business Schools' Catalogs, Application Packages, and Program Materials from an International Perspective 
Abstract:
  <title>ABSTRACT</title> Catalogs, application packages, and program
 materials from 106 business schools were analyzed to determine the degree
 of international coverage in business schools' curricula. The study found
 that 49% of the accredited schools and 33% of the non-accredited schools
 had international programs. In the accredited schools, 63% of the
 international programs were at the graduate level, whereas in the
 non-accredited schools, 92% were at the undergraduate level. Moreover, 92%
 of the AACSB accredited schools and 89% of the non-accredited schools
 offered international courses. The trend is to require international
 functional courses, such as international finance, in the traditional MBA
 programs and offer international functional courses as electives in the
 traditional BBA programs. In the BBA programs, there is an increasing
 tendency to offer foreign culture and foreign history courses. Several
 traditional MBA programs offer courses, such as global management or a
 general global business environment. 
Journal: Journal of Marketing for Higher Education 
Pages: 39-47 
Issue: 3 
Volume: 9 
Year: 1997 
Month: 5 
X-DOI: 10.1300/J050v09n03_04 
File-URL: http://hdl.handle.net/10.1300/J050v09n03_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1997:i:3:p:39-47




Template-Type: ReDIF-Article 1.0
Author-Name: Abhay Shah 
Author-X-Name-First: Abhay 
Author-X-Name-Last: Shah 
Author-Name: Charles Zeis 
Author-X-Name-First: Charles 
Author-X-Name-Last: Zeis 
Author-Name: Hailu Regassa 
Author-X-Name-First: Hailu 
Author-X-Name-Last: Regassa 
Author-Name: Ahmad Ahmadian 
Author-X-Name-First: Ahmad 
Author-X-Name-Last: Ahmadian 
Title: Expected Service Quality as Perceived by Potential Customers of an Educational Institution 
Abstract:
  <title>ABSTRACT</title> Researchers studying the &#x2018;service
 quality&#x2019; construct have typically measured it by comparing the
 expectations of consumers with their perceived experience with that
 service. The subjects of all studies in the past have been consumers who
 had consumed that service. However, till date, there has been no research
 measuring the &#x2018;service quality&#x2019; as perceived by potential
 consumers before they make their purchase/consumption decision. An
 organization should try to find out not only how its present customers
 perceive the quality of its services, but also how potential customers
 perceive the quality of its offerings. These potential customers may have
 never consumed the services of the organization, but may have formed their
 opinion about the quality of service offered by the organization. This
 opinion could be based on what they may have heard, read or seen about the
 organization's service in the mass media or it could be based on
 word-of-mouth. Whatever the case may be, new customers are crucial to an
 organization's future growth and survival, and an organization needs to
 attract these new customers. An organization should thus try to find out
 what these potential customers think about its &#x2018;service
 quality.&#x2019; The organization can then make appropriate changes in its
 offerings to convert these potential customers to actual customers. This
 study attempts to find the &#x2018;service quality&#x2019; as perceived by
 potential consumers of that service. The study uses opinions of potential
 customers instead of customers who have already consumed the service,
 i.e., a pre-consumption attitude as opposed to a post-consumption
 attitude. For this purpose, the study uses the setting of a university and
 surveys its potential students (i.e., those who have never consumed the
 service before) and attempts to find the quality of a university's
 offerings, as perceived by potential students. When measuring service
 quality as perceived by potential consumers, this study proposes using two
 new constructs - &#x2018;expected quality,&#x2019; and &#x2018;expected
 performance&#x2019; -to replace the currently used constructs
 &#x2018;perceived quality,&#x2019; and &#x2018;perceived
 performance,&#x2019; respectively. 
Journal: Journal of Marketing for Higher Education 
Pages: 49-72 
Issue: 3 
Volume: 9 
Year: 1998 
Month: 4 
X-DOI: 10.1300/J050v09n03_05 
File-URL: http://hdl.handle.net/10.1300/J050v09n03_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:3:p:49-72




Template-Type: ReDIF-Article 1.0
Author-Name: Sharon R. Paranto 
Author-X-Name-First: Sharon R. 
Author-X-Name-Last: Paranto 
Author-Name: Mayuresh Kelkar 
Author-X-Name-First: Mayuresh 
Author-X-Name-Last: Kelkar 
Title: Employer Satisfaction with Job Skills of Business College Graduates and Its Impact on Hiring Behavior 
Abstract:
  <title>ABSTRACT</title> This study analyzed which job-applicant skills
 employers perceive to be important when hiring, as well as how effective
 business schools are perceived to be in preparing students with these
 skills. A research instrument was developed to measure employers'
 satisfaction with 4 areas: specific skills, core skills, personal
 characteristics, and communication skills. The results indicate that
 employers want the same basic &#x201C;core skills,&#x201D; irrespective of
 their size and type of business, and that satisfaction with these core
 skills is the most important determinant of their inclination to hire.
 Recommendations for improving the effectiveness of business programs are
 included in the report. 
Journal: Journal of Marketing for Higher Education 
Pages: 73-89 
Issue: 3 
Volume: 9 
Year: 1998 
Month: 6 
X-DOI: 10.1300/J050v09n03_06 
File-URL: http://hdl.handle.net/10.1300/J050v09n03_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1998:i:3:p:73-89




Template-Type: ReDIF-Article 1.0
Author-Name: Philip L. Dawes 
Author-X-Name-First: Philip L. 
Author-X-Name-Last: Dawes 
Title: Management Development Programs: How Firms Select a Provider and What They Want from Future Programs 
Abstract:
  <title>ABSTRACT</title> Over the last few years, the rapidly expanding
 market for management development programs (MDPs) in Australia is one that
 has gained significant attention from many public universities. However,
 in response to this increased demand, many suppliers from the private
 sector (e.g., management consulting firms) have also entered this market.
 Accordingly, the market for MDPs can be described as being very
 competitive. The purpose of this exploratory research is to provide
 insights for public universities which should help them better understand
 the needs and wants of buyers. Armed with this information, public
 universities should then be in a position to compete more effectively with
 providers from the private sector. In order to provide such insights, this
 empirical research was motivated by two broad research questions: (1) How
 do organizations purchase MDPs? (2) What design characteristics would
 current purchasers of MDPs like to be built into future MDPs? As part of
 the first research question, this study examines the thirteen choice
 criteria used by organizational buyers to select a particular supplier. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-23 
Issue: 4 
Volume: 9 
Year: 1999 
Month: 6 
X-DOI: 10.1300/J050v09n04_01 
File-URL: http://hdl.handle.net/10.1300/J050v09n04_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1999:i:4:p:1-23




Template-Type: ReDIF-Article 1.0
Author-Name: Anthony C. Peyronel 
Author-X-Name-First: Anthony C. 
Author-X-Name-Last: Peyronel 
Title: The Role of Senior Public Relations Administrators in Institutional Decision Making: Are They at the Table? 
Abstract:
  <title>ABSTRACT</title> The literature in higher education public
 relations affirms that senior public relations administrators should be
 involved in institutional decision making at colleges and universities.
 However, public relations professionals are often stereotyped more as
 information processors and manipulators than as key members of an
 institution's senior management team. This study examines the role of
 senior public relations administrators in institutional decision making at
 the 14 universities in Pennsylvania's State System of Higher Education
 (SSHE). Based on the findings of this study, it may be concluded that SSHE
 senior public relations administrators are often not included in efforts
 to resolve important issues and influence institutional decisions. 
Journal: Journal of Marketing for Higher Education 
Pages: 25-35 
Issue: 4 
Volume: 9 
Year: 1999 
Month: 10 
X-DOI: 10.1300/J050v09n04_02 
File-URL: http://hdl.handle.net/10.1300/J050v09n04_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1999:i:4:p:25-35




Template-Type: ReDIF-Article 1.0
Author-Name: Bart Kittle 
Author-X-Name-First: Bart 
Author-X-Name-Last: Kittle 
Title: Institutional Advertising in Higher Education 
Abstract:
  <title>ABSTRACT</title> Based on an apparent lack of published research,
 an exploratory study was conducted to discover and describe current
 advertising practices in higher education. Results from fifty-nine
 colleges and universities who advertise in local, regional, and national
 media are reported regarding media usage, importance of communication
 objectives for institutional messages, and the importance of audiences
 targeted for advertising. All major media were used by most institutions
 sampled. Few colleges and universities reported using just one advertising
 medium. Traditional target audiences were noted. Communication objectives
 mentioned most often were general image enhancement and awareness of the
 institution. 
Journal: Journal of Marketing for Higher Education 
Pages: 37-52 
Issue: 4 
Volume: 9 
Year: 1999 
Month: 8 
X-DOI: 10.1300/J050v09n04_03 
File-URL: http://hdl.handle.net/10.1300/J050v09n04_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1999:i:4:p:37-52




Template-Type: ReDIF-Article 1.0
Author-Name: David R. Decker 
Author-X-Name-First: David R. 
Author-X-Name-Last: Decker 
Author-Name: Yuri A. Sokurienko 
Author-X-Name-First: Yuri A. 
Author-X-Name-Last: Sokurienko 
Title: When Marketing Really Matters: The Survival of a Russian Post-Graduate Institute 
Abstract:
  <title>ABSTRACT</title> The fundamental changes which swept through the
 former Soviet Union in 1991 and 1992 dramatically affected the system of
 higher education. Within the space of 12--18 months, institutions which
 had operated in a completely stable and predictable environment for many
 years were suddenly required to drastically reconfigure themselves and
 their curricular offerings in order to survive. This article describes how
 one such institution applied classical marketing principles of market
 segmentation and target marketing in order to remake itself into a viable
 institution in a fundamentally changed environment. 
Journal: Journal of Marketing for Higher Education 
Pages: 53-67 
Issue: 4 
Volume: 9 
Year: 1999 
Month: 9 
X-DOI: 10.1300/J050v09n04_04 
File-URL: http://hdl.handle.net/10.1300/J050v09n04_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1999:i:4:p:53-67




Template-Type: ReDIF-Article 1.0
Author-Name: Michael J. Conard 
Author-X-Name-First: Michael J. 
Author-X-Name-Last: Conard 
Author-Name: Maureen A. Conard 
Author-X-Name-First: Maureen A. 
Author-X-Name-Last: Conard 
Title: An Analysis of Academic Reputation as Perceived by Consumers of Higher Education 
Abstract:
  <title>ABSTRACT</title> A college's academic reputation (AR) plays a
 significant role in positioning the institution. Survey responses of
 college-bound high school seniors suggest that a majority of respondents
 view successful postgraduate careers as very important to the perception
 of AR and very likely to be attributed to a college with very good AR. A
 principle components factor analysis revealed three factors that describe
 the perception of AR (i.e., Academic Concerns, Campus Ethos, Practical
 Value). In a similar analysis three factors were found likely to be
 associated with very good AR (i.e., Curricular Concerns, Exclusivity,
 Career Preparation). 
Journal: Journal of Marketing for Higher Education 
Pages: 69-80 
Issue: 4 
Volume: 9 
Year: 1999 
Month: 11 
X-DOI: 10.1300/J050v09n04_05 
File-URL: http://hdl.handle.net/10.1300/J050v09n04_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1999:i:4:p:69-80




Template-Type: ReDIF-Article 1.0
Author-Name: Caroline Fisher 
Author-X-Name-First: Caroline 
Author-X-Name-Last: Fisher 
Author-Name: Elizabeth Weymann 
Author-X-Name-First: Elizabeth 
Author-X-Name-Last: Weymann 
Author-Name: Amy Todd 
Author-X-Name-First: Amy 
Author-X-Name-Last: Todd 
Title: Quality Assessment of College Admissions Processes 
Abstract:
  <title>ABSTRACT</title> In today's competitive environment colleges and
 universities must correct any practice or process which could prompt a
 desirable prospective student to select an alternative institution.
 Through quality improvement techniques, including customer surveys,
 benchmarking and gap analysis, this study revealed that student
 dissatisfaction with the admissions process may be a factor influencing
 declining enrollment, even in a highly regarded academic program. Students
 who experience a long waiting period and/or minimal contact during that
 waiting time may be prompted to seek or accept alternative college
 options. Cycle time and number of student contacts were identified as
 critical success factors (CSF) in the continuous improvement of college
 admissions procedures. 
Journal: Journal of Marketing for Higher Education 
Pages: 81-94 
Issue: 4 
Volume: 9 
Year: 1999 
Month: 12 
X-DOI: 10.1300/J050v09n04_06 
File-URL: http://hdl.handle.net/10.1300/J050v09n04_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:9:y:1999:i:4:p:81-94




Template-Type: ReDIF-Article 1.0
Author-Name: James Wetzel 
Author-X-Name-First: James 
Author-X-Name-Last: Wetzel 
Author-Name: Dennis O'Toole 
Author-X-Name-First: Dennis 
Author-X-Name-Last: O'Toole 
Author-Name: Michael W. Little 
Author-X-Name-First: Michael W. 
Author-X-Name-Last: Little 
Title: Technology Fees Can Be Used to Improve Marketing Strategies in Public Urban Universities 
Abstract:
  <title>ABSTRACT</title> This paper discusses various ways that public
 universities may finance the use of technology. It then suggests reasons
 why administrators in public urban universities should use technology fees
 to finance the cost of current and future computer technology. The authors
 believe that technology fees should be used because urban public
 universities have a larger percentage of non-traditional students who
 historically have lower retention rates. Rather than focusing on a
 defensive marketing strategy to avoid enrollment losses, universities
 should concentrate on an aggressive, positive marketing strategy to
 trumpet the advantages that students receive from the use of technology
 fees. Suggestions are presented for ways that colleges and universities
 can use the &#x201C;technology fee&#x201D; as a means of enhancing student
 satisfaction and increasing student retention. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-12 
Issue: 1 
Volume: 10 
Year: 2000 
Month: 1 
X-DOI: 10.1300/J050v10n01_01 
File-URL: http://hdl.handle.net/10.1300/J050v10n01_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:1:p:1-12




Template-Type: ReDIF-Article 1.0
Author-Name: Gregory F. Stiber 
Author-X-Name-First: Gregory F. 
Author-X-Name-Last: Stiber 
Title: Characterizing the Decision Process Leading to Enrollment in Doctoral Programs: Theory, Application, and Practice 
Abstract:
  <title>ABSTRACT</title> As a result of environmental changes, the
 administration at a private university's business school determined that
 there was a need to better understand the market for doctoral education. A
 behavioral approach was employed to study this market. A theoretical model
 of the decision process leading to enrollment in the school's doctoral
 business program was developed. This <italic>enrollment process
 model</italic> was utilized to guide the implementation of a survey that
 sampled the school's current students. Application of this model to
 questionnaire development procedures is also presented. Based on the
 information collected, the decision process leading to enrollment in the
 doctoral business program was characterized. In practice, this depiction
 provided insight to student behavior and the substance of the school's
 current market. The usefulness and applicability of the <italic>enrollment
 process model</italic> in achieving enrollment management objectives is
 also discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 13-26 
Issue: 1 
Volume: 10 
Year: 2000 
Month: 1 
X-DOI: 10.1300/J050v10n01_02 
File-URL: http://hdl.handle.net/10.1300/J050v10n01_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:1:p:13-26




Template-Type: ReDIF-Article 1.0
Author-Name: Terry Gatfield 
Author-X-Name-First: Terry 
Author-X-Name-Last: Gatfield 
Title: A Scale for Measuring Student Perceptions of Quality: An Australian Asian Perspective 
Abstract:
  <title>ABSTRACT</title> Australia is rapidly moving into the globally
 competitive higher education market. As a consequence the issue of
 consumer satisfaction and quality is emerging as an area of interest. This
 paper focuses on the issue of student understandings of quality by
 developing a consumer derived scale which identifies the quality variables
 related to student perceptions with the university experience. The scale
 was derived from focus groups, in-depth interviews and through an
 examination of the literature. The scale was tested and refined on a
 cohort of 351 Australian and Singaporean/Hong Kong students studying
 business subjects at an Australian University. The refined scale comprised
 25 quality variables which factored into four orthogonal components. The
 mean values of the variables and factors were examined to make inferences
 about how educational marketing practitioners can be assisted. 
Journal: Journal of Marketing for Higher Education 
Pages: 27-41 
Issue: 1 
Volume: 10 
Year: 1999 
Month: 5 
X-DOI: 10.1300/J050v10n01_03 
File-URL: http://hdl.handle.net/10.1300/J050v10n01_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:1999:i:1:p:27-41




Template-Type: ReDIF-Article 1.0
Author-Name: Michael Klassen 
Author-X-Name-First: Michael 
Author-X-Name-Last: Klassen 
Author-Name: Eric Sitzman 
Author-X-Name-First: Eric 
Author-X-Name-Last: Sitzman 
Title: At the Intersection of Demand Creation and Demand Fulfillment: Which Schools Are Getting There First and Why 
Abstract:
  <title>ABSTRACT</title> College and university Web sites have evolved
 from passive information-laden bulletin boards to interactive
 &#x201C;cyber ads,&#x201D; designed to generate consumer demand for
 information. A question worth asking is: &#x201C;How well are we meeting
 that demand?&#x201D; By examining the responses of 107 U.S. colleges and
 universities to requests for enrollment information, this study identifies
 which schools are fulfilling demand in a timely and effective manner and
 explains why they are being successful. 
Journal: Journal of Marketing for Higher Education 
Pages: 43-53 
Issue: 1 
Volume: 10 
Year: 2000 
Month: 1 
X-DOI: 10.1300/J050v10n01_04 
File-URL: http://hdl.handle.net/10.1300/J050v10n01_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:1:p:43-53




Template-Type: ReDIF-Article 1.0
Author-Name: James A. Karrh 
Author-X-Name-First: James A. 
Author-X-Name-Last: Karrh 
Title: Evaluating Belief Strength and Consistency in the Assessment of University Image 
Abstract:
  <title>ABSTRACT</title> Among other elements, effective image management
 of any university requires periodic assessment of both the overall
 strength of beliefs about the university and the degree to which beliefs
 are shared among important market segments or university constituencies.
 This study offers an easy-to-develop framework for evaluating how beliefs
 are held among segments and, on that basis, making more effective market
 decisions. The framework is illustrated with data from surveys of four
 constituencies of a large, private, Midwestern university. Survey results
 showed a weak image for this university, as few beliefs were widely shared
 among segments. The results are discussed and suggestions offered for
 managing and improving a university's image. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-9 
Issue: 2 
Volume: 10 
Year: 2000 
Month: 7 
X-DOI: 10.1300/J050v10n02_01 
File-URL: http://hdl.handle.net/10.1300/J050v10n02_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:2:p:1-9




Template-Type: ReDIF-Article 1.0
Author-Name: Michael L. Klassen 
Author-X-Name-First: Michael L. 
Author-X-Name-Last: Klassen 
Title: Lots of Fun, Not Much Work, and No Hassles: Marketing Images of Higher Education 
Abstract:
  <title>ABSTRACT</title> The college viewbook has come to play an
 increasingly important role in the marketing of American colleges and
 universities. Offering appealing images of student life and campus
 activities, college viewbooks are potentially powerful segmenting tools
 when the visual symbolism used connects with the demands of the market
 niche. This segmentation is seen in the present study which content
 analyzed the visual material of college viewbooks from top- and
 lower-ranked American college and universities, as determined by the 1998
 <italic>U.S. News and World Report</italic>. Drawing on advertising
 message strategy, the results of the analysis are interpreted in four
 parts: the &#x201C;face&#x201D; of the organization, the package, the
 promise, and the &#x201C;Big Idea.&#x201D; 
Journal: Journal of Marketing for Higher Education 
Pages: 11-26 
Issue: 2 
Volume: 10 
Year: 2000 
Month: 3 
X-DOI: 10.1300/J050v10n02_02 
File-URL: http://hdl.handle.net/10.1300/J050v10n02_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:2:p:11-26




Template-Type: ReDIF-Article 1.0
Author-Name: Kenneth Saban 
Author-X-Name-First: Kenneth 
Author-X-Name-Last: Saban 
Author-Name: Conway Lackman 
Author-X-Name-First: Conway 
Author-X-Name-Last: Lackman 
Author-Name: John Lanasa 
Author-X-Name-First: John 
Author-X-Name-Last: Lanasa 
Author-Name: David Burns 
Author-X-Name-First: David 
Author-X-Name-Last: Burns 
Title: MBA Marketing Curriculum for the 21st Century 
Abstract:
  <title>ABSTRACT</title> Marketing educators' customers are becoming
 increasingly dissatisfied with the traditional MBA product. Deficiencies
 in such areas as course content, skill development (personal
 communications, computer and statistical abilities, problem-solving
 skills) coupled with the lack of exposure to emerging industries
 (international markets, e-commerce, high technology, etc.) need to be
 addressed to better align student competencies with tomorrow's job
 requirements. The proposed solution is to modernize today's MBA
 curriculum. If this action is not taken, the result may be lower demand
 for MBA graduates and a subsequent decline in student enrollment. 
Journal: Journal of Marketing for Higher Education 
Pages: 27-38 
Issue: 2 
Volume: 10 
Year: 2000 
Month: 3 
X-DOI: 10.1300/J050v10n02_03 
File-URL: http://hdl.handle.net/10.1300/J050v10n02_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:2:p:27-38




Template-Type: ReDIF-Article 1.0
Author-Name: Tim Mazzarol 
Author-X-Name-First: Tim 
Author-X-Name-Last: Mazzarol 
Author-Name: Geoffrey N. Soutar 
Author-X-Name-First: Geoffrey N. 
Author-X-Name-Last: Soutar 
Author-Name: Vicky Thein 
Author-X-Name-First: Vicky 
Author-X-Name-Last: Thein 
Title: Critical Success Factors in the Marketing of an Educational Institution: A Comparison of Institutional and Student Perspectives 
Abstract:
  <title>ABSTRACT</title> This paper examines the emergence of education as
 a marketable service with institutions now seeking to market themselves in
 a professional manner. A comparison is made between two samples--one of
 administrators within educational institutions in Australia, Canada, New
 Zealand, the United Kingdom and United States, the other of college and
 university students in Australia. Statistical analysis identified a series
 of key factors considered critical to the successful marketing of these
 institutions. A comparison of institutional and student views is made
 concluding that significant differences exist between the two groups.
 Managerial and research implications are provided. 
Journal: Journal of Marketing for Higher Education 
Pages: 39-57 
Issue: 2 
Volume: 10 
Year: 2000 
Month: 3 
X-DOI: 10.1300/J050v10n02_04 
File-URL: http://hdl.handle.net/10.1300/J050v10n02_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:2:p:39-57




Template-Type: ReDIF-Article 1.0
Author-Name: Stewart Page 
Author-X-Name-First: Stewart 
Author-X-Name-Last: Page 
Title: Ranking of Canadian Universities: A New Marketing Tool 
Abstract:
  <title>ABSTRACT</title> A critical perspective is presented in regard to
 rankings of Canadian universities by <italic>Maclean's</italic> magazine,
 November 23, 1998. Several pitfalls in the ranking procedures, together
 with statistical (nonparametric) analyses of the 1998 ranking data, are
 summarized. The <italic>Maclean's</italic> data and general criteria
 appear conceptually reasonable, but their inconsistencies, together with
 associated problems in the interpretation of rank data, show that they
 cannot be logically or empirically useful to students in the matter of
 university evaluation. Some general issues for counselling of students in
 this context are mentioned. 
Journal: Journal of Marketing for Higher Education 
Pages: 59-69 
Issue: 2 
Volume: 10 
Year: 2000 
Month: 3 
X-DOI: 10.1300/J050v10n02_05 
File-URL: http://hdl.handle.net/10.1300/J050v10n02_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:2:p:59-69




Template-Type: ReDIF-Article 1.0
Author-Name: Michael D. Clemes 
Author-X-Name-First: Michael D. 
Author-X-Name-Last: Clemes 
Author-Name: Lucie K. Ozanne 
Author-X-Name-First: Lucie K. 
Author-X-Name-Last: Ozanne 
Author-Name: Lam Tram 
Author-X-Name-First: Lam 
Author-X-Name-Last: Tram 
Title: An Examination of Students' Perceptions of Service Quality in Higher Education 
Abstract:
  <title>ABSTRACT</title> This paper focuses on university students'
 perceptions of educational service quality. Results suggest that both
 technical and functional quality are important dimensions that shape
 students' perceptions of their university's service quality. Although both
 dimensions are important, the findings suggest that the quality of
 education, campus facilities and the environment, and course process
 impact significantly on students' perceptions of service quality. The
 authors empirically measure students' perceptions using the SERVPREF
 methodology. Four hypotheses are formulated about the relationship between
 two main service quality dimensions, technical and functional, and
 perceived service quality. These relationships are tested using multiple
 regression analysis and ANOVA. The findings are discussed as are the
 implications for educational marketers and managers. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-20 
Issue: 3 
Volume: 10 
Year: 2000 
Month: 7 
X-DOI: 10.1300/J050v10n03_01 
File-URL: http://hdl.handle.net/10.1300/J050v10n03_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:3:p:1-20




Template-Type: ReDIF-Article 1.0
Author-Name: James H. McAlexander 
Author-X-Name-First: James H. 
Author-X-Name-Last: McAlexander 
Author-Name: Harold F. Koenig 
Author-X-Name-First: Harold F. 
Author-X-Name-Last: Koenig 
Title: University Experiences, the Student-College Relationship, and Alumni Support 
Abstract:
  <title>ABSTRACT</title> University administrators have begun to more
 aggressively adopt many of the techniques associated with relationship
 marketing. This would seem like a perfect strategy for a university as
 loyal alumni can do such things as offer personal recommendations to help
 build enrollments, participate in alumni functions, purchase
 university-branded products, and enroll in professional education courses.
 However, there are many unexamined questions regarding the nature and
 impact of alumni relationships with the university. This paper explores
 the impacts of the alumni-university relationship and alumni assessments
 of their college experiences on important expressions of loyalty. A sample
 of alumni who had graduated three to eight years prior to the study
 completed a telephone survey. The results provide support for the impact
 of these variables on current behavior and behavioral intentions.
 Implications of these findings for university marketers are discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 21-44 
Issue: 3 
Volume: 10 
Year: 2000 
Month: 9 
X-DOI: 10.1300/J050v10n03_02 
File-URL: http://hdl.handle.net/10.1300/J050v10n03_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:3:p:21-44




Template-Type: ReDIF-Article 1.0
Author-Name: Mark Peterson 
Author-X-Name-First: Mark 
Author-X-Name-Last: Peterson 
Author-Name: Judy A. Wagner 
Author-X-Name-First: Judy A. 
Author-X-Name-Last: Wagner 
Author-Name: Charles W. Lamb 
Author-X-Name-First: Charles W. 
Author-X-Name-Last: Lamb 
Title: The Role of Advising in Non-Returning Students' Perceptions of Their University 
Abstract:
  <title>ABSTRACT</title> Approximately one-half of all freshmen enrolled
 in U.S. colleges and universities drop out before completing their degree
 programs. These former students represent an important market segment that
 some institutions target for specific marketing efforts. The purpose of
 the study reported here was to assess perceptions of students who had
 chosen not to return to one institution in the spring semester. One
 hundred forty-six non-returning students rated 13 key attributes related
 to campus-support activities and the core benefits of attending the
 institution. Findings provide useful insight about the important role of
 advising in non-returning students' perceptions of benefits offered by the
 university. 
Journal: Journal of Marketing for Higher Education 
Pages: 45-59 
Issue: 3 
Volume: 10 
Year: 2000 
Month: 7 
X-DOI: 10.1300/J050v10n03_03 
File-URL: http://hdl.handle.net/10.1300/J050v10n03_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:3:p:45-59




Template-Type: ReDIF-Article 1.0
Author-Name: Constance Rossum 
Author-X-Name-First: Constance 
Author-X-Name-Last: Rossum 
Author-Name: Geoffrey Baum 
Author-X-Name-First: Geoffrey 
Author-X-Name-Last: Baum 
Title: Improve Your Marketing Results by Asking Peter F. Drucker's &#x201C;Five Most Important Questions&#x201D; 
Abstract:
  <title>ABSTRACT</title> This case study focuses on the Office of
 Marketing & Public Relations at Claremont McKenna College, a
 highly-selective liberal arts college located in Claremont, California. It
 demonstrates how Geoffrey Baum, its new PR Director used the five
 <italic>Drucker Tool</italic> questions to improve significantly both the
 image of &#x201C;marketing&#x201D; on campus and awareness of the College
 among its key constituencies. It concludes with a re-evaluation of the
 initial marketing strategy, based on the growing importance of the
 internet and Baum's current &#x201C;customer&#x201D; perspective as
 Executive Producer at C-SPAN. The methodology and analytical process is
 based on the extensive research conducted by Constance Rossum in her Ph.D.
 dissertation study of eight nonprofits (including three in higher
 education). It utilizes the Drucker Self-Assessment Tool she developed in
 1993, on behalf of the Drucker Foundation for Nonprofit Management, based
 on the management principles of Peter F. Drucker. 
Journal: Journal of Marketing for Higher Education 
Pages: 61-76 
Issue: 3 
Volume: 10 
Year: 2000 
Month: 8 
X-DOI: 10.1300/J050v10n03_04 
File-URL: http://hdl.handle.net/10.1300/J050v10n03_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:3:p:61-76




Template-Type: ReDIF-Article 1.0
Author-Name: Robert A. Sevier 
Author-X-Name-First: Robert A. 
Author-X-Name-Last: Sevier 
Title: Brand as Relevance 
Abstract:
  <title>ABSTRACT</title> After an initial discussion of branding,
 including the dispelling of the myth that branding is simply another
 dimension of image, this article will focus on the two essential elements
 of a successful brand: awareness and relevance. Without awareness, target
 audiences will not be able to determine if you and your messages,
 products, and services are relevant to them. And without relevance, they
 may be aware of you and respond with &#x201C;so what.&#x201D; The central
 theme of the article is a seven-step process for creating effective brands
 that includes: identifying essential qualities that your audiences desire;
 assessing how well your audience perceives you deliver on those qualities;
 identifying which performance and perception gaps you want to fill;
 responding strategically; revising and prioritizing your vivid
 descriptors; developing and executing a brand communications strategy; and
 testing and refine your brand strategies. 
Journal: Journal of Marketing for Higher Education 
Pages: 77-97 
Issue: 3 
Volume: 10 
Year: 2000 
Month: 8 
X-DOI: 10.1300/J050v10n03_05 
File-URL: http://hdl.handle.net/10.1300/J050v10n03_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:3:p:77-97




Template-Type: ReDIF-Article 1.0
Author-Name: Kevin M. Elliott 
Author-X-Name-First: Kevin M. 
Author-X-Name-Last: Elliott 
Author-Name: Margaret A. Healy 
Author-X-Name-First: Margaret A. 
Author-X-Name-Last: Healy 
Title: Key Factors Influencing Student Satisfaction Related to Recruitment and Retention 
Abstract:
  <title>ABSTRACT</title> In order to attract and retain students,
 universities must identify and meet student expectations. This article
 examines which aspects of a student's educational experience are more
 important in influencing student satisfaction. The findings show that
 &#x201C;student centered-ness,&#x201D; &#x201C;campus climate,&#x201D; and
 &#x201C;instructional effectiveness,&#x201D; have a strong impact on how
 satisfied a student is with his/her overall educational experience. The
 results also suggest that recruitment strategies may require emphasizing
 different aspects of a student's educational experience than retentio
 strategies. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-11 
Issue: 4 
Volume: 10 
Year: 2000 
Month: 10 
X-DOI: 10.1300/J050v10n04_01 
File-URL: http://hdl.handle.net/10.1300/J050v10n04_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:4:p:1-11




Template-Type: ReDIF-Article 1.0
Author-Name: Deborah E. Rosen 
Author-X-Name-First: Deborah E. 
Author-X-Name-Last: Rosen 
Author-Name: Timothy B. Greenlee 
Author-X-Name-First: Timothy B. 
Author-X-Name-Last: Greenlee 
Title: Means-End Theory: Getting the Service Customers's Attention 
Abstract:
  <title>ABSTRACT</title> In today's technically sophisticated,
 information-rich environment, consumers are bombarded with information.
 Consequently colleges and universities must develop ways to get the
 prospective student to give their promotional material more than a cursory
 glance. Pre-purchase service evaluation has received little attention
 beyond the nature of cues used by consumers to categorize service
 alternatives. The studies presented in this paper examine the usefulness
 of Means-End Theory in developing effective recruitment brochures.
 Empirical evidence is presented that demonstrates college brochures that
 emphasize attributes (e.g., cost, location) over consequences (e.g.,
 getting a job) or values (e.g., security) will generate greater interest
 in an educational institution. 
Journal: Journal of Marketing for Higher Education 
Pages: 13-33 
Issue: 4 
Volume: 10 
Year: 2000 
Month: 9 
X-DOI: 10.1300/J050v10n04_02 
File-URL: http://hdl.handle.net/10.1300/J050v10n04_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:4:p:13-33




Template-Type: ReDIF-Article 1.0
Author-Name: James F. Gyure 
Author-X-Name-First: James F. 
Author-X-Name-Last: Gyure 
Author-Name: Susan G. Arnold 
Author-X-Name-First: Susan G. 
Author-X-Name-Last: Arnold 
Title: Using &#x201C;Relationship Marketing&#x201D; Theory to Develop a Training Model for Admissions Recruiters 
Abstract:
  <title>ABSTRACT</title> The concept of relationship marketing is a
 natural for use as a core theory in developing strategies for admissions
 recruiting and enrollment management. This paper addresses a critical
 aspect of enrollment management by providing a <italic>conceptual training
 outline</italic> based on relationship marketing and management principles
 for admissions recruiters and other appropriate enrollment staff. A set of
 &#x201C;Attitude Tools&#x201D; is provided to suggest how various training
 methods might benefit from a consistent underlying theoretical construct 
Journal: Journal of Marketing for Higher Education 
Pages: 35-49 
Issue: 4 
Volume: 10 
Year: 2000 
Month: 9 
X-DOI: 10.1300/J050v10n04_03 
File-URL: http://hdl.handle.net/10.1300/J050v10n04_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:4:p:35-49




Template-Type: ReDIF-Article 1.0
Author-Name: Ronald Hoverstad 
Author-X-Name-First: Ronald 
Author-X-Name-Last: Hoverstad 
Author-Name: Ray Sylvester 
Author-X-Name-First: Ray 
Author-X-Name-Last: Sylvester 
Author-Name: Kevin E. Voss 
Author-X-Name-First: Kevin E. 
Author-X-Name-Last: Voss 
Title: The Expected Monetary Value of a Student: A Model and Example 
Abstract:
  <title>ABSTRACT</title> The authors introduce a model for estimating the
 amount of revenue a typical student will bring to an institution of higher
 education. The model uses event history analysis to analyze the length of
 time typical student will remain enrolled, accounting for the
 possibilities that the student will drop out, be disqualified by the
 university, graduate &#x201C;on time,&#x201D; or even take more time than
 the traditional eight semesters to complete a degree program. Once the
 pattern of enrollment has been estimated, it is a relatively simple matter
 to estimate the revenue impact of a student during a specific semester by
 multiplying the per-semester tuition rates by the probability that a
 student will be enrolled that semester. Finally, the discounted present
 value of the individual semester revenues provides an estimate of a
 student's revenue impact over the life of his or her academic career. 
Journal: Journal of Marketing for Higher Education 
Pages: 51-62 
Issue: 4 
Volume: 10 
Year: 2000 
Month: 10 
X-DOI: 10.1300/J050v10n04_04 
File-URL: http://hdl.handle.net/10.1300/J050v10n04_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:4:p:51-62




Template-Type: ReDIF-Article 1.0
Author-Name: Donna S. Finley 
Author-X-Name-First: Donna S. 
Author-X-Name-Last: Finley 
Author-Name: Gayla Rogers 
Author-X-Name-First: Gayla 
Author-X-Name-Last: Rogers 
Author-Name: John R. Galloway 
Author-X-Name-First: John R. 
Author-X-Name-Last: Galloway 
Title: Beyond the Mission Statement: Alternative Futures for Today's Universities 
Abstract:
  <title>ABSTRACT</title> Many post-secondary institutions utilize the
 mission statement as the key tool for positioning and marketing their
 strategic direction. Unfortunately, most mission statements found in
 higher education are far too simplistic and general to give substance and
 direction to differentiation and positioning of universities. This paper
 presents findings from a three-month participatory action research process
 at a large urban Canadian university seeking to establish a marketing mind
 set. Five possible futures reflecting the range of thinking regarding the
 role of universities emerged from the research process. Each alternative
 represents separate and different possible directions, the implications of
 which become more evident by contrast. 
Journal: Journal of Marketing for Higher Education 
Pages: 63-82 
Issue: 4 
Volume: 10 
Year: 2000 
Month: 9 
X-DOI: 10.1300/J050v10n04_05 
File-URL: http://hdl.handle.net/10.1300/J050v10n04_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:10:y:2000:i:4:p:63-82




Template-Type: ReDIF-Article 1.0
Author-Name: Darlene Bay 
Author-X-Name-First: Darlene 
Author-X-Name-Last: Bay 
Author-Name: Harold Daniel 
Author-X-Name-First: Harold 
Author-X-Name-Last: Daniel 
Title: The Student Is Not the Customer&#x2014;An Alternative Perspective 
Abstract:
  <title>ABSTRACT</title> This paper investigates some of the reasons that
 institutions of higher education should NOT regard the student as the
 customer. It is proposed that differences between profit-seeking
 enterprises and colleges and universities preclude the customer-focus from
 being an entirely useful one. In fact, the student-as-a-customer paradigm
 may cause institutions to concentrate on short-term, narrow student
 satisfaction, rather than meeting the long-term needs of an entire range
 of stakeholders. An alternative paradigm, the student as collaborative
 partner, is proposed and its potential benefits are examined. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-19 
Issue: 1 
Volume: 11 
Year: 2000 
Month: 12 
X-DOI: 10.1300/J050v11n01_01 
File-URL: http://hdl.handle.net/10.1300/J050v11n01_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2000:i:1:p:1-19




Template-Type: ReDIF-Article 1.0
Author-Name: Ann E. Carrel 
Author-X-Name-First: Ann E. 
Author-X-Name-Last: Carrel 
Author-Name: Denise D. Schoenbachler 
Author-X-Name-First: Denise D. 
Author-X-Name-Last: Schoenbachler 
Title: Marketing Executive MBA Programs: A Comparison of Student and Sponsoring Organization Decision Considerations 
Abstract:
  <title>ABSTRACT</title> Unlike most university administrators who market
 and recruit students for a master of business administration (MBA)
 program, EMBA directors must market and recruit both students and
 supporting organizations. This paper reports the results of a mail survey
 completed by currently enrolled students and the organizations that
 supported these students in five Midwest regional EMBA programs. The study
 compares the decision considerations used by students when selecting an
 EMBA program and the decision considerations organizations use when
 deciding to support an employee in such a program. The findings from this
 study provide direction for EMBA directors in strengthening recruiting
 efforts of both students and organization sponsors. 
Journal: Journal of Marketing for Higher Education 
Pages: 21-38 
Issue: 1 
Volume: 11 
Year: 2000 
Month: 11 
X-DOI: 10.1300/J050v11n01_02 
File-URL: http://hdl.handle.net/10.1300/J050v11n01_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2000:i:1:p:21-38




Template-Type: ReDIF-Article 1.0
Author-Name: Thomas A. Klein 
Author-X-Name-First: Thomas A. 
Author-X-Name-Last: Klein 
Author-Name: Patsy F. Scott 
Author-X-Name-First: Patsy F. 
Author-X-Name-Last: Scott 
Author-Name: Joseph L. Clark 
Author-X-Name-First: Joseph L. 
Author-X-Name-Last: Clark 
Title: Segmenting Markets in Urban Higher Education: Community- Versus Campus-Centered Students 
Abstract:
  <title>ABSTRACT</title> Market segmentation in urban higher education has
 generally divided potential students, primarily based on age, into Direct
 from High School (DHS) or &#x201C;Traditional&#x201D; and adult or
 &#x201C;Non-Traditional,&#x201D; based on differences in scheduling and
 program preferences and media access. One large urban institution,
 confronted by new competition, experienced a significant decline in DHS
 enrollment based on policies derived from this delineation. Enrollment
 analysis and a survey of current students, grouped according to permanent
 residence, class enrollment, and participation in campus activities,
 produces a modified picture: local DHS students tend to be more like adult
 students than DHS students with more distant permanent residence. Based on
 this analysis, segmentation concepts of &#x201C;campus-centered&#x201D;
 and &#x201C;community-centered&#x201D; are proposed to replace
 &#x201C;traditional&#x201D; and &#x201C;non-traditional.&#x201D;
 Implications of this reconceptualization for programming and marketing
 communications are developed. 
Journal: Journal of Marketing for Higher Education 
Pages: 39-61 
Issue: 1 
Volume: 11 
Year: 2000 
Month: 10 
X-DOI: 10.1300/J050v11n01_03 
File-URL: http://hdl.handle.net/10.1300/J050v11n01_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2000:i:1:p:39-61




Template-Type: ReDIF-Article 1.0
Author-Name: Matthew D. Shank 
Author-X-Name-First: Matthew D. 
Author-X-Name-Last: Shank 
Author-Name: Margaret H. Winchell 
Author-X-Name-First: Margaret H. 
Author-X-Name-Last: Winchell 
Author-Name: Margaret Myers 
Author-X-Name-First: Margaret 
Author-X-Name-Last: Myers 
Title: Appreciating the Needs of Non-Traditional Students: Women as a Growing Market for Colleges and Universities 
Abstract:
  <title>ABSTRACT</title> In response to this unprecedented growth, higher
 education is finally recognizing the contribution of the adult learner.
 Previous research has explored what the &#x201C;nontraditional&#x201D;
 student values in an education. While our knowledge base regarding the
 nontraditional learner continues to expand, relatively little research has
 been conducted on an important segment of this market-nontraditional
 women. As such, the nontraditional woman represents an important target
 market for colleges and universities. Therefore, the purpose of the
 present study is to better understand the unique educational needs of the
 nontraditional woman. A convenience sample of 197 non-traditional women
 and men from a mid-western university participated in the study. Perhaps
 the most interesting finding to emerge from the present study (from a
 marketing perspective) is the notion of three distinct market segments of
 non-traditional women. Implications for higher education administrators
 are discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 63-72 
Issue: 1 
Volume: 11 
Year: 2000 
Month: 10 
X-DOI: 10.1300/J050v11n01_04 
File-URL: http://hdl.handle.net/10.1300/J050v11n01_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2000:i:1:p:63-72




Template-Type: ReDIF-Article 1.0
Author-Name: Mike Willis 
Author-X-Name-First: Mike 
Author-X-Name-Last: Willis 
Title: The Identification, Application and Use of Four Distinct Levels of Sino-Foreign Cooperation in the State Higher Education Sector 
Abstract:
  <title>ABSTRACT</title> Based on an analysis of agreements signed between
 201 Chinese state universities and institutes, and foreign university
 partners, this paper identifies four distinct levels of agreements and
 discusses how they can be used by foreign universities seeking to enter
 the China market. The paper also discusses how agreements have changed
 over time&#x2014;that is between 1996 and 2000. Some preliminary remarks
 are also made about whether there is link between the level of agreement
 signed and location&#x2014;that is, for example, whether there are more
 &#x201C;higher level agreements&#x201D; signed in more westernised and
 &#x201C;open&#x201D; cities of China. The data indicates that this is so
 but that more remote and less developed parts of China are also chasing
 higher level and more complex agreements. The agreements reflect the
 opening of the state higher education system in China to wide ranging
 cooperation with Foreign universities and, from a foreign university
 perspective, provides an entry framework which can be used to identify
 appropriate levels and forms of agreements which can be negotiated with
 Chinese university partners or potential partners. The research provides a
 framework in which future research can be undertaken. 
Journal: Journal of Marketing for Higher Education 
Pages: 73-95 
Issue: 1 
Volume: 11 
Year: 2000 
Month: 10 
X-DOI: 10.1300/J050v11n01_05 
File-URL: http://hdl.handle.net/10.1300/J050v11n01_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2000:i:1:p:73-95




Template-Type: ReDIF-Article 1.0
Author-Name: Debra Harker 
Author-X-Name-First: Debra 
Author-X-Name-Last: Harker 
Author-Name: Peter Slade 
Author-X-Name-First: Peter 
Author-X-Name-Last: Slade 
Author-Name: Michael Harker 
Author-X-Name-First: Michael 
Author-X-Name-Last: Harker 
Title: Exploring the Decision Process of School Leavers' and 'Mature Students' in University Choice 
Abstract:
  <title>ABSTRACT</title> Education services are an important social and
 economic element of Australian society. For example, at any one time, more
 than one in three Australians is a student. Further, educational
 institutions employ 7% of the Australian workforce, and the production of
 education is valued at more than 6% of Gross Domestic Product (Gatfield
 1998). Similarly, industry and governments regularly spend more than $20
 billion on education each year (Burke 1992). Thus, this area of university
 choice is important to the continued development of the Australian economy
 and society. With an increasing proportion of the Australian population
 being given the chance to attend university, educators and marketers in
 the sector are faced with a diverse mix of Mature and School Leaver
 entrants. Where the institution is newly formed, or undergoing change, the
 problems associated with attracting and keeping students are increased.
 Thus, this research specifically addressed the important issue: 'are there
 any differences between how Mature entrants and those who have just left
 school undertake the decision to attend a new University. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-20 
Issue: 2 
Volume: 11 
Year: 2001 
Month: 10 
X-DOI: 10.1300/J050v11n02_01 
File-URL: http://hdl.handle.net/10.1300/J050v11n02_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2001:i:2:p:1-20




Template-Type: ReDIF-Article 1.0
Author-Name: John W. Henke 
Author-X-Name-First: John W. 
Author-X-Name-Last: Henke 
Author-Name: Eileen Peacock 
Author-X-Name-First: Eileen 
Author-X-Name-Last: Peacock 
Author-Name: Kenneth M. York 
Author-X-Name-First: Kenneth M. 
Author-X-Name-Last: York 
Title: A Process for Developing Regional Business School&#x2014;Business Community Relationships 
Abstract:
  <title>ABSTRACT</title> The relationship between a business school and
 the local business community can be a mutually beneficial relationship.
 For the regional business school, building relationships with business
 executives can be a timely and difficult challenge, which can be
 compounded by the presence and influence of larger private and state
 schools. The School of Business Administration at Oakland University
 (Rochester, MI), faced with these challenges, devised a simple
 straight-forward process that overcame these challenges and successfully
 involved 35 local business executives in a mutually beneficial
 relationship with the School in a very short time. This article describes
 the process, which can be used by any school or college. 
Journal: Journal of Marketing for Higher Education 
Pages: 21-37 
Issue: 2 
Volume: 11 
Year: 2001 
Month: 10 
X-DOI: 10.1300/J050v11n02_02 
File-URL: http://hdl.handle.net/10.1300/J050v11n02_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2001:i:2:p:21-37




Template-Type: ReDIF-Article 1.0
Author-Name: Eric Kolhede 
Author-X-Name-First: Eric 
Author-X-Name-Last: Kolhede 
Title: Gender Effects on the Major Selection Process&#x2014;A Five-Year Study: Implications for Marketing Business Programs of Small Private Colleges to Women 
Abstract:
  <title>ABSTRACT</title> The level of interest among women in choosing
 business as a program of study has contributed substantially to both the
 nationwide growth of business majors from 1970 to 1987 and the decline
 that followed. Should undergraduate business programs therefore adopt a
 gender-based marketing strategy in order to more effectively attract and
 retain students who demonstrate an interest in the study of business? This
 five-year study of undergraduates at a small western private college
 revealed similarities and differences between males and females in their
 expectations of a business program. These gender comparisons point to
 product development and promotional strategies business programs of small
 private colleges can employ for meeting female students' educational
 expectations. 
Journal: Journal of Marketing for Higher Education 
Pages: 39-60 
Issue: 2 
Volume: 11 
Year: 2001 
Month: 10 
X-DOI: 10.1300/J050v11n02_03 
File-URL: http://hdl.handle.net/10.1300/J050v11n02_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2001:i:2:p:39-60




Template-Type: ReDIF-Article 1.0
Author-Name: Krairoek Pinkaeo 
Author-X-Name-First: Krairoek 
Author-X-Name-Last: Pinkaeo 
Author-Name: Mark Speece 
Author-X-Name-First: Mark 
Author-X-Name-Last: Speece 
Title: Country Image and Expectations Toward International Programs in Business Administration Among Thai Students 
Abstract:
  <title>ABSTRACT</title> Educational services are becoming increasingly
 internationalized, but little research has been done on country of origin
 effects on student expectations toward such services. This study
 investigates country image associated with service expectations toward
 international programs in business administration across service brand,
 country of curriculum design, and country of instructor. Three service
 descriptors (quality, reliability, pride of buying) are used to measure
 student expectations. Also, the price-quality relationship is
 demonstrated; country image affects prices students expect to pay. For BBA
 international programs, Thai students perceive a hierarchy on each of the
 three dimensions similar to that demonstrated for many products. Developed
 countries elicit the highest quality expectation, followed by Newly
 Industrializing Countries (NICs), and then by developing countries.
 Thailand itself, however, scores higher than might be expected,
 demonstrating consumer ethnocentrism. Price expectations follow
 expectations on service dimensions. BBA international programs from
 countries which score higher are expected to cost more. 
Journal: Journal of Marketing for Higher Education 
Pages: 61-89 
Issue: 2 
Volume: 11 
Year: 2001 
Month: 10 
X-DOI: 10.1300/J050v11n02_04 
File-URL: http://hdl.handle.net/10.1300/J050v11n02_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2001:i:2:p:61-89




Template-Type: ReDIF-Article 1.0
Author-Name: Gregory Stiber 
Author-X-Name-First: Gregory 
Author-X-Name-Last: Stiber 
Title: Characterizing the Decision Process Leading to Enrollment in Master's Programs: Further Application of the Enrollment Process Model 
Abstract:
  <title>ABSTRACT</title> As part of an ongoing market research function,
 the administration at a private university's business school implemented a
 project to better understand the composition of its master's students.
 This research was an extension of a similar study conducted for the
 school's doctoral programs. Like the earlier study on doctoral students, a
 behavioral approach that employed a theoretical model of the decision
 process leading to enrollment was applied to master's students. This
 <italic>enrollment process model</italic> was utilized to guide the
 implementation of a survey that sampled the school's current students.
 Application of this model to questionnaire development procedures is also
 presented. Based on the information collected, the decision process
 leading to enrollment in the master's business programs was characterized.
 Quadrant analysis was applied to selected data derived from the
 <italic>enrollment process model</italic> in order to develop a two
 dimensional profile of students. In practice, this depiction provided
 insight to student perception of ideal versus actual program
 characteristics. The usefulness and applicability of the
 <italic>enrollment process model</italic> in achieving enrollment
 management objectives is also discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 91-107 
Issue: 2 
Volume: 11 
Year: 2001 
Month: 10 
X-DOI: 10.1300/J050v11n02_05 
File-URL: http://hdl.handle.net/10.1300/J050v11n02_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2001:i:2:p:91-107




Template-Type: ReDIF-Article 1.0
Author-Name: Gary Latanich 
Author-X-Name-First: Gary 
Author-X-Name-Last: Latanich 
Author-Name: Sarath A. Nonis 
Author-X-Name-First: Sarath A. 
Author-X-Name-Last: Nonis 
Author-Name: Gail I. Hudson 
Author-X-Name-First: Gail I. 
Author-X-Name-Last: Hudson 
Title: A Profile of Today's Distance Learners: An Investigation of Demographic and Individual Difference Variables of Distance and Non-Distance Learners 
Abstract:
  <title>ABSTRACT</title> Distance learning has existed for more than a
 century (Huntley and Mather, 1999; Sherry, 1995). However, recent
 technological advances have rejuvenated the distance learning industry by
 making it possible for institutes of higher education to provide their
 services at many locations at the convenience of the student, without
 compromising quality (Magiera, 1994). As a result, the numbers of students
 that are taking courses at a distance have increased exponentially. As
 this market grows, it is important to determine how similar or different
 present day distance learners are from non-distance learners so that they
 might be better served. This study attempts to accomplish this task by
 comparing key demographic and individual difference variables of distance
 and non-distance learners. Results revealed significant differences in
 gender, age, employment status, motivation, and risk taking propensity
 between distance and non-distance learners. Study implications and
 directions for future research are also discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-16 
Issue: 3 
Volume: 11 
Year: 2001 
Month: 11 
X-DOI: 10.1300/J050v11n03_01 
File-URL: http://hdl.handle.net/10.1300/J050v11n03_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2001:i:3:p:1-16




Template-Type: ReDIF-Article 1.0
Author-Name: Bart Kittle 
Author-X-Name-First: Bart 
Author-X-Name-Last: Kittle 
Author-Name: Diane Ciba 
Author-X-Name-First: Diane 
Author-X-Name-Last: Ciba 
Title: Using College Web Sites for Student Recruitment: A Relationship Marketing Study 
Abstract:
  <title>ABSTRACT</title> This random sample, three-year study examines the
 home pages of four-year colleges and universities on the World Wide Web.
 Using a five-level relationship marketing model, Web page content was
 analyzed focusing on pre-transaction student recruitment strategies in
 three content areas: applications, faculty, and tours. Descriptive and
 statistical results indicate increasing amounts of interactivity and
 two-way communication from 1997 to 1999. 
Journal: Journal of Marketing for Higher Education 
Pages: 17-37 
Issue: 3 
Volume: 11 
Year: 2001 
Month: 11 
X-DOI: 10.1300/J050v11n03_02 
File-URL: http://hdl.handle.net/10.1300/J050v11n03_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2001:i:3:p:17-37




Template-Type: ReDIF-Article 1.0
Author-Name: Mike Willis 
Author-X-Name-First: Mike 
Author-X-Name-Last: Willis 
Title: An Identification of the Marketing Implications of the Various Forms of Market Entry for Foreign Universities Seeking to Enter the Hong Kong Higher Education Market 
Abstract:
  <title>ABSTRACT</title> Hong Kong has one of the busiest higher education
 sectors in Asia with eight universities and a network of institutes,
 colleges and associations. It is also a hub of international educational
 activity with many foreign universities and other educational bodies
 participating in various forms of strategic alliances with a range of Hong
 Kong based education based providers. The aim of this paper is to analyse
 and evaluate the range of alliance options (universities, institutes,
 associations, colleges and so on) available to foreign universities in
 Hong Kong, compare these briefly to the rest of China, and discuss how
 these various options can be accessed by foreign universities wishing to
 enter the Hong Kong market via the strategic alliance mode of entry. The
 paper notes that each type of alliance option has particular features
 which may be of relevance to particular foreign universities, depending on
 their entry aims and objectives. The paper also notes that because these
 entry options are somewhat different from the rest of China, previous
 research relating to that country cannot easily be applied to Hong Kong,
 thereby suggesting that country based entry models need to be developed to
 assist foreign universities to enter differing markets. These various
 entry models can later be developed into a model which may be able to
 identify entry issues of commonality between countries, and differences
 which may be expected. 
Journal: Journal of Marketing for Higher Education 
Pages: 39-64 
Issue: 3 
Volume: 11 
Year: 2001 
Month: 11 
X-DOI: 10.1300/J050v11n03_03 
File-URL: http://hdl.handle.net/10.1300/J050v11n03_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2001:i:3:p:39-64




Template-Type: ReDIF-Article 1.0
Author-Name: Mike Willis 
Author-X-Name-First: Mike 
Author-X-Name-Last: Willis 
Title: Strategic Alliances Between Chinese and Foreign Universities: Was a Staggered Form of Entry Used? 
Abstract:
  <title>ABSTRACT</title> The Sino-Foreign educational collaboration field
 is one of the busiest areas of market entry in China, with over 1,000
 alliances formed between Chinese and foreign universities. Previous
 research has identified four levels of alliance activity/agreement
 available to foreign and Chinese universities, ranging from low level to
 high level alliances. This paper explores the issue of whether foreign
 universities moved through these levels of alliances as a form of
 staggered market entry and whether commitment increased as they undertook
 higher forms of alliances. The research found that there was almost no
 movement between the various levels of alliance, and that high levels of
 commitment were required at all levels to make an alliance successful.
 This means that foreign universities have to be careful to establish
 alliances with Chinese universities which initially meet their specific
 needs rather than assume that alliance programs can simply be moved
 upwards or downwards in level and scale over time. They also need to be
 aware that a high level of commitment will be required to make
 <italic>any</italic> alliance successful and that this commitment will be
 measured in tangible (resources) and intangible (relationship) ways. The
 paper suggests that foreign universities need to ensure that they have
 undertaken adequate research before entering such a complex and subtle
 market. 
Journal: Journal of Marketing for Higher Education 
Pages: 65-84 
Issue: 3 
Volume: 11 
Year: 2001 
Month: 11 
X-DOI: 10.1300/J050v11n03_04 
File-URL: http://hdl.handle.net/10.1300/J050v11n03_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2001:i:3:p:65-84




Template-Type: ReDIF-Article 1.0
Author-Name: Michael J. Conard 
Author-X-Name-First: Michael J. 
Author-X-Name-Last: Conard 
Author-Name: Maureen A. Conard 
Author-X-Name-First: Maureen A. 
Author-X-Name-Last: Conard 
Title: Factors That Predict Academic Reputation Don't Always Predict Desire to Attend 
Abstract:
  <title>ABSTRACT</title> The study assessed indicators of educational
 quality and selectivity as predictors of Academic Reputation (AR) and
 desire to attend a college. Surveys were mailed to 1,004 high school
 seniors randomly selected from a large database, yielding 198 respondents.
 Educational quality indicators were regressed on AR. Curriculum rigor and
 social/cultural activities were significantly predictive of AR. Class size
 and individualized attention from faculty were <italic>not</italic>.
 Curriculum rigor and individualized faculty attention were predictive of
 desire to attend. Class size and social/cultural activities were not.
 Selectivity variables (min. high school GPA, class rank, SAT scores) were
 regressed on AR and <italic>all</italic> were significantly predictive.
 However, <italic>none</italic> predicted desire to attend. The results
 challenge notions about relationships between AR and educational quality
 and selectivity indicators and their usefulness in enhancing desire to
 attend. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-18 
Issue: 4 
Volume: 11 
Year: 2002 
Month: 2 
X-DOI: 10.1300/J050v11n04_01 
File-URL: http://hdl.handle.net/10.1300/J050v11n04_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2002:i:4:p:1-18




Template-Type: ReDIF-Article 1.0
Author-Name: Frank G. Bingham 
Author-X-Name-First: Frank G. 
Author-X-Name-Last: Bingham 
Author-Name: Charles J. Quigley 
Author-X-Name-First: Charles J. 
Author-X-Name-Last: Quigley 
Author-Name: Keith B. Murray 
Author-X-Name-First: Keith B. 
Author-X-Name-Last: Murray 
Title: A Response to &#x201C;Beyond the Mission Statement: Alternative Futures for Today's Universities&#x201D; 
Abstract:
  <title>ABSTRACT</title> Mission statements are critical elements in the
 long-term success of for-profit and not-for-profit organizations. In
 &#x201C;Beyond the Mission Statement: Alternative Futures for Today's
 Universities,&#x201D; Finley, Rogers, and Galloway (2001) identify a
 number of possible identities they believe Institutions of Higher
 Education should pursue in order to be successful. This article expands on
 their proposed &#x201C;Futures&#x201D; and examines the critical role that
 mission statements have in defining the role of the organization and
 establishing the framework for effective market strategy. 
Journal: Journal of Marketing for Higher Education 
Pages: 19-27 
Issue: 4 
Volume: 11 
Year: 2002 
Month: 2 
X-DOI: 10.1300/J050v11n04_02 
File-URL: http://hdl.handle.net/10.1300/J050v11n04_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2002:i:4:p:19-27




Template-Type: ReDIF-Article 1.0
Author-Name: Carol W. DeMoranville 
Author-X-Name-First: Carol W. 
Author-X-Name-Last: DeMoranville 
Author-Name: Paula   Bogott O'Donnell 
Author-X-Name-First: Paula   Bogott 
Author-X-Name-Last: O'Donnell 
Title: Price Elasticity of Per-Credit-Hour Tuition Charges and the Effects on Four-Year Graduation Rates 
Abstract:
  <title>ABSTRACT</title> Colleges and universities are faced with the
 necessity of raising tuition rates to meet the ever increasing costs of
 providing higher education. How those increases are marketed may influence
 the typical negative impact such increases have on enrollments. This study
 examines whether changing tuition rates to a sliding scale based on the
 number of credit hours taken will increase four-year graduation rates.
 Other factors that influence four-year graduation rates are also examined.
 The results indicate that a sliding tuition rate scale does not increase
 four-year graduation rates. The authors suggest that emphasizing value may
 make tuition increases more palatable. 
Journal: Journal of Marketing for Higher Education 
Pages: 29-49 
Issue: 4 
Volume: 11 
Year: 2001 
Month: 4 
X-DOI: 10.1300/J050v11n04_03 
File-URL: http://hdl.handle.net/10.1300/J050v11n04_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2001:i:4:p:29-49




Template-Type: ReDIF-Article 1.0
Author-Name: Colleen M. Howes 
Author-X-Name-First: Colleen M. 
Author-X-Name-Last: Howes 
Author-Name: Mark R. Mailloux 
Author-X-Name-First: Mark R. 
Author-X-Name-Last: Mailloux 
Title: Comparing Two Survey Research Approaches: E-Mail and Web-Based Technology versus Traditional Mail 
Abstract:
  <title>ABSTRACT</title> In this study, two survey methodologies are
 contrasted, e-mail-web and traditional mail. Some differences occurred
 between the two methods, among which are the following: (1) e-mail-web
 respondents were proportionately more likely to be male, and enrolled in
 school full time, (2) more individual question non-response was present
 for the e-mail-web sample, and (3) e-mail-web respondents value different
 aspects of graduate school. 
Journal: Journal of Marketing for Higher Education 
Pages: 51-66 
Issue: 4 
Volume: 11 
Year: 2001 
Month: 4 
X-DOI: 10.1300/J050v11n04_04 
File-URL: http://hdl.handle.net/10.1300/J050v11n04_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:11:y:2001:i:4:p:51-66




Template-Type: ReDIF-Article 1.0
Author-Name: John M. McGrath 
Author-X-Name-First: John M. 
Author-X-Name-Last: McGrath 
Title: Attitudes About Marketing in Higher Education: An Exploratory Study 
Abstract:
  <title>ABSTRACT</title> This article describes a study measuring the
 attitudes of higher education professionals about the marketing policies
 of their institutions. The study employed elements of qualitative and
 quantitative methods. Results of the study indicate that respondents agree
 that marketing efforts are now &#x201C;critically important&#x201D; to
 their institutions' future. Results also identify attitudes about who
 should be responsible for marketing policies, as well as attitudes about
 the effectiveness of the policies. The article also draws implications
 from the study which might serve as a catalyst for future research that
 could benefit the field of marketing in higher education. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-14 
Issue: 1 
Volume: 12 
Year: 2002 
Month: 11 
X-DOI: 10.1300/J050v12n01_01 
File-URL: http://hdl.handle.net/10.1300/J050v12n01_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:12:y:2002:i:1:p:1-14




Template-Type: ReDIF-Article 1.0
Author-Name: Cynthia M. Newman 
Author-X-Name-First: Cynthia M. 
Author-X-Name-Last: Newman 
Title: The Current State of Marketing Activity Among Higher Education Institutions 
Abstract:
  <title>ABSTRACT</title> This article presents the results of an empirical
 investigation of the current state of marketing, marketing research and
 planning practices at four-year higher education institutions in the
 United States. The current study builds upon previous studies by Blackburn
 (1979) and Goldgehn (1982 and 1989) that surveyed college and university
 admissions and enrollment management administrators concerning their use
 of several marketing techniques. The purposes of this article are to
 investigate whether the use and apparent understanding of marketing and
 its attendant activities by admissions and enrollment management
 administrators has changed over the last decade, and whether differences
 in practice exist among the various segments of higher education
 institutions. 
Journal: Journal of Marketing for Higher Education 
Pages: 15-29 
Issue: 1 
Volume: 12 
Year: 2002 
Month: 11 
X-DOI: 10.1300/J050v12n01_02 
File-URL: http://hdl.handle.net/10.1300/J050v12n01_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:12:y:2002:i:1:p:15-29




Template-Type: ReDIF-Article 1.0
Author-Name: Greg M. Broekemier 
Author-X-Name-First: Greg M. 
Author-X-Name-Last: Broekemier 
Title: A Comparison of Two-Year and Four-Year Adult Students: Motivations to Attend College and the Importance of Choice Criteria 
Abstract:
  <title>ABSTRACT</title> Adult college students attending two-and
 four-year institutions were surveyed regarding their motivations for
 attending college and the relative importance of college choice criteria.
 Getting better jobs, gaining general knowledge and enhancement of
 self-esteem were the most frequently mentioned reasons for adult students
 to attend college. In general, the availability of desired programs of
 study/majors, days/times that needed classes are available, locations of
 course offerings, cost, and faculty reputation for high quality teaching
 are the most important college choice criteria to these students. A number
 of significant differences in motivations to attend college and choice
 criteria importance between two-year and four-year adult student segments
 are identified. 
Journal: Journal of Marketing for Higher Education 
Pages: 31-48 
Issue: 1 
Volume: 12 
Year: 2002 
Month: 6 
X-DOI: 10.1300/J050v12n01_03 
File-URL: http://hdl.handle.net/10.1300/J050v12n01_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:12:y:2002:i:1:p:31-48




Template-Type: ReDIF-Article 1.0
Author-Name: Philip L. Dawes 
Author-X-Name-First: Philip L. 
Author-X-Name-Last: Dawes 
Author-Name: Jennifer Brown 
Author-X-Name-First: Jennifer 
Author-X-Name-Last: Brown 
Title: Determinants of Awareness, Consideration, and Choice Set Size in University Choice 
Abstract:
  <title>ABSTRACT</title> Understanding what factors affect undergraduate
 student search processes in their choice of a university is a topic that
 is important for both administrators and academic researchers. This is
 especially the case for markets in which there are a large number of
 universities (or brands) that are competing with each other to attract the
 potential students. In such situations, there is an enormous amount of
 available information which is clearly beyond the information processing
 capacity of any single student. Though there is a growing body of
 empirical-based literature on this topic, no research has examined the
 factors which affect the size of the students' awareness set,
 consideration set, and choice set. So in order to begin to fill this gap
 in the literature, we develop and test a model of brand choice using five
 individual-level variables (ethnic group, age, gender, number of parents
 going to university, and academic ability) and one situational variable
 (duration of search) to explain the variation in the size of these three
 decision sets. Findings from our study have important theoretical and
 managerial implications. 
Journal: Journal of Marketing for Higher Education 
Pages: 49-75 
Issue: 1 
Volume: 12 
Year: 2002 
Month: 11 
X-DOI: 10.1300/J050v12n01_04 
File-URL: http://hdl.handle.net/10.1300/J050v12n01_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:12:y:2002:i:1:p:49-75




Template-Type: ReDIF-Article 1.0
Author-Name: Frank G. Bingham 
Author-X-Name-First: Frank G. 
Author-X-Name-Last: Bingham 
Author-Name: Charles J. Quigley 
Author-X-Name-First: Charles J. 
Author-X-Name-Last: Quigley 
Author-Name: Keith B. Murray 
Author-X-Name-First: Keith B. 
Author-X-Name-Last: Murray 
Title: An Investigation of the Influence Acknowledgement Programs Have on Alumni Giving Behavior: Implications for Marketing Strategy 
Abstract:
  <title>ABSTRACT</title> Understanding the factors that influence alumni
 giving is a critical task of institutional marketers and development
 officers. To better understand the factors that influence alumni support,
 this research reports the results of a field experiment in which the
 effect that acknowledgement of alumni contributions has on their
 subsequent donation behavior is examined. Findings indicate that more
 elaborate acknowledgement programs that include personalized messages are
 most effective in increasing alumni donations. The age of alumni and their
 history of giving were also found to be related to giving behavior. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-14 
Issue: 2 
Volume: 12 
Year: 2002 
Month: 11 
X-DOI: 10.1300/J050v12n02_01 
File-URL: http://hdl.handle.net/10.1300/J050v12n02_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:12:y:2002:i:2:p:1-14




Template-Type: ReDIF-Article 1.0
Author-Name: Dennis N. Bristow 
Author-X-Name-First: Dennis N. 
Author-X-Name-Last: Bristow 
Author-Name: Kenneth C. Schneider 
Author-X-Name-First: Kenneth C. 
Author-X-Name-Last: Schneider 
Title: The Collegiate Student Orientation Scale (CSOS): Application of the Marketing Concept to Higher Education 
Abstract:
  <title>ABSTRACT</title> Today's administrators in higher education face a
 dynamic marketplace that offers students an array of educational options
 and alternatives. Much like organizations more traditionally associated
 with marketing strategies and tactics, colleges and universities are
 gradually moving towards and embracing the marketing concept and a focus
 on consumer orientation. The fundamental objective in this study was to
 develop and empirically test a multi-item scale called the Collegiate
 Student Orientation Scale (CSOS). The results of the study showed that the
 CSOS demonstrated adequate internal reliability. Implications of the
 results and administrative applications for the new scale are discussed.
 Finally, avenues for future research are presented. 
Journal: Journal of Marketing for Higher Education 
Pages: 15-34 
Issue: 2 
Volume: 12 
Year: 2002 
Month: 12 
X-DOI: 10.1300/J050v12n02_02 
File-URL: http://hdl.handle.net/10.1300/J050v12n02_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:12:y:2002:i:2:p:15-34




Template-Type: ReDIF-Article 1.0
Author-Name: Kirk Smith 
Author-X-Name-First: Kirk 
Author-X-Name-Last: Smith 
Title: Strategy Development for Incumbent Urban Universities: Moving Forward in an Increasingly Competitive Environment 
Abstract:
  <title>ABSTRACT</title> Recently, many urban public universities have
 seen a drastic increase in competition. This project integrates
 Schumpeter's economic theories from 70 years ago with current strategic
 management theory in order to provide a framework for strategic response
 to that competition. This article explores all possible combinations of
 the high-low quality and high-low price dichotomy under the model that the
 urban college student behaves more like a business than like a consumer. 
Journal: Journal of Marketing for Higher Education 
Pages: 35-47 
Issue: 2 
Volume: 12 
Year: 2002 
Month: 12 
X-DOI: 10.1300/J050v12n02_03 
File-URL: http://hdl.handle.net/10.1300/J050v12n02_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:12:y:2002:i:2:p:35-47




Template-Type: ReDIF-Article 1.0
Author-Name: Srividya Ramasubramanian 
Author-X-Name-First: Srividya 
Author-X-Name-Last: Ramasubramanian 
Author-Name: James F. Gyure 
Author-X-Name-First: James F. 
Author-X-Name-Last: Gyure 
Author-Name: Nasreen M. Mursi 
Author-X-Name-First: Nasreen M. 
Author-X-Name-Last: Mursi 
Title: Impact of Internet Images: Impression-Formation Effects of University Web Site Images 
Abstract:
  <title>ABSTRACT</title> Institutions of higher education are increasingly
 becoming dependent on Web-based marketing to reach out to their target
 audiences. The current empirical study examines the types of impressions
 formed by prospective students based on exposure to different university
 Web site images. A between-subjects experiment was conducted using four
 identical university Web sites that differed only in their visual
 representation of campus architecture (modern/traditional) and landscaping
 (presence or absence of contextual greenery). The results show how the
 types of visuals viewed influence impressions about academic prestige,
 athletic reputation, cultural vitality and invitingness of a university. 
Journal: Journal of Marketing for Higher Education 
Pages: 49-68 
Issue: 2 
Volume: 12 
Year: 2002 
Month: 12 
X-DOI: 10.1300/J050v12n02_04 
File-URL: http://hdl.handle.net/10.1300/J050v12n02_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:12:y:2002:i:2:p:49-68




Template-Type: ReDIF-Article 1.0
Author-Name: Mark R. Young 
Author-X-Name-First: Mark R. 
Author-X-Name-Last: Young 
Title: Choice-Based Segmentation As an Enrollment Management Tool 
Abstract:
  <title>ABSTRACT</title> This article presents an approach to enrollment
 management based on target marketing strategies developed from a
 choice-based segmentation methodology. Students are classified into
 &#x201C;switchable&#x201D; or &#x201C;non-switchable&#x201D; segments
 based on their probability of selecting specific majors. A modified
 multinomial logit choice model is used to identify
 &#x201C;switchable&#x201D; students and provides insight into the
 attributes that influence their choice. 
Journal: Journal of Marketing for Higher Education 
Pages: 69-83 
Issue: 2 
Volume: 12 
Year: 2003 
Month: 1 
X-DOI: 10.1300/J050v12n02_05 
File-URL: http://hdl.handle.net/10.1300/J050v12n02_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:12:y:2003:i:2:p:69-83




Template-Type: ReDIF-Article 1.0
Author-Name: Cynthia W. Cann 
Author-X-Name-First: Cynthia W. 
Author-X-Name-Last: Cann 
Author-Name: Marie A. George 
Author-X-Name-First: Marie A. 
Author-X-Name-Last: George 
Title: Key Elements of a Successful Drive Toward Marketing Strategy Making 
Abstract:
  <title>ABSTRACT</title> A conceptual model is presented that depicts the
 relationship between an internal marketing function and an organization's
 readiness to learn. Learning and marketing orientations are identified as
 components to marketing strategy making. Key organizational functions,
 including communication and decision-making, are utilized in a framework
 for organization analysis and development. The conceptual model of the
 relationship between learning orientation, market orientation and
 marketing strategy making will lead to a diagnostic model. The diagnostic
 model can be used as a tool to assess where an institution is now, and
 what needs to be addressed, in order to bring about change and move the
 institution toward marketing strategy making. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-15 
Issue: 1-2 
Volume: 13 
Year: 2003 
Month: 4 
X-DOI: 10.1300/J050v13n01_01 
File-URL: http://hdl.handle.net/10.1300/J050v13n01_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:13:y:2003:i:1-2:p:1-15




Template-Type: ReDIF-Article 1.0
Author-Name: Lee F. Furbeck 
Author-X-Name-First: Lee F. 
Author-X-Name-Last: Furbeck 
Author-Name: Marc L. Harding 
Author-X-Name-First: Marc L. 
Author-X-Name-Last: Harding 
Author-Name: Darin R. Wohlgemuth 
Author-X-Name-First: Darin R. 
Author-X-Name-Last: Wohlgemuth 
Author-Name: David R. Bousquet 
Author-X-Name-First: David R. 
Author-X-Name-Last: Bousquet 
Title: A, B, CD, DVD: Marketing Higher Education to the Millennial Generation 
Abstract:
  <title>ABSTRACT</title> Based on compelling financial and strategic
 reasons, Iowa State University replaced its paper viewbook with a CD-ROM
 digital viewbook following the Fall 1998 recruiting cycle. The first
 interactive DVD viewbook debuted for the Fall 2003 recruiting cycle,
 following a qualitative research study designed to gauge the effectiveness
 of the medium. 
Journal: Journal of Marketing for Higher Education 
Pages: 17-31 
Issue: 1-2 
Volume: 13 
Year: 2003 
Month: 4 
X-DOI: 10.1300/J050v13n01_02 
File-URL: http://hdl.handle.net/10.1300/J050v13n01_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:13:y:2003:i:1-2:p:17-31




Template-Type: ReDIF-Article 1.0
Author-Name: Bart Herridge 
Author-X-Name-First: Bart 
Author-X-Name-Last: Herridge 
Author-Name: Robert Heil 
Author-X-Name-First: Robert 
Author-X-Name-Last: Heil 
Title: Building a Better Applicant Pool--A Case Study of the Use of Predictive Modeling and Market Segmentation to Build and Enroll Better Pools of Students 
Abstract:
  <title>ABSTRACT</title> Predictive modeling has been a popular topic in
 higher education for the last few years. This case study shows an example
 of an effective use of modeling combined with market segmentation to
 strategically divide large, unmanageable prospect and inquiry pools and
 convert them into applicants, and eventually, enrolled students. 
Journal: Journal of Marketing for Higher Education 
Pages: 33-55 
Issue: 1-2 
Volume: 13 
Year: 2003 
Month: 4 
X-DOI: 10.1300/J050v13n01_03 
File-URL: http://hdl.handle.net/10.1300/J050v13n01_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:13:y:2003:i:1-2:p:33-55




Template-Type: ReDIF-Article 1.0
Author-Name: Rubeena &#xC7;etin 
Author-X-Name-First: Rubeena 
Author-X-Name-Last: &#xC7;etin 
Title: Planning and Implementing Institutional Image and Promoting Academic Programs in Higher Education 
Abstract:
  <title>ABSTRACT</title> Universities face a multitude of issues and
 challenges in the current era of higher educational endeavors.
 Universities are being urged to provide high quality education, exist as a
 well-reputed university, achieve enrollment success, improve competitive
 positioning, provide contemporary and well-designed academic programs, and
 maintain financial strength. Further, strategic planning and media
 management for providing earnest information to internal markets,
 stakeholders, supplier markets, prospective markets, national and
 international platforms, and to the community at large have to be
 accurately designed and implemented. 
Journal: Journal of Marketing for Higher Education 
Pages: 57-75 
Issue: 1-2 
Volume: 13 
Year: 2003 
Month: 4 
X-DOI: 10.1300/J050v13n01_04 
File-URL: http://hdl.handle.net/10.1300/J050v13n01_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:13:y:2003:i:1-2:p:57-75




Template-Type: ReDIF-Article 1.0
Author-Name: James F. Gyure 
Author-X-Name-First: James F. 
Author-X-Name-Last: Gyure 
Author-Name: Susan G. Arnold 
Author-X-Name-First: Susan G. 
Author-X-Name-Last: Arnold 
Title: Marketing Maps: Illustrating How Marketing Works 
Abstract:
  <title>ABSTRACT</title> Today's colleges and universities may tolerate
 the <italic>idea</italic> of marketing more easily, but marketers must
 continue to educate campus communities about marketing theories and
 practice. To promote a useful appreciation of how theories translate into
 initiatives, we propose incorporating <italic>marketing
 maps</italic>--user-friendly graphic representations of how marketing
 works--into marketing plans and presentations. 
Journal: Journal of Marketing for Higher Education 
Pages: 77-86 
Issue: 1-2 
Volume: 13 
Year: 2003 
Month: 4 
X-DOI: 10.1300/J050v13n01_05 
File-URL: http://hdl.handle.net/10.1300/J050v13n01_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:13:y:2003:i:1-2:p:77-86




Template-Type: ReDIF-Article 1.0
Author-Name: Stewart Page 
Author-X-Name-First: Stewart 
Author-X-Name-Last: Page 
Author-Name: Ken Cramer 
Author-X-Name-First: Ken 
Author-X-Name-Last: Cramer 
Title: An Update on the Use of Ranks in Calibrating and Marketing Higher Education 
Abstract:
  <title>ABSTRACT</title> An analysis of ranking data, taken from
 <italic>Maclean's</italic> magazine's 2001 rankings of the 47 Canadian
 universities, is presented. Consistent with previous research, the rank
 data show that the specific measures and indices used by the magazine are
 inconsistently related to each other and to the universities' final
 assigned rankings. Some implications for the counselling and welfare of
 students, with special reference to selected issues in higher education,
 are outlined. Comparative information from related analyses, involving
 2002 rankings of American universities recently published in <italic>U.S.
 News</italic>, and 2002 student satisfaction rankings published in the
 <italic>Toronto Globe</italic> and <italic>Mail</italic>, using
 increasingly popular evaluation indicators, is also presented. 
Journal: Journal of Marketing for Higher Education 
Pages: 87-99 
Issue: 1-2 
Volume: 13 
Year: 2003 
Month: 1 
X-DOI: 10.1300/J050v13n01_06 
File-URL: http://hdl.handle.net/10.1300/J050v13n01_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:13:y:2003:i:1-2:p:87-99




Template-Type: ReDIF-Article 1.0
Author-Name: Jacquelyn Warwick 
Author-X-Name-First: Jacquelyn 
Author-X-Name-Last: Warwick 
Author-Name: Phylis M. Mansfield 
Author-X-Name-First: Phylis M. 
Author-X-Name-Last: Mansfield 
Title: Perceived Risk in College Selection: Differences in Evaluative Criteria Used by Students and Parents 
Abstract:
  <title>ABSTRACT</title> Students and parents base college selection on
 how well the college will overcome the perceived financial, social,
 psychological, physical, and functional risks associated with the college
 experience. Nineteen criteria associated with these risks were evaluated
 for significant differences between students and parents as well as for
 their level of importance in the selection process. Significant
 differences were found with regards to financial aid, security/safety,
 weather, professors, marriage prospects, athletics, and reputation of the
 school. The most important criterion for both students and parents was the
 academics of the institution. Only seven of the top ten criteria were the
 same. 
Journal: Journal of Marketing for Higher Education 
Pages: 101-125 
Issue: 1-2 
Volume: 13 
Year: 2003 
Month: 2 
X-DOI: 10.1300/J050v13n01_07 
File-URL: http://hdl.handle.net/10.1300/J050v13n01_07 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:13:y:2003:i:1-2:p:101-125




Template-Type: ReDIF-Article 1.0
Author-Name: Dennis B. Arnett 
Author-X-Name-First: Dennis B. 
Author-X-Name-Last: Arnett 
Author-Name: C.   Michael Wittmann 
Author-X-Name-First: C.   Michael 
Author-X-Name-Last: Wittmann 
Author-Name: Bennie J. Wilson 
Author-X-Name-First: Bennie J. 
Author-X-Name-Last: Wilson 
Title: Encouraging Future Helping Behaviors: The Role of Student-Faculty Relationships in Higher Education Marketing 
Abstract:
  <title>ABSTRACT</title> Extant literature on relationship marketing tends
 to focus on for-profit firms and their relationships with important
 stakeholders. However, higher education institutions face many of the same
 intense competitive forces that have made relationship marketing a
 practical choice for many for-profit firms. Therefore, it is not
 surprising that many are adopting relationship marketing strategies. In
 the context of higher education marketing, we examine the nature of the
 student-faculty relationship development process and its affect on
 helpfulness, which we define as a &#x201C;state of mind&#x201D; conducive
 to future helping behavior. Drawing on relationship marketing theory and
 identity theory, we posit that trust, relationship commitment, and
 identity salience are key mediating variables between three antecedent
 variables (shared values, communication, and opportunistic behavior) and
 helpfulness. Our results provide support for the roles hypothesized for
 trust, relationship commitment, and identity salience. 
Journal: Journal of Marketing for Higher Education 
Pages: 127-157 
Issue: 1-2 
Volume: 13 
Year: 2003 
Month: 1 
X-DOI: 10.1300/J050v13n01_08 
File-URL: http://hdl.handle.net/10.1300/J050v13n01_08 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:13:y:2003:i:1-2:p:127-157




Template-Type: ReDIF-Article 1.0
Author-Name: Mike Willis 
Author-X-Name-First: Mike 
Author-X-Name-Last: Willis 
Title: Looking East--Looking West: Exploring the Views of Hong Kong University Students About Traditional Chinese Cultural Values in Terms of the Delivery of Foreign Programs 
Abstract:
  <title>ABSTRACT</title> This paper explores whether any of the
 traditional aspects of Chinese culture discussed in the marketing and
 cross-cultural literature still apply to today's generation of Chinese
 students in the seemingly westernized location of Hong Kong. It finds that
 most of the traditional cultural beliefs are still endorsed although Hong
 Kong students also felt that they were quite independent, individual and
 creative-within the framework of respecting traditional values. The paper
 then discusses (on the basis of presenting the same set of students with
 the findings of this part of the research) how foreign universities might
 adapt their courses and programs to meet the cultural needs of Hong Kong
 students. It was found that universities need to adopt a delicate balance
 between respecting traditional Chinese values and concepts, and
 encompassing more westernized beliefs and attitudes which enable the
 students to learn in an environment which enables them to express their
 creativity and individualism, within a fundamentally quite conservative
 cultural environment. The value of the research is that it will help
 foreign universities position their programs and courses for this quite
 complex and subtle market. 
Journal: Journal of Marketing for Higher Education 
Pages: 159-177 
Issue: 1-2 
Volume: 13 
Year: 2003 
Month: 1 
X-DOI: 10.1300/J050v13n01_09 
File-URL: http://hdl.handle.net/10.1300/J050v13n01_09 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:13:y:2003:i:1-2:p:159-177




Template-Type: ReDIF-Article 1.0
Author-Name: Donald P. Roy 
Author-X-Name-First: Donald P. 
Author-X-Name-Last: Roy 
Author-Name: Susan K. Harmon 
Author-X-Name-First: Susan K. 
Author-X-Name-Last: Harmon 
Author-Name: Timothy R. Graeff 
Author-X-Name-First: Timothy R. 
Author-X-Name-Last: Graeff 
Title: Alumni Perceptions of a Move to NCAA Division IA Football Membership 
Abstract:
  <title>ABSTRACT</title> Because of its prominent role, football has the
 potential to positively impact a university in several ways. Previous
 research on college athletics has focused on the financial impact of
 athletic success on institutions (e.g., donations). This research examines
 the marketing capabilities of college football by measuring alumni
 perceptions of a large southeastern university's move to NCAA Division IA
 football. A total of 297 alumni participated in a telephone survey. A high
 percentage of alumni believe IA football is prestigious and that the move
 to IA has influenced game attendance intention. Alumni believe the
 university's image has been positively influenced by the move to IA, and
 21% believe the perceived value of their college degree has been enhanced
 by the move to IA. Findings from this study can aid universities in
 understanding the importance of football to alumni and how athletics can
 keep alumni connected with their alma mater. 
Journal: Journal of Marketing for Higher Education 
Pages: 179-197 
Issue: 1-2 
Volume: 13 
Year: 2003 
Month: 2 
X-DOI: 10.1300/J050v13n01_10 
File-URL: http://hdl.handle.net/10.1300/J050v13n01_10 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:13:y:2003:i:1-2:p:179-197




Template-Type: ReDIF-Article 1.0
Author-Name: Mike Willis 
Author-X-Name-First: Mike 
Author-X-Name-Last: Willis 
Author-Name: Rowan Kennedy 
Author-X-Name-First: Rowan 
Author-X-Name-Last: Kennedy 
Title: An Evaluation of How Student Expectations Are Formed in a Higher Education Context: The Case of Hong Kong 
Abstract:
  <title>ABSTRACT</title> This research identifies a range of issues and
 factors which impact on the formation of initial expectations developed by
 local university students wishing to study for a foreign degree program in
 Hong Kong. Key factors were foreign university Internet sites,
 exhibitions, agents and associations, brochures and friends. This is one
 of the first times this kind of research has been undertaken relating to
 the delivery of foreign programs within the home country, as previous
 research has tended to focus on study abroad, where the student travels to
 the foreign country to undertake a degree program. The research also
 considers how expectations change over time, as students undertake their
 study for a foreign degree program in Hong Kong, and develops the concept
 of continuous formation of expectations whereby students mould change,
 rebuild and continually revisit their expectations of the university
 program as they undertake a wide range of subjects. This part of the
 research is quite new and indicates the volatile and changeable nature of
 the educational service encounter. Both parts of the research are of value
 not just in regard to the location of the data collection but potentially
 further afield as an indicator of formative factors regarding expectations
 and in regard to the concept of continuous formation of expectations. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-21 
Issue: 1 
Volume: 14 
Year: 2003 
Month: 2 
X-DOI: 10.1300/J050v14n01_01 
File-URL: http://hdl.handle.net/10.1300/J050v14n01_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:14:y:2003:i:1:p:1-21




Template-Type: ReDIF-Article 1.0
Author-Name: Kimberly M. Judson 
Author-X-Name-First: Kimberly M. 
Author-X-Name-Last: Judson 
Author-Name: Jeffrey D. James 
Author-X-Name-First: Jeffrey D. 
Author-X-Name-Last: James 
Author-Name: Timothy W. Aurand 
Author-X-Name-First: Timothy W. 
Author-X-Name-Last: Aurand 
Title: Marketing the University to Student-Athletes: Understanding University Selection Criteria 
Abstract:
  <title>ABSTRACT</title> As competition for top athletes intensifies, and
 as challenges associated with recruitment increase, universities must
 develop and employ recruiting strategies based upon attributes that
 student-athletes identify as important to their decision-making process.
 The study investigates college choice decision attributes of
 student-athletes, identifies key choice criteria, and examines gender and
 ethnicity issues related to student-athlete college choice. Three of the
 four decision attributes identified as being most important focused on
 academic characteristics of the university. Male student-athletes placed a
 higher value on athletic characteristics of the university as compared to
 female student-athletes, and females placed a higher value on academic
 characteristics as compared to male student-athletes. 
Journal: Journal of Marketing for Higher Education 
Pages: 23-40 
Issue: 1 
Volume: 14 
Year: 2002 
Month: 5 
X-DOI: 10.1300/J050v14n01_02 
File-URL: http://hdl.handle.net/10.1300/J050v14n01_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:14:y:2002:i:1:p:23-40




Template-Type: ReDIF-Article 1.0
Author-Name: Felix T. Mavondo 
Author-X-Name-First: Felix T. 
Author-X-Name-Last: Mavondo 
Author-Name: Yelena Tsarenko 
Author-X-Name-First: Yelena 
Author-X-Name-Last: Tsarenko 
Author-Name: Mark Gabbott 
Author-X-Name-First: Mark 
Author-X-Name-Last: Gabbott 
Title: International and Local Student Satisfaction: Resources and Capabilities Perspective 
Abstract:
  <title>ABSTRACT</title> In this paper, we develop a conceptual model for
 assessing student satisfaction with universities and the likelihood of
 students recommending their institutions to other prospective students.
 Student satisfaction is conceptualised as a mediator between resources and
 capabilities and recommendation. The resources and capabilities that
 contribute to student satisfaction are identified as teaching, learning,
 technology, library, student services and student orientation. The
 resource needs of local and international students are compared. The data
 are analysed through path modelling, which results in a holistic
 perspective of the relationships. The findings suggest that more resources
 are required to satisfy local students than foreign students-that is, that
 local students perceive a larger pool of resources to be important for
 their satisfaction while foreign students appear to require a smaller
 pool. The implications of the study for university administrators are
 discussed and areas for future research are suggested. 
Journal: Journal of Marketing for Higher Education 
Pages: 41-60 
Issue: 1 
Volume: 14 
Year: 2003 
Month: 9 
X-DOI: 10.1300/J050v14n01_03 
File-URL: http://hdl.handle.net/10.1300/J050v14n01_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:14:y:2003:i:1:p:41-60




Template-Type: ReDIF-Article 1.0
Author-Name: Ruth Taylor 
Author-X-Name-First: Ruth 
Author-X-Name-Last: Taylor 
Author-Name: Tekle Shanka 
Author-X-Name-First: Tekle 
Author-X-Name-Last: Shanka 
Author-Name: Jeff Pope 
Author-X-Name-First: Jeff 
Author-X-Name-Last: Pope 
Title: Investigating the Significance of VFR Visits to International Students 
Abstract:
  <title>ABSTRACT</title> Higher education, particularly in the area of
 international education has exhibited significant growth since the
 mid-1980s. Whilst it is beginning to attract research from both
 educational and tourism industry perspectives, the current body of
 knowledge regarding this market is still quite limited. This is
 particularly the case in the area of associated visiting friends and
 relatives' travel patterns and expenditure. The findings of a research
 project on international students at a leading university in Western
 Australia are presented in this paper. The importance of tourism arising
 from visits by family and friends of international (higher education)
 students within WA is estimated at between A$10.3 million and A$17.4
 million per annum. This represents between 1.0% and 1.7% of international
 tourist expenditure in WA in 1999. The significance of international
 student family and friends' travel behaviour within WA is presented,
 followed by a discussion regarding marketing implications, based on
 conclusions arising from this research. 
Journal: Journal of Marketing for Higher Education 
Pages: 61-77 
Issue: 1 
Volume: 14 
Year: 2003 
Month: 7 
X-DOI: 10.1300/J050v14n01_04 
File-URL: http://hdl.handle.net/10.1300/J050v14n01_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:14:y:2003:i:1:p:61-77




Template-Type: ReDIF-Article 1.0
Author-Name: Clinton B. Schertzer 
Author-X-Name-First: Clinton B. 
Author-X-Name-Last: Schertzer 
Author-Name: Susan   M. B. Schertzer 
Author-X-Name-First: Susan   M. B. 
Author-X-Name-Last: Schertzer 
Title: Student Satisfaction and Retention: A Conceptual Model 
Abstract:
  <title>ABSTRACT</title> Students in institutions of higher education are
 becoming more &#x201C;consumer oriented&#x201D; than ever before. As a
 result, the turnover rate is increasing-students are leaving universities
 almost as fast as new students are enrolled. This is both costly and
 inefficient. Major efforts are underway in all areas of traditional
 for-profit institutions to reduce their churn rate. Efforts to attract
 students whose needs best fit what the individual academic institution has
 to offer should be fruitful in reducing the rate of drop outs and
 transfers. This paper proposes a model of retention that considers student
 values congruence with the university and faculty as a significant
 component of academic fit and ultimate student satisfaction and retention. 
Journal: Journal of Marketing for Higher Education 
Pages: 79-91 
Issue: 1 
Volume: 14 
Year: 2003 
Month: 9 
X-DOI: 10.1300/J050v14n01_05 
File-URL: http://hdl.handle.net/10.1300/J050v14n01_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:14:y:2003:i:1:p:79-91




Template-Type: ReDIF-Article 1.0
Author-Name: Anthony J. Capraro 
Author-X-Name-First: Anthony J. 
Author-X-Name-Last: Capraro 
Author-Name: Michelle L. Patrick 
Author-X-Name-First: Michelle L. 
Author-X-Name-Last: Patrick 
Author-Name: Melissa Wilson 
Author-X-Name-First: Melissa 
Author-X-Name-Last: Wilson 
Title: Attracting College Candidates: The Impact of Perceived Social Life 
Abstract:
  <title>ABSTRACT</title> This paper explores how perceived attractiveness
 of the social life at a college/university influences potential
 applicants' likelihood to request information from, visit and apply to
 (decision approach actions) that school. Results obtained from a study of
 high school juniors indicate that attractiveness of social life, defined
 in terms of characteristics of the people and experiences to be found at a
 school, is at least as important as quality of education in determining
 the likelihood of a candidate undertaking decision approach actions toward
 a school. The implications of these findings for colleges'/universities'
 recruitment efforts are discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 93-106 
Issue: 1 
Volume: 14 
Year: 2003 
Month: 6 
X-DOI: 10.1300/J050v14n01_06 
File-URL: http://hdl.handle.net/10.1300/J050v14n01_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:14:y:2003:i:1:p:93-106




Template-Type: ReDIF-Article 1.0
Author-Name: Mike Willis 
Author-X-Name-First: Mike 
Author-X-Name-Last: Willis 
Title: The Application of the Chinese Sense of &#x201C;Balance&#x201D; to Agreements Signed Between Chinese and Foreign Institutions in the Chinese Higher Education Sector: Adding Depth to a Popular Cultural Concept 
Abstract:
  <title>ABSTRACT</title> The Chinese sense of &#x201C;balance&#x201D; has
 been widely researched in the literature from several perspectives
 including culture (where it has been traced back to Confucian,
 neo-Confucian and Taoist roots), and business and market entry (where it
 has been linked to issues such as the development of trust, relationship
 building, and guanxi between foreign companies and Chinese partners).
 However, far less attention has been placed on how this sense of balance
 (in its various forms) actually, and specifically, affects the structure
 and process of undertaking strategic alliance activities between Chinese
 and foreign companies. This paper deals with this issue by examining
 agreements and associated activities undertaken between 206 Chinese
 universities and foreign education partners to identify whether there is
 any specific sense of balance between the two sides. The paper notes that
 successful agreements and alliances do reflect a tangible sense of balance
 in the way the agreements were structured and in terms of the processes
 used to implement and undertake associated activities. The value of the
 paper is that it notes that foreign universities and their Chinese
 partners need to organise and undertake balanced alliances in the Chinese
 strategic alliance context. The fact that all respondents indicated that
 balanced alliances were a key to success makes this observation even more
 useful. This paper, therefore, adds the concept of balance to the
 literature of strategic alliance in the higher educational field, at least
 in China. 
Journal: Journal of Marketing for Higher Education 
Pages: 107-121 
Issue: 1 
Volume: 14 
Year: 2003 
Month: 2 
X-DOI: 10.1300/J050v14n01_07 
File-URL: http://hdl.handle.net/10.1300/J050v14n01_07 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:14:y:2003:i:1:p:107-121




Template-Type: ReDIF-Article 1.0
Author-Name: Steven Pike 
Author-X-Name-First: Steven 
Author-X-Name-Last: Pike 
Title: The Use of Repertory Grid Analysis and Importance-Performance Analysis to Identify Determinant Attributes of Universities 
Abstract:
  <title>ABSTRACT</title> In the increasingly competitive Australian
 tertiary education market, a consumer orientation is essential. This is
 particularly so for small regional campuses that compete with larger
 universities in the state capitals. Campus management needs to carefully
 monitor both the perceptions of prospective students within the catchment
 area, and the (dis)satisfaction levels of current students. This study
 reports the results of an exploratory investigation into the perceptions
 held of a small regional campus, using two techniques that have arguably
 been underutilized in the education marketing literature. Repertory Grid
 Analysis, a technique developed fifty years ago, was used to identify
 attributes deemed salient to year 12 high school students at the time they
 were applying for university places. Importance-performance analysis
 (IPA), developed three decades ago, was then used to identify attributes
 that were determinant for a new cohort of first year undergraduate
 students. The paper concludes that group applications of Repertory Grid
 offer education market researchers a useful technique for identifying
 attributes used by high school students to differentiate universities; and
 that IPA is a useful technique for guiding promotional decision making. In
 this case the two techniques provided a quick, economical and effective
 snapshot of market perceptions, which can be used as a foundation for the
 development of an ongoing market research program. Practical steps for
 such a program are summarized. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-18 
Issue: 2 
Volume: 14 
Year: 2005 
Month: 2 
X-DOI: 10.1300/J050v14n02_01 
File-URL: http://hdl.handle.net/10.1300/J050v14n02_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:14:y:2005:i:2:p:1-18




Template-Type: ReDIF-Article 1.0
Author-Name: Roberta L. Schneider 
Author-X-Name-First: Roberta L. 
Author-X-Name-Last: Schneider 
Title: Marketing Medical Education: An Examination of Recruitment Web Sites for Traditional and Combined-Degree M.D. Programs 
Abstract:
  <title>ABSTRACT</title> The Internet has the potential to reshape college
 recruiting; however, little research has been done to see the impact of
 the Internet on marketing graduate programs, including medical schools.
 This paper explores the Web sites of 20 different medical schools,
 including traditional four-year and bachelor's-M.D. degree programs, to
 ascertain whether universities are attempting to meet the informational
 needs of their core audiences. Research showed a significant change in
 content between 2001 and 2003 but no significant difference in the online
 marketing strategy for these two student groups. 
Journal: Journal of Marketing for Higher Education 
Pages: 19-36 
Issue: 2 
Volume: 14 
Year: 2004 
Month: 2 
X-DOI: 10.1300/J050v14n02_02 
File-URL: http://hdl.handle.net/10.1300/J050v14n02_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:14:y:2004:i:2:p:19-36




Template-Type: ReDIF-Article 1.0
Author-Name: Philip L. Dawes 
Author-X-Name-First: Philip L. 
Author-X-Name-Last: Dawes 
Author-Name: Jennifer Brown 
Author-X-Name-First: Jennifer 
Author-X-Name-Last: Brown 
Title: The Composition of Consideration and Choice Sets in Undergraduate University Choice: An Exploratory Study 
Abstract:
  <title>ABSTRACT</title> We examine university choice as a case of
 consumer decision making and adopt a brand elimination framework. This
 approach is predicated on the grounds that a large amount of research in
 consumer behavior has shown that in markets where there are many
 alternative brands, consumers use phased-decision strategies. In these
 research studies, the consumer is conceptualized as first filtering the
 alternative brands using relatively simple criteria and then undertaking a
 more detailed analysis of the reduced sets of brands. Drawing on this
 research in consumer behaviour and the relevant college choice literature
 in the fields of education and sociology, we develop a process model of
 individual brand choice. The composition of the consideration and choice
 sets was defined in terms of the proportion of &#x201C;old&#x201D; and
 &#x201C;new&#x201D; universities. In order to test our model, we used a
 sample of undergraduate UK students who had just gone through the process
 of choosing a university. Overall, the results for both consideration and
 choice sets tend to support the view that the brands (i.e., type of
 university) contained in these two sets are dissimilar, i.e., independent.
 In order of importance, we found that the three variables of ethnic group,
 age, and university proximity were the most important in predicting the
 composition of both the consideration and choice sets. 
Journal: Journal of Marketing for Higher Education 
Pages: 37-59 
Issue: 2 
Volume: 14 
Year: 2004 
Month: 2 
X-DOI: 10.1300/J050v14n02_03 
File-URL: http://hdl.handle.net/10.1300/J050v14n02_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:14:y:2004:i:2:p:37-59




Template-Type: ReDIF-Article 1.0
Author-Name: James H. McAlexander 
Author-X-Name-First: James H. 
Author-X-Name-Last: McAlexander 
Author-Name: Harold F. Koenig 
Author-X-Name-First: Harold F. 
Author-X-Name-Last: Koenig 
Author-Name: John W. Schouten 
Author-X-Name-First: John W. 
Author-X-Name-Last: Schouten 
Title: Building a University Brand Community: The Long-Term Impact of Shared Experiences 
Abstract:
  <title>ABSTRACT</title> Relationship marketing has made its way into the
 practices of university administrations. With it have also arrived many
 problems associated with the aggressive use of CRM technologies. One
 particularly effective and healthy approach to relationship marketing in
 higher education is to treat the university, with all of its stakeholders,
 as a brand community, and to pursue policies and programs to strengthen
 the relationships that define the community. With this paper, we examine
 an important class of relationship often neglected in the CRM literature,
 i.e., the relationships among the customers who support the brand and who
 ultimately give it its meaning and vitality. Specifically, we explore how
 the nature of relationships among students affects their long-term loyalty
 to a university. The results of a telephone survey of university alumni
 demonstrate the importance of certain types of university experiences on
 student relationships and, thereafter, on loyalty to their alma mater and
 their intentions to support the university in the future. 
Journal: Journal of Marketing for Higher Education 
Pages: 61-79 
Issue: 2 
Volume: 14 
Year: 2004 
Month: 4 
X-DOI: 10.1300/J050v14n02_04 
File-URL: http://hdl.handle.net/10.1300/J050v14n02_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:14:y:2004:i:2:p:61-79




Template-Type: ReDIF-Article 1.0
Author-Name: Geraldine Clarke 
Author-X-Name-First: Geraldine 
Author-X-Name-Last: Clarke 
Title: An Examination of &#x2018;Self-Monitoring&#x2019; and the &#x2018;Influence of Others&#x2019; as Determinants of Attitude to the Higher Education Application Service Process in the UK 
Abstract:
  <title>ABSTRACT</title> The paper presents empirical research that
 investigated significant dependent relationships between
 &#x2018;type&#x2019; of influencer, e.g., parent, sibling, friend and
 total number of influencers, and levels of satisfaction within the context
 of an extended service buying process, i.e., application to an institution
 of higher education. The type of influencer is investigated in terms of
 the relevance of their indirect prior experience. The total number of
 influencers is considered as a useful representation of the level of
 self-monitoring. Satisfaction, although considered as an attribute of
 service quality in previous literature, is here modelled as an attitude,
 viewed from the consumer's internal mental and emotional processing,
 rather than from the service quality perspective. The findings indicate a
 strong dependent link between the measure of self-monitoring and the major
 measure of cognitive satisfaction. There was no such strong link between
 &#x2018;type&#x2019; of influencer and any measure of cognitive or
 affective satisfaction, nor was it proved that the &#x2018;type&#x2019; of
 influencer caused a difference in levels of satisfaction. The relevance of
 prior experience of others does not exert a very strong effect on levels
 of satisfaction. Finally the level of self-monitoring, expressed as a
 behavioural variable, i.e., total number of decision-makers, was found to
 effect both cognitive and affective levels of satisfaction. The
 implications for higher education marketers are that affective or
 emotional satisfaction or dissatisfaction can remain in the applicant's
 memory for longer than cognitive or thinking satisfaction or
 dissatisfaction. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-20 
Issue: 1 
Volume: 15 
Year: 2002 
Month: 10 
X-DOI: 10.1300/J050v15n01_01 
File-URL: http://hdl.handle.net/10.1300/J050v15n01_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:15:y:2002:i:1:p:1-20




Template-Type: ReDIF-Article 1.0
Author-Name: Mike Willis 
Author-X-Name-First: Mike 
Author-X-Name-Last: Willis 
Title: Why Do Students Switch from One University to Another: The View of Students Studying for a Foreign Degree in Hong Kong 
Abstract:
  <title>ABSTRACT</title> Over 300 Foreign (non Hong Kong) universities
 deliver undergraduate degree programs in Hong Kong either on campus in
 that city or via distance education (or both). Although this topic has
 been studied from a variety of perspectives, the issue of why Hong Kong
 students might switch from one locally provided foreign university program
 to another has not been researched despite evidence of it being common.
 The current research found that students switched to another university if
 it offered a wider range of course delivery modes, if they could fast
 track their degree and if they were failing at the existing university.
 Increasingly, to be successful in competitive markets such as Hong Kong,
 foreign universities need to deliver their programs in a wide variety of
 modes, provide high levels of administrative and academic support, and
 ensure that they assist their students as much as possible. If they do
 not, students are likely to move to another provider. These findings have
 complex and far-reaching delivery ramifications for foreign universities
 wishing to survive in competitive markets such as Hong Kong-and
 elsewhere-where there is a high degree of competition amongst universities
 and a stressed economic situation which could force students to adopt
 quite ruthless consumer behaviour in regards to their university provider. 
Journal: Journal of Marketing for Higher Education 
Pages: 23-49 
Issue: 1 
Volume: 15 
Year: 2004 
Month: 2 
X-DOI: 10.1300/J050v15n01_02 
File-URL: http://hdl.handle.net/10.1300/J050v15n01_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:15:y:2004:i:1:p:23-49




Template-Type: ReDIF-Article 1.0
Author-Name: Chau-kiu Cheung 
Author-X-Name-First: Chau-kiu 
Author-X-Name-Last: Cheung 
Author-Name: David   Ping-Pui Lok 
Author-X-Name-First: David   Ping-Pui 
Author-X-Name-Last: Lok 
Author-Name: David   Kin-keung Chan 
Author-X-Name-First: David   Kin-keung 
Author-X-Name-Last: Chan 
Title: Adjustment in University Students Admitted by High School Recommendations as Compared with Their Classmates 
Abstract:
  <title>ABSTRACT</title> Adjustment in university students admitted based
 on their high school counselors' or advisors' recommendation is an issue
 for revealing the appropriateness and fairness of the nontraditional
 admissions procedure. The newly-issued admissions procedure in Hong Kong
 has not been subject to empirical investigation. To evaluate the
 procedure, the present study surveyed 21 new students admitted by high
 school principals' recommendation and 29 of their classmates admitted by
 traditional means. They generated 93 cases from three waves of surveys
 over one year. Analysis of the data controlled for all available
 background and academic factors and random disturbances due to students
 and their groupings with their classmates. It revealed no significant
 effect due to nontraditional admissions on the student's
 grade-point-average, attachment, and adjustment in academic, social, and
 personal-emotional aspects. Moreover, detailed analysis discovered only a
 few significant differentials in the admissions effect due to background
 and academic factors. Thus, the nontraditional admissions procedure
 appears to be effective and fair. 
Journal: Journal of Marketing for Higher Education 
Pages: 51-79 
Issue: 1 
Volume: 15 
Year: 2004 
Month: 2 
X-DOI: 10.1300/J050v15n01_03 
File-URL: http://hdl.handle.net/10.1300/J050v15n01_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:15:y:2004:i:1:p:51-79




Template-Type: ReDIF-Article 1.0
Author-Name: Michael J. Roszkowski 
Author-X-Name-First: Michael J. 
Author-X-Name-Last: Roszkowski 
Author-Name: Paul J. Reilly 
Author-X-Name-First: Paul J. 
Author-X-Name-Last: Reilly 
Title: At the End of the Day, I Want to Be Close to Home: Adult Students' Preferences for College Proximity to Work and Home 
Abstract:
  <title>ABSTRACT</title> Using 10 distinct samples, analyses were
 conducted to determine whether empirical support could be garnered for the
 proposition that working adults selecting a college for part-time studies
 tend to consider the proximity of the school to their home to be more
 important than the school's proximity to where they work. On a
 hypothetical task (first 5 samples), a clear preference for home proximity
 was evident. However, when real-life choices were studied (last 5
 samples), the evidence for a preference for proximity to home was much
 weaker, perhaps because the research was conducted in a metropolitan
 region with numerous college choices, so that the perceived proximity to
 home and work were identical in most instances. 
Journal: Journal of Marketing for Higher Education 
Pages: 81-95 
Issue: 1 
Volume: 15 
Year: 2004 
Month: 12 
X-DOI: 10.1300/J050v15n01_04 
File-URL: http://hdl.handle.net/10.1300/J050v15n01_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:15:y:2004:i:1:p:81-95




Template-Type: ReDIF-Article 1.0
Author-Name: Russell Adams 
Author-X-Name-First: Russell 
Author-X-Name-Last: Adams 
Author-Name: Morris Kalliny 
Author-X-Name-First: Morris 
Author-X-Name-Last: Kalliny 
Author-Name: Anshu Saran 
Author-X-Name-First: Anshu 
Author-X-Name-Last: Saran 
Author-Name: Gilberto   de los Santos 
Author-X-Name-First: Gilberto   de los 
Author-X-Name-Last: Santos 
Title: Demographic and Psychographic Variables Associated with Hispanic Business Majors Intending to Pursue Graduate Studies: Marketing Implications 
Abstract:
  <title>ABSTRACT</title> Increasing shifts in population proportions have
 led to an increasing demand on education institutions to recruit
 Hispanics. A random and stratified national sample was used to answer the
 following questions: (1) What are the psychographic typologies that are
 likely to identify Hispanic students by their desire to pursue or not to
 pursue graduate education? (2) What relationship, if any, does income of
 the parents play in a Hispanic student's decision to pursue graduate
 education? (3) Is there a direct relationship between the parents' level
 of education and Hispanic students' decision to pursue graduate work? This
 paper attempts to dissolve myths about the variables associated with
 Hispanics' participation in graduate education, and to make
 recommendations for effective appeals to encourage Hispanic students to
 attend graduate programs. 
Journal: Journal of Marketing for Higher Education 
Pages: 97-115 
Issue: 1 
Volume: 15 
Year: 2004 
Month: 6 
X-DOI: 10.1300/J050v15n01_05 
File-URL: http://hdl.handle.net/10.1300/J050v15n01_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:15:y:2004:i:1:p:97-115




Template-Type: ReDIF-Article 1.0
Author-Name: Mike Willis 
Author-X-Name-First: Mike 
Author-X-Name-Last: Willis 
Title: An Identification and Analysis of Students' Expectations and Views Regarding Foreign-Sourced Tertiary Education Programs Delivered in China: Investigating the Next Stage of Internationalisation and Market Entry for Foreign Universities 
Abstract:
  <title>ABSTRACT</title> There has been a wealth of research into various
 forms of educational export such as distance education and study abroad,
 but this paper focuses on the delivery of foreign-supplied courses and
 programs <italic>within</italic> a host country--in this case, China. Key
 findings include a high level of demand amongst Chinese students for
 business and management courses and programs delivered by foreign
 universities and their Chinese partners, and a marked preference for
 relatively unadapted foreign programs and, courses, which give the
 students an idea of what it would be like to study at the foreign
 university campus-for example, in USA or Canada. These and other findings
 contained in this paper are of value to foreign universities seeking to
 develop and deliver a range of educational courses and programs to China
 and other large, emerging education markets. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-30 
Issue: 2 
Volume: 15 
Year: 2005 
Month: 3 
X-DOI: 10.1300/J050v15n02_01 
File-URL: http://hdl.handle.net/10.1300/J050v15n02_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:15:y:2005:i:2:p:1-30




Template-Type: ReDIF-Article 1.0
Author-Name: Tekle Shanka 
Author-X-Name-First: Tekle 
Author-X-Name-Last: Shanka 
Author-Name: Vanessa Quintal 
Author-X-Name-First: Vanessa 
Author-X-Name-Last: Quintal 
Author-Name: Ruth Taylor 
Author-X-Name-First: Ruth 
Author-X-Name-Last: Taylor 
Title: Factors Influencing International Students' Choice of an Education Destination--A Correspondence Analysis 
Abstract:
  <title>ABSTRACT</title> A correspondence analysis technique was employed
 to elicit information from international students pertaining to their
 choice of study destination. A survey of international students at a major
 Australian university revealed that the proximity of the city to the
 students' home countries, in addition to safety, the educational
 quality/variety, etc. were the main reason for choosing this city for
 their study. Other reasons for choice included cost of living and tuition
 fees. A correspondence analysis (CA) data analysis technique was employed
 resulting in a two-dimension solution on a safety/proximity and
 quality/familiarity continuum was considered acceptable. The two-dimension
 solution with a significant chi-square (&#x3C7;-super-2) value accounted
 for 93% of the total variance explained. Results were discussed and future
 research directions were indicated. 
Journal: Journal of Marketing for Higher Education 
Pages: 31-46 
Issue: 2 
Volume: 15 
Year: 2005 
Month: 3 
X-DOI: 10.1300/J050v15n02_02 
File-URL: http://hdl.handle.net/10.1300/J050v15n02_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:15:y:2005:i:2:p:31-46




Template-Type: ReDIF-Article 1.0
Author-Name: Phylis M. Mansfield 
Author-X-Name-First: Phylis M. 
Author-X-Name-Last: Mansfield 
Author-Name: Jacquelyn Warwick 
Author-X-Name-First: Jacquelyn 
Author-X-Name-Last: Warwick 
Title: Gender Differences in Students' and Parents' Evaluative Criteria When Selecting a College 
Abstract:
  <title>ABSTRACT</title> Evaluation of gender differences between students
 and between parents based on the perceived financial, social,
 psychological, physical, and functional risks associated with college
 selection. Nineteen criteria associated with these risks were evaluated
 for significant gender differences as well as for their level of
 importance by gender in the selection process. Student gender differences
 were financial aid, security, academics, friendly atmosphere and religious
 atmosphere. Parent gender differences were financial aid and degrees
 offered. Within both groups, females possessed a higher mean. The most
 important criterion for female students and parents was academics; for
 male students it was tuition. 
Journal: Journal of Marketing for Higher Education 
Pages: 47-80 
Issue: 2 
Volume: 15 
Year: 2006 
Month: 4 
X-DOI: 10.1300/J050v15n02_03 
File-URL: http://hdl.handle.net/10.1300/J050v15n02_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:15:y:2006:i:2:p:47-80




Template-Type: ReDIF-Article 1.0
Author-Name: David K. Holdsworth 
Author-X-Name-First: David K. 
Author-X-Name-Last: Holdsworth 
Author-Name: Derek Nind 
Author-X-Name-First: Derek 
Author-X-Name-Last: Nind 
Title: Choice Modeling New Zealand High School Seniors' Preferences for University Education 
Abstract:
  <title>ABSTRACT</title> Preferences for college education among year 12
 and 13 high school seniors from throughout New Zealand were surveyed.
 Initial focus group researched students in the process of deciding on
 college education and/or on a particular college or university institution
 in their choice process. Quantitative research developed from the focus
 group responses and based on a stated preferences (choice) survey of
 school students (n = 526) followed. Students' preferences regarding
 university choice were predominantly influenced by the quality and
 flexibility of the degree and/or course options, likelihood that employers
 will recruit from the university, the extent that university accommodation
 is subsidized and the overall cost of attending the university positioned
 in comparison to other universities. Secondary students would prefer not
 to attend a university with access restricted to an &#x201C;A&#x201D;
 bursary examination mark (bursary is a New Zealand pre-college examination
 to gain fee subsidy), that has limited first year accommodation, or which
 offers sports scholarships. New Zealand secondary school students are
 relatively price insensitive, with the cost of attending university not
 perceived as a deterrent. Moreover, the research findings show a positive
 cost-value relationship exists in students' choice preferences. Students
 would prefer to attend a university where the cost was equal to or higher
 than other options. 
Journal: Journal of Marketing for Higher Education 
Pages: 81-102 
Issue: 2 
Volume: 15 
Year: 2005 
Month: 3 
X-DOI: 10.1300/J050v15n02_04 
File-URL: http://hdl.handle.net/10.1300/J050v15n02_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:15:y:2005:i:2:p:81-102




Template-Type: ReDIF-Article 1.0
Author-Name: Rodney Arambewela 
Author-X-Name-First: Rodney 
Author-X-Name-Last: Arambewela 
Author-Name: John Hall 
Author-X-Name-First: John 
Author-X-Name-Last: Hall 
Author-Name: Segu Zuhair 
Author-X-Name-First: Segu 
Author-X-Name-Last: Zuhair 
Title: Postgraduate International Students from Asia: Factors Influencing Satisfaction 
Abstract:
  <title>ABSTRACT</title> The growth in the international education market
 within the next two decades will be dominated by Asia, accounting for
 almost 70% of the global demand for international higher education (Bohm
 et al., 2002). The market attractiveness with significant pecuniary and
 non-pecuniary gains from full-fee paying students will result in a more
 competitive environment for higher educational institutions around the
 world seeking to improve their market position. Student satisfaction is a
 key strategic variable in maintaining such a competitive position with
 long-term benefits arising from student loyalty, positive word of mouth
 (WOM) communication and image of the higher educational institutions to
 meet the challenges of increasing global competition, rising student
 expectations of quality, service, and value for money. This process
 requires educational institutions to carefully analyse these key factors
 contributing to student satisfaction and therefore develop strategies
 accordingly. Using logistic regression analysis with factor scores and
 aggregated satisfaction scores, this study examines the relative
 importance of factors and their impact on the satisfaction levels of
 international postgraduate students from four Asian countries studying in
 Australian universities. The study concludes that the dominant factors
 that impact on student satisfaction are quality of education, student
 facilities, reputation of the institutions, the marketability of their
 degrees for better career prospects, and the overall customer value
 provided by the universities. 
Journal: Journal of Marketing for Higher Education 
Pages: 105-127 
Issue: 2 
Volume: 15 
Year: 2005 
Month: 3 
X-DOI: 10.1300/J050v15n02_05 
File-URL: http://hdl.handle.net/10.1300/J050v15n02_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:15:y:2005:i:2:p:105-127




Template-Type: ReDIF-Article 1.0
Author-Name: Felix Maringe 
Author-X-Name-First: Felix 
Author-X-Name-Last: Maringe 
Title: University Marketing: Perceptions, Practices and Prospects in the Less Developed World 
Abstract:
  <title>ABSTRACT</title> The article reports on research conducted in
 Zimbabwe's 11 universities between 2001 and 2003. The research was aimed
 at finding how vice chancellors and internal marketers perceived the
 marketing concept and its organization within the universities including
 the extent to which prospective university customers considered the
 arrangements for marketing as meeting their expectations for choice and
 decision making. It is argued that the new university environment in the
 developing world replicates that which has driven Higher Education
 institutions in the developed world to embrace marketing as a key
 strategic option. However, even in the developed world, marketing in
 Higher Education continues to be based on imported wisdom from the
 business sector. The article argues that for marketing to occupy its
 rightful place in Higher Education, it has to be based on a new axis which
 reflects the core business of universities. It proposes a theoretical
 basis for considering a curriculum-focused marketing orientation for
 Higher Education. 
Journal: Journal of Marketing for Higher Education 
Pages: 129-153 
Issue: 2 
Volume: 15 
Year: 2005 
Month: 3 
X-DOI: 10.1300/J050v15n02_06 
File-URL: http://hdl.handle.net/10.1300/J050v15n02_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:15:y:2005:i:2:p:129-153




Template-Type: ReDIF-Article 1.0
Author-Name: Nissa Dahlin-Brown 
Author-X-Name-First: Nissa 
Author-X-Name-Last: Dahlin-Brown 
Title: The Perceptual Impact of <italic>U.S. News & World Report</italic> Rankings on Eight Public MBA Programs 
Abstract:
  <title>ABSTRACT</title>  <italic>U.S. News & World Report</italic> has
 published a ranking of the top 50 MBA programs since 1990. Today, there
 are more than a half dozen different rankings of MBA programs and they are
 so popular and powerful, that prospective students, alumni, legislators,
 college presidents, deans, and admissions officers wait with bated breath
 to see where their school will be ranked. This qualitative study looked
 behind the numbers of the <italic>U.S. News & World Report</italic>
 ranking to discover the perceptual impact of the ranking on eight
 differentially ranked, public MBA schools, as perceived by 45 faculty and
 administrators. Three schools from the top 25, three from the bottom 25,
 and two unranked schools participated. Many themes emerged from the data
 and supported much that has been reported in the literature regarding the
 rankings, including the notion that rankings matter! The implications for
 future research, policy, and practice for administrators, faculty and
 other interested parties are discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 155-179 
Issue: 2 
Volume: 15 
Year: 2005 
Month: 3 
X-DOI: 10.1300/J050v15n02_07 
File-URL: http://hdl.handle.net/10.1300/J050v15n02_07 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:15:y:2005:i:2:p:155-179




Template-Type: ReDIF-Article 1.0
Author-Name: Abhay Shah 
Author-X-Name-First: Abhay 
Author-X-Name-Last: Shah 
Author-Name: Heidi Laino 
Author-X-Name-First: Heidi 
Author-X-Name-Last: Laino 
Title: Marketing a U.S. University to International Students: Which Approach Is Best--Standardization, Adaptation, or Contingency? An Investigation of Consumer Needs in Seven Countries 
Abstract:
  <title>ABSTRACT</title> The paper reports the findings of a study that
 investigates whether students from different countries have different
 expectations when seeking a degree from a university in the U.S. The broad
 hypothesis of this study is that there will be differences in expectations
 among students from different countries. The managerial implication is
 that due to these differences, prospective students should be approached
 differently, especially through different communication messages. To
 explore the above proposition, this study uses data from prospective
 students from seven countries: Germany, Thailand, Hong Kong, Singapore,
 Indonesia, Malaysia, and Taiwan. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-24 
Issue: 1 
Volume: 16 
Year: 2005 
Month: 12 
X-DOI: 10.1300/J050v16n01_01 
File-URL: http://hdl.handle.net/10.1300/J050v16n01_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:16:y:2005:i:1:p:1-24




Template-Type: ReDIF-Article 1.0
Author-Name: Maria   Fuentes Blasco 
Author-X-Name-First: Maria   Fuentes 
Author-X-Name-Last: Blasco 
Author-Name: Irene   Gil Saura 
Author-X-Name-First: Irene   Gil 
Author-X-Name-Last: Saura 
Title: Segmenting University Students on the Basis of Their Expectations 
Abstract:
  <title>ABSTRACT</title> It has been suggested that in the service sector
 there is a need to promote strategies devised to supply each market with
 what it really demands. It is particularly so in the education field,
 where competitiveness is increasing in intensity day by day. The design of
 such strategies requires taking as starting points the identification of
 the demands and the necessities of the market, along with the
 understanding of its differences. In this paper, we emphasize the utility
 of student expectations as subjective variables to identify the
 heterogeneity found in the context of Spanish private universities. After
 reviewing the different approaches to service quality expectations given
 in the literature, we advance some proposals as to the best way to
 evaluate such constructs. We also show how service quality expectations
 can be used to make an effective segmentation of the student group under
 research and to identify the essential attributes that establish the
 degree of perceived service quality in each segment. 
Journal: Journal of Marketing for Higher Education 
Pages: 25-45 
Issue: 1 
Volume: 16 
Year: 2005 
Month: 12 
X-DOI: 10.1300/J050v16n01_02 
File-URL: http://hdl.handle.net/10.1300/J050v16n01_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:16:y:2005:i:1:p:25-45




Template-Type: ReDIF-Article 1.0
Author-Name: Hala   Ahmad Sabri 
Author-X-Name-First: Hala   Ahmad 
Author-X-Name-Last: Sabri 
Author-Name: Ghaleb   Awad El-Refae 
Author-X-Name-First: Ghaleb   Awad 
Author-X-Name-Last: El-Refae 
Title: Accreditation in Higher Business Education in the Private Sector: The Case of Jordan 
Abstract:
  <title>ABSTRACT</title> This study explores the development of a
 quantitative research designed to examine the accreditation system of
 undergraduate Business Administration program in private universities in
 Jordan, in comparison with the standards of the Quality Assurance Agency
 (QAA) in the United Kingdom. The research has set out a description of
 Jordanian accreditation process of private universities and the QAA system
 of quality assurance. It has drawn out some distinctions in terms of
 similarities and differences. The findings suggest that although the
 current arrangements for accreditation in Jordanian private universities
 are making some progress in determining and assuring quality standards in
 the Business Administration program; however, they are still inadequate.
 Accreditation should apply to all institutions of higher education in
 Jordan. It is also important that the accreditation council in Jordan
 should be strengthened and its formation changed to incorporate
 universities, government, employers, and professional bodies. 
Journal: Journal of Marketing for Higher Education 
Pages: 47-76 
Issue: 1 
Volume: 16 
Year: 2005 
Month: 11 
X-DOI: 10.1300/J050v16n01_03 
File-URL: http://hdl.handle.net/10.1300/J050v16n01_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:16:y:2005:i:1:p:47-76




Template-Type: ReDIF-Article 1.0
Author-Name: Terry Gatfield 
Author-X-Name-First: Terry 
Author-X-Name-Last: Gatfield 
Author-Name: Ching-huei Chen 
Author-X-Name-First: Ching-huei 
Author-X-Name-Last: Chen 
Title: Measuring Student Choice Criteria Using the Theory of Planned Behaviour: The Case of Taiwan, Australia, UK, and USA 
Abstract:
  <title>ABSTRACT</title> The international marketing of higher education
 is a global phenomenon in which more than 50 countries compete. USA enjoys
 the largest market share. However, the market place is highly competitive
 with many players seeking a place in the international club. Increasing
 competitive practices calls for increasing market research especially in
 the area of consumer behaviour and student motivations. In this research
 area this paper explores the differences in behavioural motivations of
 international students choosing an overseas university in which to study.
 The method used in the research is Fishbein's and Ajzen's multi-attribute
 Theory of Planned Behaviour model. From a sample of Taiwanese students,
 representing the Chinese Diaspora countries, the intentions of students to
 study in USA, UK and Australia are examined. Three research questions are
 explored and the outcome demonstrates the usefulness and the insights that
 can be gained from the application of the model of Theory of Planned
 Behaviour in a higher education marketing context. 
Journal: Journal of Marketing for Higher Education 
Pages: 77-95 
Issue: 1 
Volume: 16 
Year: 2005 
Month: 11 
X-DOI: 10.1300/J050v16n01_04 
File-URL: http://hdl.handle.net/10.1300/J050v16n01_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:16:y:2005:i:1:p:77-95




Template-Type: ReDIF-Article 1.0
Author-Name: Kimberly M. Judson 
Author-X-Name-First: Kimberly M. 
Author-X-Name-Last: Judson 
Author-Name: Linda Gorchels 
Author-X-Name-First: Linda 
Author-X-Name-Last: Gorchels 
Author-Name: Timothy W. Aurand 
Author-X-Name-First: Timothy W. 
Author-X-Name-Last: Aurand 
Title: Building a University Brand from Within: A Comparison of Coaches' Perspectives of Internal Branding 
Abstract:
  <title>ABSTRACT</title> Branding efforts have typically focused on
 external promotional strategies to develop brand image. Recently, the
 brand messages conveyed to employees of an organization have been
 recognized as being equally as important as the brand messages sent to
 external stakeholders. This study investigates the internal communication
 of the university brand with college coaches as the internal recipients,
 as well as external senders. In order to assess institutional internal
 branding efforts, college coaches who regularly have an opportunity to
 convey the university brand promise to outside constituencies are
 surveyed. Differences are examined among the institutions to evaluate the
 internal branding techniques implemented at private and public
 universities and at institutions housing major and mid-major athletic
 programs. 
Journal: Journal of Marketing for Higher Education 
Pages: 97-114 
Issue: 1 
Volume: 16 
Year: 2006 
Month: 1 
X-DOI: 10.1300/J050v16n01_05 
File-URL: http://hdl.handle.net/10.1300/J050v16n01_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:16:y:2006:i:1:p:97-114




Template-Type: ReDIF-Article 1.0
Author-Name: Mike Willis 
Author-X-Name-First: Mike 
Author-X-Name-Last: Willis 
Title: Why Do Chinese Universities Seek Foreign University Partners: An Investigation of the Motivating Factors Behind a Significant Area of Alliance Activity 
Abstract:
  <title>ABSTRACT</title> Considerable research has been undertaken into
 the issue of Sino foreign strategic alliances in the area of higher
 education, particularly since the late 1990s, when universities in China
 signed an increasing large number of alliance agreements with foreign
 universities (Willis 2000, 2005a). Although there has been considerable
 research regarding various aspects of these alliances, including the types
 of activities undertaken, and the levels of alliances formed in this
 sector (Hayhoe 1989, 1996; Willis 2000), there has been less evaluation of
 the factors which have motivated the majority of Chinese universities to
 actively seek suitable foreign partners for collaboration particularly in
 regard to the delivery of activities and programs within China. This
 research identifies a range of factors driving the Chinese desire to form
 alliances with foreign universities. These in general relate to the
 special and somewhat idiosyncratic role of universities as agents of
 social and economic change in China. To effect this change they have often
 sought foreign partners who are able to assist China to develop a market
 economy. Universities within the Chinese top 100 university system have
 become increasingly selective in their choice of foreign universities and
 are requiring far higher levels of commitment than hitherto. It is now not
 unusual for foreign universities to deliver degree programs in China, and
 not just via study abroad and distance means. Gradually, over time,
 Chinese universities have become more discerning, particular and careful
 in the selection of foreign university partners. To this end, this paper
 identifies three distinct phases of Chinese university selection of
 foreign partners, dating back to 1978. The current phase, which emerged
 around 2000--2001 underscores the growing desire on the part of Chinese
 universities to select better quality, more committed and longer-term
 foreign partners--partly an issue of signing agreements with fewer, but
 better universities than in the past when a more
 &#x201C;scattergun&#x201D; approach was utilised. 
Journal: Journal of Marketing for Higher Education 
Pages: 115-141 
Issue: 1 
Volume: 16 
Year: 2006 
Month: 1 
X-DOI: 10.1300/J050v16n01_06 
File-URL: http://hdl.handle.net/10.1300/J050v16n01_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:16:y:2006:i:1:p:115-141




Template-Type: ReDIF-Article 1.0
Author-Name: Lynn Dailey 
Author-X-Name-First: Lynn 
Author-X-Name-Last: Dailey 
Author-Name: Murphy Anderson 
Author-X-Name-First: Murphy 
Author-X-Name-Last: Anderson 
Author-Name: Cristina Ingenito 
Author-X-Name-First: Cristina 
Author-X-Name-Last: Ingenito 
Author-Name: David Duffy 
Author-X-Name-First: David 
Author-X-Name-Last: Duffy 
Author-Name: Paul Krimm 
Author-X-Name-First: Paul 
Author-X-Name-Last: Krimm 
Author-Name: Scott Thomson 
Author-X-Name-First: Scott 
Author-X-Name-Last: Thomson 
Title: Understanding MBA Consumer Needs and the Development of Marketing Strategy 
Abstract:
  <title>ABSTRACT</title> The need to develop marketing strategies in
 higher education is evident. In order to develop effective strategies,
 marketers must understand the basic needs that their product fulfills.
 Exploratory research was utilized to identify and better understand the
 needs that motivate consumers to pursue an MBA degree. This paper
 emphasizes the importance of need identification in the determination of
 MBA marketing strategies. Specifically, consumer needs are suggested to
 potentially impact market segmentation and targeting, 4-Ps decision
 making, and consumer satisfaction. Examples are given to assist MBA
 marketers in utilizing needs in developing marketing strategy. 
Journal: Journal of Marketing for Higher Education 
Pages: 143-158 
Issue: 1 
Volume: 16 
Year: 2006 
Month: 1 
X-DOI: 10.1300/J050v16n01_07 
File-URL: http://hdl.handle.net/10.1300/J050v16n01_07 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:16:y:2006:i:1:p:143-158




Template-Type: ReDIF-Article 1.0
Author-Name: Basheer   A. M. AL-ALAK 
Author-X-Name-First: Basheer   A. M. 
Author-X-Name-Last: AL-ALAK 
Title: The Impact of Marketing Actions on Relationship Quality in the Higher Education Sector in Jordan 
Abstract:
  <title>ABSTRACT</title> This field/analytical study examined the
 marketing actions (antecedents) and performance (consequences) of
 relationship quality in a higher education setting. To analyze data
 collected from a random sample of 271 undergraduate students at
 AL-Zaytoonah Private University of Jordan, the linear structural
 relationship (LISREL) model was used to identify structural
 characteristics of relationship management between the University
 employees, including academic and administrative staff and students. The
 empirical results of this study were fourfold. First, greater employees'
 relational and student orientation resulted in higher relationship
 quality. Second, better education providers' (employees') attributes
 resulted in higher relationship quality. Third, higher relationship
 quality resulted in better relationship continuity. Fourth, committed
 student relationships resulted in student satisfaction, loyalty, positive
 word of mouth, and promotion. These in turn contributed to the enhancement
 of university image. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-23 
Issue: 2 
Volume: 16 
Year: 2006 
Month: 3 
X-DOI: 10.1300/J050v16n02_01 
File-URL: http://hdl.handle.net/10.1300/J050v16n02_01 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:16:y:2006:i:2:p:1-23




Template-Type: ReDIF-Article 1.0
Author-Name: Perry Haan 
Author-X-Name-First: Perry 
Author-X-Name-Last: Haan 
Author-Name: Cam Cruickshank 
Author-X-Name-First: Cam 
Author-X-Name-Last: Cruickshank 
Title: Marketing Colleges to Home-Schooled Students 
Abstract:
  <title>ABSTRACT</title> One emerging but relatively untapped market of
 traditional age colleges students is children who have been home schooled.
 The National Center for Educational Statistics estimated that 1.1 million
 children were being home schooled in 2006 (Conlin, 2006). This
 non-empirical paper examines issues related to the home school movement as
 they apply to colleges and universities hoping to attract these students
 to their institutions. It explores the unique characteristics of
 home-schooled students who apply to colleges and universities.
 Recommendations are made to institutions of higher education for
 attracting more home-schooled students. 
Journal: Journal of Marketing for Higher Education 
Pages: 25-43 
Issue: 2 
Volume: 16 
Year: 2006 
Month: 3 
X-DOI: 10.1300/J050v16n02_02 
File-URL: http://hdl.handle.net/10.1300/J050v16n02_02 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:16:y:2006:i:2:p:25-43




Template-Type: ReDIF-Article 1.0
Author-Name: Mike Willis 
Author-X-Name-First: Mike 
Author-X-Name-Last: Willis 
Title: The Development and Application of a Market Entry Process for Foreign Universities Entering the Chinese Higher Education Market 
Abstract:
  <title>ABSTRACT</title> This paper presents the results of a 7-year
 research project which was designed to identify the most common market
 entry processes used by foreign universities entering the Chinese
 education market through alliances with Chinese counterparts. The research
 identifies a three-stage entry process which was used by most of the 220
 universities studied over this period. Within each stage, there were a
 variety of options and choices available to university decision makers.
 The value of the three-stage process discussed in this paper is that it
 provides new and even existing entrants with a structured process of how
 to enter the university market in China, based on what other universities
 have done. The three-stage process discussed in this paper is wide enough
 to include variations between foreign universities and is therefore
 reasonably encompassing in its scope and potential applicability and
 value. 
Journal: Journal of Marketing for Higher Education 
Pages: 45-82 
Issue: 2 
Volume: 16 
Year: 2006 
Month: 3 
X-DOI: 10.1300/J050v16n02_03 
File-URL: http://hdl.handle.net/10.1300/J050v16n02_03 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:16:y:2006:i:2:p:45-82




Template-Type: ReDIF-Article 1.0
Author-Name: Mohamed M. Mostafa 
Author-X-Name-First: Mohamed M. 
Author-X-Name-Last: Mostafa 
Title: A Comparison of SERVQUAL and I-P Analysis: Measuring and Improving Service Quality in Egyptian Private Universities 
Abstract:
  <title>ABSTRACT</title> The overall purpose of this research is to
 further our understanding of how students perceive service quality in
 Egypt's private universities. The paper also tests the SERVQUAL dimensions
 in higher education within an Arab, non-Western context. A sample of 508
 students from four private universities in Egypt participated in the
 study. Student questionnaires based on the Arabic version of SERVQUAL
 instrument were distributed during classes and collected from participants
 immediately upon completion. Importance-performance (I-P) analysis
 distributed the SERVQUAL's 22 items among the grid's four quadrants. The
 results highlighted a three-factor solution with 79 per cent of variance
 explained. This result does not support the 5 components original
 SERVQUAL. The results of I-P analysis revealed that 9 attributes are
 located in quadrant I (concentrate here), 2 in quadrant II (keep up the
 good work), 8 in quadrant III (lower priority), and 3 attributes in
 quadrant IV (possible overkill). This study has provided some insights
 into the factors associated with service quality in higher education
 within an Arab, non-Western context. The more is known of how students
 perceive service quality in higher education, the more quickly and
 efficiently quality can been enhanced, thereby allowing universities to
 capitalize on opportunities that will emerge as private education markets
 open in Egypt. 
Journal: Journal of Marketing for Higher Education 
Pages: 83-104 
Issue: 2 
Volume: 16 
Year: 2006 
Month: 3 
X-DOI: 10.1300/J050v16n02_04 
File-URL: http://hdl.handle.net/10.1300/J050v16n02_04 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:16:y:2006:i:2:p:83-104




Template-Type: ReDIF-Article 1.0
Author-Name: Benjamin D. Goss 
Author-X-Name-First: Benjamin D. 
Author-X-Name-Last: Goss 
Author-Name: Colby B. Jubenville 
Author-X-Name-First: Colby B. 
Author-X-Name-Last: Jubenville 
Author-Name: Jaime Orejan 
Author-X-Name-First: Jaime 
Author-X-Name-Last: Orejan 
Title: An Examination of Influences and Factors on the Institutional Selection Processes of Freshmen Student-Athletes at Small Colleges and Universities 
Abstract:
  <title>ABSTRACT</title> This study sought to identify institutional
 selection factors most influential upon small-college student-athletes.
 Mean scores for 229 freshman student-athletes from six institutions were
 analyzed using a modified Student-Athlete College Choice Profile Scale.
 The sample was also stratified by gender and sports-program categories.
 Overall, four of the 10 most significant factors were related to sports
 programs. Male and female athletes appeared similarly motivated by four
 factors, though not identically ranked. Influences differed between
 revenue-sport participants, with seven sports program factors among their
 top 10 influences, and non-revenue sport participants, with three sports
 program factors among their top 10 influences. Results imply that factors
 influencing small-college student-athletes' institutional choices combine
 athletic, academic, and campus-related influences, and that personnel
 could best recruit student-athletes with strategies incorporating
 amenities, public relations, and academics. 
Journal: Journal of Marketing for Higher Education 
Pages: 105-134 
Issue: 2 
Volume: 16 
Year: 2006 
Month: 2 
X-DOI: 10.1300/J050v16n02_05 
File-URL: http://hdl.handle.net/10.1300/J050v16n02_05 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:16:y:2006:i:2:p:105-134




Template-Type: ReDIF-Article 1.0
Author-Name: Paul L. Sauer 
Author-X-Name-First: Paul L. 
Author-X-Name-Last: Sauer 
Author-Name: Joseph B. O'Donnell 
Author-X-Name-First: Joseph B. 
Author-X-Name-Last: O'Donnell 
Title: The Impact of New Major Offerings on Student Retention 
Abstract:
  <title>ABSTRACT</title> A strategy used by industry to retain customers
 and remain competitive is the design and launch of new products. One might
 then question whether the launch of new courses and new majors by colleges
 and universities has the potential of reducing student attrition.
 Combining survey data from matriculating freshmen with administrative data
 taken from student records, this study examines this potential. A logistic
 regression analysis with student attrition as the dependent variable
 reveals that undergraduate students enrolling in a newly launched major
 are less likely to drop out of college before graduation. 
Journal: Journal of Marketing for Higher Education 
Pages: 135-155 
Issue: 2 
Volume: 16 
Year: 2006 
Month: 3 
X-DOI: 10.1300/J050v16n02_06 
File-URL: http://hdl.handle.net/10.1300/J050v16n02_06 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:16:y:2006:i:2:p:135-155




Template-Type: ReDIF-Article 1.0
Author-Name: Thomas J. Hayes 
Author-X-Name-First: Thomas J. 
Author-X-Name-Last: Hayes 
Title: EDITOR'S NOTE 
Journal: Journal of Marketing for Higher Education 
Pages: 1-2 
Issue: 1 
Volume: 17 
Year: 2007 
Month: 8 
X-DOI: 10.1300/J050v17n01_01 
File-URL: http://hdl.handle.net/10.1300/J050v17n01_01 
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:17:y:2007:i:1:p:1-2




Template-Type: ReDIF-Article 1.0
Author-Name: Paul Gibbs 
Author-X-Name-First: Paul 
Author-X-Name-Last: Gibbs 
Title: Does Advertising Pervert Higher Education? Is There a Case for Resistance? 
Abstract:
  <title>ABSTRACT</title> My argument is that when marketing--particularly
 advertising--may, under certain circumstances, work against the goals of
 autonomous, liberal higher education by undermining critical thinking and
 independent actions. This argument requires that advertising has a primary
 intent to persuade rather than inform; that by being intrusive, invasive
 and manipulative it is potentially exploitative and that this exploitation
 can harm the goal of an education for a common good. Should it do this
 then it becomes morally problematic. 
Journal: Journal of Marketing for Higher Education 
Pages: 3-11 
Issue: 1 
Volume: 17 
Year: 2006 
Month: 11 
X-DOI: 10.1300/J050v17n01_02 
File-URL: http://hdl.handle.net/10.1300/J050v17n01_02 
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:17:y:2006:i:1:p:3-11




Template-Type: ReDIF-Article 1.0
Author-Name: Larry D. Lauer 
Author-X-Name-First: Larry D. 
Author-X-Name-Last: Lauer 
Title: Advertising Can Be an Effective Integrated Marketing Tool 
Abstract:
  <title>ABSTRACT</title> Advertising will not undermine the critical
 thinking of consumers when it is combined with other communication media,
 and when it is truthful. In fact, it can provide clarity about the
 competitive advantage of individual institutions and aid an individual's
 ability to choose wisely. Advertising is just one of the tools in the
 integrated marketing communication toolbox. When used wisely it can help
 establish institutional <italic>presence</italic> in locations which are
 remote to the campus, and it can also help &#x201C;attract
 attention&#x201D; and &#x201C;clarify identity&#x201D; when used as a part
 of a strategic campaign with other media. 
Journal: Journal of Marketing for Higher Education 
Pages: 13-15 
Issue: 1 
Volume: 17 
Year: 2006 
Month: 11 
X-DOI: 10.1300/J050v17n01_03 
File-URL: http://hdl.handle.net/10.1300/J050v17n01_03 
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:17:y:2006:i:1:p:13-15




Template-Type: ReDIF-Article 1.0
Author-Name: Sunita Prugsamatz 
Author-X-Name-First: Sunita 
Author-X-Name-Last: Prugsamatz 
Author-Name: Joo-Gim Heaney 
Author-X-Name-First: Joo-Gim 
Author-X-Name-Last: Heaney 
Author-Name: Frank Alpert 
Author-X-Name-First: Frank 
Author-X-Name-Last: Alpert 
Title: Measuring and Investigating Pretrial Multi-Expectations of Service Quality Within the Higher Education Context 
Abstract:
  <title>ABSTRACT</title> Understanding what consumers expect from a
 service provider prior to consumption is necessary for marketers because
 expectations provide a standard of comparison against which consumers
 judge the performance of that service provider. This study is an in-depth
 investigation into consumers' pretrial multi-expectations of service
 quality within a higher education context using Zeithaml, Berry and
 Parasuraman's (1993) multi-expectations standards framework. It examines
 students' pretrial multi-expectations towards three different universities
 and tests the validity of measuring pretrial expectations using SERVQUAL
 dimensions. This study also empirically identifies which typical
 information sources influence students' pretrial multi-expectations of
 service quality. Results indicate that students use two levels of service
 quality expectations (desired and predicted) prior to consumption,
 confirming the applicability of Zeithaml et al.'s (1993)
 multi-expectations standards model within a higher education context. The
 findings also suggest that measuring and understanding both levels of
 pretrial service quality expectations and the sources of these
 expectations provides insightful information for higher education service
 marketers. 
Journal: Journal of Marketing for Higher Education 
Pages: 17-47 
Issue: 1 
Volume: 17 
Year: 2006 
Month: 10 
X-DOI: 10.1300/J050v17n01_04 
File-URL: http://hdl.handle.net/10.1300/J050v17n01_04 
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Handle: RePEc:taf:jmkthe:v:17:y:2006:i:1:p:17-47




Template-Type: ReDIF-Article 1.0
Author-Name: Iryna Pentina 
Author-X-Name-First: Iryna 
Author-X-Name-Last: Pentina 
Author-Name: Concha Neeley 
Author-X-Name-First: Concha 
Author-X-Name-Last: Neeley 
Title: Differences in Characteristics of Online versus Traditional Students: Implications for Target Marketing 
Abstract:
  <title>ABSTRACT</title> This study provides insight for educators and
 administrators into differences between students enrolled in Web-based and
 traditional classes as online learning enters the growth stage of its
 product life cycle. We identify characteristics that differentiate online
 students from those who prefer traditional education methods in order to
 offer more effective marketing techniques for attracting and retaining
 online students. Results of the study suggest that students in traditional
 classes have higher perceptions of performance and financial risk than
 their online counterparts. Social character was another important factor
 determining the choice of traditional over online learning.
 Recommendations to assist administrators in increasing enrollment in their
 online programs are presented. 
Journal: Journal of Marketing for Higher Education 
Pages: 49-65 
Issue: 1 
Volume: 17 
Year: 2006 
Month: 4 
X-DOI: 10.1300/J050v17n01_05 
File-URL: http://hdl.handle.net/10.1300/J050v17n01_05 
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Handle: RePEc:taf:jmkthe:v:17:y:2006:i:1:p:49-65




Template-Type: ReDIF-Article 1.0
Author-Name: Jonathan Adams 
Author-X-Name-First: Jonathan 
Author-X-Name-Last: Adams 
Author-Name: Vicki Eveland 
Author-X-Name-First: Vicki 
Author-X-Name-Last: Eveland 
Title: Marketing Online Degree Programs: How Do Traditional-Residential Programs Compete? 
Abstract:
  <title>ABSTRACT</title> A total of 150 university Web sites were
 segregated into one of three groups: accredited residential, regionally
 accredited online, and nonaccredited online institutions. The promotional
 imagery, marketing messages and marketing themes found on the landing
 pages of each university program Web sites were analyzed for similarities
 and differences. A check sheet containing keywords was developed and as
 each Web page was analyzed, the results were recorded individually by two
 researchers. Intercoder reliability was confirmed with a Holsti
 correlation coefficient of 88%. At-test was used to assess variations of
 keywords across each category and a Chi-square was used to assess within
 group differences. The results show that accredited residential
 institutions are not leveraging clear advantages in order to differentiate
 themselves from online accredited and nonaccredited institutions. Benefits
 and themes featured on Web sites were remarkably similar, focusing on
 easily copied claims rather than building competitive advantages with
 emphasis on accreditation, faculty, resources, and quality of education. 
Journal: Journal of Marketing for Higher Education 
Pages: 67-90 
Issue: 1 
Volume: 17 
Year: 2006 
Month: 10 
X-DOI: 10.1300/J050v17n01_06 
File-URL: http://hdl.handle.net/10.1300/J050v17n01_06 
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Handle: RePEc:taf:jmkthe:v:17:y:2006:i:1:p:67-90




Template-Type: ReDIF-Article 1.0
Author-Name: Carlos Flavi&#xE1;n 
Author-X-Name-First: Carlos 
Author-X-Name-Last: Flavi&#xE1;n 
Author-Name: Javier Lozano 
Author-X-Name-First: Javier 
Author-X-Name-Last: Lozano 
Title: Market Orientation of Spanish Public Universities: A Suitable Response to the Growing Competition 
Abstract:
  <title>ABSTRACT</title> As has been the case with other public services,
 the Spanish university system has, over the last few years, undergone
 radical changes that have completely transformed the form and type of
 activities carried out therein. The far-reaching effect of these changes
 and of others that will probably occur in the not too distant future
 obliges the university system to adapt to the new conditions that govern
 it. Therefore, this research analyzes the origins of the growing
 competition that is being experienced by Spanish public universities. In
 addition, a sample of university teachers is the basis for an empirical
 study analyzing the relationship between market orientation as put into
 practice by them and the results they obtained from carrying out their
 university duties: teaching, research and the spreading of culture. 
Journal: Journal of Marketing for Higher Education 
Pages: 91-116 
Issue: 1 
Volume: 17 
Year: 2006 
Month: 10 
X-DOI: 10.1300/J050v17n01_07 
File-URL: http://hdl.handle.net/10.1300/J050v17n01_07 
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Handle: RePEc:taf:jmkthe:v:17:y:2006:i:1:p:91-116




Template-Type: ReDIF-Article 1.0
Author-Name: Cleamon Moorer 
Author-X-Name-First: Cleamon 
Author-X-Name-Last: Moorer 
Title: A University Name Change: Significance of Faculty Involvement 
Abstract:
  <title>ABSTRACT</title> The landscape of higher education is more
 competitive now than ever before. Colleges and universities are changing
 and refocusing their identity, missions, and strategic visions to better
 serve students, prospective students, partners, and other external
 constituencies. As a result, many colleges and universities have changed
 their name to distinguish and differentiate themselves in this growing and
 evolving marketplace. This study takes a closer look into the phenomenon
 of a university strategic name change process and faculty involvement. It
 addresses the following questions: How much faculty involvement is needed
 to facilitate a successful university strategic name process? What is the
 impact of faculty involvement on a university strategic name event? What
 are the drivers of a university strategic name change? What are the roles
 of faculty members in fulfilling the desired outcome(s) of university
 strategic name change events. This paper proposes that faculty involvement
 is pertinent to the process and outcomes of a strategic university name
 change. 
Journal: Journal of Marketing for Higher Education 
Pages: 117-145 
Issue: 1 
Volume: 17 
Year: 2007 
Month: 1 
X-DOI: 10.1300/J050v17n01_08 
File-URL: http://hdl.handle.net/10.1300/J050v17n01_08 
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:17:y:2007:i:1:p:117-145




Template-Type: ReDIF-Article 1.0
Author-Name: Sue   Westcott Alessandri 
Author-X-Name-First: Sue   Westcott 
Author-X-Name-Last: Alessandri 
Title: Retaining a Legacy While Avoiding Trademark Infringement: A Case Study of One University's Attempt to Develop a Consistent Athletic Brand Identity 
Abstract:
  <title>ABSTRACT</title> This case study chronicles Syracuse University's
 athletic department's attempt to achieve consistency in its identity
 program by changing its identity during 2004, and then again in 2005. The
 changes were owing to high-level personnel changes on both the academic
 and athletic sides of the university. This case details the many issues
 arising from both identity changes, including negative public opinion and
 potential issues of trademark infringement. The practical and strategic
 implications for Syracuse University and other colleges and universities
 are discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 147-167 
Issue: 1 
Volume: 17 
Year: 2007 
Month: 1 
X-DOI: 10.1300/J050v17n01_09 
File-URL: http://hdl.handle.net/10.1300/J050v17n01_09 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:17:y:2007:i:1:p:147-167




Template-Type: ReDIF-Article 1.0
Author-Name: Joe Brennan 
Author-X-Name-First: Joe 
Author-X-Name-Last: Brennan 
Author-Name: Robert Brodnick 
Author-X-Name-First: Robert 
Author-X-Name-Last: Brodnick 
Author-Name: Diana Pinckley 
Author-X-Name-First: Diana 
Author-X-Name-Last: Pinckley 
Title: De-Mystifying the <italic>U.S. News</italic> Rankings: How to Understand What Matters, What Doesn't and What You can Actually Do About It* 
Abstract:
  <title>ABSTRACT</title> College rankings present challenges and
 opportunities for higher education marketers. Statistical analysis of data
 on the national universities reveals which measures are associated with
 peer assessment scores, whether it is possible to influence the score, and
 what underlying factors are present. Marketers can use the findings to
 counsel senior leaders and position their institutions more effectively
 with key constituencies. 
Journal: Journal of Marketing for Higher Education 
Pages: 169-188 
Issue: 2 
Volume: 17 
Year: 2008 
Month: 4 
X-DOI: 10.1080/08841240801912385 
File-URL: http://hdl.handle.net/10.1080/08841240801912385 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:17:y:2008:i:2:p:169-188




Template-Type: ReDIF-Article 1.0
Author-Name: Michael S. Garver 
Author-X-Name-First: Michael S. 
Author-X-Name-Last: Garver 
Author-Name: Richard L. Divine 
Author-X-Name-First: Richard L. 
Author-X-Name-Last: Divine 
Title: Conjoint Analysis of Study Abroad Preferences: Key Attributes, Segments and Implications for Increasing Student Participation 
Abstract:
  <title>ABSTRACT</title> An adaptive conjoint analysis was performed on
 the study abroad preferences of a sample of undergraduate college
 students. The results indicate that trip location, cost, and time spent
 abroad are the three most important determinants of student preference for
 different study abroad trip scenarios. The analysis also uncovered four
 different study abroad need-based segments. In order to increase study
 abroad participation rates it is recommended that universities determine
 which of these segments they want to target, and then develop a set of
 study abroad offerings and communication strategies custom designed to
 address the particular needs of each targeted segment. Recommendations on
 how to market to each segment are provided. 
Journal: Journal of Marketing for Higher Education 
Pages: 189-215 
Issue: 2 
Volume: 17 
Year: 2008 
Month: 4 
X-DOI: 10.1080/08841240801912427 
File-URL: http://hdl.handle.net/10.1080/08841240801912427 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:17:y:2008:i:2:p:189-215




Template-Type: ReDIF-Article 1.0
Author-Name: B.H. Voon 
Author-X-Name-First: B.H. 
Author-X-Name-Last: Voon 
Title: SERVMO: A Measure for Service-Driven Market Orientation in Higher Education 
Abstract:
  <title>ABSTRACT</title> With the intensified pace of globalization and
 increasing customer expectations, the higher education sector, like other
 economy sectors, faces increasing competition in terms of serving
 customers better. Service has been recognized as an effective tool for a
 competitive advantage. Thus, there is always a need for a more effective
 way of improving service, specifically in higher education. For this, a
 strategic and service-oriented marketing construct that is empirically
 operationalized and tested is deemed necessary. However, this measure of
 customer-perceived market orientation for service has yet to be developed
 for academic and practical purposes. This paper presents the scale
 development for a service-driven market orientation (SERVMO) in higher
 education using data from Malaysian institutions of higher learning. The
 perceptions of senior students were analyzed and the results show that the
 proposed multi-dimensional construct consists of six components, namely
 customer orientation, competitor orientation, inter-functional
 orientation, performance orientation, long-term orientation, and employee
 orientation. This construct is closely correlated with service quality,
 customer satisfaction and customer loyalty. Some key implications and
 future research are also discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 216-237 
Issue: 2 
Volume: 17 
Year: 2008 
Month: 4 
X-DOI: 10.1080/08841240801912583 
File-URL: http://hdl.handle.net/10.1080/08841240801912583 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:17:y:2008:i:2:p:216-237




Template-Type: ReDIF-Article 1.0
Author-Name: Amit K. Ghosh 
Author-X-Name-First: Amit K. 
Author-X-Name-Last: Ghosh 
Author-Name: Rajshekhar Javalgi 
Author-X-Name-First: Rajshekhar 
Author-X-Name-Last: Javalgi 
Author-Name: Thomas W. Whipple 
Author-X-Name-First: Thomas W. 
Author-X-Name-Last: Whipple 
Title: Service Strategies for Higher Educational Institutions Based on Student Segmentation 
Abstract:
  <title>ABSTRACT</title> Over the last decade, higher education
 institutions in the U.S. have faced increased competition and expenditures
 coupled with declines in financial support. Furthermore, they often have
 been forced to cater to the needs of an increasingly diverse group of
 students and must design service strategies based on the unique needs of
 each group. This paper advocates the use of target marketing principles to
 effectively and efficiently allocate resources among the various groups.
 Student registration data from a large, urban, public university, which is
 routinely available at little cost, is used to identify five student
 segments. These segments include traditional students, non-traditional
 students, a sizable international student segment, a graduating segment,
 and a group of transferees. The unique needs of each segment are
 identified and appropriate service strategies are formulated for each
 segment. The diversity of the segments establish the utility of using
 target marketing principles for designing service strategies and the
 viability of using registration database for such a purpose. 
Journal: Journal of Marketing for Higher Education 
Pages: 238-255 
Issue: 2 
Volume: 17 
Year: 2008 
Month: 4 
X-DOI: 10.1080/08841240801912641 
File-URL: http://hdl.handle.net/10.1080/08841240801912641 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:17:y:2008:i:2:p:238-255




Template-Type: ReDIF-Article 1.0
Author-Name: Louis Mark Palazesi 
Author-X-Name-First: Louis Mark 
Author-X-Name-Last: Palazesi 
Author-Name: Beverly L. Bower 
Author-X-Name-First: Beverly L. 
Author-X-Name-Last: Bower 
Author-Name: Robert A. Schwartz 
Author-X-Name-First: Robert A. 
Author-X-Name-Last: Schwartz 
Title: Underlying Consumer-Valuing Structures of Baby Boomers as Older Adults in Community Colleges: A Grounded Theory 
Abstract:
  <title>ABSTRACT</title> The purpose of this study was to present a
 grounded theory that fills in gaps in the higher education literature on
 the concept of educational consumer value and perceptions that support
 consumer value. Specifically, this study focuses on the learning
 experiences of Baby Boomers (40--60 year old adults) as older adult
 students attending community colleges. This study examines value as a
 factor in the consumer behavior of these students. An understanding of
 Baby Boomer consumer behavior, the processes which drive this behavior,
 and the aging Baby Boomers' potential as continuously returning learners,
 could help develop programs and marketing plans for community colleges
 interested in attracting and retaining the Baby Boomer market. 
Journal: Journal of Marketing for Higher Education 
Pages: 256-291 
Issue: 2 
Volume: 17 
Year: 2008 
Month: 4 
X-DOI: 10.1080/08841240801912690 
File-URL: http://hdl.handle.net/10.1080/08841240801912690 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:17:y:2008:i:2:p:256-291




Template-Type: ReDIF-Article 1.0
Author-Name: Michael D. Clemes 
Author-X-Name-First: Michael D. 
Author-X-Name-Last: Clemes 
Author-Name: Christopher E.C. Gan 
Author-X-Name-First: Christopher E.C. 
Author-X-Name-Last: Gan 
Author-Name: Tzu-Hui Kao 
Author-X-Name-First: Tzu-Hui 
Author-X-Name-Last: Kao 
Title: University Student Satisfaction: An Empirical Analysis 
Abstract:
  <title>ABSTRACT</title> The purpose of this research is to gain an
 empirical understanding of students' overall satisfaction with their
 academic university experiences. A hierarchal model is used as a framework
 for this analysis. Fifteen hypotheses are formulated and tested, in order
 to identify the dimensions of service quality as perceived by university
 students, to examine students' overall satisfaction with influential
 factors such as tuition fees (price) and university image, and to
 determine the impact of students' overall satisfaction on favourable
 future behavioural intentions. Students' perceptions of these constructs
 are compared using demographic factors such as gender, age, and ethnicity.
 Statistical support is found for the use of a hierarchical model, three
 primary dimensions, and ten sub-dimensions. In addition, the results
 support a relationship between service quality and price; service quality,
 image, and satisfaction; and satisfaction and favourable future behavioual
 intentions. However, there is no statistical support for a relationship
 between price and satisfaction. The results also suggest that students'
 perceptions of the constructs are primarily influenced by their ethnicity
 and year of study. The results of this analysis contribute to the service
 marketing theory by providing empirically--based insight into satisfaction
 and service quality constructs in the higher education sector. This study
 will assist higher education management developing and implementing a
 market-oriented service strategy, in order to achieve a high quality of
 service, enhance students' level of satisfaction and create favourable
 future behavioural intentions.-super-1  
Journal: Journal of Marketing for Higher Education 
Pages: 292-325 
Issue: 2 
Volume: 17 
Year: 2008 
Month: 4 
X-DOI: 10.1080/08841240801912831 
File-URL: http://hdl.handle.net/10.1080/08841240801912831 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:17:y:2008:i:2:p:292-325




Template-Type: ReDIF-Article 1.0
Author-Name: Liang-Hsuan Chen 
Author-X-Name-First: Liang-Hsuan 
Author-X-Name-Last: Chen 
Title: Internationalization or International Marketing? Two Frameworks for Understanding International Students' Choice of Canadian Universities 
Abstract:
  <title>ABSTRACT</title> This paper discusses two important
 concepts&#x2014;internationalization and the international marketing of
 higher education&#x2014;and how they influence international students'
 choice of Canadian universities. The paper is based on two studies: one on
 140 East Asian international graduate students who enrolled at two large
 Ontario universities in the academic year 2003--2004, and the other on 95
 international undergraduate students who enrolled at an Ontario university
 in academic year 2005--2006. The research findings show that market
 segmentation determines the applicability of internationalization and/or
 marketing of higher education. Activities related to the
 internationalization of education play a critical role in influencing the
 research-oriented students' choice of a Canadian graduate school.
 Marketing activities have a direct impact on graduate students' choice in
 professional programs. &#x201C;Twinning&#x201D; or
 &#x201C;incountry&#x201D; programs&#x2014;a blend of internationalization
 and international marketing approach&#x2014;have a strong influence on
 undergraduate students' choice to come to Canada. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-33 
Issue: 1 
Volume: 18 
Year: 2007 
Month: 11 
X-DOI: 10.1080/08841240802100113 
File-URL: http://hdl.handle.net/10.1080/08841240802100113 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:18:y:2007:i:1:p:1-33




Template-Type: ReDIF-Article 1.0
Author-Name: Gregory M. Broekemier 
Author-X-Name-First: Gregory M. 
Author-X-Name-Last: Broekemier 
Author-Name: Kay A. Hodge 
Author-X-Name-First: Kay A. 
Author-X-Name-Last: Hodge 
Title: Stressors for College Bound High School Students Based on Sex of Respondents 
Abstract:
  <title>ABSTRACT</title> College attendance is an impending major life
 change for many high school students. Attendance at particular colleges or
 universities is also a crucial issue for marketers of higher education
 institutions. This study reports the results of a survey of college-bound
 high school seniors in the midst of the college choice process. Specific
 stressors are identified and significant sex differences are discussed.
 Higher education marketers, guidance counselors, and even parents should
 find these results useful in reducing perceived risk by communicating
 relevant information about key stressors to deciding students. 
Journal: Journal of Marketing for Higher Education 
Pages: 34-49 
Issue: 1 
Volume: 18 
Year: 2007 
Month: 11 
X-DOI: 10.1080/08841240802100139 
File-URL: http://hdl.handle.net/10.1080/08841240802100139 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:18:y:2007:i:1:p:34-49




Template-Type: ReDIF-Article 1.0
Author-Name: &#xD8;yvind Helgesen 
Author-X-Name-First: &#xD8;yvind 
Author-X-Name-Last: Helgesen 
Title: Marketing for Higher Education: A Relationship Marketing Approach 
Abstract:
  <title>ABSTRACT</title> Retaining students is becoming increasingly
 important for institutions offering higher education. Thus, ideas from
 relationship marketing (RM) should be of great interest to university and
 college officials entrusted with student enrollment and retention. The RM
 approach means that great importance is attached to the creation of
 student value. The value proposition to students should match their needs.
 The creation of value should be regarded as an ongoing process over the
 lifetime of the relationship. Student surveys should be carried out and
 analyzed thoroughly in order to identify key success factors for student
 value and student loyalty. This study is based on a research model in
 which loyalty is the ultimate variable. Path coefficients of direct and
 indirect drivers of loyalty are estimated by way of a structural equation
 modeling approach, and implications for decision makers and further
 research are discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 50-78 
Issue: 1 
Volume: 18 
Year: 2007 
Month: 11 
X-DOI: 10.1080/08841240802100188 
File-URL: http://hdl.handle.net/10.1080/08841240802100188 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:18:y:2007:i:1:p:50-78




Template-Type: ReDIF-Article 1.0
Author-Name: Grady Bruce 
Author-X-Name-First: Grady 
Author-X-Name-Last: Bruce 
Author-Name: Rachel Edgington 
Author-X-Name-First: Rachel 
Author-X-Name-Last: Edgington 
Title: Factors Influencing Word-of-Mouth Recommendations by MBA Students: An Examination of School Quality, Educational Outcomes, and Value of the MBA 
Abstract:
  <title>ABSTRACT</title> Word-of-mouth recommendations from current
 students are an important source of influence when prospective MBA
 students are selecting a school. Based on a sample of 16,297 graduating
 MBA students, this paper uses multiple regression analysis to identify the
 factors that affect a school recommendation and to assess their relative
 importance. Separate models are developed based on prior research on
 service quality, educational outcomes, and perceived equity; then,
 variables from the separate models are combined into an overall model.
 Implications are discussed for school administrators and the marketing
 professionals who support them. 
Journal: Journal of Marketing for Higher Education 
Pages: 79-101 
Issue: 1 
Volume: 18 
Year: 2008 
Month: 6 
X-DOI: 10.1080/08841240802100303 
File-URL: http://hdl.handle.net/10.1080/08841240802100303 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:18:y:2008:i:1:p:79-101




Template-Type: ReDIF-Article 1.0
Author-Name: Gordon W. McClung 
Author-X-Name-First: Gordon W. 
Author-X-Name-Last: McClung 
Author-Name: Mary W. Werner 
Author-X-Name-First: Mary W. 
Author-X-Name-Last: Werner 
Title: A Market/Value Based Approach to Satisfy Stakeholders of Higher Education 
Abstract:
  <title>ABSTRACT</title> What value does the university offer in terms of
 economic and social development? Having stakeholders question the
 contribution and value of colleges and universities is not new nor is it
 unique to American universities. Institutions of higher education are
 currently facing a crisis of confidence by parents, prospective students,
 alumni, congressional committees, and the media. Many stakeholders are
 concerned about the value provided by colleges and universities. Although
 there has been an effort to call attention to the issue and to examine
 select educational processes, there is a dire need to address all aspects
 of the university product. This article provides a market-based paradigm
 to help university/college administrators understand the critical aspects
 of identifying, defining, managing, and delivering superior value to all
 stakeholders of the institution. This article also provides a university
 planning process model for incorporating value in the strategic planning
 process of any university. Faced with increasing pressure to reduce the
 churn rate of students and increase retention, universities' focus must
 shift toward attracting students who fit with the value proposition
 (delivery) of the institution. This article is not an attempt at resolving
 the debate over the role or purpose of the university; our intent is to
 present a market-based approach to facilitate the delivery of value to all
 university stakeholders in keeping with the vision and mission of the
 institution. 
Journal: Journal of Marketing for Higher Education 
Pages: 102-123 
Issue: 1 
Volume: 18 
Year: 2008 
Month: 1 
X-DOI: 10.1080/08841240802100345 
File-URL: http://hdl.handle.net/10.1080/08841240802100345 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:18:y:2008:i:1:p:102-123




Template-Type: ReDIF-Article 1.0
Author-Name: Robert A. Opoku 
Author-X-Name-First: Robert A. 
Author-X-Name-Last: Opoku 
Author-Name: Magnus Hultman 
Author-X-Name-First: Magnus 
Author-X-Name-Last: Hultman 
Author-Name: Esmail Saheli-Sangari 
Author-X-Name-First: Esmail 
Author-X-Name-Last: Saheli-Sangari 
Title: Positioning in Market Space: The Evaluation of Swedish Universities' Online Brand Personalities 
Abstract:
  <title>ABSTRACT</title> The paper extends Aaker's previous empirical work
 on brand personality by exploring whether Swedish Universities communicate
 distinctive brand personalities in cyberspace. Employing a multistage
 methodology, data are drawn from the English Web sites of 17 Swedish
 universities and analyzed by using a combination of computerized content
 and correspondence analyses. Results indicate that some universities
 appear to have clear brand personalities, others take on a new face with
 regard to the obvious personality one would have initially associated them
 with, while others fail to communicate their brand personalities in any
 distinct manner. While illustrating a powerful but simple and relatively
 inexpensive way for institutions for higher education and brand
 researchers to study communicated brand personalities, this study also
 highlights the growing importance of brand positioning issues in
 internationalization and globalization of higher educational institutions. 
Journal: Journal of Marketing for Higher Education 
Pages: 124-144 
Issue: 1 
Volume: 18 
Year: 2008 
Month: 2 
X-DOI: 10.1080/08841240802100386 
File-URL: http://hdl.handle.net/10.1080/08841240802100386 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:18:y:2008:i:1:p:124-144




Template-Type: ReDIF-Article 1.0
Author-Name: Sung-Un Yang 
Author-X-Name-First: Sung-Un 
Author-X-Name-Last: Yang 
Author-Name: Sue Westcott Alessandri 
Author-X-Name-First: Sue Westcott 
Author-X-Name-Last: Alessandri 
Author-Name: Dennis F. Kinsey 
Author-X-Name-First: Dennis F. 
Author-X-Name-Last: Kinsey 
Title: An Integrative Analysis of Reputation and Relational Quality: A Study of University-Student Relationships 
Abstract:
  <title>ABSTRACT</title> The purpose of this research is to explore the
 link between reputation and relational quality in the context of
 student-university relationships, based on a perceptual analysis of the
 participants' subjective views (i.e., factor analysis with Q methodology).
 To this end, the researchers selected a private university located in the
 Northeast region of the United States as the research setting, with
 students of the university serving as research participants. The
 researchers proposed three research questions regarding the link between
 student-university relational quality and university reputation. The
 findings of this research indicate that the concepts of relational quality
 and reputation can be &#x201C;variantly&#x201D; intertwined on the basis
 of individual stakeholders' subjective views of their experience,
 interactions, and information, rather than intertwined in a linear way. 
Journal: Journal of Marketing for Higher Education 
Pages: 145-170 
Issue: 2 
Volume: 18 
Year: 2008 
Month: 3 
X-DOI: 10.1080/08841240802487353 
File-URL: http://hdl.handle.net/10.1080/08841240802487353 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:18:y:2008:i:2:p:145-170




Template-Type: ReDIF-Article 1.0
Author-Name: Diana L. Haytko 
Author-X-Name-First: Diana L. 
Author-X-Name-Last: Haytko 
Author-Name: Greg Burris 
Author-X-Name-First: Greg 
Author-X-Name-Last: Burris 
Author-Name: Sarah M. Smith 
Author-X-Name-First: Sarah M. 
Author-X-Name-Last: Smith 
Title: Changing the Name of a Major University: A Case Study and How-To Guide 
Abstract:
  <title>ABSTRACT</title> There is nothing more exciting for a school than
 taking on a new name that is more reflective of what the institution has
 become. Many schools have changed names from &#x201C;College&#x201D; to
 &#x201C;University&#x201D; or have been renamed for prominent individuals.
 On August 28, 2005, Southwest Missouri State University officially became
 Missouri State University. This change was 20 years in the making and did
 not happen without a tremendous amount of effort on the part of
 administrators, faculty, students, alumni, and many elected officials at
 all levels of government. Though seemingly a simple thing, implementing
 the name change was anything but. This case study explains the steps taken
 to complete the transition, including the important branding decisions
 made along the way. It also provides a detailed guideline for other
 schools facing similar challenges. 
Journal: Journal of Marketing for Higher Education 
Pages: 171-185 
Issue: 2 
Volume: 18 
Year: 2008 
Month: 1 
X-DOI: 10.1080/08841240802487379 
File-URL: http://hdl.handle.net/10.1080/08841240802487379 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:18:y:2008:i:2:p:171-185




Template-Type: ReDIF-Article 1.0
Author-Name: Mike Willis 
Author-X-Name-First: Mike 
Author-X-Name-Last: Willis 
Title: Aspects of Educational Delivery within Sino-Foreign Educational Alliances: Is This the Real Key to Success? 
Abstract:
  <title>ABSTRACT</title> The topic of educational alliances undertaken
 between Sino-foreign universities remains a contentious and much debated
 matter. This is an area of considerable and often very busy activity with
 a high rate of failure and frustration&#x2014;yet, also one of reward,
 mutual satisfaction, and achievement. This paper evaluates a key aspect of
 these alliances often overlooked in research: educational delivery
 activities and projects that form the heart and core of alliances. The
 paper notes that the development and delivery of a range of programs
 beyond just degree or part degree courses but of research, seminar, and
 ancillary activities, lies at the very core of a successful alliances,
 particularly if these activities can be undertaken in a manner that melds
 two very different cultural and educational worlds, and in a way that can
 contribute to the Chinese students' sense of well-being and ability to
 take part in the globalization of the emerging Chinese market economy. 
Journal: Journal of Marketing for Higher Education 
Pages: 186-215 
Issue: 2 
Volume: 18 
Year: 2008 
Month: 3 
X-DOI: 10.1080/08841240802487387 
File-URL: http://hdl.handle.net/10.1080/08841240802487387 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:18:y:2008:i:2:p:186-215




Template-Type: ReDIF-Article 1.0
Author-Name: Samuel Seongseop Kim 
Author-X-Name-First: Samuel Seongseop 
Author-X-Name-Last: Kim 
Author-Name: Myong Jae Lee 
Author-X-Name-First: Myong Jae 
Author-X-Name-Last: Lee 
Author-Name: Kaye Chon 
Author-X-Name-First: Kaye 
Author-X-Name-Last: Chon 
Title: Study Motivations and Study Preferences in the Korean Hospitality and Tourism Field 
Abstract:
  <title>ABSTRACT</title> Many universities, two-year colleges, and
 graduate schools in Korea strive to increase the number of hospitality and
 tourism programs to accommodate the explosive popularity of the
 hospitality and tourism management field. This study aims to identify
 reasons why students in Korea at both the undergraduate and graduate
 levels want to study hospitality and tourism management and why they want
 to pursue such degrees abroad. The results of this empirical study of 540
 Korean students majoring in hospitality and tourism management revealed
 that self-actualization, job opportunity, and overseas experience were
 major motivators for undergraduate students, while graduate students chose
 self-actualization and scholastic achievement as the two most important
 motivators. In the analysis of motivations to study hospitality and
 tourism management abroad, undergraduate students cited cultural
 experience as the main reason, while graduate students chose the desirable
 educational environment as the main motivator. 
Journal: Journal of Marketing for Higher Education 
Pages: 216-239 
Issue: 2 
Volume: 18 
Year: 2007 
Month: 11 
X-DOI: 10.1080/08841240802487395 
File-URL: http://hdl.handle.net/10.1080/08841240802487395 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:18:y:2007:i:2:p:216-239




Template-Type: ReDIF-Article 1.0
Author-Name: Peter Townsend 
Author-X-Name-First: Peter 
Author-X-Name-Last: Townsend 
Author-Name: Huay Jun Poh 
Author-X-Name-First: Huay 
Author-X-Name-Last: Jun Poh 
Title: An Exploratory Study of International Students Studying and Living in a Regional Area 
Abstract:
  <title>ABSTRACT</title> The aim of this research is to explore the
 similarity and differences international students encounter while studying
 and living in a regional area of Australia as compared to their Asian
 homeland. This study builds on both academic and lifestyle issues
 previously identified in research and explores the international students'
 experiences on their academic adjustments while living in a regional area.
 The findings of this investigation identified three themes: education,
 finance, and culture. The analysis identified that students experience
 some level of difficulty at an initial stage but were positively
 accustomed to the local settings after a period of time. Finally, the
 findings in this paper are valuable to educational institutions,
 especially those of regional areas seeking to understand how international
 students behave and act when studying and living in a regional area.
 Additionally, this paper will also give prospective students an overall
 understanding of what to expect when they choose to study in a regional
 area in Australia. 
Journal: Journal of Marketing for Higher Education 
Pages: 240-263 
Issue: 2 
Volume: 18 
Year: 2007 
Month: 1 
X-DOI: 10.1080/08841240802487411 
File-URL: http://hdl.handle.net/10.1080/08841240802487411 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:18:y:2007:i:2:p:240-263




Template-Type: ReDIF-Article 1.0
Author-Name: Gary R. Johnson 
Author-X-Name-First: Gary R. 
Author-X-Name-Last: Johnson 
Author-Name: Colby Jubenville 
Author-X-Name-First: Colby 
Author-X-Name-Last: Jubenville 
Author-Name: Benjamin Goss 
Author-X-Name-First: Benjamin 
Author-X-Name-Last: Goss 
Title: Using Institutional Selection Factors to Develop Recruiting Profiles: Marketing Small, Private Colleges and Universities to Prospective Student Athletes 
Abstract:
  The purpose of this study was to identify important college choice
 factors for entering freshmen student athletes at small, private higher
 education institutions that compete in an National Association of
 Intercollegiate Athletics--member athletic conference representing small,
 private schools across the southeastern United States. Using Gabert, Hale,
 and Montalvo's (1999) Student-Athlete College Choice Profile, the study
 analyzed 23 factors in college selections of 247 freshmen student
 athletes. Findings showed playing opportunities and relationships with
 head coaches to be the top-rated factors, while significant differences
 between males and females and between major- and minor-sport athletes
 indicate that unique recruiting strategies for those groups may be
 necessary at small institutions. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-25 
Issue: 1 
Volume: 19 
Year: 2009 
Month: 5 
X-DOI: 10.1080/08841240902904513 
File-URL: http://hdl.handle.net/10.1080/08841240902904513 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:19:y:2009:i:1:p:1-25




Template-Type: ReDIF-Article 1.0
Author-Name: Brian A. Vander Schee 
Author-X-Name-First: Brian A. 
Author-X-Name-Last: Vander Schee 
Title: A Longitudinal Study of Changes in Marketing Practices at Private Christian Colleges 
Abstract:
  This article presents the results of a longitudinal study investigating
 current marketing practices at selected church-related, private, four-year
 compared to those in place in 1997. The role that institutional
 selectivity plays in the use of marketing activities was also
 investigated. The researcher surveyed the admissions directors or
 enrollment management officers at all U.S. institutional members of the
 Council for Christian Colleges and Universities. Implications for
 marketers in higher education as well as recommendations for future
 research are also discussed. 
Journal: Journal of Marketing for Higher Education 
Pages: 26-37 
Issue: 1 
Volume: 19 
Year: 2009 
Month: 5 
X-DOI: 10.1080/08841240902904596 
File-URL: http://hdl.handle.net/10.1080/08841240902904596 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:19:y:2009:i:1:p:26-37




Template-Type: ReDIF-Article 1.0
Author-Name: Irene C. L. Ng 
Author-X-Name-First: Irene C. L. 
Author-X-Name-Last: Ng 
Author-Name: Jeannie Forbes 
Author-X-Name-First: Jeannie 
Author-X-Name-Last: Forbes 
Title: Education as Service: The Understanding of University Experience Through the Service Logic 
Abstract:
  With the marketization of UK higher education, this paper develops a
 framework from services marketing that can assist universities in
 understanding what market orientation means and how students would value
 their offerings. Our study shows that the core service in a university
 experience is a learning experience that is cocreated and that the value
 is emergent, unstructured, interactive, uncertain, with a hedonic
 dimension. Our paper modifies the gap model of service quality to show
 that an ideological gap exists that may also impede the quality of the
 university experience. We propose that a one-sided expectation by students
 leads to student consumerism and disengagement. Paradoxically, we show
 that a true student-orientated marketing puts the university ideology at
 the center of marketing efforts and that marketing may well be an
 effective tool to communicate such ideologies. 
Journal: Journal of Marketing for Higher Education 
Pages: 38-64 
Issue: 1 
Volume: 19 
Year: 2009 
Month: 5 
X-DOI: 10.1080/08841240902904703 
File-URL: http://hdl.handle.net/10.1080/08841240902904703 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:19:y:2009:i:1:p:38-64




Template-Type: ReDIF-Article 1.0
Author-Name: Audhesh K. Paswan 
Author-X-Name-First: Audhesh K. 
Author-X-Name-Last: Paswan 
Author-Name: Gopala Ganesh 
Author-X-Name-First: Gopala 
Author-X-Name-Last: Ganesh 
Title: Higher Education Institutions: Satisfaction and Loyalty among International Students 
Abstract:
  This study empirically investigates the relationship between satisfaction
 with educational service augmenters and consumer loyalty within the
 context of the international student market. An enhanced state of consumer
 satisfaction, also labeled as delight, is captured by focusing on service
 augmenters that fall outside the domain of the core educational service.
 The results indicate that while satisfaction with the augmenters does
 determine consumer loyalty, the augmenters that enhance the delivery of
 the core seem to have the strongest impact on consumer loyalty. Apart from
 research implications, the findings have interesting managerial
 implications, especially for administrators in educational institutions
 and policy makers associated with U.S. higher education. 
Journal: Journal of Marketing for Higher Education 
Pages: 65-84 
Issue: 1 
Volume: 19 
Year: 2009 
Month: 5 
X-DOI: 10.1080/08841240902904869 
File-URL: http://hdl.handle.net/10.1080/08841240902904869 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:19:y:2009:i:1:p:65-84




Template-Type: ReDIF-Article 1.0
Author-Name: Roger Bennett 
Author-X-Name-First: Roger 
Author-X-Name-Last: Bennett 
Author-Name: Rehnuma Ali-Choudhury 
Author-X-Name-First: Rehnuma 
Author-X-Name-Last: Ali-Choudhury 
Title: Prospective Students' Perceptions of University Brands: An Empirical Study 
Abstract:
  A model of the elements of a university brand was developed together with
 an instrument for measuring how favorably each of these elements was
 perceived by a sample of young people who were considering entering
 university. One hundred and ninety-eight students undertaking
 pre-university courses in two further education colleges in East London
 completed a questionnaire designed to assess their evaluations of two out
 of three post-1992 universities covered by the study. The questionnaire
 contained sections that explored the promises suggested by a university
 brand, the objective circumstances of an institution, and its symbolic and
 external representation. Linkages between the favorability of the sample
 members' perceptions of the main components of a university's brand and
 the participants' conative, affective, and cognitive responses (including
 those related to a university's reputation) were also examined. The model
 involved a mixture of constructs with formative or reflective indicators
 and thus was estimated using the technique of partial least squares. 
Journal: Journal of Marketing for Higher Education 
Pages: 85-107 
Issue: 1 
Volume: 19 
Year: 2009 
Month: 5 
X-DOI: 10.1080/08841240902905445 
File-URL: http://hdl.handle.net/10.1080/08841240902905445 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:19:y:2009:i:1:p:85-107




Template-Type: ReDIF-Article 1.0
Author-Name: Thomas   J. Hayes 
Author-X-Name-First: Thomas   J. 
Author-X-Name-Last: Hayes 
Author-Name: Doug Ruschman 
Author-X-Name-First: Doug 
Author-X-Name-Last: Ruschman 
Author-Name: Mary   M. Walker 
Author-X-Name-First: Mary   M. 
Author-X-Name-Last: Walker 
Title: Social Networking as an Admission Tool: A Case Study in Success 
Abstract:
  The concept of social networking, the focus of this article, targets the
 development of online communities in higher education, and in particular,
 as part of the admission process. A successful case study of a university
 is presented on how one university has used this tool to compete for
 students. A discussion including suggestions on how to enhance the success
 of this tool in your recruitment process is also provided. 
Journal: Journal of Marketing for Higher Education 
Pages: 109-124 
Issue: 2 
Volume: 19 
Year: 2009 
Month: 12 
X-DOI: 10.1080/08841240903423042 
File-URL: http://hdl.handle.net/10.1080/08841240903423042 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:19:y:2009:i:2:p:109-124




Template-Type: ReDIF-Article 1.0
Author-Name: Abhay Shah 
Author-X-Name-First: Abhay 
Author-X-Name-Last: Shah 
Title: The Impact of Quality on Satisfaction, Revenue, and Cost as Perceived by Providers of Higher Education 
Abstract:
  Researchers have found a strong relationship between improvements in
 quality and satisfaction, revenue, and cost. However, no study to date
 investigates the same for higher education. This study investigates
 whether institutions of higher education have implemented quality
 improvement programs, and if so, if the results are similar to what has
 been observed with firms in the private sector. The study proposes and
 tests five hypotheses, and findings support four of the five hypotheses,
 with partial support for the fifth hypothesis. The study finds that
 implementing quality programs leads to an increase in satisfaction among
 constituent groups, increase in revenue, and a reduction in costs. The
 findings also show that increased satisfaction (due to improved quality)
 also leads to increase in revenue and reduction in costs. 
Journal: Journal of Marketing for Higher Education 
Pages: 125-141 
Issue: 2 
Volume: 19 
Year: 2009 
Month: 12 
X-DOI: 10.1080/08841240903451324 
File-URL: http://hdl.handle.net/10.1080/08841240903451324 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:19:y:2009:i:2:p:125-141




Template-Type: ReDIF-Article 1.0
Author-Name: Dawn   M. Edmiston-Strasser 
Author-X-Name-First: Dawn   M. 
Author-X-Name-Last: Edmiston-Strasser 
Title: An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education 
Abstract:
  This research examined the strategic process of integrated marketing
 communication and its application in U.S. public institutions of higher
 education. A quantitative survey analyzed 42 leading U.S. public colleges
 and universities as ranked by <italic>U.S. News & World Report</italic>.
 To further examine the findings of the survey, qualitative interviews were
 conducted with nine of the survey respondents. A four stage integrated
 marketing communication framework, based on studies of the American
 Productivity and Quality Center, served as the foundation for the
 research. The findings revealed the importance of leadership and formal
 communication mechanisms and demonstrated that integrated marketing
 communication strengthens branding. 
Journal: Journal of Marketing for Higher Education 
Pages: 142-165 
Issue: 2 
Volume: 19 
Year: 2009 
Month: 12 
X-DOI: 10.1080/08841240903423166 
File-URL: http://hdl.handle.net/10.1080/08841240903423166 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:19:y:2009:i:2:p:142-165




Template-Type: ReDIF-Article 1.0
Author-Name: Mark   John Somers 
Author-X-Name-First: Mark   John 
Author-X-Name-Last: Somers 
Title: Using the Process of Disruption to Find New Markets and to Develop New Marketing Programs for Management Education 
Abstract:
  The market for management education has grown rapidly over the past 40
 years. However, increasing competition stemming from new entrants such as
 for-profit universities and from the globalization of management education
 have changed the dynamics of the market thereby presenting business
 schools with difficult challenges. The process of disruption is offered as
 a methodology for rethinking program offerings, recruitment, marketing
 communications, and stakeholder satisfaction. Three disruptive ideas:
 business schools are not de facto management development centers, the
 market for management education is fragmented, and management is a
 profession and should be marketed accordingly are proposed to challenge
 the conventional thinking that underlies how management education is
 marketed. The intended result is greater differentiation among business
 schools, more customer-oriented marketing, and more effective management
 of the marketing mix. 
Journal: Journal of Marketing for Higher Education 
Pages: 166-178 
Issue: 2 
Volume: 19 
Year: 2009 
Month: 12 
X-DOI: 10.1080/08841240903418091 
File-URL: http://hdl.handle.net/10.1080/08841240903418091 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:19:y:2009:i:2:p:166-178




Template-Type: ReDIF-Article 1.0
Author-Name: James   L. Thomas 
Author-X-Name-First: James   L. 
Author-X-Name-Last: Thomas 
Author-Name: Brent   J. Cunningham 
Author-X-Name-First: Brent   J. 
Author-X-Name-Last: Cunningham 
Title: Clients' Satisfaction with Monopolistic Services and Commitment to the Organization: A University Context 
Abstract:
  This study investigates the relationship between monopolistic service
 providers and customer satisfaction and commitment. The authors
 investigated how the ethical perceptions of service consumers, their
 perceptions of service quality, and satisfaction effect commitment to the
 long-term relationship with monopolistic service providers. Results
 indicate significant relationships between the constructs, supporting
 previous study findings and logical thought. Results, managerial
 implications and research implications are included. 
Journal: Journal of Marketing for Higher Education 
Pages: 179-190 
Issue: 2 
Volume: 19 
Year: 2009 
Month: 12 
X-DOI: 10.1080/08841240903463410 
File-URL: http://hdl.handle.net/10.1080/08841240903463410 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:19:y:2009:i:2:p:179-190




Template-Type: ReDIF-Article 1.0
Author-Name: Fernando Angulo 
Author-X-Name-First: Fernando 
Author-X-Name-Last: Angulo 
Author-Name: Albena Pergelova 
Author-X-Name-First: Albena 
Author-X-Name-Last: Pergelova 
Author-Name: Josep Rialp 
Author-X-Name-First: Josep 
Author-X-Name-Last: Rialp 
Title: A market segmentation approach for higher education based on rational and emotional factors 
Abstract:
  Market segmentation is an important topic for higher education
 administrators and researchers. For segmenting the higher education
 market, we have to understand what factors are important for high school
 students in selecting a university. Extant literature has probed the
 importance of rational factors such as teaching staff, campus facilities,
 and quality of education. Less attention has been devoted to the relevance
 of emotional factors such as personal values. The aim of this paper is to
 suggest a segmentation approach based on integrating rational and
 emotional factors that prospective students value when selecting a
 university. We gather information from 21 focus groups and develop a
 survey applied to a sample of high school students. We find six segments
 characterized by distinct rational and emotional underlying factors that
 lead to a particular composition for each segment. The factors discussed
 in this research can be used as a guide for higher education managers to
 develop segmentation and communication plans. 
Journal: Journal of Marketing for Higher Education 
Pages: 1-17 
Issue: 1 
Volume: 20 
Year: 2010 
Month: 6 
X-DOI: 10.1080/08841241003788029 
File-URL: http://hdl.handle.net/10.1080/08841241003788029 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:1-17




Template-Type: ReDIF-Article 1.0
Author-Name: Andrea   M. Pampaloni 
Author-X-Name-First: Andrea   M. 
Author-X-Name-Last: Pampaloni 
Title: The influence of organizational image on college selection: what students seek in institutions of higher education 
Abstract:
  Colleges and universities rely on their image to attract new members.
 This study focuses on the decision-making process of students preparing to
 apply to college. High school students were surveyed at college open
 houses to identify the factors most influential to their college
 application decision-making. A multi-methods analysis found that
 institutional characteristics were more influential than interpersonal or
 informational resources used by students. More specific results revealed
 that size, housing, and knowing someone who attended a school predicted
 students' views of the school's atmosphere. Key findings are discussed and
 recommendations offered to address issues related to organizational image. 
Journal: Journal of Marketing for Higher Education 
Pages: 19-48 
Issue: 1 
Volume: 20 
Year: 2010 
Month: 6 
X-DOI: 10.1080/08841241003788037 
File-URL: http://hdl.handle.net/10.1080/08841241003788037 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:19-48




Template-Type: ReDIF-Article 1.0
Author-Name: Binta Abubakar 
Author-X-Name-First: Binta 
Author-X-Name-Last: Abubakar 
Author-Name: Tekle Shanka 
Author-X-Name-First: Tekle 
Author-X-Name-Last: Shanka 
Author-Name: Gerry   Nkombo Muuka 
Author-X-Name-First: Gerry   Nkombo 
Author-X-Name-Last: Muuka 
Title: Tertiary education: an investigation of location selection criteria and preferences by international students -- The case of two Australian universities 
Abstract:
  This paper identifies and analyzes factors that influence international
 student selection of universities and the role that education marketing
 plays in the process. The research for the paper was inspired by work done
 by Canterbury on education marketing, published in the <italic>Journal of
 Marketing for Higher Education</italic>. The study empirically tests key
 constructs in service marketing. According to Canterbury it is time that
 higher education marketing theoreticians and practitioners alike looked
 beyond our similarities to other applications of service marketing to
 understand how some of our markets and our services might differ. To this
 end, the current study examines the views of international students
 undertaking their studies in two universities, one on the east coast and
 the other on the west coast of Australia. It reports the findings of
 international students&#x2019; choice factors in selecting an Australian
 university environment. 
Journal: Journal of Marketing for Higher Education 
Pages: 49-68 
Issue: 1 
Volume: 20 
Year: 2010 
Month: 6 
X-DOI: 10.1080/08841241003788052 
File-URL: http://hdl.handle.net/10.1080/08841241003788052 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:49-68




Template-Type: ReDIF-Article 1.0
Author-Name: J.   Harry McAlexander 
Author-X-Name-First: J.   Harry 
Author-X-Name-Last: McAlexander 
Author-Name: Harold   F. Koenig 
Author-X-Name-First: Harold   F. 
Author-X-Name-Last: Koenig 
Title: Contextual influences: building brand community in large and small colleges 
Abstract:
  This research extends recent efforts that have introduced and empirically
 tested a conceptual model of brand community in the context of higher
 education. This emerging literature has indicated that brand community
 provides a framework that can inform and guide marketing investments in
 ways that lead to affinity and stronger loyalty to the brand and
 institution. This paper presents the results of a national survey that
 examines the potential impact that institutional size may have on the
 relationships of an alumni brand community. This paper also explores the
 implications of the size of the educational institution on relevant and
 desired marketing outcomes that include the willingness to recommend the
 university to friends and family and a desire to purchase licensed
 apparel. 
Journal: Journal of Marketing for Higher Education 
Pages: 69-84 
Issue: 1 
Volume: 20 
Year: 2010 
Month: 6 
X-DOI: 10.1080/08841241003788086 
File-URL: http://hdl.handle.net/10.1080/08841241003788086 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:69-84




Template-Type: ReDIF-Article 1.0
Author-Name: Louise   A. Heslop 
Author-X-Name-First: Louise   A. 
Author-X-Name-Last: Heslop 
Author-Name: John Nadeau 
Author-X-Name-First: John 
Author-X-Name-Last: Nadeau 
Title: Branding MBA programs: the use of target market desired outcomes for effective brand positioning 
Abstract:
  Branding is about delivering on desired outcomes. The importance of
 positioning program offerings on the basis of outcomes sought in the
 education market is illustrated in this study of choice of an MBA program
 by prospective students. MBA fair attendees were surveyed and multiple
 methods were employed to determine the importance of desired outcomes and
 the ratings of MBA programs on their ability to deliver these outcomes. In
 a highly competitive market, differentiation and effective positioning
 appear to be the keys to success of both the two competing business
 schools studied. 
Journal: Journal of Marketing for Higher Education 
Pages: 85-117 
Issue: 1 
Volume: 20 
Year: 2010 
Month: 6 
X-DOI: 10.1080/08841241003788110 
File-URL: http://hdl.handle.net/10.1080/08841241003788110 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:85-117




Template-Type: ReDIF-Article 1.0
Author-Name: Jennifer   Wiggins Johnson 
Author-X-Name-First: Jennifer   Wiggins 
Author-X-Name-Last: Johnson 
Author-Name: Veronica Thomas 
Author-X-Name-First: Veronica 
Author-X-Name-Last: Thomas 
Author-Name: Joann Peck 
Author-X-Name-First: Joann 
Author-X-Name-Last: Peck 
Title: Do specialized MBA programs cultivate alumni relationships and donations? 
Abstract:
  A recent trend among universities shifts from traditional MBA programs to
 specialized MBA offerings. Specialized programs are believed to cultivate
 stronger relationships with students, which lead to stronger alumni
 relationships and increased donations. This research tests this
 empirically by examining relationship perceptions and donation behavior
 among alumni of both traditional and specialized MBA programs from a
 university. The findings suggest that graduates of specialized programs
 are more likely to perceive relationships with their MBA programs than
 their traditional program counterparts. These graduates are also more
 likely to donate to their universities and to direct their donations
 toward their specialized MBA programs. 
Journal: Journal of Marketing for Higher Education 
Pages: 119-134 
Issue: 1 
Volume: 20 
Year: 2010 
Month: 6 
X-DOI: 10.1080/08841241003788144 
File-URL: http://hdl.handle.net/10.1080/08841241003788144 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:119-134




Template-Type: ReDIF-Article 1.0
Author-Name: Brian   A. Vander Schee 
Author-X-Name-First: Brian   A. 
Author-X-Name-Last: Vander Schee 
Title: The small college enrollment officer: relationship marketing at work 
Abstract:
  Prospective college students regularly read in promotional literature
 that the college experience is personal and unique to each individual.
 However, if their experience in the recruitment process proves otherwise
 it is difficult to convince students that they can each have a personal
 relationship with the institution. Small colleges can overcome this
 barrier by utilizing relationship marketing in recruitment, namely seller
 expertise, communication, interaction frequency and relationship benefits,
 via the enrollment officer model to meet enrollment goals. This article
 describes the model based on relationship marketing and enrollment
 management theory. Results from implementing the model at two small
 colleges showed an increase in admissions yield, first-year retention and
 employee job satisfaction. 
Journal: Journal of Marketing for Higher Education 
Pages: 135-143 
Issue: 1 
Volume: 20 
Year: 2010 
Month: 6 
X-DOI: 10.1080/08841241003788177 
File-URL: http://hdl.handle.net/10.1080/08841241003788177 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:135-143




Template-Type: ReDIF-Article 1.0
Author-Name: Sergio   W. Carvalho 
Author-X-Name-First: Sergio   W. 
Author-X-Name-Last: Carvalho 
Author-Name: M&#xE1;rcio de Oliveira Mota 
Author-X-Name-First: M&#xE1;rcio 
Author-X-Name-Last: de Oliveira Mota 
Title: The role of trust in creating value and student loyalty in relational exchanges between higher education institutions and their students 
Abstract:
  The globalization of educational services and the increasing competition
 coming from the private sector have forced higher education institutions
 to market their programs more aggressively and to look at student loyalty
 as the key for future success. Student loyalty to higher education
 institutions represents not only a more stable financial basis for such
 institutions but also continuing support for them after graduation. The
 present research examines the relational exchange process between higher
 education institutions and their students. Specifically, it explores the
 process by which trust is first developed and then translated into
 students' perceived value of the higher education institutions, ultimately
 leading to the development of student loyalty toward those institutions.
 The identification of the components and the outcomes of student trust are
 presented on the basis of Sirdeshmukh, Singh, and Sabol's
 trust--value--loyalty framework. 
Journal: Journal of Marketing for Higher Education 
Pages: 145-165 
Issue: 1 
Volume: 20 
Year: 2010 
Month: 6 
X-DOI: 10.1080/08841241003788201 
File-URL: http://hdl.handle.net/10.1080/08841241003788201 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:20:y:2010:i:1:p:145-165




Template-Type: ReDIF-Article 1.0
Author-Name: Anthony Lowrie 
Author-X-Name-First: Anthony 
Author-X-Name-Last: Lowrie 
Author-Name: Jane Hemsley-Brown 
Author-X-Name-First: Jane 
Author-X-Name-Last: Hemsley-Brown 
Title: Theory, curricula and ethics: is it the &#x2018;Time and Being&#x2019; for a radical approach? 
Journal: Journal of Marketing for Higher Education 
Pages: 167-173 
Issue: 2 
Volume: 20 
Year: 2010 
Month: 12 
X-DOI: 10.1080/08841241.2010.530459 
File-URL: http://hdl.handle.net/10.1080/08841241.2010.530459 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:20:y:2010:i:2:p:167-173




Template-Type: ReDIF-Article 1.0
Author-Name: Thorsten Gruber 
Author-X-Name-First: Thorsten 
Author-X-Name-Last: Gruber 
Author-Name: Alexander Reppel 
Author-X-Name-First: Alexander 
Author-X-Name-Last: Reppel 
Author-Name: Roediger Voss 
Author-X-Name-First: Roediger 
Author-X-Name-Last: Voss 
Title: Understanding the characteristics of effective professors: the student's perspective 
Abstract:
  Increasingly, higher education institutions are realising that higher
 education could be regarded as a business-like service industry and they
 are beginning to focus more on meeting or even exceeding the needs of
 their students. Recent research findings suggest that the factors that
 create student satisfaction with teaching (&#x2018;teaching
 satisfiers&#x2019;) may be qualitatively differently from the factors that
 create dissatisfaction with teaching. Thus, this research uses the Kano
 methodology to reveal the characteristics of professors that students take
 for granted (&#x2018;Must-be factors&#x2019;) and that have the potential
 to delight them (&#x2018;Excitement factors&#x2019;). Kano questionnaires
 containing 19 attributes of effective professors taken from previous
 studies and focus group discussions were handed out in two marketing
 courses to 63 postgraduate students enrolled in a service marketing
 course. The Kano results corroborate previous US findings that revealed
 the importance of personality in general and support studies that stress
 the importance of professors creating rapport with their students in
 particular. 
Journal: Journal of Marketing for Higher Education 
Pages: 175-190 
Issue: 2 
Volume: 20 
Year: 2010 
Month: 12 
X-DOI: 10.1080/08841241.2010.526356 
File-URL: http://hdl.handle.net/10.1080/08841241.2010.526356 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:20:y:2010:i:2:p:175-190




Template-Type: ReDIF-Article 1.0
Author-Name: L.   Jean Harrison-Walker 
Author-X-Name-First: L.   Jean 
Author-X-Name-Last: Harrison-Walker 
Title: Customer prioritization in higher education: targeting &#x2018;right&#x2019; students for long-term profitability 
Abstract:
  As competition for students, faculty and financial support has increased,
 so has the application of marketing in the field of higher education. One
 critical application of marketing all too often neglected, misunderstood
 and mismanaged in higher education is targeting customers for
 profitability. The purpose of this paper is to enrich the marketing
 practices of academic institutions as they face increasing competition for
 students, faculty and funding by presenting a discussion of
 &#x2018;right,&#x2019; &#x2018;at-risk right&#x2019; and
 &#x2018;wrong&#x2019; customers for higher education. This paper reviews
 marketing paradigms as they have evolved over time, explains the concepts
 of right, at-risk right and wrong customers as they apply to higher
 education and identifies managerial implications critical to today's
 higher education administrators. 
Journal: Journal of Marketing for Higher Education 
Pages: 191-208 
Issue: 2 
Volume: 20 
Year: 2010 
Month: 12 
X-DOI: 10.1080/08841241.2010.526355 
File-URL: http://hdl.handle.net/10.1080/08841241.2010.526355 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:20:y:2010:i:2:p:191-208




Template-Type: ReDIF-Article 1.0
Author-Name: Michael   J. Roszkowski 
Author-X-Name-First: Michael   J. 
Author-X-Name-Last: Roszkowski 
Author-Name: Scott Spreat 
Author-X-Name-First: Scott 
Author-X-Name-Last: Spreat 
Title: Weighing the difference: the validity of multiplicative and subtractive approaches to item weights in an instrument assessing college choice decisions 
Abstract:
  The Admitted Student Questionnaire Plus (ASQ-super-+) is a standardised
 measure that provides an analysis of the student's college selection
 process. Among other things, the instrument inquires about the importance
 of 16 college characteristics, followed by quality ratings of specific
 colleges that the student considered on these same characteristics. This
 study investigated the utility of importance weights in the assessment of
 college choice, examining how much the importance rating would improve
 one's ability to predict the student's actual college choice over and
 above what is possible with just the quality ratings. Another purpose of
 the study was to determine if importance ratings and quality ratings were
 independent of each other or associated in some way. Two types of weights
 were studied: (1) standardised weights created by averaging the importance
 ratings of the entire sample; and (2) subjective weights unique to each
 respondent. The weights were combined with quality ratings by either: (1)
 multiplying the quality rating by the importance rating; or by (2)
 subtracting the quality rating from the importance rating (gap score).
 Standardised weights did not improve prediction at all, and subjective
 weights only improved the predictability of college choice by a very
 miniscule amount (about 1%). Importance and quality ratings were found to
 be associated, especially in the ratings of the college that the student
 decided to attend. Some correlations were linear in nature, but many were
 non-linear, such that characteristics rated high or low were perceived as
 more important than characteristics assigned mid-range quality ratings. It
 was concluded that importance weights do not enhance prediction of college
 choice, but they may be useful for administrators in prioritising
 interventions. 
Journal: Journal of Marketing for Higher Education 
Pages: 209-239 
Issue: 2 
Volume: 20 
Year: 2010 
Month: 12 
X-DOI: 10.1080/08841241.2010.526354 
File-URL: http://hdl.handle.net/10.1080/08841241.2010.526354 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:20:y:2010:i:2:p:209-239




Template-Type: ReDIF-Article 1.0
Author-Name: Jason Johnson 
Author-X-Name-First: Jason 
Author-X-Name-Last: Johnson 
Title: On using humor to market higher education: at whose expense is the clowning? 
Abstract:
  This essay examines the deliberately humorous approaches undertaken in
 two recent higher education marketing endeavors: The American Council on
 Education's &#x2018;Solutions for Our Future&#x2019; campaign and
 Stanford's &#x2018;Hail, Stanford, Hail&#x2019; initiative. Three
 television commercials from each project are described and discussed in
 light of a view of comedy advanced by philosopher Kenneth Burke.
 Specifically, this essay identifies among each trio of videos a markedly
 different &#x2018;clown&#x2019; -- a figure at whom the audience is
 encouraged to laugh yet ultimately redeem. In turn, higher education
 marketing professionals and leaders are invited to reflect on choices
 associated with employing humorous messaging strategies. 
Journal: Journal of Marketing for Higher Education 
Pages: 241-257 
Issue: 2 
Volume: 20 
Year: 2010 
Month: 12 
X-DOI: 10.1080/08841241.2010.526357 
File-URL: http://hdl.handle.net/10.1080/08841241.2010.526357 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:20:y:2010:i:2:p:241-257




Template-Type: ReDIF-Article 1.0
Author-Name: Craig Prichard 
Author-X-Name-First: Craig 
Author-X-Name-Last: Prichard 
Title: Performing the university as foolish institution 
Journal: Journal of Marketing for Higher Education 
Pages: 1-5 
Issue: 1 
Volume: 21 
Year: 2011 
Month: 6 
X-DOI: 10.1080/08841241.2011.573697 
File-URL: http://hdl.handle.net/10.1080/08841241.2011.573697 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:21:y:2011:i:1:p:1-5




Template-Type: ReDIF-Article 1.0
Author-Name: Efthymios Constantinides 
Author-X-Name-First: Efthymios 
Author-X-Name-Last: Constantinides 
Author-Name: Marc   C. Zinck Stagno 
Author-X-Name-First: Marc   C. 
Author-X-Name-Last: Zinck Stagno 
Title: Potential of the social media as instruments of higher education marketing: a segmentation study 
Abstract:
  The importance of social media as platforms of social interaction,
 communication and marketing is growing. Increasing numbers of businesses
 in various industries have already integrated or plan to integrate social
 media applications into their marketing programs. Higher education
 institutions show increased interest in the potential of social media as a
 marketing tool. Particularly important is the potential of these tools to
 reach and attract future students. An important issue for research is to
 understand how potential students use social media and what their role is
 in the decision making process of choosing a program of study, a
 University, or College. This paper identifies market segments among future
 students based on the use of the social media and examines the impact of
 the social media on the choice of a higher education program and
 institution. The study is based on data collected by means of a national
 survey among future university students in the Netherlands. Future
 students are pupils from the last two years of secondary education. Market
 segmentation was carried out based on the use of social media, by means of
 a cluster analysis and a factor analysis; the latter proved to be the best
 choice since it produced more differentiated market segments. The findings
 indicate the existence of three distinct segments in the population of
 future students in the Netherlands on the basis of social media use.
 Another major finding of the study is that future students are mostly
 interested in social interaction and information seeking when using social
 media, while the content contributed by this group is limited to photo and
 video sharing. Compared to traditional communication channels social media
 still play a secondary role in the students' choice. While penetration of
 social media is extremely high among future students, the impact of these
 in the choice of study and institution is relatively low compared to more
 traditional forms of university marketing. This paper provides university
 marketers with a useful insight into the developments in the market and
 discusses various options and opportunities for engaging social media as
 effective marketing tools. 
Journal: Journal of Marketing for Higher Education 
Pages: 7-24 
Issue: 1 
Volume: 21 
Year: 2011 
Month: 3 
X-DOI: 10.1080/08841241.2011.573593 
File-URL: http://hdl.handle.net/10.1080/08841241.2011.573593 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:21:y:2011:i:1:p:7-24




Template-Type: ReDIF-Article 1.0
Author-Name: Chris Chapleo 
Author-X-Name-First: Chris 
Author-X-Name-Last: Chapleo 
Author-Name: María   Victoria Carrillo Dur&#xE1;n 
Author-X-Name-First: María   Victoria 
Author-X-Name-Last: Carrillo Dur&#xE1;n 
Author-Name: Ana Castillo Díaz 
Author-X-Name-First: Ana 
Author-X-Name-Last: Castillo Díaz 
Title: Do UK universities communicate their brands effectively through their websites? 
Abstract:
  This paper attempts to explore the effectiveness of UK universities'
 websites. The area of branding in higher education has received increasing
 academic investigation, but little work has researched how universities
 demonstrate their brand promises through their websites. The quest to
 differentiate through branding can be challenging in the university
 context, however. It is argued that those institutions that have a strong
 distinctive image will be in a better position to face a changing future.
 Employing a multistage methodology, the web pages of 20 UK universities
 were investigated by using a combination of content and multivariable
 analysis. Results indicated &#x2018;traditional values&#x2019; such as
 teaching and research were often well communicated in terms of online
 brand but &#x2018;emotional values&#x2019; like social responsibility and
 the universities' environments were less consistently communicated,
 despite their increased topicality. It is therefore suggested that
 emotional values may offer a basis for possible future online
 differentiation. 
Journal: Journal of Marketing for Higher Education 
Pages: 25-46 
Issue: 1 
Volume: 21 
Year: 2010 
Month: 12 
X-DOI: 10.1080/08841241.2011.569589 
File-URL: http://hdl.handle.net/10.1080/08841241.2011.569589 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:21:y:2010:i:1:p:25-46




Template-Type: ReDIF-Article 1.0
Author-Name: Kim Schatzel 
Author-X-Name-First: Kim 
Author-X-Name-Last: Schatzel 
Author-Name: Thomas Callahan 
Author-X-Name-First: Thomas 
Author-X-Name-Last: Callahan 
Author-Name: Crystal   J. Scott 
Author-X-Name-First: Crystal   J. 
Author-X-Name-Last: Scott 
Author-Name: Timothy Davis 
Author-X-Name-First: Timothy 
Author-X-Name-Last: Davis 
Title: Reaching the non-traditional stopout population: a segmentation approach 
Abstract:
  An estimated 21% of 25--34-year-olds in the United States, about eight
 million individuals, have attended college and quit before completing a
 degree. These non-traditional students may or may not return to college.
 Those who return to college are referred to as stopouts, whereas those who
 do not return are referred to as stayouts. In the face of declining pools
 of traditional students, colleges and universities have attempted to
 induce these students to return to higher education. Regrettably, little
 is known about the intentions and attitudes of these young adults after
 they have left higher education. This paper uses segmentation and
 targeting to identify those students who intend to return to college and
 those who do not. Using demographic and psychographic variables, five
 unique segments are identified. The study recommends strategies for
 reaching those segments which are most likely to return to higher
 education. 
Journal: Journal of Marketing for Higher Education 
Pages: 47-60 
Issue: 1 
Volume: 21 
Year: 2011 
Month: 2 
X-DOI: 10.1080/08841241.2011.569590 
File-URL: http://hdl.handle.net/10.1080/08841241.2011.569590 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:21:y:2011:i:1:p:47-60




Template-Type: ReDIF-Article 1.0
Author-Name: Stephen Wilkins 
Author-X-Name-First: Stephen 
Author-X-Name-Last: Wilkins 
Author-Name: Jeroen Huisman 
Author-X-Name-First: Jeroen 
Author-X-Name-Last: Huisman 
Title: International student destination choice: the influence of home campus experience on the decision to consider branch campuses 
Abstract:
  Previous research has found that the country and institution choices of
 international students are greatly influenced by recommendations they
 receive from others who have experience of undertaking higher education
 overseas. For Western universities, it is of utmost importance to satisfy
 their international students, who can then encourage the next generation
 of international students to attend those same institutions. However,
 student satisfaction is not the only factor at play. Using a framework of
 &#x2018;push and pull&#x2019; factors, rooted in the international student
 choice literature, this exploratory study investigates the determinants of
 destination choice of international students who decided to study at a
 university in the UK and examines their attitudes toward international
 branch campuses. The survey results and analyses suggest that overseas
 campuses could pose a considerable threat to home campuses in the
 competition for international students in the future. 
Journal: Journal of Marketing for Higher Education 
Pages: 61-83 
Issue: 1 
Volume: 21 
Year: 2011 
Month: 3 
X-DOI: 10.1080/08841241.2011.573592 
File-URL: http://hdl.handle.net/10.1080/08841241.2011.573592 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:21:y:2011:i:1:p:61-83




Template-Type: ReDIF-Article 1.0
Author-Name: Trent Masiki 
Author-X-Name-First: Trent 
Author-X-Name-Last: Masiki 
Title: Academic Visual Identity (AVI): an act of symbolic leadership 
Abstract:
  Extensive scholarship exists on both symbolic leadership and corporate
 visual identity (CVI), yet little scholarly attention has been focused on
 the intersection of these two bodies of knowledge. In the field of
 education, that intersection is known as academic visual identity (AVI).
 The purpose of this article is to demonstrate that AVI development,
 evaluation, management, and change are essential components of effective
 symbolic leadership, especially as it is practiced in schools, colleges,
 and universities. This paper provides an overview of the history,
 theories, and practices of symbolic leadership in both higher education
 and the corporate sector. It links those theories and practices to
 mutually relevant concepts and models in the fields of AVI and CVI. This
 study is designed for administrators, faculty, staff, students, scholars,
 and marketing and public relations professionals who are concerned with
 AVI. This paper raises awareness of the cultural, organizational,
 technical, and leadership challenges involved in effectively developing,
 evaluating, managing, and changing AVI. 
Journal: Journal of Marketing for Higher Education 
Pages: 85-105 
Issue: 1 
Volume: 21 
Year: 2011 
Month: 2 
X-DOI: 10.1080/08841241.2011.569591 
File-URL: http://hdl.handle.net/10.1080/08841241.2011.569591 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:21:y:2011:i:1:p:85-105




Template-Type: ReDIF-Article 1.0
Author-Name: Anna Goatman 
Author-X-Name-First: Anna 
Author-X-Name-Last: Goatman 
Author-Name: Dominic Medway 
Author-X-Name-First: Dominic 
Author-X-Name-Last: Medway 
Title: A future for undergraduate education in UK business schools? 
Journal: Journal of Marketing for Higher Education 
Pages: 107-114 
Issue: 1 
Volume: 21 
Year: 2011 
Month: 6 
X-DOI: 10.1080/08841241.2011.573698 
File-URL: http://hdl.handle.net/10.1080/08841241.2011.573698 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:21:y:2011:i:1:p:107-114




Template-Type: ReDIF-Article 1.0
Author-Name: Jane Hemsley-Brown 
Author-X-Name-First: Jane 
Author-X-Name-Last: Hemsley-Brown 
Title: Market heal thyself: the challenges of a free market in higher education 
Journal: Journal of Marketing for Higher Education 
Pages: 115-132 
Issue: 2 
Volume: 21 
Year: 2011 
Month: 9 
X-DOI: 10.1080/08841241.2011.623832 
File-URL: http://hdl.handle.net/10.1080/08841241.2011.623832 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:21:y:2011:i:2:p:115-132




Template-Type: ReDIF-Article 1.0
Author-Name: Jana Bowden 
Author-X-Name-First: Jana 
Author-X-Name-Last: Bowden 
Author-Name: Leigh Wood 
Author-X-Name-First: Leigh 
Author-X-Name-Last: Wood 
Title: Sex doesn't matter: the role of gender in the formation of student-university relationships 
Abstract:
  As competition intensifies, higher education providers are facing ever
 more complex challenges in attracting and retaining students. These new
 marketing challenges have necessitated a need to more comprehensively
 understand the factors that lead to positive perceptions of the
 institutions services, as well as positive referral of the brand. This
 research focuses on students' perceptions of the importance of
 satisfaction, trust, and commitment in the development of student loyalty.
 In particular this research examines whether or not these antecedents
 differ for male versus female students. A structural equation modelling
 approach was adopted using a sample of 447 students. Despite literature
 which characterises males as task oriented, and females as relationship
 oriented, gender did not influence the salience of the antecedents to
 loyalty. These results show that first and foremost both gender groups
 seek to form affective and emotional bonds with their institution and
 hence a sense of psychological closeness to it. Student satisfaction was
 found to be the second most important driver of loyalty across both
 genders. Conclusions, implications and opportunities for future research
 are presented. From a managerial perspective, it is expected that
 uncovering the importance of key relationship marketing constructs between
 genders will enable higher education institutions to develop more targeted
 relationship marketing programs. 
Journal: Journal of Marketing for Higher Education 
Pages: 133-156 
Issue: 2 
Volume: 21 
Year: 2011 
Month: 8 
X-DOI: 10.1080/08841241.2011.623731 
File-URL: http://hdl.handle.net/10.1080/08841241.2011.623731 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:21:y:2011:i:2:p:133-156




Template-Type: ReDIF-Article 1.0
Author-Name: Deborah   L. Owens 
Author-X-Name-First: Deborah   L. 
Author-X-Name-Last: Owens 
Author-Name: Prashant Srivastava 
Author-X-Name-First: Prashant 
Author-X-Name-Last: Srivastava 
Author-Name: Aniqa Feerasta 
Author-X-Name-First: Aniqa 
Author-X-Name-Last: Feerasta 
Title: Viewing international students as state stimulus potential: current perceptions and future possibilities 
Abstract:
  In this difficult economic climate state policy makers are increasingly
 focused on higher education as an economic development tool. Many rust
 belt states are looking to transform themselves from a state dependent on
 manufacturing and agriculture to a more diverse knowledge based economy.
 Many nations use higher education as a catalyst for economic development
 but rarely has it been viewed as a more local state or province based
 initiative. Therefore, one often overlooked component of an integrated
 economic strategy is encouraging more international students to attend
 college in a particular state, as an economic development tool.
 International students not only add significantly to the local economy
 through direct expenditures, but enrich the experiences of domestic
 students. In addition, many international students remain in the community
 in which they were educated, adding a global dimension to existing firms,
 or in many cases, establishing a new entrepreneurial venture. As
 competition for students intensifies, and states look to find solutions to
 supplement their growing budget deficits, many more will be looking to
 promote their public universities to increase international student
 enrollment. Yet little is known about the perceptions of the two groups,
 international students and domestic students, who will be most directly
 impacted by the economic and public policy issues. Understanding the
 perceptions of international students is crucial to developing an
 effective marketing plan, while views of domestic students are also
 important as they shape the experiences of international students and
 influence public policy. The current study utilised a survey of more than
 800 students to measure current students' perceptions in the following
 three areas: the state economy, impact of international students, and
 public policy and international students. Results suggest that domestic
 students are concerned about the state's economic future, have a positive
 perception of the economic benefits of international students, and support
 policies to increase international student enrollment. International
 students have more positive views of globalization and the positive
 economic impact of internationalization of education. In addition,
 international students have a positive perception of their experiences in
 the state, although many do not, at this time plan to stay in the state
 after graduation. 
Journal: Journal of Marketing for Higher Education 
Pages: 157-179 
Issue: 2 
Volume: 21 
Year: 2011 
Month: 9 
X-DOI: 10.1080/08841241.2011.623730 
File-URL: http://hdl.handle.net/10.1080/08841241.2011.623730 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:21:y:2011:i:2:p:157-179




Template-Type: ReDIF-Article 1.0
Author-Name: Chris Baumann 
Author-X-Name-First: Chris 
Author-X-Name-Last: Baumann 
Author-Name:  Hamin 
Author-X-Name-First:  
Author-X-Name-Last: Hamin 
Title: The role of culture, competitiveness and economic performance in explaining academic performance: a global market analysis for international student segmentation 
Abstract:
  A nation's culture, competitiveness and economic performance explain
 academic performance. Partial Least Squares (PLS) testing of 2252 students
 shows culture affects competitiveness and academic performance. Culture
 and economic performance each explain 32%; competitiveness 36%. The model
 predicts academic performance when culture, competitiveness and economic
 performance vary. A three-tier market categorisation enhances academic
 performance. 
Journal: Journal of Marketing for Higher Education 
Pages: 181-201 
Issue: 2 
Volume: 21 
Year: 2011 
Month: 9 
X-DOI: 10.1080/08841241.2011.623729 
File-URL: http://hdl.handle.net/10.1080/08841241.2011.623729 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:21:y:2011:i:2:p:181-201




Template-Type: ReDIF-Article 1.0
Author-Name: Paul Gibbs 
Author-X-Name-First: Paul 
Author-X-Name-Last: Gibbs 
Title: An Aristotelian model for ethical higher education marketing: The role of practical wisdom 
Abstract:
  This paper discusses the concerns for a distinct ethics for marketers of
 higher education. It argues that higher education retains a difference for
 both product and service and that unfettered marketing can influence and
 then manipulate the underlying edifying offering. 
Journal: Journal of Marketing for Higher Education 
Pages: 203-214 
Issue: 2 
Volume: 21 
Year: 2011 
Month: 9 
X-DOI: 10.1080/08841241.2011.623732 
File-URL: http://hdl.handle.net/10.1080/08841241.2011.623732 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:21:y:2011:i:2:p:203-214




Template-Type: ReDIF-Article 1.0
Author-Name: Felix Maringe 
Author-X-Name-First: Felix 
Author-X-Name-Last: Maringe 
Author-Name: Maha Mourad 
Author-X-Name-First: Maha 
Author-X-Name-Last: Mourad 
Title: Marketing for Higher Education in Developing Countries: emphases and omissions 
Journal: Journal of Marketing for Higher Education 
Pages: 1-9 
Issue: 1 
Volume: 22 
Year: 2012 
Month: 6 
X-DOI: 10.1080/08841241.2012.719297 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.719297 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:1:p:1-9




Template-Type: ReDIF-Article 1.0
Author-Name: Husain   Salilul Akareem 
Author-X-Name-First: Husain   Salilul 
Author-X-Name-Last: Akareem 
Author-Name: Syed   Shahadat Hossain 
Author-X-Name-First: Syed   Shahadat 
Author-X-Name-Last: Hossain 
Title: Perception of education quality in private universities of Bangladesh: a study from students' perspective 
Abstract:
  Quality of education has been a concern for decades. Gradually it is
 becoming more specialised and commercialised throughout the world. In this
 study a sample of 400 students were taken from the five renowned private
 universities of Bangladesh for measuring perception toward education
 quality of existing students. Principle component analysis was used to
 measure grouping among variables indicating dimensions of education
 quality. Perceptions about education quality were tested as to whether
 they have associations with the students' characteristics of current
 status and socio-economic background. The findings of the study showed
 that both administrative and faculty characteristics jointly express
 quality of education to a higher extent, whereas institutional features
 and students' characteristics express quality of education to a moderate
 extent. The study also showed that perceptions toward quality of education
 depend on students' current status and socio-economic background. 
Journal: Journal of Marketing for Higher Education 
Pages: 11-33 
Issue: 1 
Volume: 22 
Year: 2012 
Month: 6 
X-DOI: 10.1080/08841241.2012.705792 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.705792 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:1:p:11-33




Template-Type: ReDIF-Article 1.0
Author-Name: Khurram Sharif 
Author-X-Name-First: Khurram 
Author-X-Name-Last: Sharif 
Author-Name: Norizan   Mohd Kassim 
Author-X-Name-First: Norizan   Mohd 
Author-X-Name-Last: Kassim 
Title: Non-academic service quality: comparative analysis of students and faculty as users 
Abstract:
  The research focus was a non-academic service quality assessment within
 higher education. In particular, non-academic service quality perceptions
 of faculty and students were evaluated using a service profit chain. This
 enabled a comparison which helped understanding of non-academic service
 quality orientation from a key users' perspective. Data were collected
 using a self-completion questionnaire that was posted on Survey Monkey. A
 four point Likert scale without a mid-point was used to record respondent
 perceptions. In total 296 usable questionnaires (192 from students and 104
 from faculty) were collected, representing a response rate of 17 percent.
 Key results indicated that on the whole service users (both faculty and
 students) were satisfied with non-academic services and this had a
 positive impact on their loyalty. However, in the case of students, there
 was a disconnect between loyalty and its &#x2018;productive&#x2019;
 propagation to the external environment. 
Journal: Journal of Marketing for Higher Education 
Pages: 35-54 
Issue: 1 
Volume: 22 
Year: 2012 
Month: 6 
X-DOI: 10.1080/08841241.2012.705793 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.705793 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:1:p:35-54




Template-Type: ReDIF-Article 1.0
Author-Name: Abeer   A. Mahrous 
Author-X-Name-First: Abeer   A. 
Author-X-Name-Last: Mahrous 
Author-Name: Wael Kortam 
Author-X-Name-First: Wael 
Author-X-Name-Last: Kortam 
Title: Students' evaluations and perceptions of learning within business schools in Egypt 
Abstract:
  This paper seeks to understand the criteria which students use to
 evaluate teaching effectiveness. Using structural equation modeling with a
 sample of business students from Egypt, the findings indicate that the
 above criteria comprise six factors: organization of the course, fairness
 of grading, workload difficulty, student-instructor interaction,
 instructor involvement, and perceived learning. In view of this, a
 students' evaluation instrument containing 25 items which has good
 psychometric characteristics has been proposed. Furthermore, since some
 criteria of students' evaluation of teaching are usually developed before
 others, and thus may influence them, the paper attempts to identify which
 among them exert such influence. Specifically, it examines the factors
 which affect students' perception of learning. The findings show that
 organization of the course, fairness of grading, workload difficultly and
 instructor involvement positively influence the students' perception of
 learning, but the factor of student-instructor interaction does not. The
 paper provides academics with useful insights into the development and
 management of students' evaluation of teaching.1 
Journal: Journal of Marketing for Higher Education 
Pages: 55-70 
Issue: 1 
Volume: 22 
Year: 2012 
Month: 6 
X-DOI: 10.1080/08841241.2012.705794 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.705794 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:1:p:55-70




Template-Type: ReDIF-Article 1.0
Author-Name: Robert Williams 
Author-X-Name-First: Robert 
Author-X-Name-Last: Williams 
Author-Name: Collins Osei 
Author-X-Name-First: Collins 
Author-X-Name-Last: Osei 
Author-Name: Maktoba Omar 
Author-X-Name-First: Maktoba 
Author-X-Name-Last: Omar 
Title: Higher Education Institution branding as a component of country branding in Ghana: Renaming Kwame Nkrumah University of Science and Technology 
Abstract:
  As Higher Education Institutions (HEI) become more marketised and
 increasingly promotionalised, brand building gains in intensity and names
 become increasingly important. This conceptual paper plans to explore the
 application of the Renaming Process Model which depicts the key components
 that impact the organization brand renaming process, regarding the
 renaming of the African HEI Kwame Nkrumah University of Science and
 Technology (KNUST). This work will not only apply the model to a service
 organization renaming, but will investigate it in terms of its
 relationship to nation branding regarding the potential to rebrand Africa
 such that its virtues would be widely communicated to the international
 community, to enhance the brand equity of the continent. Additionally, the
 individual African country's ability to create brand awareness, unique
 competitive identity and customer loyalty is crucial in today's
 competitive global environment, thus the role of renaming one of its most
 important and visible institutions will be explored. 
Journal: Journal of Marketing for Higher Education 
Pages: 71-81 
Issue: 1 
Volume: 22 
Year: 2012 
Month: 6 
X-DOI: 10.1080/08841241.2012.705795 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.705795 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:1:p:71-81




Template-Type: ReDIF-Article 1.0
Author-Name: Claudio   Hoffmann Sampaio 
Author-X-Name-First: Claudio   Hoffmann 
Author-X-Name-Last: Sampaio 
Author-Name: Marcelo   Gattermann Perin 
Author-X-Name-First: Marcelo   Gattermann 
Author-X-Name-Last: Perin 
Author-Name: Cl&#xE1;udia Sim&#xF5;es 
Author-X-Name-First: Cl&#xE1;udia 
Author-X-Name-Last: Sim&#xF5;es 
Author-Name: Hamilton Kleinowski 
Author-X-Name-First: Hamilton 
Author-X-Name-Last: Kleinowski 
Title: Students' trust, value and loyalty: evidence from higher education in Brazil 
Abstract:
  This paper focuses on students' perception of value, trust and loyalty
 and how these constructs connect in the context of higher education in
 Brazil. For this endeavor we conducted a survey among undergraduate
 business students in Brazil. The findings suggest that trust in faculty
 and trust in staff positively affects students' trust in management
 policies and practices; trust in management policies and practices and
 trust in faculty positively impacts on perceived value; and, perceived
 value strongly affects student loyalty. 
Journal: Journal of Marketing for Higher Education 
Pages: 83-100 
Issue: 1 
Volume: 22 
Year: 2012 
Month: 6 
X-DOI: 10.1080/08841241.2012.705796 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.705796 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:1:p:83-100




Template-Type: ReDIF-Article 1.0
Author-Name: Marcelo   Gattermann Perin 
Author-X-Name-First: Marcelo   Gattermann 
Author-X-Name-Last: Perin 
Author-Name: Claudio   Hoffmann Sampaio 
Author-X-Name-First: Claudio   Hoffmann 
Author-X-Name-Last: Sampaio 
Author-Name: Cl&#xE1;udia Sim&#xF5;es 
Author-X-Name-First: Cl&#xE1;udia 
Author-X-Name-Last: Sim&#xF5;es 
Author-Name: Rosiane   P&#xF3;lvora de P&#xF3;lvora 
Author-X-Name-First: Rosiane   P&#xF3;lvora 
Author-X-Name-Last: de P&#xF3;lvora 
Title: Modeling antecedents of student loyalty in higher education 
Abstract:
  The purpose of this investigation is to understand the antecedents of
 student loyalty in the Brazilian context. In particular we address the
 impact of student trust, commitment and quality perception on loyalty. A
 quantitative study was conducted among business management student majors
 from two private Brazilian Higher Education Institutions (HEIs), yielding
 a global sample of 696 cases. Our findings suggest that students' trust in
 their HEI has a positive impact on their commitment and loyalty; students'
 commitment to their HEI has a positive impact on their loyalty; and
 students' perception of service quality has a positive impact on their
 commitment and trust. Findings also suggest that student loyalty to the
 HEI is indirectly influenced by perceived quality. 
Journal: Journal of Marketing for Higher Education 
Pages: 101-116 
Issue: 1 
Volume: 22 
Year: 2012 
Month: 6 
X-DOI: 10.1080/08841241.2012.705797 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.705797 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:1:p:101-116




Template-Type: ReDIF-Article 1.0
Author-Name: Hanif Haghshenas 
Author-X-Name-First: Hanif 
Author-X-Name-Last: Haghshenas 
Author-Name: Ehsan   Aminaei Chatroudi 
Author-X-Name-First: Ehsan   Aminaei 
Author-X-Name-Last: Chatroudi 
Author-Name: Fredy   Anthony Njeje 
Author-X-Name-First: Fredy   Anthony 
Author-X-Name-Last: Njeje 
Title: Does educational level matter in adopting online education? A Malaysian perspective 
Abstract:
  Having applied Unified Theory of Acceptance and Use of Technology (UTAUT)
 to predict intention and future usage behavior, the moderating effect of
 educational level was added to the model in moderating the relationship
 between variables. Also, despite past studies, Effort Expectancy had a
 higher beta than Performance Expectancy, while Social Influence stood for
 half of variation in Intention. 
Journal: Journal of Marketing for Higher Education 
Pages: 117-151 
Issue: 1 
Volume: 22 
Year: 2012 
Month: 6 
X-DOI: 10.1080/08841241.2012.705798 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.705798 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:1:p:117-151




Template-Type: ReDIF-Article 1.0
Author-Name: James   Otieno Jowi 
Author-X-Name-First: James   Otieno 
Author-X-Name-Last: Jowi 
Title: African universities in the global knowledge economy: the good and ugly of internationalization 
Abstract:
  Internationalization of higher education is now a reality, impacting on
 higher education across the world in different ways and leading to
 different consequences. It presents varied challenges, opportunities and
 even risks requiring equally varied responses from universities. African
 universities are also engulfed in this context and, in addition to the
 many challenges they face, they have to deal with the growing complexities
 of internationalization. An important feature in internationalization has
 been the emergence of the increasingly competitive knowledge society and
 global higher education market in which African institutions also have to
 participate. This is at a time when uncertainty surrounds the potential of
 African universities in the knowledge society and their capacity to
 meaningfully utilise the opportunities while at the same time respond
 meaningfully to the challenges of their contexts. As the world around us
 becomes ever more globalised, higher education leaders and policy makers
 as well as university faculty, staff and students are becoming more
 actively involved in internationalization. This paper discusses the
 developments of internationalization in Africa and its consequences on
 African universities. It presents some of the responses by the African
 higher education sector and concludes with some implications and
 considerations for the future. 
Journal: Journal of Marketing for Higher Education 
Pages: 153-165 
Issue: 1 
Volume: 22 
Year: 2012 
Month: 6 
X-DOI: 10.1080/08841241.2012.705799 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.705799 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:1:p:153-165




Template-Type: ReDIF-Article 1.0
Author-Name: Marianne   D. Sison 
Author-X-Name-First: Marianne   D. 
Author-X-Name-Last: Sison 
Author-Name: Linda Brennan 
Author-X-Name-First: Linda 
Author-X-Name-Last: Brennan 
Title: Students as global citizens: strategies for mobilizing studies abroad 
Abstract:
  Universities globally are increasingly seeking to improve the
 international mobility of their students. There are several latent
 benefits that accrue to a university whose students and staff actively
 participate in international exchange programs. Essentially this can lead
 to an increase in the university's international reputation, opportunities
 for benchmarking against best practices, capacity to develop international
 relationships, diversity of student population with all the benefits that
 accrue from diversity, and access to potential recruitment markets. In
 this paper we review extant literature to elicit the range of practical
 factors that play a role in the decision of students to study abroad. We
 also discuss results from a recent survey among Australian students that
 revealed their preferences for international work placements. 
Journal: Journal of Marketing for Higher Education 
Pages: 167-181 
Issue: 2 
Volume: 22 
Year: 2012 
Month: 12 
X-DOI: 10.1080/08841241.2012.736884 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.736884 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:2:p:167-181




Template-Type: ReDIF-Article 1.0
Author-Name: Michael   J. Clayton 
Author-X-Name-First: Michael   J. 
Author-X-Name-Last: Clayton 
Author-Name: Kevin   V. Cavanagh 
Author-X-Name-First: Kevin   V. 
Author-X-Name-Last: Cavanagh 
Author-Name: Matt Hettche 
Author-X-Name-First: Matt 
Author-X-Name-Last: Hettche 
Title: Institutional branding: a content analysis of public service announcements from American universities 
Abstract:
  American universities receive millions of dollars worth of media exposure
 every year via Public Service Announcements (PSAs) broadcast during their
 respective school's athletic competitions. This research explores the
 message strategies and executional devices used by NCAA FBS (National
 Collegiate Athletic Association Football Bowl Subdivision) classification
 schools during the 2010 football season. This study is the most
 comprehensive content analysis of this subject matter to date. 115 PSAs
 were examined, representing 111 of the 120 schools which comprise this
 tier of American higher education institutions. 51 variables were
 operationalised and are detailed in this article. These variables include
 messaging specific to institutional communications, as well as common
 creative approaches used within television advertising. Findings suggest
 that there is indeed a &#x2018;sea of sameness&#x2019; across these
 communications and that few schools are creating unique messages. This
 article continues the theoretical work in this field by refining extant
 models for communication messages employed by higher education
 institutions. 
Journal: Journal of Marketing for Higher Education 
Pages: 182-205 
Issue: 2 
Volume: 22 
Year: 2012 
Month: 12 
X-DOI: 10.1080/08841241.2012.737869 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.737869 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:2:p:182-205




Template-Type: ReDIF-Article 1.0
Author-Name: Katrin Obermeit 
Author-X-Name-First: Katrin 
Author-X-Name-Last: Obermeit 
Title: Students' choice of universities in Germany: structure, factors and information sources used 
Abstract:
  Student recruitment is an increasingly important topic for universities
 worldwide. But in order to develop sophisticated recruitment strategies,
 recruitment officers need to have a clear understanding of how and why
 students choose colleges. This review compares the German and US research
 concerning university choice models, choice criteria and information
 sources prospective students use when exploring their options after
 school. The paper emphasizes the complexity of the decision-making
 processes of freshmen and reveals three gaps in the German student
 recruitment research literature. The development of a German university
 choice model, an increased application of explorative research
 methodologies, and the consideration of additional aspects possibly
 impacting the college choice could help to refine German research
 approaches. 
Journal: Journal of Marketing for Higher Education 
Pages: 206-230 
Issue: 2 
Volume: 22 
Year: 2012 
Month: 12 
X-DOI: 10.1080/08841241.2012.737870 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.737870 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:2:p:206-230




Template-Type: ReDIF-Article 1.0
Author-Name: G&#xE1;bor Nagy 
Author-X-Name-First: G&#xE1;bor 
Author-X-Name-Last: Nagy 
Author-Name: J&#xF3;zsef Ber&#xE1;cs 
Author-X-Name-First: J&#xF3;zsef 
Author-X-Name-Last: Ber&#xE1;cs 
Title: Antecedents to the export market orientation of Hungarian higher education institutions, and their export performance consequences 
Abstract:
  Research into the international competitiveness of the higher education
 sector has shown that the approaches which management literature has
 introduced into the business sphere during the last half-century are being
 more and more frequently applied by successful universities as well. The
 authors extend the theory of export market orientation to the higher
 education sector, and explore the association between export coordination,
 export experience, export market orientation, export performance and the
 competitive environment in the context of the Hungarian higher education
 sector. The aforementioned relations are analysed on two subsamples
 (universities with a top performance vs. higher education institutions
 with a lower performance in regard to internationalization and scientific
 research). Based on the results, the authors conclude that export
 experience is a significant predictor of export performance in both groups
 of institutions, while export coordination can only explain changes in
 export market orientation for the group comprising the universities that
 lag behind in terms of internationalization. They observe, moreover, that
 the influence of export market orientation on export performance is
 stronger in the case of top-performing Hungarian universities, and that
 for the same group, the intensity of competition in international markets
 improves international orientation. 
Journal: Journal of Marketing for Higher Education 
Pages: 231-256 
Issue: 2 
Volume: 22 
Year: 2012 
Month: 12 
X-DOI: 10.1080/08841241.2012.738716 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.738716 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:2:p:231-256




Template-Type: ReDIF-Article 1.0
Author-Name: Dirk   C. Moosmayer 
Author-X-Name-First: Dirk   C. 
Author-X-Name-Last: Moosmayer 
Author-Name: Florian   U. Siems 
Author-X-Name-First: Florian   U. 
Author-X-Name-Last: Siems 
Title: Values education and student satisfaction: German business students' perceptions of universities' value influences 
Abstract:
  As a result of the past decade's financial crises, the focus on students'
 values as an output of higher management education has increased.
 Simultaneously, marketing theory has become prevalent in the management of
 higher education institutions, such that student satisfaction represents a
 key output variable for their service provision. This study integrates
 both perspectives to investigate how values-oriented education relates to
 student satisfaction. A sample of 191 respondents from a German university
 reveals that business students expect more value influence than they
 believe their institution actually delivers. Furthermore, students'
 perceptions of the value influence delivered by their university increase
 their satisfaction with the institution. Finally, the value influence
 students expect is more closely associated with universalism values
 (connected to sustainability and CSR) than with power values. These
 results imply that universities can increase student satisfaction if they
 coordinate opportunities to discuss and shape values, particularly with
 regard to universalism ideals. 
Journal: Journal of Marketing for Higher Education 
Pages: 257-272 
Issue: 2 
Volume: 22 
Year: 2012 
Month: 12 
X-DOI: 10.1080/08841241.2012.746254 
File-URL: http://hdl.handle.net/10.1080/08841241.2012.746254 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:22:y:2012:i:2:p:257-272




Template-Type: ReDIF-Article 1.0
Author-Name: Michael J. Clayton 
Author-X-Name-First: Michael J. 
Author-X-Name-Last: Clayton 
Author-Name: Kevin V. Cavanagh 
Author-X-Name-First: Kevin V. 
Author-X-Name-Last: Cavanagh 
Author-Name: Matt Hettche 
Author-X-Name-First: Matt 
Author-X-Name-Last: Hettche 
Title: The communication of global citizenship through Public Service Announcements: a US study 
Abstract:
	      Public Service Announcements (PSAs) provide a rare
 opportunity for American universities to brand their university to a
 diverse audience of viewers. Research on branding has been in the
 corporate world for decades, but there is still work to be done with
 regard to branding higher education in order to fully conceptualize the
 factors of significance in determining a strong institutional brand. This
 paper looks to address the issues of branding in higher education by
 exploring the themes present in PSAs aired by American universities. In
 study one, researchers examined current PSAs employed by National
 Collegiate Athletic Association (NCAA) Football Bowl Subdivision schools
 of varying academic rank to evaluate the differences in messaging
 approaches. In study two, the researchers conducted a framework analysis
 to generate an understanding of what role international themes play in
 PSAs of &#x2018;high-ranking&#x2019; institutions. This study shows the
 emergence of a &#x2018;global citizenship&#x2019; theme in communications
 originating from higher ranked institutions in the USA.	  
Journal: Journal of Marketing for Higher Education 
Pages: 1-14 
Issue: 1 
Volume: 23 
Year: 2013 
Month: 6 
X-DOI: 10.1080/08841241.2013.802756 
File-URL: http://hdl.handle.net/10.1080/08841241.2013.802756 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:23:y:2013:i:1:p:1-14




Template-Type: ReDIF-Article 1.0
Author-Name: Brandi A. Watkins 
Author-X-Name-First: Brandi A. 
Author-X-Name-Last: Watkins 
Author-Name: William J. Gonzenbach 
Author-X-Name-First: William J. 
Author-X-Name-Last: Gonzenbach 
Title: Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding 
Abstract:
	      For colleges and universities whose survival depends on
 external stakeholders, developing a strong brand should be an important
 component of their marketing strategy. University brand managers could
 benefit from developing a better understanding of how consumers interact
 with their brand in order to develop more effective recruiting material,
 advertisements, and other marketing efforts. The current study applies the
 concept of brand personality to university academic and athletic logos and
 examines subsequent relationships between the perceived brand
 personalities. Results of an online survey indicate that competence is a
 brand personality dimension mostly associated with academic logos, and
 excitement is the brand personality dimension mostly associated with
 athletic logos.	  
Journal: Journal of Marketing for Higher Education 
Pages: 15-33 
Issue: 1 
Volume: 23 
Year: 2013 
Month: 6 
X-DOI: 10.1080/08841241.2013.805709 
File-URL: http://hdl.handle.net/10.1080/08841241.2013.805709 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:23:y:2013:i:1:p:15-33




Template-Type: ReDIF-Article 1.0
Author-Name: David Finch 
Author-X-Name-First: David 
Author-X-Name-Last: Finch 
Author-Name: Sarah McDonald 
Author-X-Name-First: Sarah 
Author-X-Name-Last: McDonald 
Author-Name: Julie Staple 
Author-X-Name-First: Julie 
Author-X-Name-Last: Staple 
Title: Reputational interdependence: an examination of category reputation in higher education 
Abstract:
	      This study explores the reputational attributes of three
 different categories of post-secondary institutions in Canada. Our goal is
 to contribute to an understanding of the drivers of institutional
 marketing in higher education by examining category-level reputation. Few
 researchers have explored the influence and implications of category-level
 reputation in higher education. Thus, we examine category-level reputation
 within the context of a study measuring the reputational attributes of
 three distinct categories of post-secondary institutions (medical-doctoral
 universities, primarily undergraduate universities, and career colleges)
 among a single key stakeholder group -- employers. We leveraged
 mixed-methods to analyze the reputational attributes of the three
 categories. This included one-on-one interviews with employers
 (<italic>N</italic>&#x2009;=&#x2009;30) and a survey of hiring managers
 (<italic>N</italic>&#x2009;=&#x2009;164). The results suggest that among
 this stakeholder group each category possesses distinct reputational
 attributes that influence its position in the highly competitive
 educational marketplace. The implication of category-level reputation in
 higher education may have a profound influence on stakeholder's formation
 of beliefs and attitudes towards an institution by anchoring an
 institution's brand in a category. This anchoring effect may be an asset
 and offer rewards such as increased prestige; however, it may also act as
 a liability and risk an institution's position. As a result,
 category-level reputation may be an important and little understood anchor
 of an institution's brand and their position in the marketplace.	   
Journal: Journal of Marketing for Higher Education 
Pages: 34-61 
Issue: 1 
Volume: 23 
Year: 2013 
Month: 6 
X-DOI: 10.1080/08841241.2013.810184 
File-URL: http://hdl.handle.net/10.1080/08841241.2013.810184 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:23:y:2013:i:1:p:34-61




Template-Type: ReDIF-Article 1.0
Author-Name: Teodoro Luque Mart&#xED;nez 
Author-X-Name-First: Teodoro Luque 
Author-X-Name-Last: Mart&#xED;nez 
Author-Name: Luis Do&#xF1;a Toledo 
Author-X-Name-First: Luis Do&#xF1;a 
Author-X-Name-Last: Toledo 
Title: What do graduates think? An analysis of intention to repeat the same studies and university 
Abstract:
	      The present work analyzes the key factors in the university
 experience that influence graduates' intention to repeat the same studies
 and the same institution, given the hypothetical option -- based on
 hindsight -- of selecting afresh a course and place of study. The work is
 inspired by the theory of planned behavior [Ajzen, I. (1985). <italic>From
 intentions to actions: A theory of planned behavior, in action control:
 From cognition to behavior</italic>. New York: J. Kuhl and J. Beckmann;
 Ajzen, I. (1991). The theory of planned behavior. <italic>Organizational
 Behavior and Human Decision Processes, 50</italic>, 179--211]. This
 analysis is based on the opinion of graduates in relation to a set of
 variables that together form the intention to repeat, namely quality of
 education; services and facilities; preparation by the university for
 employment; fitness-for-purpose of studies for the job market; capacities
 and skills acquired; the time taken to find work following graduation;
 current salary; and satisfaction with current employment. Using multiple
 regression models, the principal components of service quality in a
 university context are determined. The findings indicate that the quality
 of the educational process is the most influential aspect both in the
 intention to repeat the same studies and also in the intention to repeat
 the same university. Services and facilities have a marked influence on
 the latter, while the time taken to find employment and current salary are
 the two aspects with the least impact. 	 
Journal: Journal of Marketing for Higher Education 
Pages: 62-89 
Issue: 1 
Volume: 23 
Year: 2013 
Month: 6 
X-DOI: 10.1080/08841241.2013.812589 
File-URL: http://hdl.handle.net/10.1080/08841241.2013.812589 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:23:y:2013:i:1:p:62-89




Template-Type: ReDIF-Article 1.0
Author-Name: Leslie J. Wardley 
Author-X-Name-First: Leslie J. 
Author-X-Name-Last: Wardley 
Author-Name: Charles H. B�langer 
Author-X-Name-First: Charles H. 
Author-X-Name-Last: B�langer 
Author-Name: Valorie M. Leonard 
Author-X-Name-First: Valorie M. 
Author-X-Name-Last: Leonard 
Title: Institutional commitment of traditional and non-traditional-aged students: a potential brand measurement? 
Abstract:
	      Currently, 18--21-year-olds account for 60% of university
 students; mature students represent 40%. Attrition (dropping out) can be
 related to discordance between a student's perception of the university
 created through branding and marketing of the institution and the
 university's actual environment and offerings delivery. This study adds to
 this research by indicating: (1) retention factors do vary for first-year
 students, depending on age and (2) academic environment is key to
 institutional commitment among non-traditional (22--55+ years of age)
 students whereas university and organizational support features contribute
 more to traditional (17--21 years of age) students' campus integration.    
Journal: Journal of Marketing for Higher Education 
Pages: 90-112 
Issue: 1 
Volume: 23 
Year: 2013 
Month: 6 
X-DOI: 10.1080/08841241.2013.810691 
File-URL: http://hdl.handle.net/10.1080/08841241.2013.810691 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:23:y:2013:i:1:p:90-112




Template-Type: ReDIF-Article 1.0
Author-Name: Nathan Daun-Barnett 
Author-X-Name-First: Nathan 
Author-X-Name-Last: Daun-Barnett 
Author-Name: Dilip Das 
Author-X-Name-First: Dilip 
Author-X-Name-Last: Das 
Title: Unlocking the potential of the Internet to improve college choice: a comparative case study of college-access Web tools 
Abstract:
	      Students and parents rely on Web-based tools to navigate the
 college-choice process, yet little research has been done to understand
 this environment. While this shift has made the process easier to navigate
 for some, we contend that the move will grow an already large digital
 divide in the USA. We use Hossler and Gallagher's college-choice framework
 to examine the substance and function of three college-access Web portals.
 Our findings suggest these tools are likely to serve many students well in
 the process, but may exacerbate the digital divide with consequences for
 low-income students.	       
Journal: Journal of Marketing for Higher Education 
Pages: 113-134 
Issue: 1 
Volume: 23 
Year: 2013 
Month: 6 
X-DOI: 10.1080/08841241.2013.805708 
File-URL: http://hdl.handle.net/10.1080/08841241.2013.805708 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:23:y:2013:i:1:p:113-134




Template-Type: ReDIF-Article 1.0
Author-Name: Sanjai K. Parahoo 
Author-X-Name-First: Sanjai K. 
Author-X-Name-Last: Parahoo 
Author-Name: Heather L. Harvey 
Author-X-Name-First: Heather L. 
Author-X-Name-Last: Harvey 
Author-Name: Rana M. Tamim 
Author-X-Name-First: Rana M. 
Author-X-Name-Last: Tamim 
Title: Factors influencing student satisfaction in universities in the Gulf region: does gender of students matter? 
Abstract:
				 While various research studies have
 focused on antecedents and consequences of student satisfaction, few
 studies have done so in the Gulf region. The objective of the present
 study was therefore to design and empirically examine a model of student
 satisfaction in a private university in the Gulf region that operates in a
 high-technology-enabled environment. Based on a literature review and
 conducted focus groups, draft measures for the study constructs were
 developed. Data were collected from 217 students and an exploratory factor
 analysis identified 6 factors that potentially influenced satisfaction.
 After scale development, multiple regression analysis was used to test the
 research questions. It was found that the two genders displayed a
 difference in the factors influencing their satisfaction. For female
 students, only reputation (beta&thinsp;=&thinsp;.499,
 <italic>p</italic>&thinsp;>&thinsp;.01) was significant, while for male
 students, both reputation (beta&thinsp;=&thinsp;.763,
 <italic>p</italic>&thinsp;>&thinsp;.01) and perceived faculty academic
 competence (beta&thinsp;=&thinsp;.301,
 <italic>p</italic>&thinsp;>&thinsp;.01) were significant. Various
 theoretical and managerial implications are discussed. 		  
Journal: Journal of Marketing for Higher Education 
Pages: 135-154 
Issue: 2 
Volume: 23 
Year: 2013 
Month: 7 
X-DOI: 10.1080/08841241.2013.860940 
File-URL: http://hdl.handle.net/10.1080/08841241.2013.860940 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:23:y:2013:i:2:p:135-154




Template-Type: ReDIF-Article 1.0
Author-Name: Adam Nguyen 
Author-X-Name-First: Adam 
Author-X-Name-Last: Nguyen 
Author-Name: Joseph Rosetti 
Author-X-Name-First: Joseph 
Author-X-Name-Last: Rosetti 
Title: Overcoming potential negative consequences of customer orientation in higher education: closing the ideological gap 
Abstract:
				 Substantial discussion has been going on
 surrounding the potential negative consequences of a customer orientation
 in college education. A major concern stems from the ideological gap --
 the perceived differentiation between what the students want and the
 educators' view of what is in the best interests of the students. A key
 aspect of the ideological gap pertains to students' short-term wants
 (pleasure) versus educators' long-term-oriented interests (learning).
 Inspired by the societal marketing concept, we examine the possibility of
 closing this gap by means of a desirable educational model that aligns the
 interests of students and educators. Empirically, an open-ended survey
 explores student perceptions of a desirable educational model in the
 context of the marketing discipline. Then, two quantitative surveys show
 that students prefer desirable over pleasing and salutary models, and that
 academic motivation moderates their preference.			 
Journal: Journal of Marketing for Higher Education 
Pages: 155-174 
Issue: 2 
Volume: 23 
Year: 2013 
Month: 7 
X-DOI: 10.1080/08841241.2013.860941 
File-URL: http://hdl.handle.net/10.1080/08841241.2013.860941 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:23:y:2013:i:2:p:155-174




Template-Type: ReDIF-Article 1.0
Author-Name: Ashita Aggarwal Sharma 
Author-X-Name-First: Ashita 
Author-X-Name-Last: Aggarwal Sharma 
Author-Name: Vithala R. Rao 
Author-X-Name-First: Vithala R. 
Author-X-Name-Last: Rao 
Author-Name: Sapna Popli 
Author-X-Name-First: Sapna 
Author-X-Name-Last: Popli 
Title: Measuring consumer-based brand equity for Indian business schools 
Abstract:
				 Brands are fundamentally about experiences
 and relationships, and therefore they form prime basis of an institution's
 connection with their stakeholders. With the mushrooming of business
 schools (both private autonomous and government supported) and fading
 global boundaries, especially in the Indian context, communicating a
 business school brand to stakeholders has become extremely important. It
 is imperative for Indian business schools to differentiate and build
 strong brands in the competitive business education space in India. Brand
 building helps in creating, evolving and enhancing a brand's positioning
 and its perceptions among stakeholders. These perceptions are critical in
 influencing behavior and hence the performance of an institution. The
 paper aims to assess the brand equity of select Indian business schools
 (from the prospective student's perspective) using a
 familiarity--perception--preference--choice framework. The branding
 framework proposed in this study highlights how consumer-based brand
 equity measures can be used to improve business school positioning and
 hence the brand image. This paper gives an opportunity to extend the
 current knowledge in measuring the brand equity of business schools,
 especially in India. This study would help institutions apply brand equity
 measurements to their business schools and implement focused branding
 efforts to gain a higher student share and build quality education brands. 
Journal: Journal of Marketing for Higher Education 
Pages: 175-203 
Issue: 2 
Volume: 23 
Year: 2013 
Month: 7 
X-DOI: 10.1080/08841241.2013.866609 
File-URL: http://hdl.handle.net/10.1080/08841241.2013.866609 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:23:y:2013:i:2:p:175-203




Template-Type: ReDIF-Article 1.0
Author-Name: Anas Al-Fattal 
Author-X-Name-First: Anas 
Author-X-Name-Last: Al-Fattal 
Author-Name: Rami Ayoubi 
Author-X-Name-First: Rami 
Author-X-Name-Last: Ayoubi 
Title: Student needs and motives when attending a university: exploring the Syrian case 
Abstract:
				 This paper aims at exploring student needs
 and motives to pursue higher education in Syria. Based on the model of
 student buyer behavior developed by Kotler and Fox in 1995, the study
 focuses on the first step of this model, so-called motives. The study
 results are based on qualitative data collected by means of
 semi-structured styles of interviews with 30 current students at three
 higher education institutions in Syria in the summer of 2010.The study
 reveals three dimensions of needs and motives. These are: Self needs and
 motives; Social needs and motives, and Souk (market) needs and motives.
 Accordingly, several detailed explanations for each dimension concluded
 from the study are presented. The findings reveal that the three
 dimensions are important for university students in Syria when attending
 universities. People responsible for marketing in higher education
 institutions need to pay attention to understand their students' motives
 when designing their customer-oriented marketing strategies. Study
 programs at universities could be designed to better satisfy such needs
 and motives. This study could provide bases for further research through a
 replication of the model using the information offered by the survey.
 Further research could investigate the research questions in a wider
 student population employing a quantitative approach. The importance of
 this study comes from the classification of needs and motives into a
 three-Ss model (Self, Society and Souk). The study also shows originality
 into understanding motives of Syrian students in attending certain
 universities in particular.		       
Journal: Journal of Marketing for Higher Education 
Pages: 204-225 
Issue: 2 
Volume: 23 
Year: 2013 
Month: 7 
X-DOI: 10.1080/08841241.2013.866610 
File-URL: http://hdl.handle.net/10.1080/08841241.2013.866610 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:23:y:2013:i:2:p:204-225




Template-Type: ReDIF-Article 1.0
Author-Name: Marwa Medhat Headar 
Author-X-Name-First: Marwa Medhat 
Author-X-Name-Last: Headar 
Author-Name: Nadia Elaref 
Author-X-Name-First: Nadia 
Author-X-Name-Last: Elaref 
Author-Name: Omneya Mokhtar Yacout 
Author-X-Name-First: Omneya Mokhtar 
Author-X-Name-Last: Yacout 
Title: Antecedents and Consequences of Student Satisfaction with e-Learning: The Case of Private Universities in Egypt 
Abstract:
				 The current study aims to measure the
 importance of e-service quality, interactivity, comfort, and familiarity
 on student satisfaction and behavioral intentions with e-learning in
 private universities in Egypt. Data from a sample of private university
 students were collected. Using structural equation modeling, e-service
 quality, interactivity, comfort, and familiarity were found to be
 positively related to student satisfaction and behavioral intentions. The
 mediating role of student satisfaction was not supported, however. The
 research implications, limitations, and suggestions for future research
 are discussed. 		   
Journal: Journal of Marketing for Higher Education 
Pages: 226-257 
Issue: 2 
Volume: 23 
Year: 2013 
Month: 7 
X-DOI: 10.1080/08841241.2013.867919 
File-URL: http://hdl.handle.net/10.1080/08841241.2013.867919 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:23:y:2013:i:2:p:226-257




Template-Type: ReDIF-Article 1.0
Author-Name: Timothy D. Pippert 
Author-X-Name-First: Timothy D. 
Author-X-Name-Last: Pippert 
Author-Name: Laura J. Essenburg 
Author-X-Name-First: Laura J. 
Author-X-Name-Last: Essenburg 
Author-Name: Edward J. Matchett 
Author-X-Name-First: Edward J. 
Author-X-Name-Last: Matchett 
Title: We've got minorities, yes we do: visual representations of racial and ethnic diversity in college recruitment materials 
Abstract:
				 Colleges and universities have expanded
 their use of the internet and social media in marketing strategies, but
 the direct mailing of admissions brochures continues to be at the heart of
 recruitment efforts. Because admissions brochures often serve as a
 potential student's introduction to the campus, they are carefully crafted
 to provide a specific impression of the institution. This study examined
 one aspect of the marketing of colleges by examining the portrayal of
 racial and ethnic diversity. Through a content analysis of over 10,000
 photographs from 165 four-year institutions in the US, the accuracy of the
 photographic portrayal of diversity in recruitment materials was assessed.
 Findings indicate that the majority of institutions provided images of
 diversity to prospective students in 2011 that were significantly
 different than the actual student body. Furthermore, diversity was
 typically symbolized by portraying African American students at higher
 rates rather than presenting a more representative student body.	    
Journal: Journal of Marketing for Higher Education 
Pages: 258-282 
Issue: 2 
Volume: 23 
Year: 2013 
Month: 7 
X-DOI: 10.1080/08841241.2013.867920 
File-URL: http://hdl.handle.net/10.1080/08841241.2013.867920 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:23:y:2013:i:2:p:258-282




Template-Type: ReDIF-Article 1.0
Author-Name: Robert L. Williams 
Author-X-Name-First: Robert L. 
Author-X-Name-Last: Williams 
Author-Name: Maktoba Omar 
Author-X-Name-First: Maktoba 
Author-X-Name-Last: Omar 
Title: How branding process activities impact brand equity within Higher Education Institutions 
Journal: Journal of Marketing for Higher Education 
Pages: 1-10 
Issue: 1 
Volume: 24 
Year: 2014 
Month: 6 
X-DOI: 10.1080/08841241.2014.920567 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.920567 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:1-10




Template-Type: ReDIF-Article 1.0
Author-Name: Dora E. Bock 
Author-X-Name-First: Dora E. 
Author-X-Name-Last: Bock 
Author-Name: Sonja Martin Poole 
Author-X-Name-First: Sonja Martin 
Author-X-Name-Last: Poole 
Author-Name: Mathew Joseph 
Author-X-Name-First: Mathew 
Author-X-Name-Last: Joseph 
Title: Does branding impact student recruitment: a critical evaluation 
Abstract:
 This study focuses on segmentation feasibility within the private
 college/university market. There is considerable overlap for private and
 public college/university students with respect to their consideration
 criteria; however, previous research suggests that there are some criteria
 that appear to be differentially important based on the type of student
 and institution. Therefore, using factors considered by university
 students in a previous study, the current research sought to further
 explore the existence of segments within a private university. The
 findings suggested that three segments of students exist - one segment
 considers all university criteria as important, another places high
 importance on the financial aspects of attending a university, and another
 segment moderately evaluates all university criteria. Implications of the
 findings are discussed.
Journal: Journal of Marketing for Higher Education 
Pages: 11-21 
Issue: 1 
Volume: 24 
Year: 2014 
Month: 6 
X-DOI: 10.1080/08841241.2014.908454 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.908454 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:11-21




Template-Type: ReDIF-Article 1.0
Author-Name: Ravi K. Jillapalli 
Author-X-Name-First: Ravi K. 
Author-X-Name-Last: Jillapalli 
Author-Name: Regina Jillapalli 
Author-X-Name-First: Regina 
Author-X-Name-Last: Jillapalli 
Title: Do professors have customer-based brand equity? 
Abstract:
 This research endeavors to understand whether certain professors have
 customer-based brand equity (CBBE) in the minds of students. Consequently,
 the purpose of this study is to conceptualize, develop, and empirically
 test a model of customer-based professor brand equity. Survey data
 gathered from 465 undergraduate business students were used to test the
 model. Structural equation modeling (SEM) analysis findings indicate that
 certain professors do indeed have CBBE and the transference of the
 brand-building effort can be successfully applied to professors who are
 willing to be strong brands. The results show that professor brand
 characteristics - quality of instruction, competence, and reputation -
 have an influence on students' feelings of attachment to the professor and
 to the quality of relationships with the professor brand and therefore,
 professor brand equity. The ultimate goal of most professors is to
 inculcate lifelong student learning, but this worthy pursuit gains wings
 through the professor brand-building effort.
Journal: Journal of Marketing for Higher Education 
Pages: 22-40 
Issue: 1 
Volume: 24 
Year: 2014 
Month: 6 
X-DOI: 10.1080/08841241.2014.909556 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.909556 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:22-40




Template-Type: ReDIF-Article 1.0
Author-Name: Muhammad Zaffwan Idris 
Author-X-Name-First: Muhammad Zaffwan 
Author-X-Name-Last: Idris 
Author-Name: T. W. Allan Whitfield 
Author-X-Name-First: T. W. Allan 
Author-X-Name-Last: Whitfield 
Title: Swayed by the logo and name: does university branding work? 
Abstract:
 Over the last decade, many universities attempted to improve their public
 image by changing their corporate visual identity (CVI) and/or name.
 Despite the prevalence of such practices, little research has been
 conducted into their effectiveness. The research reported here focused
 upon one facet of the higher education branding debate, that of the
 effectiveness of CVI in influencing observers' perceptions of a university
 and, by association, its lecturers. A secondary question concerned the
 name. Photographs of two lecturers (M/F) were placed into controlled
 digital simulations of a university foyer featuring systematically varied
 CVI and name. Using a range of measures and a large-sample Internet survey
 of <italic>n </italic>= 888, we found that CVI and name affected
 respondents' perceptions of university lecturers. However, the enhancement
 was exclusively upon perceptions of the male lecturer, and strongly
 favored traditional, heraldic CVI, with a secondary naming effect.
Journal: Journal of Marketing for Higher Education 
Pages: 41-58 
Issue: 1 
Volume: 24 
Year: 2014 
Month: 6 
X-DOI: 10.1080/08841241.2014.919979 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.919979 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:41-58




Template-Type: ReDIF-Article 1.0
Author-Name: Mei Teh Goi 
Author-X-Name-First: Mei Teh 
Author-X-Name-Last: Goi 
Author-Name: Chai Lee Goi 
Author-X-Name-First: Chai Lee 
Author-X-Name-Last: Goi 
Author-Name: David Wong 
Author-X-Name-First: David 
Author-X-Name-Last: Wong 
Title: Constructing a brand identity scale for higher education institutions 
Abstract:
 Malaysia is a newly industrialized market economy and reliant upon foreign
 direct investment to increase its economic outlook. Being located in a
 strategic position between Asia, Australasia and Oceania has made it an
 attractive proposition for foreign higher education providers wanting to
 expand their international presence. Despite this, there are many market
 and regulatory challenges facing foreign providers operating as private
 higher education institutions (HEIs) within Malaysia. To gain a
 competitive edge they must clearly understand how the many cultures,
 values, norms, behaviors, and mindsets within Malaysia can be used to
 drive strategy. Unfortunately, very little is known about Malaysian
 perceptions of private HEIs compared to public HEIs. By drawing upon
 utility theory, the aim of this research is to construct a scale for
 measuring brand identity of HEIs in Malaysia. Data from a sample of 371
 students from private and public HEIs in Malaysia were collected and
 analyzed using structural equation modeling to form a two-factor
 measurement model consisting of visual and verbal identity cues. Tests of
 differences were performed, which showed dimensions such as distribution
 channel, public relations, promotion, core service, price, and system
 having significant differences between private and public HEIs.
Journal: Journal of Marketing for Higher Education 
Pages: 59-74 
Issue: 1 
Volume: 24 
Year: 2014 
Month: 6 
X-DOI: 10.1080/08841241.2014.906017 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.906017 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:59-74




Template-Type: ReDIF-Article 1.0
Author-Name: Barbara F. Tobolowsky 
Author-X-Name-First: Barbara F. 
Author-X-Name-Last: Tobolowsky 
Author-Name: John Wesley Lowery 
Author-X-Name-First: John Wesley 
Author-X-Name-Last: Lowery 
Title: Selling college: a longitudinal study of American college football bowl game public service announcements 
Abstract:
 Using ideological analysis as a frame, researchers analyzed
 institutionally created commercials (PSAs) that appeared in 28 U.S.
 college football bowl games over a seven-year period (2003-2009) to better
 understand the universities' brands as represented in these
 advertisements. They found many common elements such as showing
 traditional architectural elements (e.g., clock towers, grounds),
 highlighting areas of institutional excellence (e.g. rankings), and
 connecting attendance to the achievement of grandiose goals (e.g.,
 "changing the world"). In spite of these similarities, there were also
 areas of difference (e.g., unique topographies, alumni) to differentiate
 institutions from one another. In addition, even though consistency is a
 hallmark of successful brands, some institutions shifted their narratives
 from year to year. Future research should explore the effects of these
 differences on the development of the brand, the role these advertisements
 play in the larger marketing campaigns, and if these spots contribute to
 students' expectations of the institutions.
Journal: Journal of Marketing for Higher Education 
Pages: 75-98 
Issue: 1 
Volume: 24 
Year: 2014 
Month: 6 
X-DOI: 10.1080/08841241.2014.911790 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.911790 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:75-98




Template-Type: ReDIF-Article 1.0
Author-Name: Sheila Furey 
Author-X-Name-First: Sheila 
Author-X-Name-Last: Furey 
Author-Name: Paul Springer 
Author-X-Name-First: Paul 
Author-X-Name-Last: Springer 
Author-Name: Christine Parsons 
Author-X-Name-First: Christine 
Author-X-Name-Last: Parsons 
Title: Positioning university as a brand: distinctions between the brand promise of Russell Group, 1994 Group, University Alliance, and Million+ universities 
Abstract:
 Branding is now widely used by higher education (HE) institutions, yet
 questions still surround the transference of private sector concepts to a
 university context. This article reports on findings from studies that
 investigated the brand promises of four UK universities - one from each of
 the HE 'mission groups'. The evidence indicated that, contrary to existing
 published presumptions, there is considerable potential for the
 application of branding in HE, but in differing and nuanced ways. Clear
 branding themes emerged across the cases such as environment, experiences,
 aspiration, and global positioning. While these enabled the universities
 to position their brands with distinction, the overriding method used
 across the cases - and the key point of differentiation - proved to be the
 presence of a core brand promise.
Journal: Journal of Marketing for Higher Education 
Pages: 99-121 
Issue: 1 
Volume: 24 
Year: 2014 
Month: 6 
X-DOI: 10.1080/08841241.2014.919980 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.919980 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:99-121




Template-Type: ReDIF-Article 1.0
Author-Name: Monica Khanna 
Author-X-Name-First: Monica 
Author-X-Name-Last: Khanna 
Author-Name: Isaac Jacob 
Author-X-Name-First: Isaac 
Author-X-Name-Last: Jacob 
Author-Name: Neha Yadav 
Author-X-Name-First: Neha 
Author-X-Name-Last: Yadav 
Title: Identifying and analyzing touchpoints for building a higher education brand 
Abstract:
 In today's instantly interconnected world, sectors like higher education,
 which were once considered safe havens, are now being exposed to
 competitive forces. Education is an experiential service where the active
 involvement of both the service provider (higher education brand) and the
 consumer (student) is important. This research paper identifies 13
 influencing touchpoints during the various stages of the educational
 journey - pre-admission stage, course stage and post-passing as alumnus
 stage.
Journal: Journal of Marketing for Higher Education 
Pages: 122-143 
Issue: 1 
Volume: 24 
Year: 2014 
Month: 6 
X-DOI: 10.1080/08841241.2014.920460 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.920460 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:122-143




Template-Type: ReDIF-Article 1.0
Author-Name: Ruby Roy Dholakia 
Author-X-Name-First: Ruby Roy 
Author-X-Name-Last: Dholakia 
Author-Name: Linda A. Acciardo 
Author-X-Name-First: Linda A. 
Author-X-Name-Last: Acciardo 
Title: Branding a state university: doing it right 
Abstract:
 Shrinking financial support from governments and forecast declines in the
 college-going population have combined to exert tremendous pressure on
 institutions of higher learning. Branding as a strategy has become more
 popular as a way of differentiating an institution from its competition,
 but the complexity of higher education makes branding an even more
 difficult task than in traditional, commercial contexts. This paper
 describes the process adopted by a particular state university in the USA
 to navigate the branding terrain. Armed with research evidence, the
 university defined a brand position and implemented it through creative
 executions that resonated with diverse stakeholders. The paper suggests
 that the branding process, by taking several factors into account,
 generated a successful branding campaign measured in terms of receptivity
 to communication messages, but still does not answer the difficult
 questions about the role of branding in higher education.
Journal: Journal of Marketing for Higher Education 
Pages: 144-163 
Issue: 1 
Volume: 24 
Year: 2014 
Month: 6 
X-DOI: 10.1080/08841241.2014.916775 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.916775 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:1:p:144-163




Template-Type: ReDIF-Article 1.0
Author-Name: Thorsten Gruber 
Author-X-Name-First: Thorsten 
Author-X-Name-Last: Gruber 
Title: Academic sell-out: how an obsession with metrics and rankings is damaging academia 
Abstract:
 Increasingly, academics have to demonstrate that their research has
 academic impact. Universities normally use journal rankings and journal
 impact factors to assess the research impact of individual academics. More
 recently, citation counts for individual articles and the
 <italic>h</italic>-index have also been used to measure the academic
 impact of academics. There are, however, several serious problems with
 relying on journal rankings, journal impact factors and citation counts.
 For example, articles without any impact may be published in highly ranked
 journals or journals with high impact factor, whereas articles with high
 impact could be published in lower ranked journals or journals with low
 impact factor. Citation counts can also be easily gamed and manipulated,
 and the <italic>h</italic>-index disadvantages early career academics.
 This paper discusses these and several other problems and suggests
 alternatives such as post-publication peer review and open-access
 journals.
Journal: Journal of Marketing for Higher Education 
Pages: 165-177 
Issue: 2 
Volume: 24 
Year: 2014 
Month: 12 
X-DOI: 10.1080/08841241.2014.970248 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.970248 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:2:p:165-177




Template-Type: ReDIF-Article 1.0
Author-Name: Eva Nedbalov� 
Author-X-Name-First: Eva 
Author-X-Name-Last: Nedbalov� 
Author-Name: Luke Greenacre 
Author-X-Name-First: Luke 
Author-X-Name-Last: Greenacre 
Author-Name: John Schulz 
Author-X-Name-First: John 
Author-X-Name-Last: Schulz 
Title: UK higher education viewed through the marketization and marketing lenses 
Abstract:
 This paper uses the Economic Market mechanisms and the 4P Marketing Mix as
 lenses to review the context of UK higher education (HE) and to explore
 the relationship between the market and marketing disciplines and
 practice. Four Economic Market mechanisms - autonomy, competition, price
 and information - are contrasted with the four Ps of marketing: product,
 price, place and promotion. This paper demonstrates how market forces
 influence HE institutions and, in contrast, how HE institutions shape the
 environment via marketing practice. Knowing how one discipline relates to
 another is crucial for those who strive to understand the context of HE.
Journal: Journal of Marketing for Higher Education 
Pages: 178-195 
Issue: 2 
Volume: 24 
Year: 2014 
Month: 12 
X-DOI: 10.1080/08841241.2014.973472 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.973472 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:2:p:178-195




Template-Type: ReDIF-Article 1.0
Author-Name: Sherein H. Abou-Warda 
Author-X-Name-First: Sherein H. 
Author-X-Name-Last: Abou-Warda 
Title: A synthesis model of sustainable market orientation: conceptualization, measurement, and influence on academic accreditation - a case study of Egyptian-accredited faculties 
Abstract:
 Higher education institutions are increasingly concerned about
 accreditation. Although sustainable market orientation (SMO) bears on
 academic accreditation, to date, no study has developed a valid scale of
 SMO or assessed its influence on accreditation. The purpose of this paper
 is to construct and validate an SMO scale that was developed in Egyptian
 faculties. SMO is identified as a one-dimensional construct consisting of
 four overlapping components. Using a survey, data were collected from 204
 respondents in 6 Egyptian-accredited governmental faculties. Both item
 analysis and split-half methods were used to purify the measurement scale
 and assess its stability. Exploratory factor analysis was used to assess
 dimensionality, and confirmatory factor analysis was used to examine the
 construct and convergent/discriminant validity. Nomological validity was
 assessed with a structural equation model. Results suggest both a
 validated scale and empirical evidence of the influence of SMO on academic
 accreditation.
Journal: Journal of Marketing for Higher Education 
Pages: 196-221 
Issue: 2 
Volume: 24 
Year: 2014 
Month: 12 
X-DOI: 10.1080/08841241.2014.909555 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.909555 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:2:p:196-221




Template-Type: ReDIF-Article 1.0
Author-Name: Robert L. Williams 
Author-X-Name-First: Robert L. 
Author-X-Name-Last: Williams 
Author-Name: Maktoba Omar 
Author-X-Name-First: Maktoba 
Author-X-Name-Last: Omar 
Title: Applying brand management to higher education through the use of the Brand Flux Model-super-&trade; - the case of Arcadia University 
Abstract:
 Within an increasingly more competitive landscape, Higher Education
 Institutions (HEIs) are becoming more marketized and promotionalized.
 Brand building is becoming a strategic administrative goal, yet clear
 brand management models are lacking. This paper utilizes the Brand Flux
 Model-super-&trade; to assist in tracking the fluxing nature or historical
 patterns of branding practices, and provides a graphic representation for
 following changes in branding or changes in position that result in either
 Reinforcing an existing brand, or Revitalizing, Refocusing, Renaming, or
 Retiring a brand. Through a case analysis of an HEI that eventually
 underwent a radical renaming, the various phases of the Brand Flux
 Model-super-&trade; are explored and the critical aspect of ongoing brand
 management efforts is reinforced. The paper also highlights why periodic
 brand audits are necessary to ascertain that what the institution believes
 it is promoting and projecting is consistent with the actual brand image
 held by stakeholders, and suggests that benchmarking brand management
 efforts and correlating them with the stage and actions of the Brand Flux
 Model-super-&trade; can assist in understanding branding as a growth
 platform for service organizations. For practitioners, this study provides
 a model to assist in brand management and renaming scenarios, and offers
 insight into channels for optimal corporate strategy. It demonstrates that
 making changes in branding or changes in position in order to Revitalize,
 Refocus (rebrand and reposition) or even Rename a brand, and then
 Reinforce those decisions, is critical to maintaining brand health.
Journal: Journal of Marketing for Higher Education 
Pages: 222-242 
Issue: 2 
Volume: 24 
Year: 2014 
Month: 12 
X-DOI: 10.1080/08841241.2014.973471 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.973471 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:2:p:222-242




Template-Type: ReDIF-Article 1.0
Author-Name: James H. McAlexander 
Author-X-Name-First: James H. 
Author-X-Name-Last: McAlexander 
Author-Name: Harold F. Koenig 
Author-X-Name-First: Harold F. 
Author-X-Name-Last: Koenig 
Author-Name: Beth DuFault 
Author-X-Name-First: Beth 
Author-X-Name-Last: DuFault 
Title: Advancement in higher education: the role of marketing in building philanthropic giving 
Abstract:
 This paper empirically explores ways in which marketers of higher
 education can contribute to the important task of cultivating alumni
 philanthropy. Advancement professionals understand that philanthropy is
 influenced by wealth and affinity. As marketers, we anticipate that our
 contribution resides with investments in building affinity. Using survey
 data that measure the affinity of alumni of a large US university who have
 been commercially screened to reveal individual wealth, this paper
 provides empirical evidence of the relative contributions of affinity and
 wealth to giving. Logistic regression analysis reveals that affinity has a
 greater impact on predicting the likelihood of giving than other
 variables, including prior giving and wealth. Important to marketers, this
 study emphasizes the importance of building affinity and also uncovers
 obstacles to affinity formation. This information can be used to bridge
 and repair alumni relationships with their alma mater and inform segmented
 marketing communications to foster alumni enthusiasm for giving.
Journal: Journal of Marketing for Higher Education 
Pages: 243-256 
Issue: 2 
Volume: 24 
Year: 2014 
Month: 12 
X-DOI: 10.1080/08841241.2014.969797 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.969797 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:2:p:243-256




Template-Type: ReDIF-Article 1.0
Author-Name: Stuart Palmer 
Author-X-Name-First: Stuart 
Author-X-Name-Last: Palmer 
Title: Characterizing Twitter communication - a case study of international engineering academic units 
Abstract:
 Engineering academic units might engage with social media for a range of
 purposes including for general communication with students, staff, alumni,
 other important stakeholders and the wider community at large; for student
 recruitment and for marketing and promotion more generally. This paper
 presents an investigation into the use of Twitter by six engineering
 academic units internationally, using publicly available Twitter data over
 an 18-month period for analysis and visualization, to characterize the
 engagement by engineering academic units with one popular social media
 tool. Widely varying levels of activity were observed, from essentially
 undirected 'Megaphone' Tweeting, through to sustained and complex
 interactions with multiple external accounts. This work provides insights
 into how engineering academic units are using Twitter and how they might
 more effectively use the platform to achieve their individual objectives
 for institutional social media communications and marketing, and offers a
 methodology for future research.
Journal: Journal of Marketing for Higher Education 
Pages: 257-273 
Issue: 2 
Volume: 24 
Year: 2014 
Month: 12 
X-DOI: 10.1080/08841241.2014.907220 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.907220 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:24:y:2014:i:2:p:257-273




Template-Type: ReDIF-Article 1.0
Author-Name: David Chalcraft 
Author-X-Name-First: David 
Author-X-Name-Last: Chalcraft 
Author-Name: Toni Hilton 
Author-X-Name-First: Toni 
Author-X-Name-Last: Hilton 
Author-Name: Tim Hughes 
Author-X-Name-First: Tim 
Author-X-Name-Last: Hughes 
Title: Customer, collaborator or co-creator? What is the role of the student in a changing higher education servicescape? 
Journal: Journal of Marketing for Higher Education 
Pages: 1-4 
Issue: 1 
Volume: 25 
Year: 2015 
Month: 1 
X-DOI: 10.1080/08841241.2015.1044790 
File-URL: http://hdl.handle.net/10.1080/08841241.2015.1044790 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:25:y:2015:i:1:p:1-4




Template-Type: ReDIF-Article 1.0
Author-Name: Daniel B. Saunders 
Author-X-Name-First: Daniel B. 
Author-X-Name-Last: Saunders 
Title: They do not buy it: exploring the extent to which entering first-year students view themselves as customers 
Abstract:
 While a number of scholars have discussed the pervasiveness of the
 conceptualization of students as customers, to date there has been limited
 reliable research examining the extent to which students actually view
 themselves as customers. Using a survey that was administered to a census
 of entering first-year students at a large public research university
 (59.8% response rate), this study shows that students do not agree with
 many of the educational beliefs and planned behaviors associated with a
 customer orientation. Results of exploratory factor analysis suggested
 only 28.9% of respondents expressed a customer orientation. These results
 show that contrary to what has become common sense in postsecondary
 education, most students at this public university do not express a
 customer orientation towards their education. Such findings should make
 scholars and practitioners rethink some of their embedded assumptions with
 regards to the goals, motivations, and general educational orientations of
 today's college students.
Journal: Journal of Marketing for Higher Education 
Pages: 5-28 
Issue: 1 
Volume: 25 
Year: 2015 
Month: 1 
X-DOI: 10.1080/08841241.2014.969798 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.969798 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:25:y:2015:i:1:p:5-28




Template-Type: ReDIF-Article 1.0
Author-Name: Riina Koris 
Author-X-Name-First: Riina 
Author-X-Name-Last: Koris 
Author-Name: Anders &Ouml;rtenblad 
Author-X-Name-First: Anders 
Author-X-Name-Last: &Ouml;rtenblad 
Author-Name: Katri Kerem 
Author-X-Name-First: Katri 
Author-X-Name-Last: Kerem 
Author-Name: Triinu Ojala 
Author-X-Name-First: Triinu 
Author-X-Name-Last: Ojala 
Title: Student-customer orientation at a higher education institution: the perspective of undergraduate business students 
Abstract:
 Existing literature is polarized and primarily conceptual on the topic of
 student-customer orientation. Research into this phenomenon has failed to
 realize that higher education as such consists of several different
 educational experiences and has therefore addressed and studied the issue
 at too general a level, i.e. at the level of the higher education
 institution (HEI) as a whole, not at the level of educational experiences
 that an HEI provides. Based on a validated model of educational
 experiences, validated student-customer orientation questionnaire [Koris,
 R., & Nokelainen, P. (in press). The student-customer orientation
 questionnaire (SCOQ): Application of customer metaphor to higher
 education. <italic>International Journal of Educational
 Management</italic>] and a survey conducted among business students
 (<italic>N</italic> = 405) in Estonia, the aim of this article is to
 identify whether in which categories of educational experience and to what
 extent students expect an HEI to be student-customer oriented. The results
 of the study show that students expect to be treated as customers in some,
 but not all categories of educational experience that an HEI offers.
Journal: Journal of Marketing for Higher Education 
Pages: 29-44 
Issue: 1 
Volume: 25 
Year: 2015 
Month: 1 
X-DOI: 10.1080/08841241.2014.972486 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.972486 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:25:y:2015:i:1:p:29-44




Template-Type: ReDIF-Article 1.0
Author-Name: M.M. Lai 
Author-X-Name-First: M.M. 
Author-X-Name-Last: Lai 
Author-Name: S.H. Lau 
Author-X-Name-First: S.H. 
Author-X-Name-Last: Lau 
Author-Name: N.A. Mohamad Yusof 
Author-X-Name-First: N.A. 
Author-X-Name-Last: Mohamad Yusof 
Author-Name: K.W. Chew 
Author-X-Name-First: K.W. 
Author-X-Name-Last: Chew 
Title: Assessing antecedents and consequences of student satisfaction in higher education: evidence from Malaysia 
Abstract:
 This paper explores the interrelationships of the key influences on
 student satisfaction via multivariate analysis from three groups of
 university students in two popular private universities in Malaysia. The
 correlation coefficient and structural model indicated that student
 satisfaction is influenced not only by academic quality, but also by the
 university core services, information technology services, and skill
 building. These dimensions are linked to one another. The strong
 interrelationships between these dimensions are indicative that holistic
 approach needs to be adopted rather than dealing with each dimension in
 isolation in creating a valued education. Significant performance gaps of
 key influences indicated that the satisfaction levels are below students'
 expectation despite the satisfaction scores being above average. Academic
 assessment, teaching quality, and IT are areas where a university
 management needs to prioritize resources in order to increase student
 satisfaction. Students who perceived higher value are more likely to have
 higher repurchase intention.
Journal: Journal of Marketing for Higher Education 
Pages: 45-69 
Issue: 1 
Volume: 25 
Year: 2015 
Month: 1 
X-DOI: 10.1080/08841241.2015.1042097 
File-URL: http://hdl.handle.net/10.1080/08841241.2015.1042097 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:25:y:2015:i:1:p:45-69




Template-Type: ReDIF-Article 1.0
Author-Name: Siti Falindah Padlee 
Author-X-Name-First: Siti Falindah 
Author-X-Name-Last: Padlee 
Author-Name: Vaughan Reimers 
Author-X-Name-First: Vaughan 
Author-X-Name-Last: Reimers 
Title: International student satisfaction with, and behavioural intentions towards, universities in Victoria 
Abstract:
 International students make a vital contribution to the Australian
 economy. Due to their importance, a number of studies have been undertaken
 to examine the living experiences, attitudes and behaviours of
 international students in Australia. However, very few studies have
 examined international students' overall satisfaction with their
 university experience. The primary objective of this paper is to measure
 the influence of six individual university service factors on
 international students' satisfaction, and its subsequent impact on
 behavioural intentions. The results from the structural equation modelling
 analysis revealed that overall student satisfaction is influenced by the
 level of satisfaction with academic services, courses offered, access and
 augmented services. In contrast, administrative services and physical
 evidence were found to have a non-significant impact on overall
 satisfaction. Analysis also revealed a strong relationship between overall
 satisfaction and behavioural intentions.
Journal: Journal of Marketing for Higher Education 
Pages: 70-84 
Issue: 1 
Volume: 25 
Year: 2015 
Month: 1 
X-DOI: 10.1080/08841241.2015.1042098 
File-URL: http://hdl.handle.net/10.1080/08841241.2015.1042098 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:25:y:2015:i:1:p:70-84




Template-Type: ReDIF-Article 1.0
Author-Name: David Fleischman 
Author-X-Name-First: David 
Author-X-Name-Last: Fleischman 
Author-Name: Maria Raciti 
Author-X-Name-First: Maria 
Author-X-Name-Last: Raciti 
Author-Name: Meredith Lawley 
Author-X-Name-First: Meredith 
Author-X-Name-Last: Lawley 
Title: Degrees of co-creation: an exploratory study of perceptions of international students' role in community engagement experiences 
Abstract:
 Increased competition for the international student market has motivated
 universities to modernize their marketing strategies. Community engagement
 is an important component of students' international university experience
 and represents a potential point of competitive advantage. Developing
 marketing strategies around university-student-community engagement
 (U-S-CE) requires an understanding of the perspectives of international
 students, the university and the community. We anchored our study in value
 co-creation which is a principle of the service dominant logic framework
 found in the marketing literature. With limited research in the area, a
 qualitative approach was appropriate. Interviews were undertaken with key
 university members (<italic>n</italic> = 4) and community members
 (<italic>n</italic> = 5) concurrently with focus groups of international
 students (<italic>n</italic> = 22) at a single university. Based on the
 degree of co-creation by international students in U-S-CE, three groups
 emerged: <italic>consumers</italic>, <italic>collaborators</italic> and
 <italic>co-designers</italic>. This study offers theoretical and practical
 insight, providing a platform for further research into U-S-CE.
Journal: Journal of Marketing for Higher Education 
Pages: 85-103 
Issue: 1 
Volume: 25 
Year: 2015 
Month: 1 
X-DOI: 10.1080/08841241.2014.986254 
File-URL: http://hdl.handle.net/10.1080/08841241.2014.986254 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:25:y:2015:i:1:p:85-103




Template-Type: ReDIF-Article 1.0
Author-Name: Asal Aghaz 
Author-X-Name-First: Asal 
Author-X-Name-Last: Aghaz 
Author-Name: Amin Hashemi 
Author-X-Name-First: Amin 
Author-X-Name-Last: Hashemi 
Author-Name: Maryam S. Sharifi Atashgah 
Author-X-Name-First: Maryam S. 
Author-X-Name-Last: Sharifi Atashgah 
Title: Factors contributing to university image: the postgraduate students' points of view 
Abstract:
 Despite several studies having been conducted to examine organizational
 image from a business perspective, there has not been adequate research in
 the area of perceived image in nonprofit organizations such as
 universities. Thus, the purpose of this study was to examine the factors
 contributing to university image, from the postgraduate students' point of
 view. In addition, the impact of the students' perceived university image
 on their organizational trust was examined. The population of this study
 consisted of postgraduate students in 10 of the top Iranian universities.
 Questionnaires were used to collect the required data. The findings
 indicated the difference between current practices and ideal values of the
 factors contributing to the university image. Based on our findings, the
 factors contributing to university image range from internal and
 international reputation, university members, and academic planning, to
 university environment. Furthermore, we found that university image has a
 significant impact on students' trust in their university.
Journal: Journal of Marketing for Higher Education 
Pages: 104-126 
Issue: 1 
Volume: 25 
Year: 2015 
Month: 1 
X-DOI: 10.1080/08841241.2015.1031314 
File-URL: http://hdl.handle.net/10.1080/08841241.2015.1031314 
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers. 
Handle: RePEc:taf:jmkthe:v:25:y:2015:i:1:p:104-126




Template-Type: ReDIF-Article 1.0
Author-Name: Yousra Asaad 
Author-X-Name-First: Yousra 
Author-X-Name-Last: Asaad 
Author-Name: T.C. Melewar 
Author-X-Name-First: T.C. 
Author-X-Name-Last: Melewar 
Author-Name: Geraldine Cohen 
Author-X-Name-First: Geraldine 
Author-X-Name-Last: Cohen 
Title: Export market orientation behavior of universities: the British scenario 
Abstract:
 This study seeks to extend our knowledge of export market orientation
 (EMO) in the context of British universities with regard to recruitment of
 international students. Export marketing remains an area of limited focus
 in the marketization of higher education literature. The study
 predominantly follows a quantitative research design using survey methods.
 A sample of British universities was studied and partial least-squares
 analysis was performed. The findings indicate that four export higher
 education-specific variables are important drivers of EMO in universities.
 The paper also confirms EMO's direct effects on university export
 performance and its indirect effects mediated through university
 international reputation. In light of these findings, a number of
 implications are advanced for university management. The study also makes
 important theoretical contributions: it contributes to a growing body of
 literature on marketing of higher education; it enriches the export
 marketing literature by examining EMO in a service setting and it adds to
 the EMO-export performance relationship by examining the mediating role of
 international reputation. The findings are limited to British
 universities. Therefore, they may not be generalizable to other
 geographical areas. In addition, the results of this study were obtained
 from a small sample size and generalization of the findings to other
 higher education institutions should be made with caution.
Journal: Journal of Marketing for Higher Education 
Pages: 127-154 
Issue: 1 
Volume: 25 
Year: 2015 
Month: 1 
X-DOI: 10.1080/08841241.2015.1031315 
File-URL: http://hdl.handle.net/10.1080/08841241.2015.1031315 
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Handle: RePEc:taf:jmkthe:v:25:y:2015:i:1:p:127-154




Template-Type: ReDIF-Article 1.0
Author-Name: Paul Gibbs 
Author-X-Name-First: Paul 
Author-X-Name-Last: Gibbs 
Author-Name: Aftab Dean 
Author-X-Name-First: Aftab 
Author-X-Name-Last: Dean 
Title: Do higher education institutes communicate trust well? 
Abstract:
 The relationship between trust and information sources for new purchasers
 of higher education is discussed. A range of sources is evaluated by
 potential entrants into UK higher education, and indicates that
 universities tend to be regarded as the most trustworthy when information
 is directly associated with them and social networks, and friends and
 student-derived sources the least, along with Key Information Set data.
Journal: Journal of Marketing for Higher Education 
Pages: 155-170 
Issue: 2 
Volume: 25 
Year: 2015 
Month: 7 
X-DOI: 10.1080/08841241.2015.1059918 
File-URL: http://hdl.handle.net/10.1080/08841241.2015.1059918 
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Handle: RePEc:taf:jmkthe:v:25:y:2015:i:2:p:155-170




Template-Type: ReDIF-Article 1.0
Author-Name: Norazlyn Kamal Basha 
Author-X-Name-First: Norazlyn 
Author-X-Name-Last: Kamal Basha 
Author-Name: Jillian C. Sweeney 
Author-X-Name-First: Jillian C. 
Author-X-Name-Last: Sweeney 
Author-Name: Geoff Soutar 
Author-X-Name-First: Geoff 
Author-X-Name-Last: Soutar 
Title: Effects of country and delivery mode on perceived risk in international higher education 
Abstract:
 Higher education is an increasingly competitive global market.
 Consequently, it is crucial that universities fully understand students'
 motivations in university selection. While past research mainly focused on
 university-level attributes, this study extends the factors used to
 evaluate different international universities to include both the
 university's country and the programme's mode of delivery. Following a
 qualitative stage, conjoint analysis was used to examine the relative
 importances and part-worth utility scores of these attributes on students'
 perceived risk (performance, financial and social) when selecting an
 international university. The study found that country of origin and
 delivery mode contributed significantly to all three risk types, in
 particular to social risk. With an enhanced understanding of factors
 affecting these risk perceptions, higher educational marketers are better
 placed to implement suitable marketing strategies that minimise risk
 perceptions, helping to attract more international students.
Journal: Journal of Marketing for Higher Education 
Pages: 171-203 
Issue: 2 
Volume: 25 
Year: 2015 
Month: 7 
X-DOI: 10.1080/08841241.2015.1031313 
File-URL: http://hdl.handle.net/10.1080/08841241.2015.1031313 
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Handle: RePEc:taf:jmkthe:v:25:y:2015:i:2:p:171-203




Template-Type: ReDIF-Article 1.0
Author-Name: Narissara Sujchaphong 
Author-X-Name-First: Narissara 
Author-X-Name-Last: Sujchaphong 
Author-Name: Bang Nguyen 
Author-X-Name-First: Bang 
Author-X-Name-Last: Nguyen 
Author-Name: T.C. Melewar 
Author-X-Name-First: T.C. 
Author-X-Name-Last: Melewar 
Title: Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership 
Abstract:
 The paper reviews the literature on the concept of internal branding and
 its effects in the service sector in general, as well as in UK
 universities. In addition, the concept of employee brand support is
 reviewed, discussing the influence of leadership characteristics on
 internal branding in universities. Employee brand support is a crucial
 element to successful internal branding activities. A great concern is
 that the knowledge of internal branding and employee brand support in
 higher education institutions is based on knowledge imported from the
 business sector, and more practices should thus be adapted and
 implemented. It is found that transformation leadership, despite being
 little researched in the internal branding context, remains the pivotal
 element to the successful implementation of internal branding, as
 transformational leadership provides space for intellectual stimulation
 and consideration of individuals who are present at universities.
 Potential future research areas for internal branding studies are
 identified and discussed.
Journal: Journal of Marketing for Higher Education 
Pages: 204-237 
Issue: 2 
Volume: 25 
Year: 2015 
Month: 7 
X-DOI: 10.1080/08841241.2015.1040104 
File-URL: http://hdl.handle.net/10.1080/08841241.2015.1040104 
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Handle: RePEc:taf:jmkthe:v:25:y:2015:i:2:p:204-237




Template-Type: ReDIF-Article 1.0
Author-Name: Tamer H. Elsharnouby 
Author-X-Name-First: Tamer H. 
Author-X-Name-Last: Elsharnouby 
Title: Student co-creation behavior in higher education: the role of satisfaction with the university experience 
Abstract:
 This study explores what constitutes students' satisfaction with
 university experience and examines the influence of overall satisfaction
 with the university experience on students' co-creation behavior - namely,
 participation behavior and citizenship behavior. Drawing upon a sample of
 379 students and using structural equation modeling, the results suggest
 that perceived university reputation and perceived faculty competency are
 the key influential factors in determining students' satisfaction with
 university experience. The findings also provide empirical support to the
 direct role student satisfaction plays in enabling student participation
 and citizenship behavior. The results support the notion that student
 satisfaction mediates the relationship between the antecedent variables of
 perceived university reputation and perceived faculty competency, and
 student citizenship behavior. The findings have implications for
 universities seeking to compete in a complex market-driven higher
 education setting.
Journal: Journal of Marketing for Higher Education 
Pages: 238-262 
Issue: 2 
Volume: 25 
Year: 2015 
Month: 7 
X-DOI: 10.1080/08841241.2015.1059919 
File-URL: http://hdl.handle.net/10.1080/08841241.2015.1059919 
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Handle: RePEc:taf:jmkthe:v:25:y:2015:i:2:p:238-262




Template-Type: ReDIF-Article 1.0
Author-Name: Shasha Teng 
Author-X-Name-First: Shasha 
Author-X-Name-Last: Teng 
Author-Name: Kok Wei Khong 
Author-X-Name-First: Kok Wei 
Author-X-Name-Last: Khong 
Author-Name: Alain Yee Loong Chong 
Author-X-Name-First: Alain Yee Loong 
Author-X-Name-Last: Chong 
Title: Study abroad information in the new media 
Abstract:
 Few studies have been conducted to identify what kinds of online
 information are provided by institutions and needed by international
 students in social media. This study aims to identify critical constructs
 of study abroad information (SAI) that can generate positive attitudes
 toward the university. Specifically, this study attempts to investigate
 the effectiveness of persuasive communication via social media among
 students looking to study abroad as well as examining their impacts on
 attitude change. This paper used the elaboration likelihood model to map
 out information processing flow of students looking to study abroad. Based
 on a series of qualitative and quantitative studies, the findings
 highlighted the importance of peripheral communication cues in influencing
 students' attitudinal change toward overseas institutions and countries.
 This study uncovered that the peripheral cues mediate the relationship of
 study abroad online reviews and attitude change.
Journal: Journal of Marketing for Higher Education 
Pages: 263-286 
Issue: 2 
Volume: 25 
Year: 2015 
Month: 7 
X-DOI: 10.1080/08841241.2015.1079086 
File-URL: http://hdl.handle.net/10.1080/08841241.2015.1079086 
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Handle: RePEc:taf:jmkthe:v:25:y:2015:i:2:p:263-286




Template-Type: ReDIF-Article 1.0
Author-Name: Mianda Galan 
Author-X-Name-First: Mianda 
Author-X-Name-Last: Galan 
Author-Name: Meredith Lawley 
Author-X-Name-First: Meredith 
Author-X-Name-Last: Lawley 
Author-Name: Michael Clements 
Author-X-Name-First: Michael 
Author-X-Name-Last: Clements 
Title: Social media's use in postgraduate students' decision-making journey: an exploratory study 
Abstract:
 Universities globally are showing increased interest in the potential of
 social media as a marketing recruitment tool. This paper explores how and
 why potential postgraduate business students looking to study
 internationally use social media in their educational decision-making
 process. Due to a lack of existing research, this study adopted an
 exploratory approach, gathering data through in-depth interviews with 12
 postgraduate international students at an Australian university. The
 findings indicate that besides Facebook and YouTube, students are using
 blogs in their study search. The two most common reasons for social media
 usage are finding out about student life and reading reviews from former
 students. In the decision-making process, social media is mostly used in
 the information search and evaluation stages. Students' use of social
 media also varies across source countries. Our findings are a good
 information source for education marketers who need to engage more
 actively with social media.
Journal: Journal of Marketing for Higher Education 
Pages: 287-312 
Issue: 2 
Volume: 25 
Year: 2015 
Month: 7 
X-DOI: 10.1080/08841241.2015.1083512 
File-URL: http://hdl.handle.net/10.1080/08841241.2015.1083512 
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Handle: RePEc:taf:jmkthe:v:25:y:2015:i:2:p:287-312




Template-Type: ReDIF-Article 1.0
Author-Name: Rod Missaghian
Author-X-Name-First: Rod
Author-X-Name-Last: Missaghian
Author-Name: Roger Pizarro Milian
Author-X-Name-First: Roger
Author-X-Name-Last: Pizarro Milian
Title: A day at the university fair: ‘hot’ brands, ‘house of brands’ and promotional tactics in higher education
Abstract: 
 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, recruitment events, such as exhibitions or fairs, have received limited scholarly attention. This study aims to ameliorate this gap within the present literature, using observational methods and collaborative auto-ethnography to analyze branding strategies and broader social dynamics within a prominent Canadian university fair. Using such methods, this study identifies (i) variance in the uptake of ‘house of brands’ and ‘branded house’ strategies, (ii) diverging degrees of student interest across institutional types, along with (iii) ‘niche’-oriented marketing tactics across information booths. Observed patterns are theorized from the standpoint of contemporary research within the field of organizational sociology and higher education marketing.
Journal: Journal of Marketing for Higher Education
Pages: 153-172
Issue: 2
Volume: 29
Year: 2019
Month: 7
X-DOI: 10.1080/08841241.2018.1549183
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1549183
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Handle: RePEc:taf:jmkthe:v:29:y:2019:i:2:p:153-172




Template-Type: ReDIF-Article 1.0
Author-Name: Yimei Zhu
Author-X-Name-First: Yimei
Author-X-Name-Last: Zhu
Title: Social media engagement and Chinese international student recruitment: understanding how UK HEIs use Weibo and WeChat
Abstract: 
 Using a novel longitudinal methodological design, this is the first study to investigate how and to what extent UK higher education institutions (HEIs) use Chinese social media platforms to engage with users. The data was gathered from examining 163 UK HEIs’ use of Weibo public accounts in 2012 and 2018 and WeChat in 2018, combined with student data and university ranking data from secondary sources. The analysis demonstrates a positive association between HEIs’ social media engagement and increase in Chinese student numbers studying at those institutions, after taking into account of university reputation. This study identifies effective social media strategies to gain popularity with Chinese users. Interaction and public replies to followers may generate trust and electronic word-of-mouth to attract more users to follow HEIs’ social media accounts. The findings contribute to the knowledge in the field of higher education research in relation to cross-cultural communication and social media marketing.
Journal: Journal of Marketing for Higher Education
Pages: 173-190
Issue: 2
Volume: 29
Year: 2019
Month: 7
X-DOI: 10.1080/08841241.2019.1633003
File-URL: http://hdl.handle.net/10.1080/08841241.2019.1633003
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Handle: RePEc:taf:jmkthe:v:29:y:2019:i:2:p:173-190




Template-Type: ReDIF-Article 1.0
Author-Name: Amanda Bridget Mwenda
Author-X-Name-First: Amanda Bridget
Author-X-Name-Last: Mwenda
Author-Name: Miriam Sullivan
Author-X-Name-First: Miriam
Author-X-Name-Last: Sullivan
Author-Name: Ann Grand
Author-X-Name-First: Ann
Author-X-Name-Last: Grand
Title: How do Australian universities market STEM courses in YouTube videos?
Abstract: 
 Universities are no longer limited to traditional media platforms for recruitment advertising; increasingly, institutions are using online videos and social media to promote themselves locally and internationally. We analysed a sample of 81 YouTube videos that promote Science, Technology, Engineering, and Mathematics (STEM) courses in 40 Australian universities. We used quantitative content analysis to examine gender and ethnic representations, and qualitative content analysis to inductively find marketing themes. Videos used on the websites of both established and younger Australian universities had almost equal numbers of women and men. Students (including alumni) were the most common speakers in videos. However, representation of non-Caucasians remained low. Of the 17 reoccurring themes identified, Course Experience and Labour Market were most common. The lack of clear unique selling propositions was a key weakness across all videos. Overall, video content from Australian STEM faculties rarely went beyond vague platitudes and generally lacked specific STEM content.
Journal: Journal of Marketing for Higher Education
Pages: 191-208
Issue: 2
Volume: 29
Year: 2019
Month: 7
X-DOI: 10.1080/08841241.2019.1633004
File-URL: http://hdl.handle.net/10.1080/08841241.2019.1633004
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Handle: RePEc:taf:jmkthe:v:29:y:2019:i:2:p:191-208




Template-Type: ReDIF-Article 1.0
Author-Name: Qingjiang (Q. J.) Yao
Author-X-Name-First: Qingjiang (Q. J.)
Author-X-Name-Last: Yao
Author-Name: Mary C. Martin
Author-X-Name-First: Mary C.
Author-X-Name-Last: Martin
Author-Name: Hsin-Yen Yang
Author-X-Name-First: Hsin-Yen
Author-X-Name-Last: Yang
Author-Name: Scott Robson
Author-X-Name-First: Scott
Author-X-Name-Last: Robson
Title: Does diversity hurt students’ feeling of oneness? A study of the relationships among social trust, university internal brand identification, and brand citizenship behaviors on diversifying university campuses
Abstract: 
 Based on a representative sample of students from four public universities in a Midwestern state, this study finds that universities’ campus diversity has positive influences on their students’ diversity awareness and social trust and no negative effects on those universities’ internal brand identification. Diversity awareness and ethnic identity are positively associated with university brand citizenship behaviors. Social and news media uses also positively predict diversity awareness, university internal brand identification, or brand citizenship behaviors that protect and promote the university’s brand voluntarily.
Journal: Journal of Marketing for Higher Education
Pages: 209-229
Issue: 2
Volume: 29
Year: 2019
Month: 7
X-DOI: 10.1080/08841241.2019.1638482
File-URL: http://hdl.handle.net/10.1080/08841241.2019.1638482
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Handle: RePEc:taf:jmkthe:v:29:y:2019:i:2:p:209-229




Template-Type: ReDIF-Article 1.0
Author-Name: Thuy Nguyen
Author-X-Name-First: Thuy
Author-X-Name-Last: Nguyen
Author-Name: Qin Sun
Author-X-Name-First: Qin
Author-X-Name-Last: Sun
Author-Name: Gopala Ganesh
Author-X-Name-First: Gopala
Author-X-Name-Last: Ganesh
Title: Exploring the role of decision-making factors in international student marketing engagement
Abstract: 
 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. in-role and extra-role). Data from 174 U.S. schools with international student engagement shows that student's internal factor has significantly relationship with all five dimensions of CME (i.e. interactive, affective, calculative, persuasive, and benevolent). The difficulty of the program has least influences, but all three types of decision making factors affect persuasive engagement. Student satisfaction moderates the relationship between in-role and extra-role CME. Theoretical, empirical, and managerial contribution are discussed subsequently.
Journal: Journal of Marketing for Higher Education
Pages: 230-250
Issue: 2
Volume: 29
Year: 2019
Month: 7
X-DOI: 10.1080/08841241.2019.1638483
File-URL: http://hdl.handle.net/10.1080/08841241.2019.1638483
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:29:y:2019:i:2:p:230-250




Template-Type: ReDIF-Article 1.0
Author-Name: Brady Lund
Author-X-Name-First: Brady
Author-X-Name-Last: Lund
Title: Universities engaging social media users: an investigation of quantitative relationships between universities’ Facebook followers/interactions and university attributes
Abstract: 
 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 quantitative relationships between universities’ Facebook pages and interactions (reactions, comments, and shares) and a variety of university attributes (year the university was established, number of students enrolled at university, etc.) using Pearson Correlation and ANOVA tests. Findings indicate several attributes that hold moderate-to-strong correlations with Facebook followers and interactions. This study identifies several areas for further investigation.
Journal: Journal of Marketing for Higher Education
Pages: 251-267
Issue: 2
Volume: 29
Year: 2019
Month: 7
X-DOI: 10.1080/08841241.2019.1641875
File-URL: http://hdl.handle.net/10.1080/08841241.2019.1641875
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:29:y:2019:i:2:p:251-267




Template-Type: ReDIF-Article 1.0
Author-Name: Chonlatis Darawong
Author-X-Name-First: Chonlatis
Author-X-Name-Last: Darawong
Author-Name: Mukdashine Sandmaung
Author-X-Name-First: Mukdashine
Author-X-Name-Last: Sandmaung
Title: Service quality enhancing student satisfaction in international programs of higher education institutions: a local student perspective
Abstract: 
 This article aims to examine the impact of five different dimensions of service quality on student satisfaction in international programs of higher educational institutions. Data were collected from 398 students who have experienced services provided by the faculties and staff in international programs of higher education institutions in Thailand. The model examination result was statistically acceptable in terms of reliability and validity. The strongest dimension of service quality that affects student satisfaction is responsiveness, followed by empathy and facility, accordingly. This research highlights important dimensions of service quality that, if improved in higher education institutions, would enhance student satisfaction.
Journal: Journal of Marketing for Higher Education
Pages: 268-283
Issue: 2
Volume: 29
Year: 2019
Month: 7
X-DOI: 10.1080/08841241.2019.1647483
File-URL: http://hdl.handle.net/10.1080/08841241.2019.1647483
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:29:y:2019:i:2:p:268-283




Template-Type: ReDIF-Article 1.0
Author-Name: Roger Pizarro Milian
Author-X-Name-First: Roger
Author-X-Name-Last: Pizarro Milian
Author-Name: Jessica Rizk
Author-X-Name-First: Jessica
Author-X-Name-Last: Rizk
Title: Marketing Christian higher education in Canada: a ‘nested’ fields perspective
Abstract: 
 The last two decades have witnessed an explosion in the growth and sophistication of post-secondary education (PSE) marketing. Education scholars have taken notice, both decrying such developments and studying its emerging characteristics. However, to date, empirical studies of PSE marketing have focused on mainstream secular organizations. Few researchers have sought to examine how Christian colleges and universities (CCUs) present themselves via promotional materials. This limits our understandings of how PSE marketing has evolved in different segments of the field. Through this study, we conduct an exploratory thematic analysis of the home web pages of 93 Canadian CCUs. We find that, depending on their field positioning, this organizational population varies in the extent to which it leverages religiosity to construct and communicate their identities. We make sense of these dynamics through the ‘nested fields’ perspective within organization studies.
Journal: Journal of Marketing for Higher Education
Pages: 284-302
Issue: 2
Volume: 29
Year: 2019
Month: 7
X-DOI: 10.1080/08841241.2019.1656697
File-URL: http://hdl.handle.net/10.1080/08841241.2019.1656697
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File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:29:y:2019:i:2:p:284-302




Template-Type: ReDIF-Article 1.0
Author-Name: Marcelo Royo-Vela
Author-X-Name-First: Marcelo
Author-X-Name-Last: Royo-Vela
Author-Name: Ute Hünermund
Author-X-Name-First: Ute
Author-X-Name-Last: Hünermund
Title: Effects of inbound marketing communications on HEIs’ brand equity: the mediating role of the student’s decision-making process. An exploratory research
Abstract: 
 A context of increased competition between higher education institutions (HEIs) for attracting potential national and international students has led universities to implement marketing communication strategies. Those strategies which are used to some extent include, among others, interactive inbound marketing. The purpose of the present exploratory study is to identify how HEIs can develop to improve their image and awareness by using new interactive marketing communication tools mediated by the student’s decision-making process. To conduct our investigation, we used both a qualitative (seven semi-structured interviews) and a quantitative survey (n = 121) methodology. Based on data analysis, we found that among the areas investigated, interactive marketing communication tools have a great impact on postgraduate students’ decision-making process with a corresponding change of perception of the university and attitudes towards the brand. Therefore, even unknown universities with a limited budget can increase their brand awareness and brand image for prospective and current students by using such tools.
Journal: Journal of Marketing for Higher Education
Pages: 143-167
Issue: 2
Volume: 26
Year: 2016
Month: 7
X-DOI: 10.1080/08841241.2016.1233165
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1233165
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Handle: RePEc:taf:jmkthe:v:26:y:2016:i:2:p:143-167




Template-Type: ReDIF-Article 1.0
Author-Name: Joseph Cunningham
Author-X-Name-First: Joseph
Author-X-Name-Last: Cunningham
Title: Production of consumer spaces in the university
Abstract: 
 With an increasing proliferation of consumer practices within the United States university system, one crucial question often neglected is how spaces of consumption are produced. French Marxist philosopher and sociologist, Henri Lefebvre, provided a nuanced and innovative approach to examining the phenomenon of spatial production in his landmark work, The Production of Space. After reviewing the increase in consumerism within universities, Lefebvre’s framework will be employed to discuss how consumer spaces are produced within higher education and the implications of such spatial production for student populations. Materially, this mode of production expands and dematerializes a variety of spaces within the university to facilitate increased student spending and educational commodification. Ideologically, policies and practices become limited to a largely consumerist perspective. New spaces that foster critical pedagogy and praxis are needed within the university, lest the line between learning and consumption become blurred beyond recognition.
Journal: Journal of Marketing for Higher Education
Pages: 199-213
Issue: 2
Volume: 26
Year: 2016
Month: 7
X-DOI: 10.1080/08841241.2016.1238023
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1238023
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Handle: RePEc:taf:jmkthe:v:26:y:2016:i:2:p:199-213




Template-Type: ReDIF-Article 1.0
Author-Name: André Pusey
Author-X-Name-First: André
Author-X-Name-Last: Pusey
Title: Strike, occupy, transform! Students, subjectivity and struggle
Abstract: 
 This article uses student activism to explore the way in which activists are challenging the student as consumer model through a series of experiments that blend pedagogy and protest. Specifically, I suggest that Higher Education is increasingly becoming an arena of the post-political, and I argue that one of the ways this student-consumer subjectivity is being (re)produced is through a series of ‘depoliticization machines’ operating within the university. This article goes on to claim that in order to counter this, some of those resisting the neoliberalization of higher education have been creating political-pedagogical experiments that act as ‘repoliticization machines’, and that these experiments countered student-consumer subjectification through the creation of new radical forms of subjectivity. This paper provides an example of this activity through the work of a group called the Really Open University and its experiments at blending, protest, pedagogy and propaganda.
Journal: Journal of Marketing for Higher Education
Pages: 214-232
Issue: 2
Volume: 26
Year: 2016
Month: 7
X-DOI: 10.1080/08841241.2016.1240133
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1240133
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Handle: RePEc:taf:jmkthe:v:26:y:2016:i:2:p:214-232




Template-Type: ReDIF-Article 1.0
Author-Name: Hanif Haghshenas
Author-X-Name-First: Hanif
Author-X-Name-Last: Haghshenas
Title: Higher education consumer choice
Journal: Journal of Marketing for Higher Education
Pages: 233-235
Issue: 2
Volume: 26
Year: 2016
Month: 7
X-DOI: 10.1080/08841241.2016.1241515
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1241515
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:26:y:2016:i:2:p:233-235




Template-Type: ReDIF-Article 1.0
Author-Name: Muhammad Tahir Jan
Author-X-Name-First: Muhammad Tahir
Author-X-Name-Last: Jan
Author-Name: Djihane Ammari
Author-X-Name-First: Djihane
Author-X-Name-Last: Ammari
Title: Advertising online by educational institutions and students' reaction: a study of Malaysian Universities
Abstract: 
 This paper mainly aims to identify the impact of online advertising on students’ decision-making and their choice of higher education institutions. Data for this study were collected from 350 students from various Malaysian universities using self-administered questionnaires. The acquired data went through an exhaustive process to ensure that it was ready for analyses in SPSS and AMOS software. Factor analysis was used to extract the significant constructs underlying the data followed by a two-stage structural equation modeling in order to examine the fitness of the proposed model and test the hypotheses. The results revealed that social media and websites positively affect students’ decision-making, which then significantly impact students’ choice of a particular university. This research has invaluable implications for policy-makers, especially in the education industry of Malaysia. It is hoped that the findings of this study can be considered while making marketing plans for an educational institution.
Journal: Journal of Marketing for Higher Education
Pages: 168-180
Issue: 2
Volume: 26
Year: 2016
Month: 7
X-DOI: 10.1080/08841241.2016.1245232
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1245232
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File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:26:y:2016:i:2:p:168-180




Template-Type: ReDIF-Article 1.0
Author-Name: Lili Gai
Author-X-Name-First: Lili
Author-X-Name-Last: Gai
Author-Name: Chunhao Xu
Author-X-Name-First: Chunhao
Author-X-Name-Last: Xu
Author-Name: Lou E. Pelton
Author-X-Name-First: Lou E.
Author-X-Name-Last: Pelton
Title: A netnographic analysis of prospective international students’ decision-making process: implications for institutional branding of American universities in the emerging markets
Abstract: 
 The enrollment of international students (e.g. students admitted using a F-1 visa into the U.S.) has been increasing continually for the past six academic years in American higher educational institutions. This article explores how Chinese applicants make decisions during their application journey for Master's degree programs in business schools. The study employs a netnographic approach to analyse user-generated content posted in one virtual consumer forum. The findings show that Chinese students not only use this forum for school information and alumni reviews, but they also collect suggestions from fellow applicants in their decision-making process. The findings also offer managerial implications for American universities, articulating how institutions of higher education should use proactive institutional branding to attract graduate students from one of the most coveted target markets: the People's Republic of China. The effective use of marketing communications via online websites coupled with offline recruitment fairs demonstrate how universities must embrace omnichannel marketing in their institutional branding.
Journal: Journal of Marketing for Higher Education
Pages: 181-198
Issue: 2
Volume: 26
Year: 2016
Month: 7
X-DOI: 10.1080/08841241.2016.1245233
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1245233
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Handle: RePEc:taf:jmkthe:v:26:y:2016:i:2:p:181-198




Template-Type: ReDIF-Article 1.0
Author-Name: Melodi Guilbault
Author-X-Name-First: Melodi
Author-X-Name-Last: Guilbault
Title: Students as customers in higher education: reframing the debate
Abstract: 
 Even though marketing in higher education (HE) is well established, there is a continued debate about who the customer is, with many still not accepting that students should be viewed as customers in HE. The student as customer model has its opponents and proponents. This paper reframes the debate using the framework of market orientation, customer orientation, and service (including co-creation) and relationship marketing. Using newer conceptualizations of the role of customers, the paper recommends exploring how to respond to students as customers instead of continuing to deny that students are customers.
Journal: Journal of Marketing for Higher Education
Pages: 132-142
Issue: 2
Volume: 26
Year: 2016
Month: 7
X-DOI: 10.1080/08841241.2016.1245234
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1245234
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Handle: RePEc:taf:jmkthe:v:26:y:2016:i:2:p:132-142




Template-Type: ReDIF-Article 1.0
Author-Name: Richard Scullion
Author-X-Name-First: Richard
Author-X-Name-Last: Scullion
Author-Name: Mike Molesworth
Author-X-Name-First: Mike
Author-X-Name-Last: Molesworth
Title: Normalisation of and resistance to consumer behaviour in higher education
Journal: Journal of Marketing for Higher Education
Pages: 129-131
Issue: 2
Volume: 26
Year: 2016
Month: 7
X-DOI: 10.1080/08841241.2016.1248104
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1248104
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Handle: RePEc:taf:jmkthe:v:26:y:2016:i:2:p:129-131




Template-Type: ReDIF-Article 1.0
Author-Name: The Editors
Title: Editorial Board
Journal: Journal of Marketing for Higher Education
Pages: ebi-ebi
Issue: 2
Volume: 26
Year: 2016
Month: 7
X-DOI: 10.1080/08841241.2016.1254140
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1254140
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:26:y:2016:i:2:p:ebi-ebi




Template-Type: ReDIF-Article 1.0
Author-Name: Roger Pizarro Milian
Author-X-Name-First: Roger
Author-X-Name-Last: Pizarro Milian
Author-Name: Linda Quirke
Author-X-Name-First: Linda
Author-X-Name-Last: Quirke
Title: Alternative pathways to legitimacy: promotional practices in the Ontario for-profit college sector
Abstract: 
 This study empirically examines how for-profit career colleges in Ontario, Canada market themselves to prospective students. It uses a mixed-methods approach to review the content of 489 online promotional profiles representing 375 unique for-profit colleges. It finds that for-profit colleges adopt several distinct marketing strategies, including (1) emphasizing their expedient provision of modern, practical skills and (2) the convenience afforded by the location of their campuses. We interpret these findings through the lens of the new institutionalist theoretical perspective, highlighting how these organizations draw upon alternative strategies to legitimate their chosen forms.
Journal: Journal of Marketing for Higher Education
Pages: 77-98
Issue: 1
Volume: 27
Year: 2017
Month: 1
X-DOI: 10.1080/08841241.2016.1212450
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1212450
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:1:p:77-98




Template-Type: ReDIF-Article 1.0
Author-Name: Adam Peruta
Author-X-Name-First: Adam
Author-X-Name-Last: Peruta
Author-Name: Alison B. Shields
Author-X-Name-First: Alison B.
Author-X-Name-Last: Shields
Title: Social media in higher education: understanding how colleges and universities use Facebook
Abstract: 
 This study provides an understanding of the current social media landscape for higher education institutions. While it is recognized that consistency in school branding across all communications with stakeholders is important to attract and retain students, relatively little work has been done to determine specifically what type of content should be included in a school’s social media campaign, nor has there been an investigation as to the relative frequency of the content. The authors use content analysis to examine Facebook posts from 66 top US colleges and universities and engagement from their constituents on these posts. Results show that there are significant differences in engagement received on posts across institution type. Additionally, media type and posting frequency are factors that contribute to engagement. This study provides direction on how university social media managers can better manage their social media content to improve engagement and increase the reach of their posts.
Journal: Journal of Marketing for Higher Education
Pages: 131-143
Issue: 1
Volume: 27
Year: 2017
Month: 1
X-DOI: 10.1080/08841241.2016.1212451
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1212451
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:1:p:131-143




Template-Type: ReDIF-Article 1.0
Author-Name: Richard Rutter
Author-X-Name-First: Richard
Author-X-Name-Last: Rutter
Author-Name: Fiona Lettice
Author-X-Name-First: Fiona
Author-X-Name-Last: Lettice
Author-Name: John Nadeau
Author-X-Name-First: John
Author-X-Name-Last: Nadeau
Title: Brand personality in higher education: anthropomorphized university marketing communications
Abstract: 
 While the university prospectus is recognized as an important marketing communication tool for higher education recruitment strategies, it has become overlooked as many researchers have focused on other communication channels, such as social media and websites. Although focus has been placed upon Higher Education Institution (HEI) brand differentiation, little is known about the similarities and differences between institutional marketing communications utilized to build their brands. This research seeks to explore and analyze the prospectuses of the top 10 HEIs in the UK and to draw comparison between their relative positions using a brand personality lens. While the brand personality trait of sincerity was common for all of the HEIs, there was clear differentiation on the basis of other traits, demonstrating that brand personality deepens our understanding of HEI positioning. Two main brand personality groupings were evident among the top 10 institutions: excitement and competence.
Journal: Journal of Marketing for Higher Education
Pages: 19-39
Issue: 1
Volume: 27
Year: 2017
Month: 1
X-DOI: 10.1080/08841241.2016.1213346
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1213346
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:1:p:19-39




Template-Type: ReDIF-Article 1.0
Author-Name: Kristiina Herold
Author-X-Name-First: Kristiina
Author-X-Name-Last: Herold
Author-Name: Jenni Sipilä
Author-X-Name-First: Jenni
Author-X-Name-Last: Sipilä
Author-Name: Anssi Tarkiainen
Author-X-Name-First: Anssi
Author-X-Name-Last: Tarkiainen
Author-Name: Sanna Sundqvist
Author-X-Name-First: Sanna
Author-X-Name-Last: Sundqvist
Title: How service values influence the processing of word-of-mouth in the evaluation of credence beliefs
Abstract: 
 The purpose of this paper is to assess the effect of service values on the processing of word-of-mouth (WOM) information, and their impact on a complex belief in a high-involvement service context. Hypotheses are tested on survey data collected from 378 respondents facing a high-involvement service choice. The results suggest that two distinct information processing routes are active when consumers (here prospective students) evaluate complex beliefs. Furthermore, service values have distinct effects on the processing of WOM information. Self-oriented values foster more cognitive processing, whereas socially oriented values have the opposite effect. Considering the reasons as to why a service is needed (service values) should be a focus for marketers since they can be a powerful persuasion approach affecting the processing of WOM. This study contributes to earlier research on higher education marketing by incorporating service values into the pre-purchase phase of prospective students’ decision-making.
Journal: Journal of Marketing for Higher Education
Pages: 59-76
Issue: 1
Volume: 27
Year: 2017
Month: 1
X-DOI: 10.1080/08841241.2016.1213347
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1213347
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:1:p:59-76




Template-Type: ReDIF-Article 1.0
Author-Name: Felicitas M. Brech
Author-X-Name-First: Felicitas M.
Author-X-Name-Last: Brech
Author-Name: Uwe Messer
Author-X-Name-First: Uwe
Author-X-Name-Last: Messer
Author-Name: Brian A. Vander Schee
Author-X-Name-First: Brian A.
Author-X-Name-Last: Vander Schee
Author-Name: Philipp A. Rauschnabel
Author-X-Name-First: Philipp A.
Author-X-Name-Last: Rauschnabel
Author-Name: Bjoern S. Ivens
Author-X-Name-First: Bjoern S.
Author-X-Name-Last: Ivens
Title: Engaging fans and the community in social media: interaction with institutions of higher education on Facebook
Abstract: 
 Although many universities use social media to interact with stakeholders, little is known about the underlying mechanisms. Drawing on theories of self-presentation and community engagement, we develop a theoretical model to explain these crucial outcome factors. We then test the model based on secondary data from 159 universities. Our findings reveal the double-edged nature of community size: universities with a strong reputation tend to have more Facebook fans, but having many Facebook fans has detrimental effects on individual fan engagement. Furthermore, the frequency of updates is a crucial factor, as too frequent and too infrequent updates lead to lower levels of fan engagement. We discuss theoretical implications for online communities and derive implications for social media managers.
Journal: Journal of Marketing for Higher Education
Pages: 112-130
Issue: 1
Volume: 27
Year: 2017
Month: 1
X-DOI: 10.1080/08841241.2016.1219803
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1219803
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:1:p:112-130




Template-Type: ReDIF-Article 1.0
Author-Name: Leroy Robinson
Author-X-Name-First: Leroy
Author-X-Name-Last: Robinson
Title: Embracing online education: exploring options for success
Abstract: 
 As the marketplace for higher education changes, attracting and retaining students is of utmost importance. Providing successful course delivery methods (e.g. face-to-face, fully online, hybrid) offers an opportunity for universities to differentiate from each other. This research investigates the relationships involved in student acceptance of online course management systems. Business students at a university located in the southwestern region of the United States completed an online questionnaire. The results indicate support for the core relationships of the technology acceptance model. In addition, personal innovativeness and support services both demonstrated an influence on acceptance. As a response to competition, universities should identify and make use of particular students as champions of the institutions’ online delivery options. Furthermore, there exist the potential to increase the value of online course delivery through the administration of significant support services.
Journal: Journal of Marketing for Higher Education
Pages: 99-111
Issue: 1
Volume: 27
Year: 2017
Month: 1
X-DOI: 10.1080/08841241.2016.1261978
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1261978
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:1:p:99-111




Template-Type: ReDIF-Article 1.0
Author-Name: Melissa Clark
Author-X-Name-First: Melissa
Author-X-Name-Last: Clark
Author-Name: Monica B. Fine
Author-X-Name-First: Monica B.
Author-X-Name-Last: Fine
Author-Name: Cara-Lynn Scheuer
Author-X-Name-First: Cara-Lynn
Author-X-Name-Last: Scheuer
Title: Relationship quality in higher education marketing: the role of social media engagement
Abstract: 
 The landscape in consumer marketing is changing due to the rise in popularity of social media. This shift has also affected how higher education institutions build relationships with their stakeholders. This study explores how social media engagement impacts relationship quality between the university and one of its key stakeholder groups, students. Data were collected via an online survey and analyzed using the Mann–Whitney U test, regression and the Kruskal–Wallis test. Results indicated a positive association between students following a university via social media and the perception of having a high-quality relationship with their university, and that following a university on multiple social media sites leads to an even higher perception of relationship quality. The results provide important and timely implications for both universities and higher education marketers. Our findings suggest that higher education marketers should invest resources in social media communications to form high-quality relationships with their stakeholders.
Journal: Journal of Marketing for Higher Education
Pages: 40-58
Issue: 1
Volume: 27
Year: 2017
Month: 1
X-DOI: 10.1080/08841241.2016.1269036
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1269036
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:1:p:40-58




Template-Type: ReDIF-Article 1.0
Author-Name: Jason Howarth
Author-X-Name-First: Jason
Author-X-Name-Last: Howarth
Author-Name: Steven D'Alessandro
Author-X-Name-First: Steven
Author-X-Name-Last: D'Alessandro
Author-Name: Lester Johnson
Author-X-Name-First: Lester
Author-X-Name-Last: Johnson
Author-Name: Lesley White
Author-X-Name-First: Lesley
Author-X-Name-Last: White
Title: MOOCs to university: a consumer goal and marketing perspective
Abstract: 
 In this paper we apply consumer goal theories to an educational context by examining how completion of a MOOC (Massive Open Online Course) may motivate enrolment in a university course. We contend that individuals who finish a MOOC are more likely to establish a new goal intention for university than those who do not finish. This new goal intention is likely to be prompted by the individual’s satisfaction with their MOOC experience as well as a sense of discontent in not having fulfilled their broader educational goals. For those who do set a new goal for university study, we contend that the institute hosting the MOOC is likely to form part of the consideration set used by individuals to narrow down their choice of tertiary provider. Moreover, we argue that this same host institute is likely to be chosen from the consideration set where the MOOC experience is a satisfying one and where a strong link can be established between the pedagogical and delivery approaches used in both the MOOC and university settings. This research has implications for how tertiary institutes create and use MOOCs, and offers insights into how providers can more effectively market higher education courses to those progressing through a MOOC pathway.
Journal: Journal of Marketing for Higher Education
Pages: 144-158
Issue: 1
Volume: 27
Year: 2017
Month: 1
X-DOI: 10.1080/08841241.2017.1306603
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1306603
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:1:p:144-158




Template-Type: ReDIF-Article 1.0
Author-Name: Fernando de Oliveira Santini
Author-X-Name-First: Fernando de Oliveira
Author-X-Name-Last: Santini
Author-Name: Wagner Junior Ladeira
Author-X-Name-First: Wagner Junior
Author-X-Name-Last: Ladeira
Author-Name: Claudio Hoffmann Sampaio
Author-X-Name-First: Claudio Hoffmann
Author-X-Name-Last: Sampaio
Author-Name: Gustavo da Silva Costa
Author-X-Name-First: Gustavo
Author-X-Name-Last: da Silva Costa
Title: Student satisfaction in higher education: a meta-analytic study
Abstract: 
 This paper discusses the results of a meta-analysis performed to identify key antecedent and consequent constructs of satisfaction in higher education. We offer an integrated model to achieve a better understanding of satisfaction in the context of higher education. To accomplish this objective, we identified 83 studies that were valid and relevant to the research objective of the current study, generating a total of 469 observations. We identified studies published from 1986 to 2016 and analyzed six antecedent dimensions (perceived value of educational services, resources provided to the student, service quality perception, marketing orientation, identity of the higher education institution, university environment) and one consequent dimension related to satisfaction. The 7 dimensions exhibited a total of 51 relationships. We believe that the originality of the findings clearly contributes to future academic research in higher education.
Journal: Journal of Marketing for Higher Education
Pages: 1-18
Issue: 1
Volume: 27
Year: 2017
Month: 1
X-DOI: 10.1080/08841241.2017.1311980
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1311980
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:1:p:1-18




Template-Type: ReDIF-Article 1.0
Author-Name: Emma Winter
Author-X-Name-First: Emma
Author-X-Name-Last: Winter
Author-Name: Helen Thompson-Whiteside
Author-X-Name-First: Helen
Author-X-Name-Last: Thompson-Whiteside
Title: Location, location, location: does place provide the opportunity for differentiation for universities?
Abstract: 
 The fiercely competitive HE market has led HEIs to invest significant resources in building a distinct identity. An HEI’s location forms an inherent part of its identity and the uniqueness of location offers an opportunity to differentiate. However there has been limited examination of how location is used by HEIs and little consideration of how location can provide an effective means of differentiation. Through the lens of place marketing, this exploratory paper provides insight into the way HEIs portray location and discusses whether location can offer a source of differentiation.Using a content analysis of prospectuses and interviews with marketing decision makers, this paper contributes a deeper understanding of the way in which a place brand is constructed by a stakeholder. The study reveals that HEIs portray a location to simultaneously excite and reassure the student which ultimately leads to the commodification of location. As such, differentiation is not possible.
Journal: Journal of Marketing for Higher Education
Pages: 233-250
Issue: 2
Volume: 27
Year: 2017
Month: 7
X-DOI: 10.1080/08841241.2017.1377798
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1377798
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:2:p:233-250




Template-Type: ReDIF-Article 1.0
Author-Name: Martyn Polkinghorne
Author-X-Name-First: Martyn
Author-X-Name-Last: Polkinghorne
Author-Name: Gelareh Roushan
Author-X-Name-First: Gelareh
Author-X-Name-Last: Roushan
Author-Name: Julia Taylor
Author-X-Name-First: Julia
Author-X-Name-Last: Taylor
Title: Considering the marketing of higher education: the role of student learning gain as a potential indicator of teaching quality
Abstract: 
 The marketization of higher education has ensured that students have become consumers. As a result, students are demanding increased levels of information regarding potential university courses so that they can make informed decisions regarding how best to invest their money, time and opportunity. A comparison of the teaching quality delivered on different programs of study will be an important element of this decision-making process. The Teaching Excellence Framework proposes that teaching quality will be assessed by measures including the evaluation of student learning gain. This paper reflects on an analysis of consultation responses from key stakeholders across the UK higher education sector to determine how evaluating learning gain could be effectively achieved. Synthesizing these responses, ten key considerations regarding evaluating learning gain have been identified that together provide a unique perspective to ensure that any evaluation of student learning gain subsequently undertaken is relevant to the marketing of higher education.
Journal: Journal of Marketing for Higher Education
Pages: 213-232
Issue: 2
Volume: 27
Year: 2017
Month: 7
X-DOI: 10.1080/08841241.2017.1380741
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1380741
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:2:p:213-232




Template-Type: ReDIF-Article 1.0
Author-Name: Lisa Huempfner
Author-X-Name-First: Lisa
Author-X-Name-Last: Huempfner
Author-Name: Dennis A. Kopf
Author-X-Name-First: Dennis A.
Author-X-Name-Last: Kopf
Title: Using stakeholder marketing and social responsibility for new product development in higher education: a business Spanish model
Abstract: 
 Higher education administrators are often faced with difficult choices in allocating limited resources for the creation of new programs. The purpose of this article is to explore the suitability of a new product, an integrated business Spanish major, by applying stakeholder marketing. In so doing, it provides a framework for the application of stakeholder marketing to other curricular decisions. The advantage of this approach is that it takes into account that US universities are accountable to multiple stakeholders. The research methods employed include secondary data analysis and a content analysis of the websites of universities that enroll over 5000 students, as well as a survey of students at a representative college in order to gain a better understanding of what motivates them in their academic choices. Our findings indicate that universities may be missing an important opportunity to better engage with the growing Hispanic population and with expanding Latin American markets abroad. Universities that fail to adopt stakeholder marketing are running a risk of failing to provide students and businesses with the skill sets they need for success in the twenty-first century.
Journal: Journal of Marketing for Higher Education
Pages: 251-273
Issue: 2
Volume: 27
Year: 2017
Month: 7
X-DOI: 10.1080/08841241.2017.1384782
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1384782
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:2:p:251-273




Template-Type: ReDIF-Article 1.0
Author-Name: Jake D. Hoskins
Author-X-Name-First: Jake D.
Author-X-Name-Last: Hoskins
Author-Name: Benton A. Brown
Author-X-Name-First: Benton A.
Author-X-Name-Last: Brown
Title: Hold firm or adapt? An empirical examination of the institutional appeal implications of maintaining the Liberal Arts College identity
Abstract: 
 The institutional appeal implications of organizational strategy decisions to hold firm or to adapt on key tactical factors are analyzed in a cross-sectional analysis of the top 100 Liberal Arts Colleges, compared against a similar analysis of the top 100 Research Universities in the United States. This analysis is motivated by the well-documented declining student interest in Liberal Arts Colleges. Building on theory related to the benefits of identifying, maintaining and emphasizing one’s own core organizational identity, Liberal Art Colleges are predicted to experience increased institutional appeal from pursuing such a strategy. Practically, this prediction implies that the predominant industry practice of Liberal Arts Colleges to consistently evolve and change form in response to their shifting environments may be misguided and thus detrimental to the long-term viability of the institution. Evidence is found for significant advantages to holding firm on certain aspects of the Liberal Arts College identity. Moreover, the results indicate differential best strategic practices for Liberal Arts Colleges when compared against Research University counterparts.
Journal: Journal of Marketing for Higher Education
Pages: 188-212
Issue: 2
Volume: 27
Year: 2017
Month: 7
X-DOI: 10.1080/08841241.2017.1386258
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1386258
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:2:p:188-212




Template-Type: ReDIF-Article 1.0
Author-Name: Purificación Alcaide-Pulido
Author-X-Name-First: Purificación
Author-X-Name-Last: Alcaide-Pulido
Author-Name: Helena Alves
Author-X-Name-First: Helena
Author-X-Name-Last: Alves
Author-Name: Belén Gutiérrez-Villar
Author-X-Name-First: Belén
Author-X-Name-Last: Gutiérrez-Villar
Title: Development of a model to analyze HEI image: a case based on a private and a public university
Abstract: 
 Education is considered a fundamental element in society's development, and higher education institutions (HEIs) must direct a part of their activity towards supporting countries’ social, economic and cultural progress. It is crucial that HEIs develop diverse marketing and management strategies, above all image management, since this will make them competitive in the market and provide their managers with decision-making capacity. Regarding the image of HEIs, the literature presents different measurement models, with no consensus about the variables to include in them. The main aim of this research is to analyze studies presenting models of university image, search for synergies among the models’ variables and develop a model that combines all of them. Other variables not found in these studies have been included, since the bibliography on the subject considers them relevant. The sample is formed of 438 students from two universities, a private university in Spain and a State university in Portugal. The results show that image has a conceptualization formed of four constructs: external communication and values, national and international recognition, economic value, and facilities. We conclude with confirmation of a model that measures university image with variables that are significant in previous studies, but with some added variables.
Journal: Journal of Marketing for Higher Education
Pages: 162-187
Issue: 2
Volume: 27
Year: 2017
Month: 7
X-DOI: 10.1080/08841241.2017.1388330
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1388330
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:2:p:162-187




Template-Type: ReDIF-Article 1.0
Author-Name: Fiona Cownie
Author-X-Name-First: Fiona
Author-X-Name-Last: Cownie
Title: Gratitude and its drivers within higher education
Abstract: 
 This paper proposes that gratitude has a place in enabling us to understand students’ experiences of higher education, and this has an implication for higher education (HE) marketing. This research examines the evidence for and focus of gratitude within the context of an undergraduate course with high levels of student satisfaction. It finds that final-year students report feelings of gratitude and that students report that those feelings of gratitude are at their height within the final year. This exploratory research proposes that feelings of gratitude are driven by four factors: helping behaviors; care; perceived effort; and environment. For HE marketers, this suggests that there is merit in placing emphasis on academic-student interactions at the heart of marketing strategies, including branding strategies, open day events, marketing communications and social media content. There are clear opportunities for academics and marketing departments to benefit from the intention to give back that is central to the notion of gratitude.
Journal: Journal of Marketing for Higher Education
Pages: 290-308
Issue: 2
Volume: 27
Year: 2017
Month: 7
X-DOI: 10.1080/08841241.2017.1389795
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1389795
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:2:p:290-308




Template-Type: ReDIF-Article 1.0
Author-Name: Julie Robson
Author-X-Name-First: Julie
Author-X-Name-Last: Robson
Author-Name: Jillian Dawes Farquhar
Author-X-Name-First: Jillian Dawes
Author-X-Name-Last: Farquhar
Author-Name: Christopher Hindle
Author-X-Name-First: Christopher
Author-X-Name-Last: Hindle
Title: Working up a debt: students as vulnerable consumers
Abstract: 
 Students are recognized as vulnerable consumers where financial matters are concerned, particularly with reference to indebtedness. This study examines student indebtedness in order to initiate wider debate about student vulnerability. We consider vulnerability as dynamic and temporal, linked to an event that renders the consumer susceptible to becoming vulnerable. Using data collected from a relatively small-scale survey of UK university students, the key findings are: reasons for debt are many and varied, typically linked to changes associated with study year; the placement year is a critical time for student debt in response to changes in circumstances and specifically lifestyle expectations; students are not accessing the best sources of advice to help them with financial decisions; and the findings suggest student insouciance towards debt with potential long-term consequences. This study extends existing knowledge of consumer vulnerability and calls for greater efforts to be made to raise awareness about student indebtedness.
Journal: Journal of Marketing for Higher Education
Pages: 274-289
Issue: 2
Volume: 27
Year: 2017
Month: 7
X-DOI: 10.1080/08841241.2017.1391922
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1391922
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Handle: RePEc:taf:jmkthe:v:27:y:2017:i:2:p:274-289




Template-Type: ReDIF-Article 1.0
Author-Name: Chris Chapleo
Author-X-Name-First: Chris
Author-X-Name-Last: Chapleo
Author-Name: Helen O’Sullivan
Author-X-Name-First: Helen
Author-X-Name-Last: O’Sullivan
Title: Contemporary thought in higher education marketing
Journal: Journal of Marketing for Higher Education
Pages: 159-161
Issue: 2
Volume: 27
Year: 2017
Month: 7
X-DOI: 10.1080/08841241.2017.1406255
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1406255
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:27:y:2017:i:2:p:159-161




Template-Type: ReDIF-Article 1.0
Author-Name: The Editors
Title: Editorial Board
Journal: Journal of Marketing for Higher Education
Pages: ebi-ebi
Issue: 2
Volume: 27
Year: 2017
Month: 7
X-DOI: 10.1080/08841241.2017.1408393
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1408393
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:27:y:2017:i:2:p:ebi-ebi




Template-Type: ReDIF-Article 1.0
Author-Name: Sanjai K Parahoo
Author-X-Name-First: Sanjai K
Author-X-Name-Last: Parahoo
Author-Name: Mohammad Issack Santally
Author-X-Name-First: Mohammad Issack
Author-X-Name-Last: Santally
Author-Name: Yousra Rajabalee
Author-X-Name-First: Yousra
Author-X-Name-Last: Rajabalee
Author-Name: Heather Lea Harvey
Author-X-Name-First: Heather Lea
Author-X-Name-Last: Harvey
Title: Designing a predictive model of student satisfaction in online learning
Abstract: 
 Higher education institutions consider student satisfaction to be one of the major elements in determining the quality of their programs. The objective of the study was to develop a model of student satisfaction to identify the influencers that emerged in online higher education settings. The study adopted a mixed method approach to identify issues perceived by students as affecting their satisfaction, using focus groups followed by exploratory and confirmatory factor analyses to develop the study model. Data were collected using an online questionnaire from a campus-wide sample of 834 students enrolled in a generic online course at the University of Mauritius. Using structural equation modeling, the study identified four significant determinants of student satisfaction in decreasing importance: the marketing construct of university reputation; physical facilities; faculty empathy; and student–student interactions. Various theoretical and managerial implications are discussed and directions for further research are proposed.
Journal: Journal of Marketing for Higher Education
Pages: 1-19
Issue: 1
Volume: 26
Year: 2016
Month: 1
X-DOI: 10.1080/08841241.2015.1083511
File-URL: http://hdl.handle.net/10.1080/08841241.2015.1083511
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Handle: RePEc:taf:jmkthe:v:26:y:2016:i:1:p:1-19




Template-Type: ReDIF-Article 1.0
Author-Name: Chiu Mei Chee
Author-X-Name-First: Chiu Mei
Author-X-Name-Last: Chee
Author-Name: Muhammad Mohsin Butt
Author-X-Name-First: Muhammad Mohsin
Author-X-Name-Last: Butt
Author-Name: Stephen Wilkins
Author-X-Name-First: Stephen
Author-X-Name-Last: Wilkins
Author-Name: Fon Sim Ong
Author-X-Name-First: Fon Sim
Author-X-Name-Last: Ong
Title: Country of origin and country of service delivery effects in transnational higher education: a comparison of international branch campuses from developed and developing nations
Abstract: 
 Over the last decade, international branch campuses have been established by universities from developing countries as well as developed countries. Little research has been conducted into students’ perceptions of branch campuses from different countries, or how universities from different countries compete in the increasingly competitive market. A framework incorporating the concepts of country of origin and country of service delivery is adopted to assess how potential undergraduate students in Malaysia perceive the home and international branch campuses of universities from the United Kingdom (UK) and India, which are used to represent universities from developed and developing nations. It was found that for a university from a developing nation, students perceived the image, reputation, quality and brand equity of its home campus more positively than its international branch campus. The results suggest that although all universities must devise and implement strategies that enhance the image and reputation of their international branch campuses, institutions from developing countries should seek niche markets where they do not have to compete directly with prestigious universities from developed countries.
Journal: Journal of Marketing for Higher Education
Pages: 86-102
Issue: 1
Volume: 26
Year: 2016
Month: 1
X-DOI: 10.1080/08841241.2015.1103352
File-URL: http://hdl.handle.net/10.1080/08841241.2015.1103352
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:26:y:2016:i:1:p:86-102




Template-Type: ReDIF-Article 1.0
Author-Name: Liz C. Wang
Author-X-Name-First: Liz C.
Author-X-Name-Last: Wang
Author-Name: John (Jack) Gault
Author-X-Name-First: John (Jack)
Author-X-Name-Last: Gault
Author-Name: Paul Christ
Author-X-Name-First: Paul
Author-X-Name-Last: Christ
Author-Name: Patricia A. Diggin
Author-X-Name-First: Patricia A.
Author-X-Name-Last: Diggin
Title: Individual attitudes and social influences on college students’ intent to participate in study abroad programs
Abstract: 
 Participation in study abroad programs (SAPs) is widely viewed as offering important professional and personal benefits for college students. This study applies the Theory of Reasoned Action [Ajzen, I., &amp; Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.] as a theoretical framework to better understand how undergraduate students’ individual attitudes and subjective norms from three social groups (family, friends and professors) impact their intent to participate in SAPs. Surveys were conducted at three public and private universities in the USA and Taiwan. The results suggest that both individual attitudes and subjective norms are influential factors for college students, and the effects are dependent on the type of SAPs. The current research offers several additions to the SAPs literature. Also, the results offer new insights for higher education and other institutional managers for increasing student participation in SAPs.
Journal: Journal of Marketing for Higher Education
Pages: 103-128
Issue: 1
Volume: 26
Year: 2016
Month: 1
X-DOI: 10.1080/08841241.2016.1146385
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1146385
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Handle: RePEc:taf:jmkthe:v:26:y:2016:i:1:p:103-128




Template-Type: ReDIF-Article 1.0
Author-Name: Nadine M. Robinson
Author-X-Name-First: Nadine M.
Author-X-Name-Last: Robinson
Author-Name: Kevin G. Celuch
Author-X-Name-First: Kevin G.
Author-X-Name-Last: Celuch
Title: Strategic and bonding effects of enhancing the student feedback process
Abstract: 
 In order to produce distinctiveness that leads to competitive advantage, higher education institutions must remain cognizant that students are co-creators. Thus, to create genuine value in educational service delivery, there is a need for a more highly developed understanding of the student-institutional intersection. The present research contributes to the marketing of higher education by developing and testing a model related to the antecedents of a broader conception of student feedback as part of student/customer orientation and co-creation. Conceived as customer feedback, student feedback to an educational institution can be positive (compliment), negative (complaint), or be an idea for an improvement to any person, or service group of the institution. Perceived ease of the feedback process and perceived usefulness, customer orientation and affective commitment are found as antecedents to intention to provide feedback. The result is a model with conceptual and managerial implications for strategically bonding students to universities.
Journal: Journal of Marketing for Higher Education
Pages: 20-40
Issue: 1
Volume: 26
Year: 2016
Month: 1
X-DOI: 10.1080/08841241.2016.1146386
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1146386
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Handle: RePEc:taf:jmkthe:v:26:y:2016:i:1:p:20-40




Template-Type: ReDIF-Article 1.0
Author-Name: Kristiina Herold
Author-X-Name-First: Kristiina
Author-X-Name-Last: Herold
Author-Name: Anssi Tarkiainen
Author-X-Name-First: Anssi
Author-X-Name-Last: Tarkiainen
Author-Name: Sanna Sundqvist
Author-X-Name-First: Sanna
Author-X-Name-Last: Sundqvist
Title: How the source of word-of-mouth influences information processing in the formation of brand attitudes
Abstract: 
 Word-of-mouth (WOM) can be a powerful, persuasive source of information, but relatively little is understood about how consumers utilize information in service evaluations and how the source of WOM (e.g. friends, family) affects attitudes. The importance of WOM is acknowledged in the services context; however, the research field of higher education has found some inconsistent results concerning the impact of WOM. The aim of this study, with its focus on information processing, is to enhance the understanding of these varying results with data from international master's degree applicants. By means of structural equation modeling, the results suggest that the processing of WOM differs depending on the source and the difficulty of evaluation criteria. Information through some sources of WOM is mainly cognitively processed, whereas in others information is processed more as simple cues. Overall, insights are provided into the impact of WOM, and higher education marketing.
Journal: Journal of Marketing for Higher Education
Pages: 64-85
Issue: 1
Volume: 26
Year: 2016
Month: 1
X-DOI: 10.1080/08841241.2016.1146387
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1146387
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Handle: RePEc:taf:jmkthe:v:26:y:2016:i:1:p:64-85




Template-Type: ReDIF-Article 1.0
Author-Name: Carl Jon Way NG
Author-X-Name-First: Carl Jon Way
Author-X-Name-Last: NG
Title: ‘Hottest brand, coolest pedagogy’: approaches to corporate branding in Singapore's higher education sector
Abstract: 
 This article examines the corporate branding efforts of Singapore's publicly funded higher education institutions within a context of neoliberal marketization. Adopting a discourse-analytic perspective, it examines the kind of branding approaches employed by Singapore's universities and polytechnics, and how these approaches are realized discursively in their brand artefacts. Three main approaches are identified and discussed. Referred to as (i) characterizing the brand; (ii) positioning the brand and (iii) personalizing the brand, they are constituted by a variety of language devices and discursive strategies such as positive evaluation, colloquial language and the use of particular metaphors, and represent a spread of approaches ranging from the more fact/reason-based to the experience/emotion-oriented. While the institutions employ a range of approaches, the findings of the analysis suggest that experience/emotion-oriented approaches are better elaborated in the artefacts, and gaining traction in the sector as a whole.
Journal: Journal of Marketing for Higher Education
Pages: 41-63
Issue: 1
Volume: 26
Year: 2016
Month: 1
X-DOI: 10.1080/08841241.2016.1146388
File-URL: http://hdl.handle.net/10.1080/08841241.2016.1146388
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Handle: RePEc:taf:jmkthe:v:26:y:2016:i:1:p:41-63




Template-Type: ReDIF-Article 1.0
Author-Name: Matt Ryan Huml
Author-X-Name-First: Matt Ryan
Author-X-Name-Last: Huml
Author-Name: N David Pifer
Author-X-Name-First: N David
Author-X-Name-Last: Pifer
Author-Name: Caitlin Towle
Author-X-Name-First: Caitlin
Author-X-Name-Last: Towle
Author-Name: Cheryl R Rode
Author-X-Name-First: Cheryl R
Author-X-Name-Last: Rode
Title: If we build it, will they come? The effect of new athletic facilities on recruiting rankings for power five football and men's basketball programs
Abstract: 
 College athletics is currently in the midst of a building boom in which universities are competing with each other to reach an always-increasing standard of lavish athletic facilities. While these facilities are costing in the tens or hundreds of millions of dollars, little research is examining the return on investment for athletic programs. The purpose of this study was to examine the effect of new athletic facilities on recruiting rankings for Power Five football and men's basketball programs. Data was collected on athletic facilities newly constructed or renovated from 2005 through 2015 at Power Five NCAA Division I programs. Using LSDV fixed effects regression models, results found a lack of significant improvement within football and basketball recruiting rankings following the completion of new athletic facilities, but some significance in the two years before the project was completed. Significant control variables also highlighted the effects that coaching changes can have on recruiting.
Journal: Journal of Marketing for Higher Education
Pages: 1-18
Issue: 1
Volume: 29
Year: 2019
Month: 1
X-DOI: 10.1080/08841241.2018.1478924
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1478924
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Handle: RePEc:taf:jmkthe:v:29:y:2019:i:1:p:1-18




Template-Type: ReDIF-Article 1.0
Author-Name: James Pringle
Author-X-Name-First: James
Author-X-Name-Last: Pringle
Author-Name: Samantha Fritz
Author-X-Name-First: Samantha
Author-X-Name-Last: Fritz
Title: The university brand and social media: using data analytics to assess brand authenticity
Abstract: 
 Recent economic pressures have demanded higher education institutions respond with strong, authentic brand promises. This mixed method multi-case study explored the authenticity of common brand promises at three Universities in Canada through Twitter and Facebook postings from February to April 2016 using a cloud-based text and network analytic tool. Our study revealed the content shared on social media channels, while largely trustworthy, was fraught with shades of gray and revealed that sometimes brand promises were used against the university when they appeared disingenuous or threatened institutional norms around equity and social justice. Further, social media strategies are still largely limited to push notification suggesting universities are missing opportunities to strengthen their brand and counter negative messaging. For marketing managers it reinforces investments should be directed toward creating engaging and authentic content that can be expressed through multiple touch-points including social media and this can be monitored through low-cost analytic tools.
Journal: Journal of Marketing for Higher Education
Pages: 19-44
Issue: 1
Volume: 29
Year: 2019
Month: 1
X-DOI: 10.1080/08841241.2018.1486345
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1486345
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:29:y:2019:i:1:p:19-44




Template-Type: ReDIF-Article 1.0
Author-Name: The Editors
Title: Corrigendum
Journal: Journal of Marketing for Higher Education
Pages: 153-153
Issue: 1
Volume: 29
Year: 2019
Month: 1
X-DOI: 10.1080/08841241.2018.1508323
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1508323
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:29:y:2019:i:1:p:153-153




Template-Type: ReDIF-Article 1.0
Author-Name: Mehraneh Davari
Author-X-Name-First: Mehraneh
Author-X-Name-Last: Davari
Author-Name: Payam Noursalehi
Author-X-Name-First: Payam
Author-X-Name-Last: Noursalehi
Author-Name: Abbas Keramati
Author-X-Name-First: Abbas
Author-X-Name-Last: Keramati
Title: Data mining approach to professional education market segmentation: a case study
Abstract: 
 In this research, a combination of both quantitative and qualitative approaches is used to identify different market segments in the education industry. To solve the research problem, an exploratory approach to data mining is used and, using a series of interviews with experts, the factors affecting segmentation are identified. Then, using the clustering method (in the form of specific two-step and K-means algorithms), customers are clustered and features of each cluster are identified. This research is based on data provided by a large Iranian research and education company. After examining the clusters identified in both methods, it is determined that the clusters provided by the two-step algorithm are more in line with the organizational and market reality of the business. Finally, the marketing mix model is used to formulate strategic approaches and actions.
Journal: Journal of Marketing for Higher Education
Pages: 45-66
Issue: 1
Volume: 29
Year: 2019
Month: 1
X-DOI: 10.1080/08841241.2018.1545724
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1545724
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:29:y:2019:i:1:p:45-66




Template-Type: ReDIF-Article 1.0
Author-Name: Alison B. Shields
Author-X-Name-First: Alison B.
Author-X-Name-Last: Shields
Author-Name: Adam Peruta
Author-X-Name-First: Adam
Author-X-Name-Last: Peruta
Title: Social media and the university decision. Do prospective students really care?
Abstract: 
 In the world of social media marketing, colleges and universities can benefit from enhanced understanding of how prospective students use social media. Due to the ever-evolving nature of social media use, there are gaps in the current research regarding how students use social media to aid in their matriculation decision-making. Using survey data from current university students across the U.S. (n = 364) and one-on-one interviews (n = 12) with students at a small liberal arts college, the authors address conflicting information where students report both using and not using social media to narrow their search and make their matriculation decision. The findings suggest that while students may not report visiting social media sites or may report that social media does not impact their matriculation decision when asked in a survey, in interview settings the vast majority of students reported using social media platforms to learn more about higher education schools under consideration. By exploring which platforms students use and the selection of platforms for specific use cases, the authors provide suggestions and guidelines for social media managers looking to maximize the effectiveness of their social media recruiting strategies and campaigns.
Journal: Journal of Marketing for Higher Education
Pages: 67-83
Issue: 1
Volume: 29
Year: 2019
Month: 1
X-DOI: 10.1080/08841241.2018.1557778
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1557778
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:29:y:2019:i:1:p:67-83




Template-Type: ReDIF-Article 1.0
Author-Name: Hiba K. Massoud
Author-X-Name-First: Hiba
Author-X-Name-Last: K. Massoud
Author-Name: Rami M. Ayoubi
Author-X-Name-First: Rami M.
Author-X-Name-Last: Ayoubi
Title: Do flexible admission systems affect student enrollment? Evidence from UK universities
Abstract: 
 We reveal the current level of flexible admission systems (FAS) at UK universities, and explore its impact on student enrollment rates. We employ quantitative analysis techniques for data collected and customized from the Higher Education Statistics Agency (HESA) in the UK, during the period 2010–2015. To understand the impact of FAS on student enrollment, six statistical tests were conducted. Based on the level of FAS adopted by universities, we identified four groups of UK universities: very low, low, medium, and high levels of FAS. No robust evidence exists to support claims that universities which apply a higher level of FAS have higher student enrollment. The study results were based only on secondary data collected from HESA, so future studies should be based on other types of data. This paper attempts to cover the missing elements of previous literature and its traditional research techniques.
Journal: Journal of Marketing for Higher Education
Pages: 84-101
Issue: 1
Volume: 29
Year: 2019
Month: 1
X-DOI: 10.1080/08841241.2018.1562507
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1562507
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:29:y:2019:i:1:p:84-101




Template-Type: ReDIF-Article 1.0
Author-Name: Esperanza Garza Salgado
Author-X-Name-First: Esperanza
Author-X-Name-Last: Garza Salgado
Author-Name: Marcelo Royo Vela
Author-X-Name-First: Marcelo
Author-X-Name-Last: Royo Vela
Title: Brand Fan Pages experience and strength as antecedents to engagement and intensity of use to achieve HEIS’ brand loyalty
Abstract: 
 The growing competitive environment in which Higher Education Institutions (HEIs) are immersed has caused them to be constantly focused on implementing new strategies that allow them to consolidate student loyalty. Among the strategies are those related to the use of social media, virtual brand communities and Brand Fan Pages (BFPs). This research aims to show the HEIs some new ways to increase brand loyalty through their BFP. Both qualitative techniques, 2 focus group sessions with students from public and private universities, and quantitative techniques, 200 interviews with young university students aged 18–23, were used to develop this research. Partial Least Squares (PLS) analysis was utilized to determine the relationship between variables. The main findings of the analysis indicate that it is possible for a higher education institution to increase student loyalty by generating positive experiences on their Brand Fan Page and generating greater platform use intensity.
Journal: Journal of Marketing for Higher Education
Pages: 102-120
Issue: 1
Volume: 29
Year: 2019
Month: 1
X-DOI: 10.1080/08841241.2019.1605437
File-URL: http://hdl.handle.net/10.1080/08841241.2019.1605437
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Handle: RePEc:taf:jmkthe:v:29:y:2019:i:1:p:102-120




Template-Type: ReDIF-Article 1.0
Author-Name: Azadeh Shafaei
Author-X-Name-First: Azadeh
Author-X-Name-Last: Shafaei
Author-Name: Mehran Nejati
Author-X-Name-First: Mehran
Author-X-Name-Last: Nejati
Author-Name: Nina Maadad
Author-X-Name-First: Nina
Author-X-Name-Last: Maadad
Title: Brand equity of academics: demystifying the process
Abstract: 
 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 students in Malaysian universities using a structured questionnaire. Results of analysis using Partial Least Squares Structural Equation Modelling (PLS-SEM) revealed there is a significant relationship (total effect) between academics’ competence and customer-based brand equity. We found that the path from competence to brand equity goes through trust, likability, and commitment. Given the growing popularity of higher education in the new millennium and important role of academics in leading students to success, findings of the present study can enhance our understanding of academics’ branding and universities’ overall image. The implications and contributions of the study to university administrators and academics are discussed.
Journal: Journal of Marketing for Higher Education
Pages: 121-133
Issue: 1
Volume: 29
Year: 2019
Month: 1
X-DOI: 10.1080/08841241.2019.1605438
File-URL: http://hdl.handle.net/10.1080/08841241.2019.1605438
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Handle: RePEc:taf:jmkthe:v:29:y:2019:i:1:p:121-133




Template-Type: ReDIF-Article 1.0
Author-Name: Joanne T. Cao
Author-X-Name-First: Joanne T.
Author-X-Name-Last: Cao
Author-Name: Jamye Foster
Author-X-Name-First: Jamye
Author-X-Name-Last: Foster
Author-Name: Gallayanee Yaoyuneyong
Author-X-Name-First: Gallayanee
Author-X-Name-Last: Yaoyuneyong
Author-Name: Nina Krey
Author-X-Name-First: Nina
Author-X-Name-Last: Krey
Title: Hedonic and utilitarian value: the role of shared responsibility in higher education services
Abstract: 
 While on-campus student housing availability has been shown to improve retention, the interdependence between students and providers in creating the value of campus living has not been explored. This paper, therefore, draws on theories from marketing and education to investigate the role of shared responsibility in educational service outcomes (perceived utilitarian value, perceived hedonic value, satisfaction, and positive word-of-mouth) in the context of university housing. Analysis using a general linear model shows that all dependent variables increase as students’ sense of shared responsibility increases. These results contribute to the literature by introducing the notion of shared responsibility to the examination of student housing value perceptions. After implications for various stakeholders are discussed, recommendations for future research are given.
Journal: Journal of Marketing for Higher Education
Pages: 134-152
Issue: 1
Volume: 29
Year: 2019
Month: 1
X-DOI: 10.1080/08841241.2019.1605439
File-URL: http://hdl.handle.net/10.1080/08841241.2019.1605439
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:29:y:2019:i:1:p:134-152




Template-Type: ReDIF-Article 1.0
Author-Name: Paul Gibbs
Author-X-Name-First: Paul
Author-X-Name-Last: Gibbs
Title: Higher education marketing – does inducing anxiety facilitate critical thinking or more consumerism?
Abstract: 
 Consumerism acts to maintain the emotional reversal of work and family. Exposed to a continual bombardment of advertisements through a daily average of three hours of television (half of all their leisure time), workers are persuaded to ‘need’ more things. To buy what they now need, they need money. To earn money, they work longer hours. Being away from home so many hours, they make up for their absence at home with gifts that cost money. They materialize love. And so the cycle continues [Baumann, Z. (2007). Collateral casualties of consumerism. Journal of Consumer Culture, 7, 1].
Journal: Journal of Marketing for Higher Education
Pages: 1-11
Issue: 1
Volume: 28
Year: 2018
Month: 1
X-DOI: 10.1080/08841241.2017.1311979
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1311979
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:1:p:1-11




Template-Type: ReDIF-Article 1.0
Author-Name: Sonja Martin Poole
Author-X-Name-First: Sonja Martin
Author-X-Name-Last: Poole
Author-Name: Michael A. Levin
Author-X-Name-First: Michael A.
Author-X-Name-Last: Levin
Author-Name: Kate Elam
Author-X-Name-First: Kate
Author-X-Name-Last: Elam
Title: Getting out of the rankings game: a better way to evaluate higher education institutions for best fit
Abstract: 
 The purpose of this paper is to propose an alternative model to conventional higher education institution (HEI) rankings that can better communicate meaningful differentiation to prospective students. A five-step approach is followed to form clusters and classify HEIs. Cluster analysis is performed on two separate datasets containing (1) public HEIs and (2) private HEIs. For the final model, 42 variables were incorporated to group 761 private HEIs and, separately, 414 public HEIs. A five-cluster solution for each dataset is presented and described. Each cluster contains a description and a managerial recommendation. The application cluster analysis to group HEIs differs from the more popular but more problematic approach of ranking HEIs. Grouping resolves the problems that stem from ranking and provides possibly more useful information.
Journal: Journal of Marketing for Higher Education
Pages: 12-31
Issue: 1
Volume: 28
Year: 2018
Month: 1
X-DOI: 10.1080/08841241.2017.1311981
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1311981
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:1:p:12-31




Template-Type: ReDIF-Article 1.0
Author-Name: Ilda Maria Pedro
Author-X-Name-First: Ilda Maria
Author-X-Name-Last: Pedro
Author-Name: Luis Nobre Pereira
Author-X-Name-First: Luis Nobre
Author-X-Name-Last: Pereira
Author-Name: Hélder Brito Carrasqueira
Author-X-Name-First: Hélder Brito
Author-X-Name-Last: Carrasqueira
Title: Determinants for the commitment relationship maintenance between the alumni and the alma mater
Abstract: 
 This study aims to find determinants for the commitment relationship between alumni and alma mater. Based on the literature, satisfaction and image are proposed as drivers of commitment. A survey applied to 2544 alumni in a Portuguese university provides data analyzed through a structural equation modeling technique. The results present ‘image of education’, ‘image of communication’ and ‘satisfaction with social and academic environment’ as determinants of the commitment relationship, which provide important clues for the marketers’ decision-making process when developing activities geared towards alumni. This process should emphasize aspects relating to their willingness to give back, academic and relationship quality, and institutional values. Within the Higher Education market, this study underscores the need to maintain and reinforce the relationship with alumni, and contributes to the scarce Portuguese literature on alumni matters.
Journal: Journal of Marketing for Higher Education
Pages: 128-152
Issue: 1
Volume: 28
Year: 2018
Month: 1
X-DOI: 10.1080/08841241.2017.1314402
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1314402
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:1:p:128-152




Template-Type: ReDIF-Article 1.0
Author-Name: Stephen Wilkins
Author-X-Name-First: Stephen
Author-X-Name-Last: Wilkins
Author-Name: Muhammad Mohsin Butt
Author-X-Name-First: Muhammad Mohsin
Author-X-Name-Last: Butt
Author-Name: Troy Heffernan
Author-X-Name-First: Troy
Author-X-Name-Last: Heffernan
Title: International brand alliances and co-branding: antecedents of cognitive dissonance and student satisfaction with co-branded higher education programs
Abstract: 
 The study investigates how in international partnerships the brand credibility of each partner, student-institution identification with each partner, and perceived service quality relate to student satisfaction. A structured survey questionnaire was completed by 528 students taking a co-branded higher education program in Hong Kong or Sri Lanka. The results indicate that the brand credibility of a foreign institution is a stronger influencer on student identification with the foreign institution as compared to the relationship between credibility and identification with the local partner. The negative relationship between organizational identification and cognitive dissonance for each institution in the partnership is also stronger for the foreign institution. As the popularity of international partnerships and co-branded higher education programs continues to grow, the importance and dominance of foreign brand credibility and student identification with foreign institutions is recognized.
Journal: Journal of Marketing for Higher Education
Pages: 32-50
Issue: 1
Volume: 28
Year: 2018
Month: 1
X-DOI: 10.1080/08841241.2017.1393785
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1393785
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:1:p:32-50




Template-Type: ReDIF-Article 1.0
Author-Name: Muhammad Kashif
Author-X-Name-First: Muhammad
Author-X-Name-Last: Kashif
Author-Name: Pimpa Cheewakrakokbit
Author-X-Name-First: Pimpa
Author-X-Name-Last: Cheewakrakokbit
Title: Perceived service quality-loyalty path: A PAKSERV based investigation of international students enrolled in business schools in Thailand
Abstract: 
 We aim to examine the international student perceived service quality of Business Schools located in Thailand to link it with their intentions to remain loyal. The survey based approach is adopted to collect data from 300 international students enrolled in various business schools in Thailand. All the dimensions of PAKSERV except Personalization are found to positively contribute to student satisfaction, which strongly leads to their loyalty to business schools. This is the first study which validates the PAKSERV scale in a business school context while collecting data from international students – investigating their perceptions of service quality to link it to their loyalty to business schools. The findings call for investment in faculty and process development to improve the international student perceptions of business schools located in Thailand. The findings will help Thai higher education policymakers specifically to improve student perceived service quality in order to attract and retain international students.
Journal: Journal of Marketing for Higher Education
Pages: 51-65
Issue: 1
Volume: 28
Year: 2018
Month: 1
X-DOI: 10.1080/08841241.2017.1402113
File-URL: http://hdl.handle.net/10.1080/08841241.2017.1402113
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:1:p:51-65




Template-Type: ReDIF-Article 1.0
Author-Name: Margaret Partlo
Author-X-Name-First: Margaret
Author-X-Name-Last: Partlo
Author-Name: Frim Ampaw
Author-X-Name-First: Frim
Author-X-Name-Last: Ampaw
Title: Using income effects to market undergraduate education abroad participation in higher education
Abstract: 
 Relying heavily on case or regional studies, higher education institutions market the perceived global skills that students acquire from education abroad as a value-added commodity. As industries increase their global reach, understanding the labor market effects of education abroad from a national perspective is necessary and timely. This study isolates many factors known to influence education abroad using the 2008–2012 Baccalaureate and Beyond Longitudinal Study dataset (B&amp;B: 08/12). Through a 2-level hierarchical linear regression analysis model, earning levels of graduates of undergraduate programs are analyzed, offering a national perspective. The findings revealed that students who participated in education abroad earned more money within the labor market, even during harsh recessionary times. While income differences observed between men and women existed in both samples, initial incomes during the first three years post-graduation demonstrated significantly higher wages for some students who studied abroad when compared to their non-participating peers.
Journal: Journal of Marketing for Higher Education
Pages: 66-89
Issue: 1
Volume: 28
Year: 2018
Month: 1
X-DOI: 10.1080/08841241.2018.1425230
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1425230
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:1:p:66-89




Template-Type: ReDIF-Article 1.0
Author-Name: Mei-Teh Goi
Author-X-Name-First: Mei-Teh
Author-X-Name-Last: Goi
Author-Name: Vigneswari Kalidas
Author-X-Name-First: Vigneswari
Author-X-Name-Last: Kalidas
Author-Name: Norzita Yunus
Author-X-Name-First: Norzita
Author-X-Name-Last: Yunus
Title: Mediating roles of emotion and experience in the stimulus-organism-response framework in higher education institutions
Abstract: 
 This study aims to examine the Stimulus-Organism-Response (SOR) model in the context of Higher Education Institutions (HEIs). Unlike previous studies, this study tested two organism variables, namely emotion and experience, as mediators in the relationship between seven dimensions of stimulus and response. Self-administered questionnaires were distributed to students in public and private HEIs. A total of 424 questionnaires were used in the data analysis. Using structural equation modeling, this study shows that emotion significantly mediated the relationship between three dimensions of stimulus (layout and facilities, fellow students, and employees) and response. This study also found that experience significantly mediated the relationship between two dimensions of stimulus (layout and facilities, and students’ fellows) and response. The findings suggest that emotion and experience play an important role as mediators in the relationship between stimulus and response.
Journal: Journal of Marketing for Higher Education
Pages: 90-112
Issue: 1
Volume: 28
Year: 2018
Month: 1
X-DOI: 10.1080/08841241.2018.1425231
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1425231
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:1:p:90-112




Template-Type: ReDIF-Article 1.0
Author-Name: Reginald T. Dillingham
Author-X-Name-First: Reginald T.
Author-X-Name-Last: Dillingham
Author-Name: William S. Breffle
Author-X-Name-First: William S.
Author-X-Name-Last: Breffle
Author-Name: Matthew C. Kelly
Author-X-Name-First: Matthew C.
Author-X-Name-Last: Kelly
Title: A latent-class discrete-choice model of demand for economics electives: a case study on the challenge to increase enrollment
Abstract: 
 Increasing enrollment in undergraduate and graduate economics courses that focus on the natural world (natural resource, environmental, energy, and mineral economics) is important for preparing a work force capable of addressing complex environmental issues. This is especially challenging for smaller universities that want to offer diverse electives in economics. This study seeks to obtain information on the effects of course attributes and student characteristics on preferences for and probabilities to enroll in economics courses offered at Michigan Technological University. A discrete-choice experiment is used to elicit 723 students’ stated preferences for eight different course attributes. A latent-class model is used to probabilistically group students into different preference classes. The cost-effective methods demonstrated in this study can be applied to any courses in any fields to inform course-level marketing efforts aimed at bolstering enrollment while addressing administrative budget constraints.
Journal: Journal of Marketing for Higher Education
Pages: 113-127
Issue: 1
Volume: 28
Year: 2018
Month: 1
X-DOI: 10.1080/08841241.2018.1426673
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1426673
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:1:p:113-127




Template-Type: ReDIF-Article 1.0
Author-Name: Dilip S. Mutum
Author-X-Name-First: Dilip S.
Author-X-Name-Last: Mutum
Author-Name: Bang Nguyen
Author-X-Name-First: Bang
Author-X-Name-Last: Nguyen
Title: The future of Indian universities: comparative and international perspectives
Journal: Journal of Marketing for Higher Education
Pages: 153-154
Issue: 1
Volume: 28
Year: 2018
Month: 1
X-DOI: 10.1080/08841241.2018.1463132
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1463132
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:1:p:153-154




Template-Type: ReDIF-Article 1.0
Author-Name: Andrew Pritchard
Author-X-Name-First: Andrew
Author-X-Name-Last: Pritchard
Author-Name: Julie Fudge
Author-X-Name-First: Julie
Author-X-Name-Last: Fudge
Author-Name: Elizabeth Crisp Crawford
Author-X-Name-First: Elizabeth Crisp
Author-X-Name-Last: Crawford
Author-Name: Jeremy Jackson
Author-X-Name-First: Jeremy
Author-X-Name-Last: Jackson
Title: Undergraduate choice of major and major satisfaction: an expanded role for personality measures
Abstract: 
 Students’ personality traits are among the most important determinants of students’ choice of major and their satisfaction with that major. A survey of 849 students at three public universities and one private university in two regions of the United States finds that a student’s personality also affects the power of non-personality influences on the choice of major. These influences, in turn, affect the likelihood that a student will be satisfied with the major. These findings will allow academic advisors and counselors to draw additional value from personality measurements often used in helping students choose their majors.
Journal: Journal of Marketing for Higher Education
Pages: 155-174
Issue: 2
Volume: 28
Year: 2018
Month: 7
X-DOI: 10.1080/08841241.2018.1442381
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1442381
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:2:p:155-174




Template-Type: ReDIF-Article 1.0
Author-Name: Adam Peruta
Author-X-Name-First: Adam
Author-X-Name-Last: Peruta
Author-Name: Alison B. Shields
Author-X-Name-First: Alison B.
Author-X-Name-Last: Shields
Title: Marketing your university on social media: a content analysis of Facebook post types and formats
Abstract: 
 Many schools put a great deal of emphasis on their social media marketing strategies – updating and maintaining their social media channels with the purpose of building identity by connecting with prospective students and alumni. At a time when immediacy is seen as being prevalent to university marketing, social media is viewed as a viable method of communication between the institution and its constituents. The authors use content analysis to examine topics and formats of 5932 Facebook posts from top U.S. colleges and universities. Results show that there are content topics, such as athletics, that significantly increase engagement, while others have the tendency to lower engagement. Additionally, the format, like including user-generated content, is another factor that contributes to engagement. This study provides strategies on how university social media managers can better compose social media content to improve engagement, to better market their offerings, and to increase the reach of their posts.
Journal: Journal of Marketing for Higher Education
Pages: 175-191
Issue: 2
Volume: 28
Year: 2018
Month: 7
X-DOI: 10.1080/08841241.2018.1442896
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1442896
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:2:p:175-191




Template-Type: ReDIF-Article 1.0
Author-Name: Jenna Marie Condie
Author-X-Name-First: Jenna
Author-X-Name-Last: Marie Condie
Author-Name: Ivett Ayodele
Author-X-Name-First: Ivett
Author-X-Name-Last: Ayodele
Author-Name: Sabirah Chowdhury
Author-X-Name-First: Sabirah
Author-X-Name-Last: Chowdhury
Author-Name: Shelley Powe
Author-X-Name-First: Shelley
Author-X-Name-Last: Powe
Author-Name: Anna Mary Cooper
Author-X-Name-First: Anna Mary
Author-X-Name-Last: Cooper
Title: Personalizing twitter communication: an evaluation of ‘rotation-curation’ for enhancing social media engagement within higher education
Abstract: 
 Social media content generated by learning communities within universities is serving both pedagogical and marketing purposes. There is currently a dearth of literature related to social media use at the departmental level within Higher Education Institutions (HEIs). This study explores the multi-voiced interactions of a UK Psychology department’s ‘rotation curation’ approach to using Twitter. An in-depth analysis of a corpus of 4342 tweets by 58 curators (14 staff, 41 students, and 3 guest curators) was carried out using a combination of computer-assisted and manual techniques to generate a quantitative content analysis. The interactions received (e.g. retweets and favorites) and type of content posted (e.g. original tweets, retweets and replies) varied by curator type. Student curators were more likely to gain interactions from other students in comparison to staff. This paper discusses the benefits and potential limitations of a multi-voiced ‘rotation curation’ approach to social media management.
Journal: Journal of Marketing for Higher Education
Pages: 192-209
Issue: 2
Volume: 28
Year: 2018
Month: 7
X-DOI: 10.1080/08841241.2018.1453910
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1453910
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:2:p:192-209




Template-Type: ReDIF-Article 1.0
Author-Name: Mollie Dollinger
Author-X-Name-First: Mollie
Author-X-Name-Last: Dollinger
Author-Name: Jason Lodge
Author-X-Name-First: Jason
Author-X-Name-Last: Lodge
Author-Name: Hamish Coates
Author-X-Name-First: Hamish
Author-X-Name-Last: Coates
Title: Co-creation in higher education: towards a conceptual model
Abstract: 
 Students have begun to show interest in adopting active and participatory roles that allow them to interact and work collaboratively with educators. One important aspect of students as partners is a process known as value co-creation. Value co-creation is the process of students’ feedback, opinions, and other resources such as their intellectual capabilities and personalities, integrated alongside institutional resources, which can offer mutual value to both students and institutions. This paper presents the first conceptual model of value co-creation in higher education using a lens of co-creation cultivated through business and marketing literature. The model includes key components of value co-creation, co-production, and value-in-use as well as links to the anticipated benefits of value co-creation. The model can be used to inform and guide practice for the faculty and administration within higher education as well as to broaden the foundation of value co-creation literature.
Journal: Journal of Marketing for Higher Education
Pages: 210-231
Issue: 2
Volume: 28
Year: 2018
Month: 7
X-DOI: 10.1080/08841241.2018.1466756
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1466756
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:2:p:210-231




Template-Type: ReDIF-Article 1.0
Author-Name: Nicole M. Lee
Author-X-Name-First: Nicole M.
Author-X-Name-Last: Lee
Author-Name: Patrick F. Merle
Author-X-Name-First: Patrick F.
Author-X-Name-Last: Merle
Title: Media relations and universities: an assessment of digital newsrooms
Abstract: 
 Reviews of editorial practices and academic studies have shown that journalists often rely on organization websites—and online newsrooms in particular—to inform news stories. Yet, at a time when many academics are called upon as experts by the media, university newsrooms have been ignored. To fill this gap, this study assesses newsrooms of universities to determine whether they are providing adequate resources to cover the institution or identify experts. Previous research demonstrated higher ranked Fortune 500 companies have more comprehensive newsrooms, potentially putting them at an advantage when it comes to news coverage. To better understand whether disparities exist among the top US institutions, this study features a content analysis of the newsrooms of the top 202 universities ranked by U.S. News & World Report. Findings show that although higher ranked universities typically feature more comprehensive newsrooms, universities at all levels are missing opportunities to provide journalists with information necessary to cover the university, thus limiting visibility to outside stakeholders. The most common features were internally written news stories and links to social media. Resources specifically for journalists were less common. Assessing newsrooms is valuable because they influence media coverage, which can improve credibility and perceived external prestige.
Journal: Journal of Marketing for Higher Education
Pages: 232-246
Issue: 2
Volume: 28
Year: 2018
Month: 7
X-DOI: 10.1080/08841241.2018.1467991
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1467991
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:2:p:232-246




Template-Type: ReDIF-Article 1.0
Author-Name: Melissa James-MacEachern
Author-X-Name-First: Melissa
Author-X-Name-Last: James-MacEachern
Title: A comparative study of international recruitment – tensions and opportunities in institutional recruitment practice
Abstract: 
 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 international recruiters encounter. This study finds that although national policy frameworks vary by country, the practice of international recruitment remains remarkably similar amongst the case study institutions. It further suggests that regardless of rankings, HEIs are facing commodification within the international student recruitment market. Furthermore, it suggests that institutions may improve their recruitment activity by addressing role clarity, improving coordination, differentiating their offerings, and ensuring flexibility to respond to market forces.
Journal: Journal of Marketing for Higher Education
Pages: 247-265
Issue: 2
Volume: 28
Year: 2018
Month: 7
X-DOI: 10.1080/08841241.2018.1471014
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1471014
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:28:y:2018:i:2:p:247-265




Template-Type: ReDIF-Article 1.0
Author-Name: Udo Rainer Gottlieb
Author-X-Name-First: Udo Rainer
Author-X-Name-Last: Gottlieb
Author-Name: Amanda Beatson
Author-X-Name-First: Amanda
Author-X-Name-Last: Beatson
Title: High on emotion! perceived value: influencing decision-making processes at international student recruitment trade shows
Abstract: 
 Transnational education students are an increasingly important source of income for higher education institutes. Student recruitment trade shows as a marketing communication tool are being used by the majority of higher education institutes and despite multi-million-dollar investments, little is known about the impact they have on the decision-making processes of transnational education students and the student recruitment efforts of the exhibiting higher education institutes. This research project discusses how international student recruitment trade shows can positively influence the perceived value students obtain from visiting these trade shows. The findings of this qualitative study show the positive effect higher levels of social emotions have on students’ perceptions of international study options from pre-purchase to post-consumption and on the effectiveness of student recruitment trade shows.
Journal: Journal of Marketing for Higher Education
Pages: 282-297
Issue: 2
Volume: 28
Year: 2018
Month: 7
X-DOI: 10.1080/08841241.2018.1476430
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1476430
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:28:y:2018:i:2:p:282-297




Template-Type: ReDIF-Article 1.0
Author-Name: Irene Trullas
Author-X-Name-First: Irene
Author-X-Name-Last: Trullas
Author-Name: Pep Simo
Author-X-Name-First: Pep
Author-X-Name-Last: Simo
Author-Name: Oriol R. Fusalba
Author-X-Name-First: Oriol R.
Author-X-Name-Last: Fusalba
Author-Name: Angels Fito
Author-X-Name-First: Angels
Author-X-Name-Last: Fito
Author-Name: Jose M. Sallan
Author-X-Name-First: Jose M.
Author-X-Name-Last: Sallan
Title: Student-perceived organizational support and perceived employability in the marketing of higher education
Abstract: 
 In the current context, the need for marketing in institutions of higher education is undeniable. The specification of the student not merely as a ‘customer’ means that traditional marketing no longer has sufficient capacity to explain the behavior of the student body. In this study, a four-level relationship marketing model is tested to check the influence of perceived organizational support (POS) and perceived employability on identification with the institution and the perceived price-quality ratio and how these influence student satisfaction. In addition, the constructs prior to POS and perceived employability are identified, which are explicit enough to enable specific marketing actions to be carried out. As POS is a construct defined for the labor market, its use applied to relational marketing comes up as something innovative.To this end, Likert scales have been designed and validated to measure these constructs. The results of this test show how the perception of organizational support depends on the relationship of the student body with the administration and management of the center. Likewise, the perception of employability depends on the perceived reputation and the perception of the promotion of employability. Furthermore, it is confirmed that satisfaction is positively related to identification and the perceived price-quality ratio, which in turn are positively related to organizational support and perceived employability.
Journal: Journal of Marketing for Higher Education
Pages: 266-281
Issue: 2
Volume: 28
Year: 2018
Month: 7
X-DOI: 10.1080/08841241.2018.1488334
File-URL: http://hdl.handle.net/10.1080/08841241.2018.1488334
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:28:y:2018:i:2:p:266-281




Template-Type: ReDIF-Article 1.0
Author-Name: Salman Yousaf
Author-X-Name-First: Salman
Author-X-Name-Last: Yousaf
Author-Name: Xiucheng Fan
Author-X-Name-First: Xiucheng
Author-X-Name-Last: Fan
Author-Name: Fahad Laber
Author-X-Name-First: Fahad
Author-X-Name-Last: Laber
Title: Branding China through the internationalization of higher education sector: an international students’ perspective from China
Abstract: 
 The purpose of this research is to understand how nation branding initiatives complement education diplomacy for a country such as China and to investigate how country distance shapes perceptions of China across a large international student contingency in China. We use Ghemawat’s [(2001). Distance still matters. Harvard Business Review, 79(8), 137–147] CAGE distance framework, nation branding theory [Anholt, 2007. Competitive identity: The new brand management for nations, cities and regions. New York, NY: Palgrave Macmillan] and brand equity theory [Aaker, D. A. (1991). Managing brand equity. New York, NY: The Free Press; Yoo & Donthu (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14] to provide theoretical support for the answers to our questions. It was found out that country distances are relevant in determining national images. While national image dimensions for China positively influence behavioral intentions related to China and positively contribute to the brand equity of HEIs. A multi-group analysis shows that significant differences exist between international students belonging to different regions in their disposition towards China as a country and China as a destination for higher education. The international strategies of firms in shaping perceptions related to national images.
Journal: Journal of Marketing for Higher Education
Pages: 161-179
Issue: 2
Volume: 30
Year: 2020
Month: 7
X-DOI: 10.1080/08841241.2019.1710890
File-URL: http://hdl.handle.net/10.1080/08841241.2019.1710890
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Handle: RePEc:taf:jmkthe:v:30:y:2020:i:2:p:161-179




Template-Type: ReDIF-Article 1.0
Author-Name: Sharizal Hashim
Author-X-Name-First: Sharizal
Author-X-Name-Last: Hashim
Author-Name: Norjaya Mohd Yasin
Author-X-Name-First: Norjaya
Author-X-Name-Last: Mohd Yasin
Author-Name: Siti Aisyah Ya’kob
Author-X-Name-First: Siti Aisyah
Author-X-Name-Last: Ya’kob
Title: What constitutes student–university brand relationship? Malaysian students’ perspective
Abstract: 
 The concept of customer-brand relationship (CBR) is becoming increasingly important. However, the description of what constitutes student–university brand relationship is relatively limited. Underpinned by social exchange theory, this study proposes student–university brand relationship formation that comprises of utility (UV), hedonic (HV) and relational values (RV) as the antecedents, brand relationship quality (BRQ), as the mediator, and brand resonance (BR) as the consequence of CBR. With a set of usable data from 701 samples of Malaysian postgraduate students, the structural equation modelling (PLS) was utilized. The results reveal the mediating effect of BRQ in the relationships between customer values (UV, HV and RV) and BR. Therefore, considering student’s psychological ties as the focus in brand relationship strategy can help the university to understand how to create a greater bonding and favourable university’s brand relationship response.
Journal: Journal of Marketing for Higher Education
Pages: 180-202
Issue: 2
Volume: 30
Year: 2020
Month: 7
X-DOI: 10.1080/08841241.2020.1713278
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1713278
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Handle: RePEc:taf:jmkthe:v:30:y:2020:i:2:p:180-202




Template-Type: ReDIF-Article 1.0
Author-Name: Harald Kraus
Author-X-Name-First: Harald
Author-X-Name-Last: Kraus
Author-Name: James Burford
Author-X-Name-First: James
Author-X-Name-Last: Burford
Title: ‘Just like studying abroad’: an analysis of the online promotional videos of Thai university international programmes
Abstract: 
 Universities around the world increasingly use online videos to recruit both domestic and international students. However, little is currently known about how such videos are used to market international programmes in the Global South. We analysed a sample of 19 videos that promote international programmes at Thai universities. After transcribing the videos, we conducted a thematic analysis of their overall features. We found that, despite some attempts to address international students, the primary audience that was targeted was domestic. Our analysis revealed that the videos constructed international higher education (IHE) as offering: intercultural experiences with regard to learning, languages, careers and exchange, and the opportunity to have an international experience with the comforts of home. The videos also tended to position IHE as advancing the development of the host nation. Based on our analysis, we argue that further nuanced thinking regarding the meaning and promotion of IHE in Thailand is required.
Journal: Journal of Marketing for Higher Education
Pages: 203-220
Issue: 2
Volume: 30
Year: 2020
Month: 7
X-DOI: 10.1080/08841241.2020.1720888
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1720888
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Template-Type: ReDIF-Article 1.0
Author-Name: Evelyn C. Allen
Author-X-Name-First: Evelyn C.
Author-X-Name-Last: Allen
Author-Name: Brian Collisson
Author-X-Name-First: Brian
Author-X-Name-Last: Collisson
Title: Do aspirational role models inspire or backfire? Perceived similarity mediates the effect of role models on minority students’ college choices
Abstract: 
 Drawing from psychological theory, an aspirational role model within college marketing materials may cause prospective students to be willing to make similar enrollment and academic choices if the role model is perceived as similar to themselves. Therefore, we predicted that prospective, minority students exposed to a role model of the same, rather than different, ethnicity will be more willing to enroll in the same institution and make similar academic choices. Further, we predicted perceived similarity may mediate the effect of role model ethnicity on academic choices. To experimentally test our predictions, we presented 151 prospective, minority students (49% Black, 32.5% Hispanic, 18.5% Asian) with alumni profiles that varied in regard to ethnicity (same ethnicity, White) and accomplishment (modest, extreme). Prospective students then rated perceived similarity with the alumni and willingness to make similar academic choices. A series of analyses confirmed our predictions. Prospective, minority students were more willing to make similar choices when presented with a role model of the same, rather than different, ethnicity. As predicted, perceived similarity mediated the effect of role model ethnicity on academic choices. Interestingly, accomplishments of the alumni did not affect students’ choices. Implications for recruiting students of color in higher education are discussed.
Journal: Journal of Marketing for Higher Education
Pages: 221-238
Issue: 2
Volume: 30
Year: 2020
Month: 7
X-DOI: 10.1080/08841241.2020.1723780
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1723780
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Handle: RePEc:taf:jmkthe:v:30:y:2020:i:2:p:221-238




Template-Type: ReDIF-Article 1.0
Author-Name: Tornike Khoshtaria
Author-X-Name-First: Tornike
Author-X-Name-Last: Khoshtaria
Author-Name: Davit Datuashvili
Author-X-Name-First: Davit
Author-X-Name-Last: Datuashvili
Author-Name: Arian Matin
Author-X-Name-First: Arian
Author-X-Name-Last: Matin
Title: The impact of brand equity dimensions on university reputation: an empirical study of Georgian higher education
Abstract: 
 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 the uniqueness of the service they provide. This study aims to help universities understand what constitutes consumer-based brand equity. Also, it is dedicated to find out whether brand equity dimensions (elements) have an impact on university reputation (overall university brand equity). This study undertook an exploratory approach, employing qualitative as well as quantitative research strategies. Primarily we looked at the measurement scales developed by Pinar, M., Trapp, P., Girard, T., & Boyt, T. (2013). University brand equity: An empirical investigation of its dimensions. International Journal of Educational Management, 28(6), 616–634. The results of this study suggested that university brand equity dimensions fall into two types, core and supportive. This research also identified the combination of elements important to university branding.
Journal: Journal of Marketing for Higher Education
Pages: 239-255
Issue: 2
Volume: 30
Year: 2020
Month: 7
X-DOI: 10.1080/08841241.2020.1725955
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1725955
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Handle: RePEc:taf:jmkthe:v:30:y:2020:i:2:p:239-255




Template-Type: ReDIF-Article 1.0
Author-Name: Kjersti Karijord Smørvik
Author-X-Name-First: Kjersti Karijord
Author-X-Name-Last: Smørvik
Author-Name: May Kristin Vespestad
Author-X-Name-First: May Kristin
Author-X-Name-Last: Vespestad
Title: Bridging marketing and higher education: resource integration, co-creation and student learning
Abstract: 
 Consumers are constantly searching for new experiences that provide more than just a product or a service. A cup of coffee is not just a cup of coffee. The atmosphere surrounding the coffee experience is a matter of ever greater importance to consumers. Along with an increased demand for experiences, the lecture hall has also become a setting where students expect to be entertained and engaged. This article looks into how value created through co-creation and mutual resource exchange can contribute in higher educational experiences. The article also explores how implementing tools from marketing can promote learning experiences. This study is based on focus group interviews, evaluations and observations. The findings show that co-creation of values can contribute to students perception of learning. By linking theories of marketing and higher education, the article contributes to new ways of thinking that focuses on co-creation of value in a teaching-learning context.
Journal: Journal of Marketing for Higher Education
Pages: 256-270
Issue: 2
Volume: 30
Year: 2020
Month: 7
X-DOI: 10.1080/08841241.2020.1728465
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1728465
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Handle: RePEc:taf:jmkthe:v:30:y:2020:i:2:p:256-270




Template-Type: ReDIF-Article 1.0
Author-Name: Z. W. Taylor
Author-X-Name-First: Z. W.
Author-X-Name-Last: Taylor
Author-Name: Ibrahim Bicak
Author-X-Name-First: Ibrahim
Author-X-Name-Last: Bicak
Title: Buying search, buying students: how elite U.S. institutions employ paid search to practice academic capitalism online
Abstract: 
 While academic capitalism pervades many facets of US higher education, this study analyzes paid adwords as a method of academic capitalism in the online marketplace. This article presents findings from a five-month quantitative analysis of paid adwords of the 2018 top US News & World Report top 100 national universities. Capturing the Fall 2017 application season, this study investigated how many, when, and what adwords institutions purchase and how cost efficient these adwords were by words-per-click and price-per-click. Data indicate private institutions buy more adwords and pay a greater amount than public institutions but do not generate more traffic from these adwords. Regression analyses find better-ranked institutions generate more traffic from adwords than lower-ranked peers, but similar analyses predicting adwords and cost were not statistically significant. These findings suggest a stratified Internet marketplace, with better-ranked institutions practicing academic capitalism to drive web traffic toward their websites during application season.
Journal: Journal of Marketing for Higher Education
Pages: 271-296
Issue: 2
Volume: 30
Year: 2020
Month: 7
X-DOI: 10.1080/08841241.2020.1731910
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1731910
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Handle: RePEc:taf:jmkthe:v:30:y:2020:i:2:p:271-296




Template-Type: ReDIF-Article 1.0
Author-Name: C. B. Ward
Author-X-Name-First: C. B.
Author-X-Name-Last: Ward
Author-Name: R. V. Srivastava
Author-X-Name-First: R. V.
Author-X-Name-Last: Srivastava
Author-Name: D. Roy
Author-X-Name-First: D.
Author-X-Name-Last: Roy
Author-Name: L. M. Matthews
Author-X-Name-First: L. M.
Author-X-Name-Last: Matthews
Author-Name: D. R. Edmondson
Author-X-Name-First: D. R.
Author-X-Name-Last: Edmondson
Author-Name: T. Graeff
Author-X-Name-First: T.
Author-X-Name-Last: Graeff
Title: From boots to books: consumer attitudes toward veterans support by higher education institutions
Abstract: 
 Since the events of 9/11, the United States has experienced a resurgence of patriotism. Society actively applauds the service and sacrifice made by veterans and active military personnel. The Post-9/11 GI Bill allows members of U.S. armed forces, both past and present, to continue their education at colleges and universities across the country. What impact has this resurgence in patriotism and the attitudes regarding honoring U.S. veterans had on these institutions of higher education? This purpose of this study is to evaluate attitudes in terms of the impact of patriotism and attitudes about honoring veterans on public college support (i.e. goodwill, enrollment, donations). Specifically, the study indicates that patriotism has a positive impact on individual’s attitudes towards honoring veterans, but no direct effect on college support. However, attitudes about honoring veterans has a positive direct effect on college support and a mediating effect between patriotism and college support.
Journal: Journal of Marketing for Higher Education
Pages: 91-106
Issue: 1
Volume: 31
Year: 2021
Month: 1
X-DOI: 10.1080/08841241.2020.1759752
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1759752
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Handle: RePEc:taf:jmkthe:v:31:y:2021:i:1:p:91-106




Template-Type: ReDIF-Article 1.0
Author-Name: Benoit Cordelier
Author-X-Name-First: Benoit
Author-X-Name-Last: Cordelier
Author-Name: Consuelo Vasquez
Author-X-Name-First: Consuelo
Author-X-Name-Last: Vasquez
Author-Name: Sergi Viviane
Author-X-Name-First: Sergi
Author-X-Name-Last: Viviane
Title: Branding the university: building up meaning through ideological oppositions
Abstract: 
 This article examines the development of a university’s advertising campaign through the discursive justifications of the university’s communications office, its deans, and the advertising agency involved in the process. Empirical material is gathered from a three-year-long ethnographic research. Drawing on the notion of floating signifier, we explore how neoliberal and humanist Discourses about universities are played out in the negotiations between the actors involved in an advertising campaign, showing that seemingly opposing ideological stances are not completely isolated from one another.
Journal: Journal of Marketing for Higher Education
Pages: 136-154
Issue: 1
Volume: 31
Year: 2021
Month: 1
X-DOI: 10.1080/08841241.2020.1761507
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1761507
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Handle: RePEc:taf:jmkthe:v:31:y:2021:i:1:p:136-154




Template-Type: ReDIF-Article 1.0
Author-Name: Kashif Farhat
Author-X-Name-First: Kashif
Author-X-Name-Last: Farhat
Author-Name: Sany Sanuri Mohd. Mokhtar
Author-X-Name-First: Sany Sanuri Mohd.
Author-X-Name-Last: Mokhtar
Author-Name: Salniza Bt. Md. Salleh
Author-X-Name-First: Salniza Bt. Md.
Author-X-Name-Last: Salleh
Title: Role of brand experience and brand affect in creating brand engagement: a case of higher education institutions (HEIs)
Abstract: 
 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 engagement on social media and identified the path to engage students and measure their loyalty. A total of 254 self-administered responses (survey questionnaires) were collected from the students of 5 public and 10 private universities. The results drawn through PLS-SEM analysis exhibited a significant mediating role of brand affect (emotional response) between brand experience (sensory and behavioral) and brand engagement behavior. The findings also showed the critical rule of brand interactivity towards brand engagement behavior. The study suggests leveraging the power of brand experience and brand interactivity to drive brand engagement behavior through the critical role of brand affect in HEIs.
Journal: Journal of Marketing for Higher Education
Pages: 107-135
Issue: 1
Volume: 31
Year: 2021
Month: 1
X-DOI: 10.1080/08841241.2020.1759753
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1759753
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Handle: RePEc:taf:jmkthe:v:31:y:2021:i:1:p:107-135




Template-Type: ReDIF-Article 1.0
Author-Name: Janire Gordon-Isasi
Author-X-Name-First: Janire
Author-X-Name-Last: Gordon-Isasi
Author-Name: Lorea Narvaiza
Author-X-Name-First: Lorea
Author-X-Name-Last: Narvaiza
Author-Name: Juan José Gibaja
Author-X-Name-First: Juan José
Author-X-Name-Last: Gibaja
Title: Revisiting integrated marketing communication (IMC): a scale to assess IMC in higher education (HE)
Abstract: 
 Integrated marketing communication (IMC) has attracted the interest of marketing and management scholars since it was first introduced. A theoretical debate on definitional and measurement issues has also been growing. Thanks to the benefits that IMC can offer organizations, it is interesting to study it with regards to the higher education (HE) environment since higher education institutions (HEIs) have been focusing on the potential of different and new ways of communication and their integration. The purpose of this paper is twofold: first, to explore the concept of IMC in HE. And second, to present a tool that measures the level of integration of marketing and communication achieved in the HE context in a non-English speaking country, while also considering different perceptions in the same organization. The methodology of this paper is based on a multi-stage research design adopting qualitative and quantitative approaches. The main contributions are a reliable and valid adaptation of a tool that measures the level of IMC in a set of selected HEIs and a proposal of five dimensions that explain IMC in HE context. This will help to build a more robust theoretical body of knowledge regarding not only IMC but also higher education marketing (HEM).
Journal: Journal of Marketing for Higher Education
Pages: 58-90
Issue: 1
Volume: 31
Year: 2021
Month: 1
X-DOI: 10.1080/08841241.2020.1758283
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1758283
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Handle: RePEc:taf:jmkthe:v:31:y:2021:i:1:p:58-90




Template-Type: ReDIF-Article 1.0
Author-Name: Mollie Dollinger
Author-X-Name-First: Mollie
Author-X-Name-Last: Dollinger
Author-Name: Jessica Vanderlelie
Author-X-Name-First: Jessica
Author-X-Name-Last: Vanderlelie
Title: Closing the loop: co-designing with students for greater market orientation
Abstract: 
 Changing factors in the higher education context such as expansion and increased marketization have sparked interest in how universities can co-create and partner with students. However, while numerous articles discuss the importance or benefits of collaboration between students and staff, less attention has been placed on the explicit approaches to support partnership. This paper will outline an approach and discuss the benefits of integrating co-design into university service practice. Using a student-staff design thinking workshop model called ‘CoLabs', we will outline how co-creation with students can help university staff generate new ideas and solve ongoing issues. Activities to assist co-design with students, including storyboarding, are also summarized as well as authentic case studies of where co-design practices have helped drive change. The aim of this work is to provide the sector with an example of usable techniques to support co-design practices with students and reinforce the benefits of implementation of co-design in higher education.
Journal: Journal of Marketing for Higher Education
Pages: 41-57
Issue: 1
Volume: 31
Year: 2021
Month: 1
X-DOI: 10.1080/08841241.2020.1757557
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1757557
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Handle: RePEc:taf:jmkthe:v:31:y:2021:i:1:p:41-57




Template-Type: ReDIF-Article 1.0
Author-Name: Deborah Kelly
Author-X-Name-First: Deborah
Author-X-Name-Last: Kelly
Author-Name: Adriana Vamosiu
Author-X-Name-First: Adriana
Author-X-Name-Last: Vamosiu
Title: Charitable giving to college athletics: the role of brand communities in choosing how much to give
Abstract: 
 The literature on charitable contributions to higher education focuses overwhelmingly on why donors give. This study aims to understand the monetary choice of a contribution, specifically what factors are linked to higher/lower donations. The current research employs the brand communities framework to analyze the role of the strength of the bonds between all types of donors, the collegiate athletics teams they support and their respective department, as it pertains to the level of charitable contributions to collegiate athletics. Considering these relationships explicitly allows for a comprehensive analysis of both the demand and supply side of this market. Ordinal logistic regressions reveal that athletics sponsored donor events are associated with higher contributions from those attending. Fundraising campaigns detailing the specific needs of the teams are met with higher donations. Benefactors attending college sports games are linked to higher contributions. The winning record of a team is associated with gift size for a subsample of contributors only. The econometric technique allows ranking marketing strategies relative to size of contribution, information essential in developing one’s brand community development plan. As fluctuations in the economy have rippling effects in philanthropy, the practical implications are relevant to collegiate and other nonprofit athletics advancement and marketing professionals.
Journal: Journal of Marketing for Higher Education
Pages: 1-22
Issue: 1
Volume: 31
Year: 2021
Month: 1
X-DOI: 10.1080/08841241.2020.1731911
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1731911
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:31:y:2021:i:1:p:1-22




Template-Type: ReDIF-Article 1.0
Author-Name: Sumanjit Dass
Author-X-Name-First: Sumanjit
Author-X-Name-Last: Dass
Author-Name: Sapna Popli
Author-X-Name-First: Sapna
Author-X-Name-Last: Popli
Author-Name: Abhigyan Sarkar
Author-X-Name-First: Abhigyan
Author-X-Name-Last: Sarkar
Author-Name: Juhi Gahlot Sarkar
Author-X-Name-First: Juhi Gahlot
Author-X-Name-Last: Sarkar
Author-Name: Muddu Vinay
Author-X-Name-First: Muddu
Author-X-Name-Last: Vinay
Title: Empirically examining the psychological mechanism of a loved and trusted business school brand
Abstract: 
 Marketing and branding of higher education occupy an important space today in the extremely competitive B-school market. This paper aims to explore the drivers of brand loyalty and advocacy in the context of business school brands. The study examines the connections between brand experience, brand love and brand trust in the context of business schools. A cross-sectional study amongst the students of select business schools in the emerging economy of India was conducted to explore the mechanism through which brand experience can finally lead to the building of a loved as well as trusted business school brand. Data were collected from selected young adult business school students and analyzed using structural equation modeling and Hayes [2017. Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed.). Guilford Publications] process macro to validate the theoretical framework. The findings delineate that brand experience predicts brand trust both directly and through the mediation of brand love, highlighting the mediating effect to be stronger than the direct effect. The research also lends support to the argument that trust in business school brand builds brand loyalty and brand advocacy.
Journal: Journal of Marketing for Higher Education
Pages: 23-40
Issue: 1
Volume: 31
Year: 2021
Month: 1
X-DOI: 10.1080/08841241.2020.1742846
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1742846
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Handle: RePEc:taf:jmkthe:v:31:y:2021:i:1:p:23-40




Template-Type: ReDIF-Article 1.0
Author-Name: Ludvík Eger
Author-X-Name-First: Ludvík
Author-X-Name-Last: Eger
Author-Name: Dana Egerová
Author-X-Name-First: Dana
Author-X-Name-Last: Egerová
Author-Name: Lukasz Tomczyk
Author-X-Name-First: Lukasz
Author-X-Name-Last: Tomczyk
Author-Name: Miroslav Krystoň
Author-X-Name-First: Miroslav
Author-X-Name-Last: Krystoň
Author-Name: Csilla Czeglédi
Author-X-Name-First: Csilla
Author-X-Name-Last: Czeglédi
Title: Facebook for Public Relations in the higher education field: a study from four countries Czechia, Slovakia, Poland and Hungary
Abstract: 
 In recent years, social media has provided higher education institutions with new means of communication with their target groups. In this study, research was conducted on top public universities from four countries in Central Europe, with a focus on their Public Relations activities on Facebook. The purpose of this research is to explore the use of Facebook by selected universities and to provide a set of practical benchmarks on successful communication with the public. The quantitative data analysis was conducted using the data mining tool Netvizz. Data from 2017 and 2018 obtained from 31 Facebook profiles of selected universities were used. The findings provide evidence on the use of Facebook by universities for Public Relations. Furthermore, they reveal that different post features generate different customer behaviour. The study contributes to a better understanding of marketing-related activities on social media in higher education field.
Journal: Journal of Marketing for Higher Education
Pages: 240-260
Issue: 2
Volume: 31
Year: 2021
Month: 7
X-DOI: 10.1080/08841241.2020.1781737
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1781737
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Handle: RePEc:taf:jmkthe:v:31:y:2021:i:2:p:240-260




Template-Type: ReDIF-Article 1.0
Author-Name: Liliana Carvalho
Author-X-Name-First: Liliana
Author-X-Name-Last: Carvalho
Author-Name: Amélia Brandão
Author-X-Name-First: Amélia
Author-X-Name-Last: Brandão
Author-Name: Luísa Helena Pinto
Author-X-Name-First: Luísa Helena
Author-X-Name-Last: Pinto
Title: Understanding the importance of eWOM on Higher Education Institutions’ brand equity
Abstract: 
 Higher Education Institutions (HEIs) are increasingly aware of the importance of brand equity for brand strategy. Earlier research has disregarded the eWOM of HEIs, so this study furthers our understanding of the importance of eWOM on the creation and leverage of HEIs’ brand equity. A qualitative approach was adopted, with semi-structured interviews targeting Higher Education students from the same institution but different nationalities and study programmes. The interviews were transcribed and examined following the principles of thematic content analysis. The findings show that positive eWOM positively influences brand equity, whereas negative eWOM has a minor influence on brand equity. Furthermore, it was found that firm-generated eWOM has equivalent or even more credibility than user-generated eWOM in affecting HEIs’ brand equity. This study contributes to the literature by offering an inductively generated theoretical model to guide future research on the links between eWOM and brand equity in HEIs.
Journal: Journal of Marketing for Higher Education
Pages: 261-279
Issue: 2
Volume: 31
Year: 2021
Month: 7
X-DOI: 10.1080/08841241.2020.1788196
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1788196
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:31:y:2021:i:2:p:261-279




Template-Type: ReDIF-Article 1.0
Author-Name: Ilda Maria Pedro
Author-X-Name-First: Ilda Maria
Author-X-Name-Last: Pedro
Author-Name: Júlio da Costa Mendes
Author-X-Name-First: Júlio da Costa
Author-X-Name-Last: Mendes
Author-Name: Luís Nobre Pereira
Author-X-Name-First: Luís Nobre
Author-X-Name-Last: Pereira
Title: Understanding Alumni-Alma mater commitment relationships upstream and downstream
Abstract: 
 This study collects reliable information about the commitment relationship (CR) between alumni and higher education institutions (HEIs) to increase the existing knowledge in terms of both theoretical and practical issues. Based on the literature review and findings from a previous qualitative research a theoretical model for a sample of 2008 alumni was tested through structural equation modeling. HEIs’ commitment, cognitive commitment, and affective commitment are drivers of CR, whereas the desire to share experiences, provide help, and participate in alumni meetings are the CR’s indicators. Findings offer insights to guide communication policies, focusing on overall quality, the key role of students in co-creation, strategies to involve students in campus life, the solicitation actions, and the advantages alumni can gain from their engagement. A contribution to the literature is also given because it reinforces the importance of strengthening aspects related to alumni-alma mater CR in contexts with a weak alumni culture.
Journal: Journal of Marketing for Higher Education
Pages: 175-196
Issue: 2
Volume: 31
Year: 2021
Month: 7
X-DOI: 10.1080/08841241.2020.1768200
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1768200
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Handle: RePEc:taf:jmkthe:v:31:y:2021:i:2:p:175-196




Template-Type: ReDIF-Article 1.0
Author-Name: Sarath A. Nonis
Author-X-Name-First: Sarath A.
Author-X-Name-Last: Nonis
Author-Name: Gail I. Hudson
Author-X-Name-First: Gail I.
Author-X-Name-Last: Hudson
Author-Name: Melodie J. Philhours
Author-X-Name-First: Melodie J.
Author-X-Name-Last: Philhours
Title: Differentiated: segmentation for improved learning strategies
Abstract: 
 Higher education has historically focused on demographics to target prospective students in recruitment and retention efforts. This study focuses on the effect of psychographic and behavioral elements at the learner level to identify student segments and to influence the outcomes that lead to retention and ultimately graduation. Psychographics that include several motivation, resource, and demographic variables were used to segment 245 undergraduate college students from a four year medium size AACSB accredited state school in the United States. Results from a Hierarchical Cluster Analysis identify four segments that differ significantly in terms of not only motivation, resource, and demographic variables but also outcome variables such as academic achievement, satisfaction, and university loyalty. Findings suggest students to be heterogeneous needing different interventions targeted to different student groups. Discussion includes implications for students, instructors, and administrators, as well as actions that may positively influence retention, and graduation efforts among different student segments.
Journal: Journal of Marketing for Higher Education
Pages: 155-174
Issue: 2
Volume: 31
Year: 2021
Month: 7
X-DOI: 10.1080/08841241.2020.1761931
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1761931
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:31:y:2021:i:2:p:155-174




Template-Type: ReDIF-Article 1.0
Author-Name: Shamima Raihan Manzoor
Author-X-Name-First: Shamima Raihan
Author-X-Name-Last: Manzoor
Author-Name: Jessica Sze Yin Ho
Author-X-Name-First: Jessica Sze Yin
Author-X-Name-Last: Ho
Author-Name: Abdullah Al Mahmud
Author-X-Name-First: Abdullah
Author-X-Name-Last: Al Mahmud
Title: Revisiting the ‘university image model’ for higher education institutions’ sustainability
Abstract: 
 Global student mobility has reached far beyond Europe, North America, and Australia. Malaysia, Singapore, and South Korea have become the ‘emerging contenders’ focusing on attracting international students, primarily from other Asian countries. This heightened competition among higher education institutions (HEIs) challenges their sustainability. This study, therefore, aims to investigate Alcaide-Pulido, Alves, and Gutiérrez-Villar's university image model and its influence on students’ citizenship behaviour in the context of HEIs’ achieving sustainability. Data were collected from 223 international students at two reputable Malaysian universities. The results, showing that ‘image’ is a ‘higher-order construct’, extend the university image model and reveal a reformation of the ‘image’ variables. The findings further reveal that the extended and reformed model is capable of building satisfaction among students, which, in turn, contributes to enhancing students’ citizenship behavioural outcomes (advocacy, feedback, helping behaviour, and tolerance). This can indirectly support HEIs’ sustainability.
Journal: Journal of Marketing for Higher Education
Pages: 220-239
Issue: 2
Volume: 31
Year: 2021
Month: 7
X-DOI: 10.1080/08841241.2020.1781736
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1781736
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Handle: RePEc:taf:jmkthe:v:31:y:2021:i:2:p:220-239




Template-Type: ReDIF-Article 1.0
Author-Name: Abdelhamid K. Abdelmaaboud
Author-X-Name-First: Abdelhamid K.
Author-X-Name-Last: Abdelmaaboud
Author-Name: Ana Isabel Polo Peña
Author-X-Name-First: Ana Isabel Polo
Author-X-Name-Last: Peña
Author-Name: Abeer A. Mahrous
Author-X-Name-First: Abeer A.
Author-X-Name-Last: Mahrous
Title: The influence of student-university identification on student’s advocacy intentions: the role of student satisfaction and student trust
Abstract: 
 This study examines the influence of student-university identification on student’s advocacy intentions directly and indirectly through student satisfaction and student trust and investigates the moderating role of students’ gender. Drawing upon a sample of (n = 741) undergraduate students from different Spanish universities and using structural equation modeling, the results showed that student-university identification, student satisfaction, and student trust are key influential factors in determining student’s advocacy intentions. The results also confirm the presence of the significant indirect effect of student-university identification on student’s advocacy intentions via student satisfaction and student trust. The results of multigroup analysis supported the significance of the difference between male and female students in the influence of student-university identification and student satisfaction on student’s advocacy intentions.
Journal: Journal of Marketing for Higher Education
Pages: 197-219
Issue: 2
Volume: 31
Year: 2021
Month: 7
X-DOI: 10.1080/08841241.2020.1768613
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1768613
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:31:y:2021:i:2:p:197-219




Template-Type: ReDIF-Article 1.0
Author-Name: Sonali Singh
Author-X-Name-First: Sonali
Author-X-Name-Last: Singh
Author-Name: Sumeet Singh Jasial
Author-X-Name-First: Sumeet Singh
Author-X-Name-Last: Jasial
Title: Moderating effect of perceived trust on service quality – student satisfaction relationship: evidence from Indian higher management education institutions
Abstract: 
 The purpose of this paper is to examine service quality constructs which leads to student satisfaction in the setting of Indian higher management education institutes. In this study, researchers made an attempt to investigate the moderating effect of perceived trust on the relationship between service quality and student satisfaction. The findings of the study suggested that teaching skills of teacher, staff competence, reputation and access have significant impact on student satisfaction whereas generic skills of teachers and staff attitude does not influence student satisfaction significantly. Results of the study also suggested the moderating effect of perceived trust on student satisfaction. This study is a sole attempt to identify various academic and non-academic aspects of service quality which influence student satisfaction. The findings of the study suggest that it is important for management of HEI’s to recruit not only good instructors but also the competent staff.
Journal: Journal of Marketing for Higher Education
Pages: 280-304
Issue: 2
Volume: 31
Year: 2021
Month: 7
X-DOI: 10.1080/08841241.2020.1825029
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1825029
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:31:y:2021:i:2:p:280-304





Template-Type: ReDIF-Article 1.0
Author-Name: Oscar Espinoza
Author-X-Name-First: Oscar
Author-X-Name-Last: Espinoza
Author-Name: Luis Eduardo González
Author-X-Name-First: Luis Eduardo
Author-X-Name-Last: González
Author-Name: Luis Sandoval
Author-X-Name-First: Luis
Author-X-Name-Last: Sandoval
Author-Name: Javier Loyola
Author-X-Name-First: Javier
Author-X-Name-Last: Loyola
Author-Name: Noel McGinn
Author-X-Name-First: Noel
Author-X-Name-Last: McGinn
Author-Name: Dante Castillo
Author-X-Name-First: Dante
Author-X-Name-Last: Castillo
Title: Investigating the major factors that contribute to satisfaction with university formation in Psychology and Teaching in Chile
Abstract: 
 The objective of this study was to understand which factors contribute most to Psychology and Teaching graduates’ satisfaction with their university professional formation. Two factors were assessed: the level of admissions selectivity by the university attended, and the salary received once employed. The participants graduated from three universities in Chile, one public and two private selected as representing three levels of university selectivity. The sample was constructed by random selection among five cohorts of graduates, from 2012 to 2016. A self-report questionnaire was administered on two occasions, in 2015 for the first three cohorts and in 2017 for the last two. The obtained sample included 587 graduates, in Psychology and in Teaching of Basic Education. The results reveal that selectivity is related to graduates’ satisfaction with their university experience; the more selective the university in which they are admitted, the more graduates are satisfied. Salary, on the other hand, is related to satisfaction only in the case of the least selective university. The findings provide some directions for how universities can improve graduates’ satisfaction.
Journal: Journal of Marketing for Higher Education
Pages: 37-53
Issue: 1
Volume: 32
Year: 2022
Month: 1
X-DOI: 10.1080/08841241.2020.1807447
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1807447
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:32:y:2022:i:1:p:37-53



Template-Type: ReDIF-Article 1.0
Author-Name: Lai-Wan Wong
Author-X-Name-First: Lai-Wan
Author-X-Name-Last: Wong
Author-Name: Garry Wei-Han Tan
Author-X-Name-First: Garry Wei-Han
Author-X-Name-Last: Tan
Author-Name: Jun-Jie Hew
Author-X-Name-First: Jun-Jie
Author-X-Name-Last: Hew
Author-Name: Keng-Boon Ooi
Author-X-Name-First: Keng-Boon
Author-X-Name-Last: Ooi
Author-Name: Lai-Ying Leong
Author-X-Name-First: Lai-Ying
Author-X-Name-Last: Leong
Title: Mobile social media marketing: a new marketing channel among digital natives in higher education?
Abstract: 
 This paper explores the characteristics of mobile social media marketing adoption in the context of digital natives via an extended Mobile Technology Acceptance Model. Specifically, mobile usefulness and mobile ease of use were studied together with (1) networks relationship properties: homophily and tie-strength to understand their impacts on innovation diffusion; and (2) social influence properties: social norms and perceived critical mass on innovation adoption intention. Data gathered from 263 university students were analysed using Partial Least Squares based Structural Equation Modelling. Other than the linkage between homophily and behavioural intention, findings revealed that all the paths hypothesised were statistically significant and supported. On top of extending the Mobile Technology Acceptance Model with social media metrics (i.e. network properties, social norms, and perceived critical mass), this study offers valuable insights on the applicability of mobile social media marketing efforts to digital natives.
Journal: Journal of Marketing for Higher Education
Pages: 113-137
Issue: 1
Volume: 32
Year: 2022
Month: 01
X-DOI: 10.1080/08841241.2020.1834486
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1834486
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:32:y:2022:i:1:p:113-137



Template-Type: ReDIF-Article 1.0
Author-Name: Elizabeth Bronwen Knight
Author-X-Name-First: Elizabeth Bronwen
Author-X-Name-Last: Knight
Title: The homogenisation of prospectuses over the period of massification in the UK
Abstract: 
 Through historically oriented critical discourse analysis this article considers how the messages regarding the purpose of higher education, as presented in prospectuses of four case study institutions, have been impacted by massification and marketisation in England between 1977 and 2018. The prospectuses of four higher education institutions of different status were analysed to trace how discourses relating to the value of an undergraduate degree could be identified in the prospectuses.The findings suggest that while the prospectuses presented multiple rationales as to why students should undertake degrees, there was a significant increase in focus on graduate transitions to employment and a parallel hollowing-out of information relating to course content.The study found that over the period the vocabularies drawn on to present the value of a degree have become homogenised, yet the rationales given for undertaking tertiary study became more numerous and complex, making diversity of institutional offers difficult for prospective students to differentiate.
Journal: Journal of Marketing for Higher Education
Pages: 19-36
Issue: 1
Volume: 32
Year: 2022
Month: 1
X-DOI: 10.1080/08841241.2020.1806177
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1806177
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:32:y:2022:i:1:p:19-36



Template-Type: ReDIF-Article 1.0
Author-Name: Lovemore Chikazhe
Author-X-Name-First: Lovemore
Author-X-Name-Last: Chikazhe
Author-Name: Charles Makanyeza
Author-X-Name-First: Charles
Author-X-Name-Last: Makanyeza
Author-Name: Nicholas Z. Kakava
Author-X-Name-First: Nicholas Z.
Author-X-Name-Last: Kakava
Title: The effect of perceived service quality, satisfaction and loyalty on perceived job performance: perceptions of university graduates
Abstract: 
 Studies focusing on the effect of graduates’ perceived service quality, graduates’ satisfaction and loyalty on graduates’ perceived job performance are scarce. Therefore, this study was conducted to narrow this knowledge gap. A cross-sectional survey of 430 university graduates was carried out in Harare, Zimbabwe. Structural equation modelling was used to test the research hypotheses. Results show that graduates’ perceived service quality and loyalty each positively influences graduates’ perceived job performance. It was found that graduates’ satisfaction does not significantly influence graduates’ perceived job performance.
Journal: Journal of Marketing for Higher Education
Pages: 1-18
Issue: 1
Volume: 32
Year: 2022
Month: 1
X-DOI: 10.1080/08841241.2020.1793442
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1793442
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Handle: RePEc:taf:jmkthe:v:32:y:2022:i:1:p:1-18



Template-Type: ReDIF-Article 1.0
Author-Name: Kojo Kakra Twum
Author-X-Name-First: Kojo Kakra
Author-X-Name-Last: Twum
Author-Name: Matilda Adams
Author-X-Name-First: Matilda
Author-X-Name-Last: Adams
Author-Name: Stephen Budu
Author-X-Name-First: Stephen
Author-X-Name-Last: Budu
Author-Name: Rosina Akuokor Anati Budu
Author-X-Name-First: Rosina Akuokor Anati
Author-X-Name-Last: Budu
Title: Achieving university libraries user loyalty through user satisfaction: the role of service quality
Abstract: 
 This study examines the influence of library service quality dimensions (i.e. service affect, information access, library as place, and personal control) on user satisfaction, as well as user satisfaction on user loyalty. Data were drawn from 349 library users from a public university library in Ghana. The hypothesized relationships were analyzed using structural equation modeling. The study revealed that with the exception of library as place all the service quality dimensions had a positive significant relationship with library user satisfaction. The study further established a positive significant relationship between user satisfaction and user loyalty. The practical implication is that the attainment of library user loyalty is possible when the management of libraries improve the level of user satisfaction with services. This study is one of the few on assessing library service quality, customer satisfaction, and user loyalty in a developing country context.
Journal: Journal of Marketing for Higher Education
Pages: 54-72
Issue: 1
Volume: 32
Year: 2022
Month: 1
X-DOI: 10.1080/08841241.2020.1825030
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1825030
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:32:y:2022:i:1:p:54-72



Template-Type: ReDIF-Article 1.0
Author-Name: Niti Chatterji
Author-X-Name-First: Niti
Author-X-Name-Last: Chatterji
Author-Name: Rudra Rameshwar
Author-X-Name-First: Rudra
Author-X-Name-Last: Rameshwar
Author-Name: Ravi Kiran
Author-X-Name-First: Ravi
Author-X-Name-Last: Kiran
Title: Is university performance embedded in university-industry collaboration, marketization and information disclosure? Evidence from India
Abstract: 
 The study explores the relationship among relational capital and performance of universities in North India. In the first phase, the study identified the major contributors of relational capital by grounding of literature. University-industry collaboration, information disclosure and marketization emerged as major contributors which were also established empirically in the course of the study. Confirmatory factor analysis measurement model established the factor structure of the measurement items. Next, the researchers investigated the relative importance of each contributor in explaining relational capital and its association with university performance. Findings suggest that relational capital has a significant influence on university performance. A collaborative approach, relationship of reciprocity with stakeholders, disclosing relevant information, maintaining transparency and marketization of the institution are the underpinnings of university performance. The study has meaningful implications for policy makers at universities to enable them to strategize around practices conducive to the creation of relational capital and enhance performance.
Journal: Journal of Marketing for Higher Education
Pages: 89-112
Issue: 1
Volume: 32
Year: 2022
Month: 01
X-DOI: 10.1080/08841241.2020.1834485
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1834485
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:32:y:2022:i:1:p:89-112



Template-Type: ReDIF-Article 1.0
Author-Name: Joanna Kosmaczewska
Author-X-Name-First: Joanna
Author-X-Name-Last: Kosmaczewska
Title: Exploring the determinants of choosing an academic destination under a short-term mobility: a cross-cultural comparison of Poland and Portugal
Abstract: 
 The present study attempts to propose a model integrating different factors that influence the decision-making process of choosing foreign academic destinations for short-term mobility. The theoretical model will be supported by empirical research carried out using a questionnaire administered to students who participated in an exchange programme in Poland (N = 135) and in Portugal (N = 137). This paper contributes to literature by empirically investigating the pull factors affecting the international students’ decision-making process in three dimensions: the country, the city and the university. The findings have implications not only for universities but, for that matter, for local and national governments.
Journal: Journal of Marketing for Higher Education
Pages: 138-158
Issue: 1
Volume: 32
Year: 2022
Month: 01
X-DOI: 10.1080/08841241.2020.1834487
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1834487
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:32:y:2022:i:1:p:138-158



Template-Type: ReDIF-Article 1.0
Author-Name: Berna Tarı Kasnakoğlu
Author-X-Name-First: Berna
Author-X-Name-Last: Tarı Kasnakoğlu
Author-Name: Hande Mercan
Author-X-Name-First: Hande
Author-X-Name-Last: Mercan
Title: Co-creating positive outcomes in higher education: are students ready for co-creation?
Abstract: 
 Student engagement has been extensively studied from ‘student as co-producer’ and ‘student as customer’ perspectives, while co-creation may provide a renewed framework aiming for an extended and more useful relationship between students and instructors through dyadic interactions. With the intention of theorizing co-creation in a more comprehensive model, the present study incorporates ‘operant resources’ as antecedents to the formation of a co-creative relationship. The model also proposes that co-creation is a mediator between resources and outcomes. Lastly, the strength of the bond between students and instructors moderates this relationship. Based on fifteen in-depth interviews, the higher education context is reflected more accurately. The qualitative findings are used to construct a questionnaire, which is then administered among 172 students at two different times to capture the evolving student-educator bond. Results support our proposed model and a discussion is made on co-creation as a methodical process in an ecosystem entangling various stakeholders.
Journal: Journal of Marketing for Higher Education
Pages: 73-88
Issue: 1
Volume: 32
Year: 2022
Month: 1
X-DOI: 10.1080/08841241.2020.1825031
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1825031
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:32:y:2022:i:1:p:73-88

Template-Type: ReDIF-Article 1.0
# input file: WMHE_A_1841069_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20220907T060133 git hash: 85d61bd949
Author-Name: María del Rocío Bonilla Quijada
Author-X-Name-First: María del Rocío
Author-X-Name-Last: Bonilla Quijada
Author-Name: Eva Perea Muñoz
Author-X-Name-First: Eva
Author-X-Name-Last: Perea Muñoz
Author-Name: August Corrons
Author-X-Name-First: August
Author-X-Name-Last: Corrons
Author-Name: Josep-Lluís Olmo-Arriaga
Author-X-Name-First: Josep-Lluís
Author-X-Name-Last: Olmo-Arriaga
Title: Engaging students through social media. Findings for the top five universities in the world
Abstract: 
 Instagram has become a fundamental tool for information, communication and interaction, especially among younger individuals. The literature has analysed user interactions on this social network to determine the extent to which they are capable of generating engagement. The purpose of this study is to explore the ability of the official Instagram accounts of the world top 5 universities to generate engagement among their users. All posts on Instagram over the course of one academic year by these 5 universities (758 posts) were encoded and a comparative analysis carried out using multivariate modelling. This study aims to help identify which variables generate greatest engagement among users, providing strategic proposals for marketing management on this social network. Social network managers at higher education institutions will discover in the findings of this research patterns behind the posts and communication strategies that can generate greatest engagement, thus generating more valuable relationships with stakeholders.
Journal: Journal of Marketing for Higher Education
Pages: 197-214
Issue: 2
Volume: 32
Year: 2022
Month: 07
X-DOI: 10.1080/08841241.2020.1841069
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1841069
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:32:y:2022:i:2:p:197-214



Template-Type: ReDIF-Article 1.0
# input file: WMHE_A_1852469_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20220907T060133 git hash: 85d61bd949
Author-Name: Mohsin Abdur Rehman
Author-X-Name-First: Mohsin Abdur
Author-X-Name-Last: Rehman
Author-Name: Erisher Woyo
Author-X-Name-First: Erisher
Author-X-Name-Last: Woyo
Author-Name: Joy Eghonghon Akahome
Author-X-Name-First: Joy Eghonghon
Author-X-Name-Last: Akahome
Author-Name: Muhammad Danial Sohail
Author-X-Name-First: Muhammad Danial
Author-X-Name-Last: Sohail
Title: The influence of course experience, satisfaction, and loyalty on students’ word-of-mouth and re-enrolment intentions
Abstract: 
 Universities, particularly cash-strapped, expect their students to re-enrol for postgraduate studies after the successful completion of their undergraduate studies. For two decades, Zimbabwean universities have been operating in resource-constrained settings. The current research examines the effect of course experience, satisfaction, and loyalty on word-of-mouth and re-enrolment intentions of students in the higher education context. Data were collected through a survey questionnaire from a conveniently selected sample of 299 final year bachelor students at five reputable Zimbabwean universities. Partial Least Squares Structural Equation Modelling was employed for data analysis. The results were all supported by the hypothesised interrelationships of latent variables. In predicting the sending of word-of-mouth communication and re-enrolment intentions for postgraduate studies, course experiences, satisfaction and loyalty were considered significant. The results of this study are crucial in the development of strategies designed to attract and retain students for postgraduate studies. The pathway to student re-enrolment intentions through satisfaction, course experiences, loyalty and word-of-mouth communication, stands out as this study’s contribution.
Journal: Journal of Marketing for Higher Education
Pages: 259-277
Issue: 2
Volume: 32
Year: 2022
Month: 07
X-DOI: 10.1080/08841241.2020.1852469
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1852469
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:32:y:2022:i:2:p:259-277



Template-Type: ReDIF-Article 1.0
# input file: WMHE_A_1852468_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20220907T060133 git hash: 85d61bd949
Author-Name: Thi Bich Hanh Tran
Author-X-Name-First: Thi Bich Hanh
Author-X-Name-Last: Tran
Author-Name: Anh Dung Vu
Author-X-Name-First: Anh Dung
Author-X-Name-Last: Vu
Title: Effect of university-enterprise alliance orientation on university’s innovation performance and market performance: evidence from Vietnam
Abstract: 
 The study seeks to explore the influence of university-enterprise collaboration orientation on university’s performance. Specifically, the study investigates the effects of alliance scanning, alliance coordination, and alliance learning on university’s innovative performance and market performance. The effects were tested on the sample of 191 managers of 37 universities in Vietnam with a survey. Structural equation modeling (SEM) was used for testing these effects. The results show that all dimensions of alliance orientation including alliance scanning, alliance coordination, and alliance learning are significantly correlated with innovative performance. For market performance, only alliance coordination and alliance learning are significantly relevant to, but alliance scanning has a non-significant effect. As the pioneering study examing the effect of dimensions of university-enterprise alliance orientation on university’s innovative performance and market performance, this study extends the extant literature, particularly the modest research domain of university-enterprise cooperation. The study also added empirical evidence of Vietnamese context – an underexplored Asian developing context for studies of university-industry linkages which is vastly different from other contexts like developed Western economies. Furthermore, it offered a revised measure of market performance of university that will be useful for future research.
Journal: Journal of Marketing for Higher Education
Pages: 238-258
Issue: 2
Volume: 32
Year: 2022
Month: 07
X-DOI: 10.1080/08841241.2020.1852468
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1852468
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:32:y:2022:i:2:p:238-258



Template-Type: ReDIF-Article 1.0
# input file: WMHE_A_1841068_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20220907T060133 git hash: 85d61bd949
Author-Name: Charitha Harshani Perera
Author-X-Name-First: Charitha Harshani
Author-X-Name-Last: Perera
Author-Name: Rajkishore Nayak
Author-X-Name-First: Rajkishore
Author-X-Name-Last: Nayak
Author-Name: Long Thang Van Nguyen
Author-X-Name-First: Long Thang Van
Author-X-Name-Last: Nguyen
Title: Social brand engagement and brand positioning for higher educational institutions: an empirical study in Sri Lanka
Abstract: 
 The widespread popularity of social media facilitates many changes in the higher education sector including the branding activities of Higher Educational Institutions (HEIs) in developing countries. Drawing from the uses and gratifications theory, this paper examines the influence of social brand engagement among prospective students on brand positioning of HEIs taking into consideration brand co-creation, and brand trust as mediators and brand usage experience as a moderator. The quantitative findings from 384 undergraduates from Sri Lanka indicated that undergraduates’ social engagement with HEIs via social media develops a distinctive HEI brand positioning among the students. Brand co-creation and brand trust were found to mediate the effect of social brand engagement on brand positioning. In addition, brand usage experience mediates the effect of brand co-creation and brand trust on brand positioning.
Journal: Journal of Marketing for Higher Education
Pages: 179-196
Issue: 2
Volume: 32
Year: 2022
Month: 07
X-DOI: 10.1080/08841241.2020.1841068
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1841068
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Handle: RePEc:taf:jmkthe:v:32:y:2022:i:2:p:179-196



Template-Type: ReDIF-Article 1.0
# input file: WMHE_A_1868038_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20220907T060133 git hash: 85d61bd949
Author-Name: Harriet Jeckells
Author-X-Name-First: Harriet
Author-X-Name-Last: Jeckells
Title: An investigation into the influential factors that impact consumer decision-making among prospective online MBA students
Abstract: 
 This research investigates the influential factors impacting CDM among prospective online MBA students, using qualitative interviews. This research focus is contextualised with analysis on the CDM process and the disparity between UK and international students, to gain a deeper understanding of the dynamics of the influential factors. The findings of this research point to accreditation, price and rankings having the most influence on CDM among prospective online MBA students. It suggests that the CDM process among international students is more extensive than among UK students. International students’ searches had a longer duration, compared more programme alternatives, favoured detailed information such as course content and marketing materials, and searches often culminated in an application to more than one university. Meanwhile, UK students were more influenced by outbound university phone communications, which the data imply is attributable to English being their first language. Concluding practical recommendations include marketing messaging optimisation, strategic focus on rankings, accreditation and pricing and driving brand loyalty among prospective international students.
Journal: Journal of Marketing for Higher Education
Pages: 278-304
Issue: 2
Volume: 32
Year: 2022
Month: 07
X-DOI: 10.1080/08841241.2020.1868038
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1868038
File-Format: text/html
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Handle: RePEc:taf:jmkthe:v:32:y:2022:i:2:p:278-304



Template-Type: ReDIF-Article 1.0
# input file: WMHE_A_1834488_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20220907T060133 git hash: 85d61bd949
Author-Name: Bruno Morgado Ferreira
Author-X-Name-First: Bruno Morgado
Author-X-Name-Last: Ferreira
Author-Name: José Luis Abrantes
Author-X-Name-First: José Luis
Author-X-Name-Last: Abrantes
Author-Name: Ana Seabra
Author-X-Name-First: Ana
Author-X-Name-Last: Seabra
Author-Name: Isabel Mateos Rubio
Author-X-Name-First: Isabel Mateos
Author-X-Name-Last: Rubio
Title: Digital technology and eWOM in the context of higher education: a study from Portugal and Spain
Abstract: 
 Higher education is currently undergoing a revolution with the widespread use of electronic tools in classrooms. Simultaneously, personal opinions are increasingly stronger and more expressive resulting in electronic Word-of-Mouth (eWOM). This article presents two studies. The first study exposes students’ opinions about higher education and digital technology by a qualitative analysis. It also confirms that students use constantly their electronic devices to keep informed and updated. The second study focus on eWOM effects and follows a quantitative approach on two samples of students from two different countries by using the Fuzzy Set Qualitative Comparative Analysis. It supports the influences of eWOM on learning performance, likeability concern, student-instructor interaction, and responsiveness. It also shows that cultural differences may explain differences between those links. This research provides actual insights on awareness about digital technology in higher education.
Journal: Journal of Marketing for Higher Education
Pages: 159-178
Issue: 2
Volume: 32
Year: 2022
Month: 07
X-DOI: 10.1080/08841241.2020.1834488
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1834488
File-Format: text/html
File-Restriction: Access to full text is restricted to subscribers.
Handle: RePEc:taf:jmkthe:v:32:y:2022:i:2:p:159-178



Template-Type: ReDIF-Article 1.0
# input file: WMHE_A_1852467_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20220907T060133 git hash: 85d61bd949
Author-Name: Mohammed T. Nuseir
Author-X-Name-First: Mohammed T.
Author-X-Name-Last: Nuseir
Author-Name: Ghaleb A. El Refae
Author-X-Name-First: Ghaleb A.
Author-X-Name-Last: El Refae
Title: Factors influencing the choice of studying at UAE universities: an empirical research on the adoption of educational marketing strategies
Abstract: 
 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 University. The data were analyzed using an ANOVA test, an exploratory factor analysis (EFA), and confirmatory factor analysis (CFA) using SPSS and Smart PLS software. This study found high reliability and validity of the scale under five dimensions, which determine the student’s choice of the university. The findings show that several factors, such as the academic reputation, grants and funding, location and proximity, facilities and services, promotional and marketing channels, drive students’ choices for studying at universities in UAE. This finding will help the administrators of private and public universities in the UAE, in particular, and other regional and international universities, in general, address the growing competition among the institutions of higher education. It will also help policymakers to design effective policies and strategies to make the UAE an international education hub.
Journal: Journal of Marketing for Higher Education
Pages: 215-237
Issue: 2
Volume: 32
Year: 2022
Month: 07
X-DOI: 10.1080/08841241.2020.1852467
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1852467
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Author-Name: The Editors
Title: Correction
Journal: Journal of Marketing for Higher Education
Pages: 305-305
Issue: 2
Volume: 32
Year: 2022
Month: 07
X-DOI: 10.1080/08841241.2020.1850202
File-URL: http://hdl.handle.net/10.1080/08841241.2020.1850202
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# input file: WMHE_A_1892897_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: Young Do Kim
Author-X-Name-First: Young Do
Author-X-Name-Last: Kim
Author-Name: Changhyun Nam
Author-X-Name-First: Changhyun
Author-X-Name-Last: Nam
Author-Name: Ashley M. LaPlaca
Author-X-Name-First: Ashley M.
Author-X-Name-Last: LaPlaca
Title: Marketing and communicating sustainability through college athletics: the effects of pro-environmental initiatives on the belief-attitude-intention hierarchy
Abstract: 
 This study examines the psychological mechanism of consumers’ environmentally responsible behaviors in college sport. The research is guided by a belief-attitude-intention (B-A-I) hierarchy model. The results revealed that consumers who see benefits in a college athletic department’s pro-environmental initiatives (PEIs) have positive attitudes toward the PEIs. These attitudes then drive the consumers’ intentions to engage in environmentally responsible behaviors. The findings of this empirical study confirmed the causal flow of a B-A-I link in a college athletic department’s PEIs. In the hierarchy-of-effects process, belief is a key precursor of action. Attitude appears to function as a mediator between belief and behavioral intention. Practical implications, in terms of communication strategies to strengthen consumers’ beliefs about the benefits of PEIs, are presented. In short, the college athletic department is crucial in the fulfillment of an institutional priority.
Journal: Journal of Marketing for Higher Education
Pages: 58-78
Issue: 1
Volume: 33
Year: 2023
Month: 01
X-DOI: 10.1080/08841241.2021.1892897
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1892897
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# input file: WMHE_A_1892898_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: Mario Cassar
Author-X-Name-First: Mario
Author-X-Name-Last: Cassar
Author-Name: Albert Caruana
Author-X-Name-First: Albert
Author-X-Name-Last: Caruana
Title: Attracting international student applications to a university website: The role of story-based content and gender in improving stickiness
Abstract: 
 Universities websites have become a recruitment tool that is popular with students. Recruitment pages often seek to demonstrate the benefits of studying at the institution by adopting an objective approach that makes use of textual content that emphasises facts and data. Story-based text consisting of alumni experiences of a programme of studies represent an alternative textual approach to argument based content that can put across a personal view of experiences. The research proposes hypotheses about the impact of these two types of content on website stickiness and the role of gender, using an experimental methodology. We use Facebook ads over 24 days to recruit participants and to collect gender and stickiness metrics using Google Analytics. Analyses show stronger stickiness results for story-based content and differences between the two types of content by gender. The results support narrative paradigm theory that suggests that story basedcommunication is more effective than argument-based communication. The results suggest the usefulness of story-based content supported by online ads to attract international student applications. The findings provide a solution to student recruiters at tertiary institutions who often struggle to identify the themes and type of content that prospective students find engaging.
Journal: Journal of Marketing for Higher Education
Pages: 79-96
Issue: 1
Volume: 33
Year: 2023
Month: 01
X-DOI: 10.1080/08841241.2021.1892898
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1892898
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# input file: WMHE_A_1894527_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: Anesa Hosein
Author-X-Name-First: Anesa
Author-X-Name-Last: Hosein
Author-Name: Namrata Rao
Author-X-Name-First: Namrata
Author-X-Name-Last: Rao
Title: Selling lemons? The relationship between learning and teaching information on university programme web pages and future students’ course satisfaction
Abstract: 
 The sources and types of information that prospective university students access during the recruitment phase have been widely researched. However, there is limited research on the usefulness of the learning and teaching (L&T) information provided by universities to prospective students in describing their own learning experiences of the programme. The study investigates the meaningfulness of the efforts of HEIs in (1) providing L&T information to prospective students and (2) attending to guidance from government bodies on L&T information that universities should make available to prospective students. Findings based on secondary data analysis of L&T information available for prospective students on 36 university websites and the students’ satisfaction scores of their perceived learning experience whilst on programme indicate that only a small proportion of information provided on university websites reliably reflects the students’ actual learning experience on the programme. Furthermore, the study provides guidance on the L&T information universities should feature on their programme webpages which is likely to be a more realistic indicator of their actual learning experience.
Journal: Journal of Marketing for Higher Education
Pages: 124-141
Issue: 1
Volume: 33
Year: 2023
Month: 01
X-DOI: 10.1080/08841241.2021.1894527
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1894527
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# input file: WMHE_A_1884928_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: Arnold Japutra
Author-X-Name-First: Arnold
Author-X-Name-Last: Japutra
Author-Name: Shasha Wang
Author-X-Name-First: Shasha
Author-X-Name-Last: Wang
Author-Name: Ting (Tina) Li
Author-X-Name-First: Ting (Tina)
Author-X-Name-Last: Li
Title: The influence of self-congruence and relationship quality on student educational involvement
Abstract: 
 While student class involvement (i.e. engagement in classes) has been studied thoroughly, student educational involvement (i.e. willingness to take education) is rarely studied. Such research is essential due to decreased student enrolment in education. A survey of 425 participants was conducted to explore the influence of self-congruence and relationship quality on student educational involvement. The findings indicate that both actual and ideal self-congruence is positively related to relationship quality (i.e. satisfaction, trust, commitment and social benefits). Interestingly, while ideal self-congruence influences educational involvement positively, actual self-congruence does not have an influence. The majority of relationship quality items, including satisfaction, trust and commitment are positively linked to educational involvement. Academic and managerial implications are discussed. Particularly, the results suggested marketing remedies to enhance student educational involvement in further education.
Journal: Journal of Marketing for Higher Education
Pages: 40-57
Issue: 1
Volume: 33
Year: 2023
Month: 01
X-DOI: 10.1080/08841241.2021.1884928
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1884928
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# input file: WMHE_A_1874588_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: Walesska Schlesinger
Author-X-Name-First: Walesska
Author-X-Name-Last: Schlesinger
Author-Name: Amparo Cervera-Taulet
Author-X-Name-First: Amparo
Author-X-Name-Last: Cervera-Taulet
Author-Name: Walter Wymer
Author-X-Name-First: Walter
Author-X-Name-Last: Wymer
Title: The influence of university brand image, satisfaction, and university identification on alumni WOM intentions
Abstract: 
 This study investigates the influence of university brand image, satisfaction, and alumni’s university identification on positive word-of-mouth (WOM) intentions. The model is tested using data collected from a sample of 1000 university alumni, an important and under-researched stakeholder group. A contribution is provided by enhancing our understanding of key under-researched relationships. University brand image was found to be a key driver of alumni positive WOM intentions, due to its direct and indirect influences. The study also identified the mediating roles of alumni’s university identification and satisfaction. The influence of university brand image on alumi WOM is partially accounted for through its influence on alumni satisfaction and alumni’s university identification.
Journal: Journal of Marketing for Higher Education
Pages: 1-19
Issue: 1
Volume: 33
Year: 2023
Month: 01
X-DOI: 10.1080/08841241.2021.1874588
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1874588
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# input file: WMHE_A_1874589_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: John Story
Author-X-Name-First: John
Author-X-Name-Last: Story
Title: Unique challenges of segmentation and differentiation for higher education
Abstract: 
 In the numerous studies of segmentation for higher education marketing, the primary focus has been on segmenting students. In fact, universities serve a diverse audience that includes parents, employers, alumni, donors, and other members of society. The primary purpose of this study is to explore the extent to which universities must attempt to simultaneously target multiple diverse segments with the same basic market offering. Three research questions were addressed: whether different demographic groups are different segments, whether the priorities of these groups are complementary or conflicting, and whether there are significant subsegments within these groups. To answer these questions, groups of parents, college-bound high school students, employers, alumni, and donors were surveyed concerning the importance of a variety of different university attributes. Different groups were found to have significantly different priorities, creating unique segments. The good news for university marketing is that segment differences were complementary, rather than conflicting.
Journal: Journal of Marketing for Higher Education
Pages: 20-39
Issue: 1
Volume: 33
Year: 2023
Month: 01
X-DOI: 10.1080/08841241.2021.1874589
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1874589
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# input file: WMHE_A_1892899_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: Önder Kethüda
Author-X-Name-First: Önder
Author-X-Name-Last: Kethüda
Title: Positioning strategies and rankings in the HE: congruence and contradictions
Abstract: 
 Positioning strategy and ranking are critical issues in an increasingly competitive higher education landscape. Unless there is conceptual congruence between positioning strategies and rankings, the signals may become diffused and confusing for prospective students. This paper seeks the congruence between positioning strategies and ranking. Since without a validated typology of positioning strategies, such congruence cannot be sought, this paper firstly aims to develop an empirically derived typology of positioning strategies for HEIs. The population consists of HEIs in the UK. Content analysis was used to analyze the WebPages of HEIs to identify positioning bases, and congruence and contradictions between those positioning bases and ranking were identified by correspondence analysis. As a result, a new positioning typology consisting of eight bases, which are top of the range, campus life experience, internationalization, teaching excellence, research quality, graduates prospects, location, and value for money, was identified. In conclusion, HEIs are categorized into three different groups as Leaders and Challengers, Followers, and Nichers and Cost Leaders, and recommendations about how to guarantee congruence between positioning strategy and ranking were made. HEIs should choose positioning bases in line with their rankings since congruence strengthens the position in the minds.
Journal: Journal of Marketing for Higher Education
Pages: 97-123
Issue: 1
Volume: 33
Year: 2023
Month: 01
X-DOI: 10.1080/08841241.2021.1892899
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1892899
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# input file: WMHE_A_1936744_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: Mehmet Özer
Author-X-Name-First: Mehmet
Author-X-Name-Last: Özer
Author-Name: Alper Özer
Author-X-Name-First: Alper
Author-X-Name-Last: Özer
Author-Name: Akın Koçak
Author-X-Name-First: Akın
Author-X-Name-Last: Koçak
Title: Identification and emotional attachment in higher education: antecedents and consequences
Abstract: 
 Identification and attachment are topics comprehensively investigated in consumer–brand and person–non-business institution relationships. However, little is known about the antecedents and consequences of these concepts in the university–student relationship. We investigate the attachment–identification connection with the student–university relationship viewpoint. Therefore, we first researched the effects of trust, faculty image, perceived quality, and value congruence on student–university identification. Second, we assessed emotional attachment and student satisfaction as identification’s consequences. Finally, we considered positive word-of-mouth as the outputs of attachment and satisfaction. We found that perceived quality, faculty image, trust, and value congruence reinforce student–school identification. Also, identification is the emotional glue that cements the bond between students and school to ensure satisfaction. Besides, attachment and satisfaction lead to positive word-of-mouth. Additionally, serial mediation analyses showed that identification, attachment, and satisfaction create the links between the identification’s antecedents and positive WOM. We also found differences between students and graduates in some relationships.
Journal: Journal of Marketing for Higher Education
Pages: 264-288
Issue: 2
Volume: 33
Year: 2023
Month: 07
X-DOI: 10.1080/08841241.2021.1936744
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1936744
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Handle: RePEc:taf:jmkthe:v:33:y:2023:i:2:p:264-288



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# input file: WMHE_A_1927934_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: Kamran Khan
Author-X-Name-First: Kamran
Author-X-Name-Last: Khan
Author-Name: Irfan Hameed
Author-X-Name-First: Irfan
Author-X-Name-Last: Hameed
Author-Name: Syed Karamatullah Hussainy
Author-X-Name-First: Syed Karamatullah
Author-X-Name-Last: Hussainy
Title: Antecedents and consequences of brand citizenship behavior in private higher education institutions
Abstract: 
 The core of brand citizenship behavior (BCB) is to find ways to improve a brand's standing in the market. The suggested model has two sides, the internal side is focused on organizational inputs that contribute to BCB and the external side is focused on the marketing side of BCB. The data has been collected from 245 respondents by using a convenience sampling technique from the teaching and non-teaching staff. Structural equation modeling (SEM) was applied using SmartPLS. The empirical results supported the arguments of the theory that internal brand management (IBM) is a strong pillar of BCB, which leads to brand commitment. Moreover, among the three consequences, BCB was found the strongest in influencing student satisfaction. The study highlighted the key areas of higher education institutions (HEIs) that are to be targeted to ensure higher levels of brand strength, brand performance and student satisfaction.
Journal: Journal of Marketing for Higher Education
Pages: 223-244
Issue: 2
Volume: 33
Year: 2023
Month: 07
X-DOI: 10.1080/08841241.2021.1927934
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1927934
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# input file: WMHE_A_1900486_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: Evelyn Hendriana
Author-X-Name-First: Evelyn
Author-X-Name-Last: Hendriana
Author-Name: Khairil Wahidin Awang
Author-X-Name-First: Khairil Wahidin
Author-X-Name-Last: Awang
Author-Name: Raja Nerina Raja Yusof
Author-X-Name-First: Raja Nerina Raja
Author-X-Name-Last: Yusof
Title: The roles of the country’s cognitive, affective, and personality aspects in international students’ decision-making
Abstract: 
 A significant number of studies on country image tend to overemphasize the cognitive country image as a determinant of purchase decision. A country also has an affective image and personality that may surpass the influence of cognitive image in a consumer’s decision-making process. However, marketing scholars are apt to disregard these elements when they examine a consumer’s purchase decision-making, which results in an incomplete understanding of the country image’s roles in consumer’s purchase decision. This study aims to bridge the gap by examining the effects of country image and country personality on international students’ decisions for study destinations. Samples of middle- and upper-class high school students in Indonesia were selected using a multistage cluster sampling technique. From over 1,000 questionnaires distributed in eight provinces, 888 responses have been used in data analysis. Structural equation modeling using PLS-SEM was used to analyze the data due to the normal distribution issue. The findings showed that both cognitive and affective country images affected students’ intention to study in foreign destinations, either directly or indirectly through country personality and institution image. Based on these findings, the host country's government should focus on creating both positive cognitive and affective country images to attract Indonesian students.
Journal: Journal of Marketing for Higher Education
Pages: 143-160
Issue: 2
Volume: 33
Year: 2023
Month: 07
X-DOI: 10.1080/08841241.2021.1900486
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1900486
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# input file: WMHE_A_1907836_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: Shahira El Alfy
Author-X-Name-First: Shahira
Author-X-Name-Last: El Alfy
Title: Community orientation: an overlooked pillar of market-oriented higher education institutions
Abstract: 
 The research explores community orientation (CO) perceptions and their potential outcomes within a higher education context. The study follows a three-step approach that draws from service marketing, organization theory, and higher education literature. Subsequently, a qualitative approach is adopted to develop the research model, followed by a quantitative approach to test the model. Content analysis is used to analyze qualitative data, while factor analysis, correlation, and regression are used to analyze the quantitative data. A scale to measure CO is developed and tested as an integral part of the research model. CO explains 38% of the variance in academic service quality. Quantitative research findings show that CO has a significant direct and indirect effect on academic service quality through students’ service role (SSR). Findings open a research path towards revisiting market orientation in HE and adaptation, testing, and CO scale refinement. The study develops and tests a model in which CO has a significant effect on enhancing academic service quality and students’ role in service provision using a mixed-method research approach. Findings guide managers on improving academic service quality and students’ service role and bring to managers’ attention the value of community orientation to HEIs.
Journal: Journal of Marketing for Higher Education
Pages: 182-204
Issue: 2
Volume: 33
Year: 2023
Month: 07
X-DOI: 10.1080/08841241.2021.1907836
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1907836
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# input file: WMHE_A_1900487_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: Dan Liu
Author-X-Name-First: Dan
Author-X-Name-Last: Liu
Author-Name: Alun DeWinter
Author-X-Name-First: Alun
Author-X-Name-Last: DeWinter
Author-Name: Peter Harrison
Author-X-Name-First: Peter
Author-X-Name-Last: Harrison
Author-Name: Katherine Wimpenny
Author-X-Name-First: Katherine
Author-X-Name-Last: Wimpenny
Title: Motivation factors in student decisions to study Transnational Higher Education in China: a comparative study of two Anglo-Sino programmes
Abstract: 
 China continues to experience rapid economic growth and the increasing demand for tertiary level education of Chinese citizens has created a significant market for Higher Education (HE) providers across the globe. Transnational Higher Education (TNHE), where the delivery of an overseas degree is partly conducted in the host country, continues to be a popular model of HE delivery in China. Although much research has been undertaken regarding student motivations to study abroad at a foreign university, little is understood about why Chinese students choose TNHE in China. Drawing on push–pull theory and using survey (328) and interview data (40) from students at two Anglo-Sino programmes, the study findings highlight that understanding Chinese students’ motivation requires a more contextualised and student-centric approach, to better appreciate student choices, including though a Confucian lens.
Journal: Journal of Marketing for Higher Education
Pages: 161-181
Issue: 2
Volume: 33
Year: 2023
Month: 07
X-DOI: 10.1080/08841241.2021.1900487
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1900487
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# input file: WMHE_A_1933672_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: Natalia V. Volkova
Author-X-Name-First: Natalia V.
Author-X-Name-Last: Volkova
Author-Name: Maria S. Plakhotnik
Author-X-Name-First: Maria S.
Author-X-Name-Last: Plakhotnik
Title: Commitment of key internal stakeholders during internationalization: challenges of an emerging market culture
Abstract: 
 This study examined challenges of employing university culture as a mechanism to increase commitment to the internationalization strategy among university internal stakeholders. Data were collected from a sample of 235 students, faculty, and staff from a top-ranked university in Russia. The study showed a misalignment between internal marketing and university internationalization strategy. The results suggest internal stakeholders do not accept the new business-like market culture driven by competition and measured by global indicators, which impacts their commitment to the university and hinders internationalization. The study found that internationalization leads to the dominance of this market culture in the university. To mitigate negative effects of organizational changes, university marketing should seek to increase stakeholder identification with the university. The study concludes with implications for university leaders about how to adjust internal stakeholder marketing to improve relationships with these stakeholders and gain their support.
Journal: Journal of Marketing for Higher Education
Pages: 245-263
Issue: 2
Volume: 33
Year: 2023
Month: 07
X-DOI: 10.1080/08841241.2021.1933672
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1933672
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# input file: WMHE_A_1927933_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20230119T200553 git hash: 724830af20
Author-Name: Ismail Erkan
Author-X-Name-First: Ismail
Author-X-Name-Last: Erkan
Author-Name: Sevtap Unal
Author-X-Name-First: Sevtap
Author-X-Name-Last: Unal
Author-Name: Fulya Acikgoz
Author-X-Name-First: Fulya
Author-X-Name-Last: Acikgoz
Title: What affects university image and students’ supportive attitudes: the 4Q Model
Abstract: 
 The purpose of this study is to understand the factors affecting a university’s image and students’ supportive attitudes. To this end, we have developed a new model, named the 4Q Model. Previous studies have already proposed a number of factors affecting university image. However, in this study, we simplified the factors into four main titles which are quality of academics, quality of education, quality of research, and quality of physical conditions. Our model tests the influence of this ‘4Q’ on university image. We also examined the effect of university image on students’ supportive attitudes. The model was validated through structural equation modelling based on surveys of 427 university students. The results show that quality of academics, quality of education, quality of research, and quality of physical conditions all have a positive impact on university image. In particular, the quality of research is the most important key driver impacting the university image. We also found that university image has a strong impact on students’ supportive attitudes. Theoretical and managerial implications are also discussed as recommendations for future research.
Journal: Journal of Marketing for Higher Education
Pages: 205-222
Issue: 2
Volume: 33
Year: 2023
Month: 07
X-DOI: 10.1080/08841241.2021.1927933
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1927933
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# input file: WMHE_A_1975185_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Francisco J. García-Rodríguez
Author-X-Name-First: Francisco J.
Author-X-Name-Last: García-Rodríguez
Author-Name: Desiderio Gutiérrez-Taño
Author-X-Name-First: Desiderio
Author-X-Name-Last: Gutiérrez-Taño
Title: Loyalty to higher education institutions and the relationship with reputation: an integrated model with multi-stakeholder approach
Abstract: 
 Higher Education Institutions face a highly competitive climate nowadays. Thus, these institutions need to increase their market orientation and, a key factor, stakeholders’ loyalty. In this paper, a model of high predictive power of loyalty is tested for a medium-sized European university, using a sample of 4023 individuals, including students, social entities and the general population. The results suggest that satisfaction and reputation are the antecedents of loyalty, although the importance of each varies depending on the stakeholder in question, since stakeholders respond to different strategic patterns. Thus, in the case of students, satisfaction is clearly the predominant variable, while for social entities, reputation is more relevant. The present work contributes to the theory of marketing for higher education institutions by defining a model that includes a reputation as an explanatory variable of the antecedents of loyalty and applying it to the main stakeholders: students, local social entities and the population.
Journal: Journal of Marketing for Higher Education
Pages: 223-245
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1975185
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1975185
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Handle: RePEc:taf:jmkthe:v:34:y:2024:i:1:p:223-245



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# input file: WMHE_A_1992814_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Fahmida Naheen
Author-X-Name-First: Fahmida
Author-X-Name-Last: Naheen
Author-Name: Tamer H. Elsharnouby
Author-X-Name-First: Tamer H.
Author-X-Name-Last: Elsharnouby
Title: You are what you communicate: on the relationships among university brand personality, identification, student participation, and citizenship behaviour
Abstract: 
 This article presents an empirical investigation of the effects university brand personality and student–university identification have on student participation and citizenship behaviour in the context of higher education. The study employed a self-administered questionnaire to collect data from 433 university students. The data were analysed using structural equation modelling. The results revealed that only the sincerity and lively facets of university brand personality play a vital role in informing student–university identification. Furthermore, when students perceive their university brand to be more sincere, they are more likely to exhibit citizenship behaviour. The study also found that students who identify with their university engage in various forms of participation and citizenship behaviours. University administrators can streamline their marketing and branding communication to emphasise specific brand characteristics in order to improve student identification with the university and student engagement in university-supportive and extra-role behaviours.
Journal: Journal of Marketing for Higher Education
Pages: 368-389
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1992814
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1992814
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# input file: WMHE_A_1975184_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Mazhar Ali
Author-X-Name-First: Mazhar
Author-X-Name-Last: Ali
Author-Name: Huma Amir
Author-X-Name-First: Huma
Author-X-Name-Last: Amir
Author-Name: Masood Ahmed
Author-X-Name-First: Masood
Author-X-Name-Last: Ahmed
Title: The role of university switching costs, perceived service quality, perceived university image and student satisfaction in shaping student loyalty
Abstract: 
 While majority of earlier studies have examined service quality, student satisfaction, and university image as determinants of student loyalty, university switching costs have largely been ignored. This study includes university switching costs with perceived service quality (perceived academic quality, perceived administrative quality, and perceived physical facilities), student satisfaction, and perceived university image as determinants of student loyalty. Data was gathered through purposively sampling undergraduate business students from five universities in Karachi. Using exploratory factor analysis and structural equation modeling, a significant impact of student satisfaction, university image, and university switching costs on student loyalty was established. Universities may provide monetary and non-monetary incentives to increase university switching costs and, consequently, help retain students. This study contributes to student loyalty literature by adapting the customer loyalty definition to educational context, examining the role of university switching costs in retaining students, and presenting an empirical model depicting interrelations among determinants of student loyalty.
Journal: Journal of Marketing for Higher Education
Pages: 201-222
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1975184
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1975184
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Handle: RePEc:taf:jmkthe:v:34:y:2024:i:1:p:201-222



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# input file: WMHE_A_1977449_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Leslie J. Wardley
Author-X-Name-First: Leslie J.
Author-X-Name-Last: Wardley
Author-Name: John Nadeau
Author-X-Name-First: John
Author-X-Name-Last: Nadeau
Author-Name: Charles H. Bélanger
Author-X-Name-First: Charles H.
Author-X-Name-Last: Bélanger
Title: A comparative analysis of institutional commitment: are business students different?
Abstract: 
 In management education, research combining job design and institutional commitment theory with management students’ co-creation of their learning is underdeveloped. Some findings suggest identifiable differences between different courses of study based on relationship quality and student loyalty approach. However, much of the current research has not explored degree-focused applications of concepts, so job design theory’s core elements could better suit the university business student population. This manuscript makes a significant new contribution through testing a conceptual job design model using structural equation modelling (SEM), which includes antecedents of institutional commitment, an important indicator for retention. The study found autonomy and task significance have an important relationship with commitment for general university students. These relationships did not exist as such for business students. Therefore, special consideration of business students is required to enhance retention. Implications are enhanced by leveraging data (i.e. National Survey of Student Engagement) currently gathered by most universities.
Journal: Journal of Marketing for Higher Education
Pages: 262-282
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1977449
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1977449
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Handle: RePEc:taf:jmkthe:v:34:y:2024:i:1:p:262-282



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# input file: WMHE_A_1998285_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Umer Zaman
Author-X-Name-First: Umer
Author-X-Name-Last: Zaman
Author-Name: Murat Aktan
Author-X-Name-First: Murat
Author-X-Name-Last: Aktan
Author-Name: Hasnan Baber
Author-X-Name-First: Hasnan
Author-X-Name-Last: Baber
Author-Name: Shahid Nawaz
Author-X-Name-First: Shahid
Author-X-Name-Last: Nawaz
Title: Does forced-shift to online learning affect university brand image in South Korea? Role of perceived harm and international students’ learning engagement
Abstract: 
 University brand marketing leaders are reimagining their brand response to the global crisis, as COVID-19 pandemic continues to raise fears, especially due to the recent spike of the ‘delta variant’ outbreaks. Addressing this serious and immediate concern, the present study made the initial attempt to investigate the effects of forced-shift to online learning (FSOL), international students’ learning engagement (ISLE) and perceived harm (PHRM) of COVID-19 on university brand image (UBI) in South Korea. Drawing on survey data of 245 international students, the partial least squares structural equation modeling (PLS-SEM) technique provided empirical evidence on the significant positive effects of FSOL on ISLE and UBI. The findings also confirmed that PHRM significantly and positively moderates FSOL and ISLE, whereas the results supported that ISLE partially mediates FSOL and UBI. Finally, this study developed and validated two new scales to measure FSOL and PHRM. The study findings signal innovative ways of marketing university brand image, while university leaders, faculties and students eagerly wait to switch back to a safer offline learning environment.
Journal: Journal of Marketing for Higher Education
Pages: 390-414
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1998285
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1998285
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Handle: RePEc:taf:jmkthe:v:34:y:2024:i:1:p:390-414



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# input file: WMHE_A_1977450_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Purificación Alcaide-Pulido
Author-X-Name-First: Purificación
Author-X-Name-Last: Alcaide-Pulido
Author-Name: Helen O’Sullivan
Author-X-Name-First: Helen
Author-X-Name-Last: O’Sullivan
Author-Name: Chris Chapleo
Author-X-Name-First: Chris
Author-X-Name-Last: Chapleo
Title: The application of an innovative model to measure university brand image. Differences between English, Spanish and Portuguese undergraduate students
Abstract: 
 Research on the role brand image plays in higher education (HE) suggests that it is crucial to understand students’ perceptions of their university. This study builds on existing empirical work by Alcaide-Pulido, Alves, and Gutierrez-Villar (2017) exploring themes of national and international recognition, economic value, university campus facilities, and external communications and values. It employs a structural equation modelling approach with Partial Least Squares (PLS) and Decision Trees Analysis through a sample of 624 undergraduate students from England, Spain, and Portugal. The findings highlight areas of commonality as well as differences between the different cultures and nationalities examined as part of the study. They show areas that brand managers from each country should concentrate on, making recommendations that could help to shape the marketing direction of universities in each of the nations included in the research. The English and Portuguese should prioritise communication to students through their institutional website, whereas Spaniards should attend to ethical values and social responsibility. Economic value is an aspect that Spanish and English universities should focus on. Spaniards and English agree that campus facilities are important, whereas class size is key for Portuguese. Finally, Portuguese students’ highly value the national recognition of their university.
Journal: Journal of Marketing for Higher Education
Pages: 283-300
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1977450
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1977450
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Handle: RePEc:taf:jmkthe:v:34:y:2024:i:1:p:283-300



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# input file: WMHE_A_1966157_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Fernanda Edileuza Riccomini
Author-X-Name-First: Fernanda Edileuza
Author-X-Name-Last: Riccomini
Author-Name: Claudia Brito Silva Cirani
Author-X-Name-First: Claudia Brito Silva
Author-X-Name-Last: Cirani
Author-Name: Samara de Carvalho Pedro
Author-X-Name-First: Samara de Carvalho
Author-X-Name-Last: Pedro
Author-Name: Daniela Menezes Garzaro
Author-X-Name-First: Daniela Menezes
Author-X-Name-Last: Garzaro
Author-Name: Kambou Sie Kevin
Author-X-Name-First: Kambou Sie
Author-X-Name-Last: Kevin
Title: Innovation in educational marketing: a study applied to Brazilian private higher education institutions
Abstract: 
 Educational marketing enabled higher education institutions (HEIs) to identify consumer needs and prepare actions to enhance their competitiveness. The educational field specificities are not considered and HEIs use the same business strategies, despite the importance of educational marketing. This is due to the lack of theories and models consistent with educational marketing and this study sought to understand educational marketing management practices focusing on innovation in Brazilian private HEIs. We performed a qualitative approach through multiple case studies by creating two instruments for interviews at various structure levels. We selected active HEIs in Brazil’s different regions, given the diversity of regional development that surrounds the country. We performed content analysis for each case study individually and subsequently all cases together in a comparative and integrated method. The results showed common points between conceptions and actions developed by marketing managers in the HEIs, investigating how management and innovation practices in educational marketing occur in Brazilian’s HEIs. This study permits replication of good practices in other HEIs; mainly assisting the ones with financial resource limitations in developing their marketing strategies.
Journal: Journal of Marketing for Higher Education
Pages: 95-115
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1966157
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1966157
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# input file: WMHE_A_1991072_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Syed Asim Shah
Author-X-Name-First: Syed Asim
Author-X-Name-Last: Shah
Author-Name: Muhammad Haroon Shoukat
Author-X-Name-First: Muhammad Haroon
Author-X-Name-Last: Shoukat
Author-Name: Muhammad Shakil Ahmad
Author-X-Name-First: Muhammad Shakil
Author-X-Name-Last: Ahmad
Author-Name: Bilal Khan
Author-X-Name-First: Bilal
Author-X-Name-Last: Khan
Title: Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation
Abstract: 
 Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by developing a new integrated SCRM model through self-congruity or self-congruence theory, which examines SMTs Use, online brand communities, SCRM Capabilities, customer engagement, customer loyalty, and university reputation. Using cross-sectional data from 400 students from Pakistani public universities, structure equation modeling applies to Smart PLS 3.2.7. Results indicate that all hypotheses have significant positive relationships, except SMTs use found insignificant with university reputation. Also, SCRM Capabilities mediate between SMTs use and university reputation, while customer engagement mediates between online brand communities and customer loyalty. This study indirectly supports public HEIs sustainability. Further, these findings contribute new knowledge to literature and theory.
Journal: Journal of Marketing for Higher Education
Pages: 344-367
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1991072
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1991072
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Handle: RePEc:taf:jmkthe:v:34:y:2024:i:1:p:344-367



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# input file: WMHE_A_1949660_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Steven Greenland
Author-X-Name-First: Steven
Author-X-Name-Last: Greenland
Author-Name: Muhammad Saleem
Author-X-Name-First: Muhammad
Author-X-Name-Last: Saleem
Author-Name: Roopali Misra
Author-X-Name-First: Roopali
Author-X-Name-Last: Misra
Author-Name: Bhanu Bhatia
Author-X-Name-First: Bhanu
Author-X-Name-Last: Bhatia
Title: Measuring COVID-19’s impact on international HE students and intervention satisfaction: implications for marketing theory and practice
Abstract: 
 Research is urgently required to understand COVID-19’s impact on international students and satisfaction with support interventions. This study investigated these dimensions for international business students studying in Australia to inform international HE policy and marketing. Qualitative research identified the main impacts: financial hardship and income loss, social and lifestyle changes, cessation of travel, and mental health concerns. Six COVID-19 intervention dimensions were identified and a survey then captured ratings of importance, as well as the performance of CDU and the government across these dimensions. Intervention improvement priorities varied according to the analytical approach used. For example, importance-performance analysis revealed financial support as the priority for improvement. In contrast, regression analysis revealed social distancing as the key driver of intervention satisfaction. Closing the loop research then revealed ways to improve COVID-19 interventions and provided input for future marketing for attracting and maintaining international students. Implications for measuring student satisfaction are also discussed.
Journal: Journal of Marketing for Higher Education
Pages: 44-71
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1949660
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1949660
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Handle: RePEc:taf:jmkthe:v:34:y:2024:i:1:p:44-71



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# input file: WMHE_A_1966158_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Monica Khanna
Author-X-Name-First: Monica
Author-X-Name-Last: Khanna
Author-Name: Isaac Jacob
Author-X-Name-First: Isaac
Author-X-Name-Last: Jacob
Author-Name: Anjali Chopra
Author-X-Name-First: Anjali
Author-X-Name-Last: Chopra
Title: Marketing of higher education institutes through the creation of positive learning experiences – analyzing the role of teachers’ caring behaviors
Abstract: 
 The higher education sector faces challenges in attracting students due to increasing competition, disruptive forces of online education, social media and employment orientation of education. A differentiating factor can be created by focusing on student-teacher relationships by creating positive learning experiences inside the classroom. The present study indicates that caring behaviors displayed by teachers impact students positive learning experiences. A multi-dimensional construct incorporating relevant dimensions from Watson's caring behavior model was used for this exploratory study with a sample size of 267 millennial students belonging to higher education. Nurturing, direction setting, and supportive environment were significant dimensions of caring behavior that impacted students’ positive learning experiences. While most institutes differentiate themselves based on cost, career opportunities, campus amenities, showcasing teachers’ caring behaviors can give institutes the edge to market themselves since educational journeys experienced by students are at the crossroads of technology and human connection.
Journal: Journal of Marketing for Higher Education
Pages: 116-135
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1966158
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1966158
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# input file: WMHE_A_1973645_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: S. Mostafa Rasoolimanesh
Author-X-Name-First: S. Mostafa
Author-X-Name-Last: Rasoolimanesh
Author-Name: Poh Ling Tan
Author-X-Name-First: Poh Ling
Author-X-Name-Last: Tan
Author-Name: Mehran Nejati
Author-X-Name-First: Mehran
Author-X-Name-Last: Nejati
Author-Name: Azadeh Shafaei
Author-X-Name-First: Azadeh
Author-X-Name-Last: Shafaei
Title: Corporate social responsibility and brand loyalty in private higher education: mediation assessment of brand reputation and trust
Abstract: 
 This study investigates the effects of corporate social responsibility (CSR) on brand reputation, brand trust, and brand loyalty in the context of higher education. The direct effect of CSR on brand loyalty, and indirect effects through brand reputation and brand trust have been investigated. Data for this study were collected from 300 students attending a private university in Malaysia. Partial least squares structural equation modeling was applied to assess the measurement model and test the proposed hypotheses. Study findings support all hypotheses. The results confirm the positive direct effect of CSR on brand reputation and brand loyalty, as well as the indirect effects of CSR on brand loyalty through brand reputation and brand trust. This study makes a unique theoretical contribution to the literature through assessing and comparing the mediating role of brand reputation and brand trust between CSR and brand loyalty using the Hierarchy of Effects Model.
Journal: Journal of Marketing for Higher Education
Pages: 156-177
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1973645
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1973645
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# input file: WMHE_A_1975186_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Sina Esteky
Author-X-Name-First: Sina
Author-X-Name-Last: Esteky
Author-Name: S. H. Kalati
Author-X-Name-First: S. H.
Author-X-Name-Last: Kalati
Title: The educational placebo effect: branding higher education benefits student learning
Abstract: 
 This research examines the effect of branding in higher education on students’ learning outcomes. In three experiments, we show that identical educational material associated with strong (vs. weak or unknown) brand names can boost students’ performance on various educational assessments. We find that this effect occurs via an expectancy mechanism. Study 1 demonstrates that playing an educational game framed as being developed by an institution with a strong brand improves students’ concentration on a subsequent task. In Study 2, studying an educational course supposedly published by a strong brand is shown to improve performance on a memorization task. Study 3 finds that students value educational content more when they are told it is associated with a strong educational brand. This leads to improvements in students’ performance on a numerical reasoning test. Together, these results document an important benefit of applying branding to higher education institutions.
Journal: Journal of Marketing for Higher Education
Pages: 246-261
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1975186
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1975186
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# input file: WMHE_A_1983689_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Syed Aziz Anwar
Author-X-Name-First: Syed Aziz
Author-X-Name-Last: Anwar
Author-Name: M. Sadiq Sohail
Author-X-Name-First: M. Sadiq
Author-X-Name-Last: Sohail
Author-Name: Ahmed Ankit
Author-X-Name-First: Ahmed
Author-X-Name-Last: Ankit
Author-Name: Meera Al-Marri
Author-X-Name-First: Meera
Author-X-Name-Last: Al-Marri
Title: Determinants of learner-centric brand equity for online universities in Gulf countries
Abstract: 
 Higher Education Institutions (HEIs) providing online education have been facing challenges in an increasingly competitive market. Consequently, brand equity has gained importance. This study takes a holistic approach and identifies the antecedents of brand equity and the impact these have on building brand equity of online universities. Data was collected from 242 E-learners studying in online universities in United Arab Emirates, Saudi Arabia and Kuwait. The research model was empirically tested using structural equation modeling. The findings support four of the six hypotheses. Learning environment, reputation, career prospects and corporate social responsibility influence brand equity. This study contributes to the literature by offering a deductively generated model to guide future research on brand equity related to online universities. The findings of this study offer practical insights and managerial implications for university administrators engaged in building a brand equity. Detailed discussion of the theoretical and practical implications concludes the paper.
Journal: Journal of Marketing for Higher Education
Pages: 301-320
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1983689
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1983689
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# input file: WMHE_A_1958125_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Ayman Harb
Author-X-Name-First: Ayman
Author-X-Name-Last: Harb
Author-Name: Aahed Khliefat
Author-X-Name-First: Aahed
Author-X-Name-Last: Khliefat
Author-Name: Yahya A. Alzghoul
Author-X-Name-First: Yahya A.
Author-X-Name-Last: Alzghoul
Author-Name: Deborah Fowler
Author-X-Name-First: Deborah
Author-X-Name-Last: Fowler
Author-Name: Nael Sarhan
Author-X-Name-First: Nael
Author-X-Name-Last: Sarhan
Author-Name: Khalid Eyoun
Author-X-Name-First: Khalid
Author-X-Name-Last: Eyoun
Title: Cultural exploration as an antecedent of students’ intention to attend university events: an extension of the theory of reasoned action
Abstract: 
 Despite the importance of university events in students’ lives and experiences, little research has been devoted to understand the behavioral intentions of university students to attend such extra-curricular activities. This study, therefore, examined the behavioral intentions of university students to attend university events. The study successfully extended the theory of reasoned action (TRA) through incorporating a new variable cultural exploration, as a proposed predictor of students’ behavioral intentions. An online survey was conducted with students in a number of southeastern US public universities. Results of the structural model analysis revealed that attitudes, subjective norms, and cultural exploration have a significant positive impact on the university students’ behavioral intention to attend university events. Moreover, attitude was found to mediate the effect of cultural exploration and subjective norms on students’ behavioral intention. Findings proved that the extended TRA (ETRA) is influential in predicting students’ behavioral intentions to attend university events. Practical and theoretical implications of this study, and future research directions, are discussed.
Journal: Journal of Marketing for Higher Education
Pages: 72-94
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1958125
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1958125
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# input file: WMHE_A_1969489_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Kevser Tasel-Jurkovic
Author-X-Name-First: Kevser
Author-X-Name-Last: Tasel-Jurkovic
Author-Name: İpek Altinbasak-Farina
Author-X-Name-First: İpek
Author-X-Name-Last: Altinbasak-Farina
Title: Higher education institution choice intention model: mediation effect of attitude
Abstract: 
 This study aims to develop a comprehensive HEI choice intention (CI) model to understand how social influence (SI), brand equity (BE), and HEI factors influence attitude toward HEI (HEIA) as well as how the HEI attitude is a mediator of the relationship of these variables with the HEI CI. Data collected from 1633 high school seniors via online questionnaires was analyzed using structural equation modelling. The findings show that HEI attitude fully mediates the relationship between SI and HEI fully on CI while partially mediating BE’s relationship with CI. This study contributes to the theory by providing a model to measure HEI CI that reflects the important role of attitude during HEI choice. Findings also provide guidance to the practitioners in terms of suggesting marketing strategies to be competitive, especially in the new education outlook emerging from COVID19 experiences.
Journal: Journal of Marketing for Higher Education
Pages: 136-155
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1969489
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1969489
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# input file: WMHE_A_1949659_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Khurram Sharif
Author-X-Name-First: Khurram
Author-X-Name-Last: Sharif
Author-Name: Mouna Sidi Lemine
Author-X-Name-First: Mouna
Author-X-Name-Last: Sidi Lemine
Title: Customer service quality, emotional brand attachment and customer citizenship behaviors: findings from an emerging higher education market
Abstract: 
 This study examined the impact of university services on customers’ (students’) Emotional Brand Attachment (EBA) and Customer Citizenship Behaviors (CCB). The main reason for examining this association was to explore the role customer service generated EBA played in motivating students to exhibit voluntary and extra-role behaviors. Using 568 completed research questionnaires, the proposed hypotheses were tested using multiple regression analysis. In addition, mediation effect of EBA on customer service quality and CCB relationship were tested. The research findings indicated that reputation and academic aspects (primarily represented by teaching quality and student–faculty bonding) were most influential in creating EBA and subsequent willingness towards extra role and voluntary behaviors. The outcome of the mediation analyses showed that non-academic aspects (such as effective complaint resolution, IT support and administrative assistance) had a full mediating effect, whereas access and reputation had partial mediating effect, on students’ citizenship behaviors.
Journal: Journal of Marketing for Higher Education
Pages: 18-43
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1949659
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1949659
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# input file: WMHE_A_1973646_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Jashim Khan
Author-X-Name-First: Jashim
Author-X-Name-Last: Khan
Author-Name: Jane Hemsley-Brown
Author-X-Name-First: Jane
Author-X-Name-Last: Hemsley-Brown
Title: Student satisfaction: the role of expectations in mitigating the pain of paying fees
Abstract: 
 The objective of this study of student-consumers in higher education is to investigate the direct influence of student choice factors on student expectations. The mediating role of perceptions of employability in the relationship between costs of study (fees) and student satisfaction, and the outcome variable of students’ recommendations, is examined in the study based on respondents’ chosen U.K. higher education institution (HEI). The theoretical framework draws on cost-expectation-satisfaction assessment and expectation of employability after graduation. A survey sample of 11,822 respondents and 140 higher education institutions suggests university reputation, course design, service quality, and campus social life directly influence student expectations. Student expectations of choice factors mediate the relationship between the cost of study and satisfaction, and students’ perceptions of employability after graduation mediate the relationship between the cost of study and the likelihood of making a recommendation to peers. The course design was the most influential factor impacting student expectations.
Journal: Journal of Marketing for Higher Education
Pages: 178-200
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1973646
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1973646
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Handle: RePEc:taf:jmkthe:v:34:y:2024:i:1:p:178-200



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# input file: WMHE_A_1942388_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Muhammad Mohsin Butt
Author-X-Name-First: Muhammad Mohsin
Author-X-Name-Last: Butt
Author-Name: Jeroen Huisman
Author-X-Name-First: Jeroen
Author-X-Name-Last: Huisman
Author-Name: Dildar Hussain
Author-X-Name-First: Dildar
Author-X-Name-Last: Hussain
Author-Name: Muhammad Alam
Author-X-Name-First: Muhammad
Author-X-Name-Last: Alam
Author-Name: Muslim Amin
Author-X-Name-First: Muslim
Author-X-Name-Last: Amin
Title: Antecedents and consequences of students’ attitudes towards internationally accredited business schools: a signalling theory perspective
Abstract: 
 In this research we attempt to empirically validate a model – using signalling theory – that explains important antecedents and consequences of students’ attitude towards internationally accredited business schools. Using a quasi-experimental design, we collected data from undergraduate students of eight countries across four scenarios. The results of our overall model suggest that students’ concern for achievement is strongly correlated with their attitude towards international accredited schools. Students’ attitude towards accredited business school is a strong predictor of school reputation and legitimacy and both influence their support intentions. The study also indicates that multiple accreditations do not moderate the relationships in our proposed model.
Journal: Journal of Marketing for Higher Education
Pages: 1-17
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1942388
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1942388
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# input file: WMHE_A_2006851_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Jessica Prach
Author-X-Name-First: Jessica
Author-X-Name-Last: Prach
Author-Name: Ane Turner Johnson
Author-X-Name-First: Ane Turner
Author-X-Name-Last: Johnson
Author-Name: Sarah Ferguson
Author-X-Name-First: Sarah
Author-X-Name-Last: Ferguson
Title: College choice & the consumer: the impact of gender on higher education enrollment
Abstract: 
 As marketization and privatization strategies become commonplace in higher education, it is essential for institutions to understand how students make decisions about college choice. Students as consumers engage in complex college choice decision-making that is often impacted by institutional and personal characteristics, such as cost, location, academics, ethnicity, and gender. This concurrent, mixed methods case study brings together a college choice model and a model of consumer behavior to understand how women make decisions about enrollment. Results of the study indicate that women place significant emphasis on feelings related to fit, safety, and comfort. Moreover, the research indicates that considerations of the student as consumer metaphor should expand to include more complex identities and phases. The study also contributes a new theoretical perspective on marketing in higher education, suggesting personalized communication, segmentation, and marketing plans that can be used when recruiting women and consumers to their institution.
Journal: Journal of Marketing for Higher Education
Pages: 415-435
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.2006851
File-URL: http://hdl.handle.net/10.1080/08841241.2021.2006851
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# input file: WMHE_A_1989544_J.xml processed with: repec_from_jats12.xsl darts-xml-transformations-20240209T083504 git hash: db97ba8e3a
Author-Name: Ying Qi Wu
Author-X-Name-First: Ying Qi
Author-X-Name-Last: Wu
Author-Name: Cecilia Yin Mei Cheong
Author-X-Name-First: Cecilia Yin Mei
Author-X-Name-Last: Cheong
Title: Corporate branding of academic institutions: semiotic communication of logos and names
Abstract: 
 This study focuses on the role of visual resources in constructing the brand identity of Chinese universities. By drawing on the theoretical concept of corporate visual identity (CVI), this study analyzed universities’ logos and typography of names from the social semiotic approach. Nine elite Chinese universities were selected as the corpus to qualitatively investigate how the institutions’ logos and typography of their names are designed and utilized for corporate branding. The analysis shows that both the logos and names are graphically and typographically designed as effective visual elements and semiotic resources with meaning potentials to signify the Chinese universities’ brand identity.
Journal: Journal of Marketing for Higher Education
Pages: 321-343
Issue: 1
Volume: 34
Year: 2024
Month: 01
X-DOI: 10.1080/08841241.2021.1989544
File-URL: http://hdl.handle.net/10.1080/08841241.2021.1989544
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Handle: RePEc:taf:jmkthe:v:34:y:2024:i:1:p:321-343