Students commencing tertiary education enter through a number of traditional and alternative academic pathways. As a result, tertiary institutions encounter a broad range of students, varying in demographic, previous education, characteristics and academic achievement. In recent years, the relatively constant increase in tertiary applications in…

Institutions of higher education (IHEs) are competing to recruit students in a crowded market with the number of colleges on the increase and the number of high school seniors declining. IHEs are looking for effective ways to recruit students and increase retention and graduation rates. Relationship marketing (RM) is an approach from business that…