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Direct linkYu, Qionglei; Asaad, Yousra; Yen, Dorothy A.; Gupta, Suraksha – Studies in Higher Education, 2018
This study extends our knowledge of internal branding in the context of employees in the higher education sector. Employing a quantitative methodology in UK universities, a conceptual model is presented and tested on 235 employees. Internal market orientation (IMO) is examined as a management tool to drive employees' university brand commitment…
Descriptors: Higher Education, Marketing, Student Recruitment, Foreign Countries
Bartkute, Darija – European Journal of Higher Education, 2017
Increasing competition within the Lithuanian educational market has paved the way for an analysis of the complex choice processes enrollees undergo in selecting a higher education institution. This research examines the concept of consumer value and its interpretation in the Lithuanian higher education setting. Based on data collected from 445…
Descriptors: College Choice, Foreign Countries, Student Attitudes, Discriminant Analysis
Download full textKalimullin, Aydar M.; Dobrotvorskaya, Svetlana G. – International Journal of Environmental and Science Education, 2016
The relevance of studying the stated problem is due to the fact that for increasing the efficiency of higher education marketing it is necessary to take into account several factors, namely, factors that impact the choice of a university and an academic program by enrollees, as well as socio-psychological characteristics of the latter, while…
Descriptors: Foreign Countries, Higher Education, Marketing, College Students
Chen, Yu-Fen; Hsiao, Chin-Hui – New Horizons in Education, 2009
Background: Because of the educational reform and decreasing birth rate in Taiwan over the past 20 years, higher technological and vocational Education (TVE) in Taiwan faces a severe student recruitment competition. Dailey (2007) indicates the need to develop marketing strategies in higher education is evident. TVE institutes are beginning to…
Descriptors: Foreign Countries, Student Recruitment, Vocational Education, Competition
