Creation of a framework for Brand and Reputation Metrics in Education represents a significant milestone in the field of marketing and communications in the sector. Stemming from a global collaboration led by the Council for Advancement and Support of Education (CASE), this framework highlights and addresses a critical need for consistent…

This doctoral research study examined how nontraditional students from different generations experience returning to college to gain insight into their media and technology usage habits and determine how those differences might influence enrollment marketing practices. The study was designed and administered using relationship marketing as a…

The National Association for Kinesiology in Higher Education conference theme -- "Leading Beyond the Campus: Driving Change as Experts" -- responds to public policy demands and signals consequential choices. Many choices are illuminated by the prototype for the Neo-liberal university. Essentially, economic development imperatives give…

The application and impact of marketing techniques in higher education are considered, based primarily on a literature review. Literature concerning marketing in higher education, primarily in the 1970s, focused on three major themes: discussions concerning the general need to adopt marketing techniques, marketing as part of the recruitment…

The inquiry pool represented by prospective college applicants who seek information from the institution and a marketing response that has been implemented at Boston College are considered. It is suggested that researchers may trace specific individuals from the inquiry stage through application to the final college choice. To benefit from an…