The development of the modern higher school is characterized by a number of trends that cannot always be called positive. The recent reforms in the sphere of higher education in Russia increase uncertainty of the conditions, in which institutions of higher education currently function. The topicality of the problem makes it necessary to study the…

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…

Purpose: A fuller understanding of the information search behaviour of prospective students in the digital era is one of the keys to success in university recruitment. The purpose of this paper is to investigate students' university choice factors in relation to the online environment. Design/methodology/approach: In total, 637 samples from 11…

The article examines, primarily based on large-scale survey data, the functionalist proposition that HE customers, students and employers, demand rankings to be able to adopt informed decisions on where to study and who to recruit respectively. This is contrasted to a Weberian "conflict" perspective on rankings in which positional…

The mobility of African students beyond national territories has become common worldwide. However, the underlying reasons motivating students to leave their countries of origin in pursuit of higher education in other developing nations and why these factors are important have not been fully explored. This study attempts to explore why and how…

Canadian community colleges operate within a trying market environment. They compete against a diversified group of post-secondary institutions, ranging from small and relatively unknown for-profit vocational colleges to larger and more prestigious public universities. To date, there has been no effort to empirically examine how Canadian community…

Modern higher education includes student-consumers who shop for educational opportunities and institutions that actively market themselves. This study examined the marketing of faith-based institutions to determine how faith-related missions are reflected in the printed recruitment materials, Web sites, and admissions portals of the 112 member…

The university prospectus is supposed to be a forceful and pioneering text in promoting and marketing higher education. The present research will deal with the disparities in the frequencies of first and second person pronouns in online prospectuses in cross-cultural linguistics from marketing point of view. The research question is to which…

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…

This study determined the student profile and enrollment of the three Universities in the University Belt. It also found out the respondents' level of consideration concerning the institutional image indicators that served as basis for attracting prospective entrants. Descriptive statistics revealed the following: most of the respondents belonged…

The increasing importance of the competition in global university ranking has resulted in a paradigm shift in academic governance in East Asia. Many governments have introduced different strategies for benchmarking their leading universities to facilitate global competitiveness and international visibility. A major trend in the changing university…

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…