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Direct linkMogaji, Emmanuel; Yoon, Hyunsun – International Journal of Educational Management, 2019
Purpose: Prospective students are exposed to abundant choices, and they are eagerly searching for information to select the best universities for themselves. Likewise, prospectuses are regularly produced by universities to meet this information needs; the purpose of this paper is to examine the key marketing messages used in their prospectuses.…
Descriptors: Foreign Countries, Marketing, Universities, College Choice
Ayers, David F. – Community College Review, 2015
Objective: To examine the discursive strategies deployed by community colleges to sustain legitimacy in an evolving and contradictory institutional environment. Method: Using corpus linguistics software, I compared 1,009 mission statements from 2012-2013 with a reference corpus of 427 mission statements from 2004. Results: Keywords analysis,…
Descriptors: Community Colleges, Institutional Mission, Position Papers, Comparative Analysis
