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International Journal of…

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Moogan, Yvonne J.

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Can a Higher Education Institution's Marketing Strategy Improve the Student-Institution Match?

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Moogan, Yvonne J. – International Journal of Educational Management, 2011

Purpose: Issues such as managing brand image, assessing advertising medium effectiveness and collecting market intelligence are common practice for higher education institutions (HEIs). Consequently, understanding the information needs of potential students to the HEI when they make their decisions is paramount. The aim of this survey is to…

Descriptors: Communication Strategies, Information Needs, Information Sources, Enrollment Management