The advent of social media has changed the way the public perceives and reacts to higher education. Although higher education institutions have progressively adopted and integrated social media technologies into their marketing efforts, the efficacy of these initiatives has not been substantially measured. While in the past, higher education…

As the Chinese higher education market competition intensifies, attracting enough prospective students becomes a demanding task for many higher education institutions. Universities must develop more competitive marketing strategies to win the competition in the student recruitment market. The 7Ps marketing mix is one of the marketing concepts that…

Increasingly, professional sales programs receive financial support from company sponsors in exchange for varying types of branding and recruiting opportunities. This study builds on the literature regarding employer branding and talent acquisition by examining the effect sales program sponsorship has on students. Grounded in organizational…

Despite of increasing pressure related to enrollment in Technical Education, some Institutes of Technical Education, successfully have taken on a corporate mentality to attract and retain high-quality students through their e-Promotion. Successful branding and marketing strategies have become most important for the Institutes of Technical…

Purpose: As colleges and universities face the shifts of decreasing government funds, increased operating costs, and waning alumni financial support, institutions are now plunging themselves into practices traditionally associated with the business sector. Practices like branding are now being used as a mechanism to increase engagement of alumni…

The purpose of this study was to investigate the goals of institutions that are currently developing and delivering Massive Open Online Courses (MOOCs) and to assess the current evidence as to whether these goals are being met. A qualitative study was conducted comprising interviews of 83 individuals across 62 institutions including public and…

Numerous studies have assessed the benefits that students and employers gain from participating in and supporting internship programs. Assessment of the benefits that marketing departments receive from supporting internship programs has largely been neglected. This study aims to address this gap by examining the responses of 180 colleges of…

Pepperdine University's (California) 1980s fund-raising campaign was designed to raise overall institutional visibility, establish an image of quality education, improve institutional image in the business community, increase fund-raising momentum, and raise significant money for immediate capital needs. Theme, staffing, and advertising were key…

A study of the fund raising program design aspects commonly considered important in fund raising success and the strength of these aspects in institutions with various levels of fund-raising success is reported. The 398 institutions studied include public and private research universities, public and private doctoral universities, public…