The aim of this study is to explore the existence of different segments of future university students on the basis of their university selection criteria and to analyse the extent to which the segments identified differ as regards the students' perceptions of the reliability of university communication tools. This has been done using 605 usable…

While the university prospectus is recognized as an important marketing communication tool for higher education recruitment strategies, it has become overlooked as many researchers have focused on other communication channels, such as social media and websites. Although focus has been placed upon Higher Education Institution (HEI) brand…

Content analyzed the visual material of college viewbooks from top- and lower-ranked U.S. colleges and universities. Drawing on advertising message strategy, the results are interpreted in four parts: the "face" of the organization, the package, the promise, and the "Big Idea." (EV)

Catalogs, application packages, and program materials from 106 business schools were analyzed to determine the degree of international coverage in business schools' curricula. Findings indicated a trend to require international functional courses, such as international finance, in the traditional Master in business administration programs and to…