While the history of British higher education is not an unexplored field, this article offers a new perspective by focusing on the development of institutional self-representations. Based on the analysis of 133 undergraduate prospectuses of English and Welsh higher education institutions, the article investigates how higher education and the…

Numerous reports on the US economy argue that American higher education institutions must prepare a greater number of workers for employment in science, technology, engineering, and math (STEM), in order for the US to remain globally competitive. To do so, addressing the underrepresentation of women and people of color who pursue degrees in STEM…

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…

US colleges and universities today intensively market themselves in order to compete for prospective students. One of the most widespread marketing tools used to attract students are admissions viewbooks, which are designed to provide potential students with favorable impressions of the many institutions to which they may apply. In this study, we…

This paper furthers a discussion about the ways in which idealised versions of gender permeate the aesthetic presentation and impression management strategies of elite private schools. Specifically, we consider how the written text, layout and images used in 12 Australian private girls school prospectuses function in constructing discourses of…

In response to California Senate Bill 533, which requires postsecondary institutions to disclose institutional characteristics and student characteristics to the public, this study was used both to develop an index of such information for the Los Angeles Community College District (LACCD) campuses and to evaluate the index that was developed. This…

A letter sent to 58 dental schools asking for entrance applications and information typically sent to applicants elicited information about marketing practices. Findings suggest that dental schools are not doing a good job of marketing their programs to prime prospects, not responding personally, and not reading information requests carefully.…

Three major types of market research can be helpful in college marketing: exploratory (internal and external to the college); developmental, to test marketing strategies and messages; and evaluative, to complete the market planning cycle. Increasingly sophisticated and accountable marketing techniques can be developed. (MSE)

Boston College (Massachusetts) conducted focus group research on its admission bulletin during high school visits by having students express preferences for bulletin cover format and content. Students expressed enjoyment of the task, and the process invigorated the visit. The findings resulted in a new cover design researched at little expense to…

The reading level difficulty of college recruitment literature and the ability of college-bound high school students to understand the terminology frequently used in college admissions were studied. The reading difficulty of passages from catalogs collected from 42 colleges and universities was computed using the Flesch Reading Ease Formula. A…

College catalogs can be made less costly by various techniques such as using inexpensive paper, keeping as much of the production as possible in-house, minimizing photographs and color, and printing separate catalogs for different divisions. Catalogs can be improved by providing greater visual appeal and ease of use. (MSE)

A sourcebook on producing college catalogs is presented, with attention to marketing, information to be included in the catalog, presentation of the material, writing style, photographs, and assembling the finished publication. Marketing research is needed to promote the college effectively either to traditional students or to new segments of the…

The project described in this report aimed to develop an effective and affordable educational marketing strategy in one local British continuing education provider, as a case study for adult and continuing education nationally. Methods employed were as follows: a marketing consultant visited education centers; business and community directories…

Tested is the hypothesis that admission offices of colleges offering two-year degrees will be less likely to reflect a marketing orientation in their responses to prospective students than colleges and universities offering more advanced degrees. Information sent by 858 institutions of higher education to potential students is described and…