This study delves into the changing landscape of graduate enrollment in education programs post-COVID-19 and the "Great Resignation." Despite an overall increase in graduate enrollment, education programs experienced a decline. Using methodology merging institutional data with tuition benefits from other institutions, this research…

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…

First-generation college students, who are often low-income or from minoritized backgrounds, face many challenges when they enter college. As they begin the college search process, they may seek support from spaces outside of their families to understand and find information. This study used in-depth interviews with first- and second-year…

Fewer international students have applied to and enrolled in US institutions, as 40 per cent of US institutions reported a drop in international applications since 2016. Subsequently, US institutions must ensure that their international admissions materials are as equitable and transparent as possible. Expanding previous work, this study examines…

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…

The purpose of this single, intrinsic, evaluative case study was to examine the problem of nontraditional transfer student completion at a private, religious-based, doctoral degree-granting, moderate research university in North Carolina. The following research questions guided the study: (a) How do institutional policies, procedures, and…

Retention of students is a critical area of much needed attention on nearly every college campus. It is important to students who want to succeed in college and beyond, to institutions that desire high efficiency and prestige, and increasingly to state and federal leaders. Retention of students in college affects a broad range of stakeholders,…

Will the differing degree of entrepreneurialism of two colleges affect their perceptions about the college catalog and/or academic online information or their production processes? I researched these questions in my dissertation study, a qualitative case study at two colleges selected for their demonstrably different degrees of entrepreneurialism.…

Analyzes the rhetorical arguments of admission viewbooks to consider the brochures' effectiveness as communication vehicles. Offers advice to higher education institutions about the production, use, and student reaction to viewbooks. (Author/MKA)

College and university student recruitment offices are encouraged to use graphic illustrations and other artwork, in addition to photographs, to enhance the individuality of their viewbooks, and are offered suggestions for selecting, combining, and commissioning such artwork. (MSE)