Purpose: Digitalisation is reshaping the learning process, shifting it towards personalisation and online learning, and fuelling the growth of massive open online courses (MOOCs) and micro-credentials. Despite being a popular global trend, limited studies have looked at micro-credentials and their impact on learners' behavioural outcomes. The…

Purpose: The purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine. Design/methodology/approach: In the article, the authors used the literature review…

Purpose: This study investigated the usefulness of various communication means for providing university study information with prospective students before and during the pandemic for three consecutive academic years. Design/methodology/approach: Students who had recently taken undergraduate program admission indicated how useful communication…

Purpose: This paper purports to study and assess the impact of student satisfaction on various services offered by an educational institution offering management education and also the word of mouth communication (WoMC) done by such student in referring the institutions to others. The study aimed at various factors like core services, facilitating…

Purpose: Understanding the influences in the decision-making process of prospective students when choosing a university is crucial in student recruitment. The purpose of this paper is to investigate the impact of perceived source credibility on attitudes and intentions towards taking advice from significant others (e.g. parents, peers and…

Purpose: The growing competitive environment in which higher education institutes are immersed has caused them to strengthen their competitive position of a brand and its equity in emerging countries. However, there are several contradictions between the empirically approved determinants and the dimensions of brand equity in higher education. The…

Purpose: This paper focuses on exploring the relationship between Australian university websites and international student enrolments. Few studies have investigated this relationship and, as such, this research addresses some of the existing knowledge gaps. Design/methodology/approach: A mono-method qualitative methodology was adopted for this…

Purpose: The purpose of this paper is to discover how higher education institutions may segment the market in a competitive higher education hub and to assess the usefulness of strategic group analysis as an analytical technique for market and competitor analysis. As a case example of a competitive higher education market, this research…

Purpose: The purpose of this paper is to present the authors' views of university-multi academy trusts' (MATs) opportunities for future interconnectivity that could support successful partnerships. Design/methodology/approach: The authors developed a matrix of university-MATs partnerships that could help identifying potential scenarios of…

Purpose: Under-examination of the notion of competition between schools has created a considerable asymmetry between the reality and the literature of schooling. Therefore, the purpose of this paper is to investigate the validity of school competition and verify the propositions regarding the effects of school marketing practices in literature,…

Purpose: The purpose of this paper is to achieve a better understanding of the current phenomenon regarding challenges of and potential for increased international recruitment and enhancement of the teaching and learning experience in Thai HE. The focus on what made these people choose Thailand, and their actual perceptions and experiences in Thai…

Purpose: The working hypothesis of the paper is that modern universities are peculiar for low sustainability to the changes of external environment due to low effectiveness of applied approaches to the diversification of their activities. The purpose of this paper is to verify the offered hypothesis by the example of modern Russia and develop an…

Purpose: This paper explores some management concepts and how applying these concepts from business to higher education can be problematic, let alone incompatible, particularly in relation to measuring quality in higher education. Design/methodology/approach: It provides a conceptual understanding of the literature on quality in the higher…

Purpose: The research aims to assess the achievements and challenges of international branch campuses (IBCs) to date and to consider how IBC development may progress in the future. Design/methodology/approach: The article presents a review of the scholarly and grey literatures on IBCs. The commentary and discussion is structured around the…

Purpose: The purpose of this paper is to investigate the use of meta-tags by the leading higher educational institutions (HEIs). It explores the various kinds of messages conveyed by HEIs in the meta-description tags of their website homepage. It further examines that whether the messages conveyed by HEIs are in accordance with the prospective…