Universities often overlook prospective graduate students--significant contributors to research productivity--as an audience requiring strategic recruitment communication. Uses and gratifications theory posits audiences intentionally select specific communication channels to fulfill self-actualization needs. Therefore, the purpose of this study…

Background: Because of the educational reform and decreasing birth rate in Taiwan over the past 20 years, higher technological and vocational Education (TVE) in Taiwan faces a severe student recruitment competition. Dailey (2007) indicates the need to develop marketing strategies in higher education is evident. TVE institutes are beginning to…

The Citadel, a state institution, has attempted to push for a broad-based education in languages, history, and literature while maintaining its 145-year-old tradition of military discipline and training. An incident with a black cadet has brought on a barrage of public criticism. (MLW)