At a time when our graduates are facing a world of ever more perplexing change and when funding for university arts is coming increasingly under threat, this paper is perhaps a means of reminding ourselves of our subject's strength... of its value to university curricula and its clear contribution to the international creative economies. In this…

These days, branding is everything. Marketers go all out to position their product, control its image, and spin the message. For marketers at the nation's colleges and universities, the stakes are especially high. After all, they are entrusted with the image of institutions that have, in some cases, spent centuries building up their brand…

As the Post-9/11 GI Bill nears its fourth year, with more than 550,000 veterans enrolled in thousands of institutions, advocacy groups, lawmakers, and President Obama warn that veterans are vulnerable in a higher-education marketplace eager for their GI Bill dollars--with some purveyors, particularly for-profits, recruiting aggressively. The…

Attempts to recruit Aboriginal and Torres Strait Islander students into nursing degrees have made minimal impact on the number of registered nurses working in Australia's healthcare sector. Yet increasing the number of Indigenous nurses remains one of the most important objectives in strategies to close the health gap between Indigenous and…

Many institutions wish to offer a path for students pursuing actuarial careers but lack the student demand to offer new courses or hire additional faculty. Fortunately, a program training students to enter the profession can often be constructed using existing courses and well-informed advising.

The internationalization of tertiary education has given rise to student mobility of industrial proportions and affects and is affected by, national economies. Currently British universities are host to the second highest number of international students in the world; the proportionality of international students in the student body in UK higher…

This paper uses the Economic Market mechanisms and the 4P Marketing Mix as lenses to review the context of UK higher education (HE) and to explore the relationship between the market and marketing disciplines and practice. Four Economic Market mechanisms--autonomy, competition, price and information--are contrasted with the four Ps of marketing:…

New England University (NEU) provides a case study of the risk that change might undermine an existing university asset in the context of growth in honors; it is a story about the efforts of faculty, students, and staff committed to evoking and sustaining excellence in one honors program to respond to the vision of a new president who placed…

Education hubs are important new developments. They represent a new generation of cross-border education activities where critical mass, co-location and connection between international, regional and local universities, students, research institutes and private industry are key. Different scales (city, zone and country) and types (student, talent,…

Return on personal investment is an important factor affecting the decision to invest in education. This article analyzes the personal education costs of no-fee preservice students, estimates and forecasts the return on their personal education investment, and compares the costs and benefits of for-fee preservice students and nonteaching students.…

Selecting, gaining access to and attending college (or university) in the United States involve markers of legitimacy and prestige as understood through symbolic capital. An entire complex of fine differentiations operate to distinguish such capital in both students and the institutions they attend. Drawing on works of Bourdieu, this article…

Although some colleges are making progress in integrating new technology into their recruitment practices, many still lack an understanding of how to utilize modern communication tools, including social media sites such as Twitter, effectively. This study explored whether there is a relationship between Twitter usage and recruitment at U.S.…

Which family had a child that was accepted at a key university? To investigate the relationship between family background and children obtaining higher education opportunities and developing trends, the authors analyze survey data from 2007 to 2012 at a key university in Beijing. The results show there is a clear trend of enlargement of the…

Purpose: The purpose of this paper is to examine how Finnish higher education institutions communicate market differentiation on the admissions webpages of their international business and technology programmes when attempting to appeal to prospective students and distinguish themselves from other institutions. Design/Methodology/Approach: The…

Evidence suggests that MOOCs are being used as a strategic tool to explore alternative models of course delivery (Allen & Seaman, 2013) and this paper shares insight into an example of such innovation for Business School Education. Gateway MBA draws on examples of open learning worldwide to create a MOOC to extend the MBA distance learning…