It is argued that higher education should be marketing according to principles for marketing services not products. Unique features of services, implications for marketing, and application of service marketing principles to college and university recruitment are explained. Research on seven successfully marketed colleges and universities and…

Analyzes results of the 1999 National Association of College and Business Officers tuition discounting survey and identifies trends. Finds colleges and universities are reactively responding to market pressures and proactively trying to analyze and position themselves ahead of the competition, often regional rather than national, for the…

Interviews with British nurse administrators and a survey of nurses who qualified under the old system and the new higher education system revealed that the new system has not attracted different applicants in terms of age, education, or gender. Not all administrators felt that new graduates were better prepared. More of the new graduates felt…

Representatives of organizations participating in Florida State University's fall 1997 career exposition were asked to rate the importance of eight nonclassroom activities. Results show employers view work experience, leadership roles, participation in preprofessional organizations, and volunteer work to be important for employment eligibility.…

Highlights cartoonist Bil Keane's support in marketing Catholic schools. Describes Keane as a lifelong Catholic who frequently includes a crucifix in his illustrations to give them a "Catholic touch." Emphasizes how Keane's 40-year-old daily comic, Family Circus, has inspired Catholic readers and educators, and has been included in posters and…

Examines three antecedents of the market orientation for colleges and universities facing declines in enrollments and downsizing: (1) institution size (student enrollment); (2) source of funding (public/private); and (3) institutional innovativeness. Of the three, innovativeness was found to play the largest role. Discusses implications for…

A survey of 81 accounting majors, 60 business majors, 12 nonbusiness majors, and 13 undecided students in accounting principles courses found that accounting principles instructors play the most significant role in the decision to major in accounting. Many students decide to major during their first principles course. (SK)

Discusses the use of consumer-oriented marketing as a means of increasing enrollment in colleges and universities. Examples of how some schools are using this approach by addressing student preferences are provided and include such ideas as upgrading the dining hall to offer greater food selections, using dormitory bathroom door keypad locks to…

For educators and policymakers, the small percentage of Hispanic students at graduate and professional schools is challenging because the lag has taken place during a time of dramatic growth in the country's overall Hispanic population. Hispanics now comprise 14 percent of the national population, and their numbers are growing faster than any…

The question for higher education is no longer "What should be in the plan for diversity?" but rather "How is that plan implemented successfully?" Many institutions are turning to senior diversity officers to lead campus diversity as it relates to students, faculty and staff. A review of recent higher education job listings…

This study provides a profile of the actions taken by Australian universities to diversify their revenue streams in order to generate more independent non-government) income. Marginson's taxonomy of Australian universities is used to catergorise universities and contrast levels of independent income (Marginson and Considine 2000). This study finds…

According to theorists, choice and competition are intended to force schools to innovate and diversify their programs. However, evidence from several countries suggests that schools are not responding to competitive incentives as expected: (a) instead of innovating in the classroom, schools often embrace traditional practices; (b) innovations in…

Today's administrators in higher education face a dynamic marketplace that offers students an array of educational options and alternatives. Much like organizations more traditionally associated with marketing strategies and tactics, colleges and universities are gradually moving towards and embracing the marketing concept and a focus on consumer…

This paper presents the results of a 7-year research project which was designed to identify the most common market entry processes used by foreign universities entering the Chinese education market through alliances with Chinese counterparts. The research identifies a three-stage entry process which was used by most of the 220 universities studied…

The current paper outlines a unique marketing perspective that prevails in some informal education institutions in Israel parallel with "traditional modes of marketing", such as promotion, public relations and the like. Based on a case study research in five community centres, a service development based on active participation of the…