The research aims to identify the image of a blogger that best aligns with the objectives of promoting Russian universities. The authors employ a comparative analysis of influencers based on several characteristics (platform, blog topic, self-positioning of the blogger, etc.). Practical materials for the research were selected from the…

Tuition fee (or price) setting drivers are still an under-researched area. We attempt to fill this gap using universities as the basis of analysis. Grounded in pricing contingency theory, specifically, pricing capability literature, a conceptual model is developed using qualitative data from eight annual pricing cycles (2009-2017). We test the…

The extant literature on the use of social media marketing for recruiting higher education students has an unstructured nature. To address this gap, this paper introduces a novel method called 'algorithmic document sequencing' (ADS) that links the key findings of 43 relevant articles procured from all databases to one another on the use of social…

This article is a longitudinal comparative case study exploring the market position of Saint Joseph's University and Villanova University -- two private Catholic institutions in Philadelphia, Pennsylvania. At one time, Saint Joseph's and Villanova shared a number of similar characteristics in student demand, faculty characteristics, student…

The recruitment and retention of minoritized students is critical for diversifying the counseling profession. Accreditation standards and scholarship provide little guidance on best practices. We sampled 38 administrators from the Council for Accreditation of Counseling and Related Educational Programs to understand recruitment and retention…

Due to a shrinking number of employable graduates, companies in industrialised nations have increasingly faced problems in hiring qualified young people. This situation is particularly pronounced in Japan, where companies are competing for the best talents. Based on a multi-stakeholder perspective, this study examines changes in the Japanese…

In today's competitive higher education landscape, colleges and universities must adopt innovative marketing and recruitment strategies to attract top talent. This report unveils the most effective tactics for the four-year private, four-year public, and two-year institutions based on a recent survey of 114 institutions across the US. The findings…

The purpose of this study is to explore the strategies used by universities to promote their positive images. A university in China known for its success in promoting its image is cited as a typical example of the strategies it employs. The researchers were given permission to review related files of the university offices and relevant university…

Increasingly, higher education institutions (HEIs) are using different signals in attracting students to enroll with them. This study explores the signals sent by HEIs and determines through factor analysis that placements, brand name, and infrastructure act as the attractive signals that influence students' choice of HEI in India. The authors…

In an attempt to utilize Geographic Information (GIS) Center technology as part of the institution's overall enrollment management endeavors, the department of Decision Support and Institutional Research at Austin Peay State University reached out to the institution's GIS Center to determine how the ESRI system technology could be used to pinpoint…

The research examines the effectiveness of channels for promoting educational services in the tasks of preparing personnel for the communication industry. The high level of professional requirements for graduates of relevant specialties dictates the need to enhance the attractiveness of these educational programs, enabling a more rigorous…

We posit that graduate student recruitment is a form of community engagement where universities invite community members to apply. We conducted a study about the recruitment experience with 29 newly matriculated graduate students of color. Many students reported that welcoming interactions as well as research and courses on diversity or racial…

Veterans are a growing student population in institutions of higher education in the U.S., and universities adopt a variety of marketing efforts to recruit them. With a focus on university marketing messages as a targeted and public way for universities to attract student veterans, the current study examines how student veterans are framed and…

The COVID-19 pandemic disrupted global student mobility, leading to sharp declines in international student enrollment at U.S. higher education institutions (HEIs). Research on the effects of the pandemic highlights key challenges faced by international students, including financial instability, mental health concerns, and experiences of racism…

Today's empowered and hyper(dis)connected generation expects from higher education institutions (HEIs) communication strategies that align with their interests, making communication strategies crucial for their ongoing experience at the University. Once students are recruited, the factors they consider important when choosing a university may…