Higher education institution image: acorrespondence analysis approach

“Create an image for your company or your competitors will do it for you.” In the higher education sector this statement by Keever is equally true; as competition for students increases and funding decreases universities and technikons need to create and maintain a distinctive image in the market place. Higher education institutions are becoming increasingly aggressive in their marketing activities to convey an image that is favourable to their public, be they prospective students, employers, funders etc. Investigates how marketing is used to convey higher education institution type image in the UK and South Africa. Using correspondence analysis, shows the unique positionings that have been created by the old UK universities, the new UK universities, South African universities and technikons. Also identifies which marketing tools these institution types use in conveying their institutional image.