... at: francis.kuriakose@gmail.com 12 07 2022 17 01 2023 17 03 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Experiential branding Branded branding Higher education Marketing Brand identity India Student preferences Conjoint analysis...

...Diane Edmondson; Lucy Matthews Purpose The purpose of this paper is to investigate how to overcome the dilemma of the lack of student workforce readiness upon graduation. Based on experiential learning theory, the authors propose an innovative three-step approach to marketing curriculum to help...

...Stephen Wilkins Purpose The purpose of this paper is to discover how higher education institutions may segment the market in a competitive higher education hub and to assess the usefulness of strategic group analysis as an analytical technique for market and competitor analysis. As a case example...

...Natalia Przhedetskaya; Ksenia Borzenko Purpose The purpose of this paper is to substantiate the necessity of marketing of remote education by the example of leading universities of Rostov Oblast of modern Russia and to develop the marketing model of promotion of remote education by the modern...

... targeted strategic marketing plans that are responsive to the different types populations’ needs. Originality/value This is the first study that compares international students’ to domestic students’ needs and aspirations when choosing a university campus. International students are viewed by higher...

... (at Bachelor’s and Master’s levels) fields of study, as well as depending on labour-market experience and family and social circle. Practical implications These findings suggest that Baltic higher education institutions should employ different marketing communication strategies when attracting new doctoral...

..., to use these satisfiers to inform HEI marketing planning. Design/methodology/approach – The survey used 10 per cent of the sampling frame from the faculty total business students population. Descriptive statistics and correlation were employed to describe and measure the relationship between...

...Mark Durkin; Barry Howcroft; Craig Fairless Purpose – During the last 20 years or so the changing environment in which universities operate has meant that commensurately more emphasis has been placed on marketing principles. In light of this emphasis, it is perhaps a little surprising...

...Johanna Vuori 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...

... Limited 2015 Marketing Higher education choice Institution choice Student choice University choice Decision making Higher education institutions are facing increasingly complex challenges, such as rapidly growing global competition (Maringe, 2010), changes in funding regimes (Foskett...

... reacted to the current dynamic environment by adapting a more business-like approach, scanning the horizon and identifying new markets and opportunities for growth. However, some business schools remain ardently against a more business-like approach, considering it to work against academic clarity...

... Emerald Group Publishing Limited 2013 Word‐of‐mouth Opinion‐leading Opinion‐seeking Education marketing International students Education Marketing Students The aim of this study was to discover the extent of word‐of‐mouth influence amongst international students at a New Zealand...

.... Research limitations/implications The paper is specific to one case study and evaluation of success remains relatively early. Initial implications relate to the potential use of emotion in higher education marketing communications and how the use of emotion acted as an enabler of more rational decision...

... universities to develop marketing programmes for their recruitment. Originality/value Since the adoption of Widening Participation initiatives, the profile of applications through UCAS has changed. The study revisits ethnic group motivations to apply to UCAS for university entrance. The UK has over 200...

... marketing strategies. Design/methodology/approach This is primarily a quantitative study aimed at developing a marketing mix for a graduate institute at NCYU in Taiwan. A survey using stratified random sampling was conducted, with 14 universities from four different areas in Taiwan randomly selected...

...Paul Gibbs Purpose In this conceptual discussion paper the author seeks to suggest that marketing as a technology of the market has contributed to the foreshortening of educational horizons within which we act or observe but can only hold for declining durations. To satisfy this demand for more...

...Felix Maringe Purpose Higher education environments have become increasingly competitive and institutions have to compete for students in the recruitment markets. With the introduction of student fees, it is hypothesised that potential applicants to HE will increasingly become consumerist...

...Izhar Oplatka 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...

...Liza Gomes; Jamie Murphy As competition increases in the education industry, public and private schools increasingly view students as consumers and market their institutions. This paper investigates the Internet’s role in communicating educational opportunities from two perspectives: students...

...” and “university‐like” image, and the messages aimed to emphasise the personal advantages gained by applying to the colleges, may, ironically, further weaken the publicly low‐academic image of the low stratified HE institutions and re‐position them in the post‐secondary system. Practical implications for marketing...