Applying Market Research in College Admissions

Kehoe, William J.; Litten, Larry H.; Sullivan, Daniel F.; Brodigan, David L.

doi:10.2307/3151612

Cited by 12 publications

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“…Up until the 1980s, the concept of marketing research was not widely known and generally unpopular among many HEIs [43]. Later, marketing gradually became one of the tools that could assist HEIs in surviving within an increasingly competitive environment [44].…”

Section: Marketing Strategies For International Studentsmentioning

confidence: 99%

Marketing Strategies for Internationalization in China’s Higher Education: An Ally or Barrier for Sustainable Development?

Zhou,

Alam,

Rasdi

2024

Sustainability

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In this era of the commodification of higher education, the dominating concept of higher education now is that it functions as a commercial product for the purpose of national economic development. Consequently, the free market rules linked to consumerism seem to rule and shape how higher education should operate. A market-driven strategy may offer a benefit targeting the internationalization of higher education at the cost of sustainable development. This study investigates whether a commercialized strategy in the marketing of internationalized higher education helps or hinders sustainable progress in higher education. Adopting a qualitative method, this paper—the first of its kind in China—aims to obtain a comprehensive understanding of the rationales and current marketing strategies for international students. Here, the goal is to examine whether such strategies promote or hinder the development of sustainable education. The findings revealed that many internationalization marketing strategies may not survive well into the long term, and greater attention should be paid to enhancing the quality of international students and the quality of education they receive, as well as a sustainable higher education system. Institutions of higher education should rebrand themselves by enhancing the quality of what and how they teach, and cultivating competent international human resources.

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Section: Marketing Strategies For International Studentsmentioning

confidence: 99%

Marketing Strategies for Internationalization in China’s Higher Education: An Ally or Barrier for Sustainable Development?

Zhou,

Alam,

Rasdi

2024

Sustainability

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Identification of Factors Influencing Matriculation Decisions by Dental School Applicants

Whitehead

Novak

2002

Journal of Dental Education

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Recent dental school surveys have indicated a slight decrease in the overall number of dental school applicants. As a result, competition for the most highly qualified students is increasing among dental schools. A number of factors may contribute to an applicant's decision on where to matriculate, such as tuition costs, cost of living in an area, location of the dental school, reputation, availability of financial aid, and the school's facilities. Identifying the reasons why students choose to attend a specific school may be an important first step in formulating a strategic plan for recruitment. As a result, a survey was sent to all students (250) interviewed at the University of Pittsburgh School of Dental Medicine for the 2000-01 admissions cycle. The results of this survey were compared to a similar survey sent following the 1994-95 admissions cycle. In addition, the results of the University of Pittsburgh surveys were compared to a similar survey conducted by a different northeastern dental school. The factors rated most important in 1994-95 were reputation, facilities, and location, in order. In 2000-01, location, curriculum, tuition, and reputation were rated the most important factors, in order. This information may assist admissions officers in formulating an effective recruitment strategy for the most highly qualified applicants.

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Gonzalez

DesJardins

2002

Research in Higher Education

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Applying Market Research in College Admissions

Cited by 12 publications

References 0 publications

Marketing Strategies for Internationalization in China’s Higher Education: An Ally or Barrier for Sustainable Development?

Marketing Strategies for Internationalization in China’s Higher Education: An Ally or Barrier for Sustainable Development?

Identification of Factors Influencing Matriculation Decisions by Dental School Applicants

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