Marketing Higher Education: Benefits and Risks for the American Academic System

Towards a branding oriented higher education sector: An overview of the four perspectives on university marketing studies

“…Therefore, in order to be chosen by potential students, institutions make known their services through a range of promotional activities, which in a business context are called 'Marketing' (Litten, 1980). In the next sections, the literature on marketing and brand management in universities is presented and discussed in more detail.…”

“…Universities in the UK have been facing several changes, for example, the decrease in the number of students (Naude & Ivy, 1999), the intense increase of competition (Jongbloed, 2003;Adcroft et al, 2010), the greater choice of universities (Jongbloed, 2003), with an expansion and diversification of the degree courses offered by other competitors (Naude & Ivy, 1999). The highly competitive environment of higher education is likely to encourage universities to embrace the idea of marketing (Kotler & Fox, 1985;Smith, Scott & Lynch, 1995) in order to differentiate themselves from other competitors (Litten, 1980;Maringe, 2005a). In addition, Caruana, Ramaseshan and Ewing (1998) reveal that the implementation of the marketing concept has positive impacts on the overall performance of departments in universities and the ability of departments to obtain non-government funding.…”

“…The ranking table is likely to influence the way in which institutions encourage employees to deliver the service, which the institution brand promises to customers, in order to offer a positive image (Salmi & Saroyan, 2007;Hazelkorn, 2007). In addition, the increasing competition between institutions, not to mention the growing concern for effective management, have resulted in the need for higher educational institutions to be managed in the same way as any other enterprise in the private sector and the need to promote their services through various marketing activities (e.g., Kotler & Levy, 1969;Litten, 1980;Kotler & Fox, 1985;Gray, 1991;Klayton, 1993;Naude & Ivy, 1999;Maringe, 2005aMaringe, , 2005bMaringe, , 2006Hammond, Harmon, Webster & Rayburn, 2004.…”

An Appealing Connection–The Role of Relationship Marketing in the Attraction and Retention of Students in an Australian Tertiary Context

“…Within the higher education sector relationship marketing is defined as "a set of marketing activities or actions that attract, motivate, and enhance existing potential students' relationships as well as students' parents, relatives, friends, references groups... emphasizing on retaining existing students until their graduation, and attracting further students" (Al-Alak, 2007, p.4). However, as a method by which to engage students in the higher education sector, relationship marketing has only received limited attention (e.g., Bowden & Wood, 2011;Ng & Forbes 2009;Litten 1998;Helgesen 2008). This is despite calls for higher education research to specifically investigate the role of relationship marketing in the establishment of student loyalty (Helgesen 2008;Clemes, Gan & Kao 2008).…”

International Students’ Decision to Attend a Small, Rural Community College in Iowa

“…The study of college choice allows higher education institutions to understand the decision making process of students (Ottinger, 2009). College choice not only impacts students, but also their significant others, policymakers, and institutions of higher education (Litten, 1980;Smith & Cavusgil, 1984). Additionally, understanding the decision making process of students in regards to their college choice is beneficial to policy makers in developing strategies to attract and enroll future students (Hossler, et al 1989).…”