Can a higher education institution's marketing strategy improve the student‐institution match?

By Y. Moogan. 2011

116 citations recorded by the source corpus.

Purpose – Issues such as managing brand image, assessing advertising medium effectiveness and collecting market intelligence are common practice for higher education institutions (HEIs). Consequently, understanding the information needs of potential students to the HEI when they make their decisions is paramount. The aim of this survey is to analyse the decision‐making criteria of new undergraduates enrolling at a UK HEI on their first day in terms of marketing activities employed throughout the decision‐making period during their last 12 months. Focusing in particular on the effectiveness of the dissemination of information with the influences on their decisions of whether or not to keep this HEI in their preferred set and to enrol (purchase) will be investigated.Design/methodology/approach – The research was designed to establish the key marketing communication activities that contribute to the student decision‐making process. A survey of 318 students enrolling on their first day at a Welsh (traditional...

Subfields: Education, Management of Technology and Innovation, Social Psychology

View Paper: https://www.semanticscholar.org/paper/ba628e08544dd8bd72483c0ab352e2628d272470