Sustaining Student Numbers in the Competitive Marketplace

Autor/in	Szekeres, Judy
Titel	Sustaining Student Numbers in the Competitive Marketplace
Quelle	In: Journal of Higher Education Policy and Management, 32 (2010) 5, S.429-439 (11 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1360-080X
Schlagwörter	Foreign Countries; Higher Education; Student Recruitment; Marketing; Competition; College Choice; Influences; Student Characteristics; Course Selection (Students); College Bound Students; Literature Reviews; Australia; United Kingdom; United States + Suchen Sie Ihr Suchwort? Ausland; Hochschulbildung; Hochschulsystem; Hochschulwesen; Wettkampf; Studienortwahl; Influence; Einfluss; Einflussfaktor; Course selection; Student; Students; Kurswahl; Australien; Großbritannien; USA
Abstract	The climate of competition for students in the higher education sector makes it imperative that institutions increase their marketing efforts, both domestically and internationally, to help sustain student numbers. In Australia, the Bradley Report and the government response, which will do away with quotas, allows for a much freer market than previously, including the entry of private providers into the undergraduate degree market. It will become more critical than ever before to improve student attraction. Added to this, the increasing pressure from European and US universities in the Asian market requires Australian universities to improve their marketing and student recruitment in the international space. This paper draws on the large volume of material related to marketing universities that exists. The literature has changed its scope over time, originally focusing on the publications universities produced, then the branding effort, and more recently, relationship marketing. This paper provides a meta-analysis of the literature in an attempt to suggest some possible improvements that institutions could implement to have an impact on student recruitment and help sustain, or even improve, student numbers. (As Provided).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10