Journal of Marketing for Higher Education

Scope & Guideline

Transforming higher education with cutting-edge marketing research.

Introduction

Welcome to the Journal of Marketing for Higher Education information hub, where our guidelines provide a wealth of knowledge about the journal’s focus and academic contributions. This page includes an extensive look at the aims and scope of Journal of Marketing for Higher Education, highlighting trending and emerging areas of study. We also examine declining topics to offer insight into academic interest shifts. Our curated list of highly cited topics and recent publications is part of our effort to guide scholars, using these guidelines to stay ahead in their research endeavors.
LanguageEnglish
ISSN0884-1241
PublisherROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
Support Open AccessNo
CountryUnited States
TypeJournal
Convergefrom 1988 to 1991, from 1993 to 2024
AbbreviationJ MARK HIGH EDUC / J. Mark. High. Educ.
Frequency2 issues/year
Time To First Decision-
Time To Acceptance-
Acceptance Rate-
Home Page-
Address2-4 PARK SQUARE, MILTON PARK, ABINGDON OX14 4RN, OXON, ENGLAND

Aims and Scopes

The Journal of Marketing for Higher Education focuses on the intersection of marketing principles and higher education practices. It aims to provide insights into how marketing strategies can enhance student engagement, loyalty, and overall institutional effectiveness.
  1. Student Loyalty and Satisfaction:
    Research on factors influencing student loyalty, satisfaction, and retention in higher education institutions, often utilizing quantitative methods such as surveys and meta-analyses.
  2. Branding and Reputation Management:
    Exploration of branding strategies, including university brand image, reputation management, and the impact of brand authenticity on student perceptions and behaviors.
  3. Digital Marketing Strategies:
    Analysis of digital marketing tools and techniques used by higher education institutions, including social media marketing, user-generated content, and online reputation management.
  4. Co-Creation and Student Engagement:
    Investigation into co-creation practices between students and institutions, focusing on how collaborative efforts enhance learning experiences and institutional value.
  5. Marketization and Policy Implications:
    Critical examination of the marketization of higher education, its effects on institutional policies, and the role of external factors such as economic conditions and social changes.
  6. Diversity and Equity in Higher Education Marketing:
    Research focused on the implications of diversity and equity in marketing practices and how these affect student perceptions and institutional branding.
Recent publications in the Journal of Marketing for Higher Education indicate a shift towards innovative and contemporary themes that address current challenges and opportunities in the sector. These emerging scopes reflect the evolving landscape of higher education marketing.
  1. Impact of Technology on Marketing:
    There is a rising interest in how technological advancements, such as AI and social media, influence student engagement, decision-making, and brand loyalty in higher education.
  2. Sustainability and Corporate Social Responsibility:
    Emerging research focuses on sustainability practices within higher education marketing, highlighting how institutions can leverage their commitment to social responsibility to enhance brand loyalty and attract students.
  3. Experiential Marketing and Student Engagement:
    A trend towards experiential marketing strategies that emphasize creating memorable learning experiences for students, which are seen as crucial for enhancing satisfaction and loyalty.
  4. Diversity and Inclusion in Marketing Strategies:
    A growing emphasis on how diversity and equity considerations are integrated into marketing strategies, reflecting broader societal changes and the need for institutions to appeal to diverse student populations.

Declining or Waning

While the journal has consistently focused on marketing strategies within higher education, certain themes appear to be diminishing in prominence. These waning scopes may reflect broader trends in the field or shifts in institutional priorities.
  1. Traditional Marketing Approaches:
    There is a noticeable decline in research centered around conventional marketing strategies, such as print advertising and direct mail campaigns, as institutions increasingly shift towards digital and experiential marketing.
  2. Focus on Domestic Students:
    Research specifically targeting domestic student populations is becoming less frequent, with a growing emphasis on international student experiences and global marketing strategies.
  3. Static Brand Positioning:
    The exploration of static brand positioning in higher education is waning, as institutions adapt to dynamic market conditions and the need for flexible branding strategies.
  4. Alumni Relations and Fundraising:
    While still important, the focus on alumni relations and fundraising strategies has decreased, likely due to a broader emphasis on current student engagement and satisfaction.

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