Journal of Marketing for Higher Education
Scope & Guideline
Advancing marketing insights in higher education.
Introduction
Aims and Scopes
- 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. - 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. - 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. - 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. - 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. - 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.
Trending and Emerging
- 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. - 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. - 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. - 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
- 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. - 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. - 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. - 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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