Skip to main content
SpringerLink
Log in

A Systematic and Updated Review of the Literature on Higher Education Marketing 2005–2019

  • Chapter
  • First Online:
Handbook of Operations Research and Management Science in Higher Education

Part of the book series: International Series in Operations Research & Management Science ((ISOR,volume 309))

Abstract

The purpose of this review is to identify key research themes in the field of higher education (HE) supply-side marketing through a systematic search of journal article databases of papers published between 2005 and 2019, to report on current issues and themes, and ascertain research gaps in the literature for exploitation in future research. Based on an analysis of 105 papers from the field of HE marketing, five major themes characterizing the research on HE marketing are presented in the paper: the marketization of HE; marketing communications; branding, image, and reputation; marketing strategy; and recruitment, alumni and gift-giving. Some thoughts about the nature of the knowledgebase in this field and recommended topics for research conclude the paper. Note, 46 papers were based on quantitative methodologies (constitutes 43.8% of the reviewed papers).

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 139.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 179.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Abu Bakar, A. R., & Abdu Talib, A. N. (2013). A Case Study of an Internationalization Process of a Private Higher Education Institution in Malaysia. Gadjah Mada International Journal of Business, 15(3), 211–230.

    Article  Google Scholar 

  • Adams, J., & Eveland, V. (2007). Marketing Online Degree Programs: How Do Traditional-Residential Programs Compete? Journal of Marketing for Higher Education, 17(1), 67–90.

    Article  Google Scholar 

  • Alhakimi, W., & Qasem, A. A. (2014). Toward an understanding of Marketing Strategies in Higher Education Institutions. Euro Asia Journal of Management, 24(1/2), 23–35.

    Google Scholar 

  • Alnawas, I., & Phillips, C. (2014). Prospective student orientation in higher education: Development of the construct. Journal of Customer Behaviour, 13(2), 135–163.

    Article  Google Scholar 

  • Alnawas, I., & Phillips, C. (2015). Alumni Orientation: Development of the Construct. Journal of Nonprofit & Public Sector Marketing, 27(2), 183–215.

    Article  Google Scholar 

  • Angulo-Ruiz, L. F., & Pergelova, A. (2013). The Student Retention Puzzle Revisited: The Role of Institutional Image. Journal of Nonprofit & Public Sector Marketing, 25(4), 334–353.

    Article  Google Scholar 

  • Artur, K. (2015). The Internet as an element of Marketing Strategies of Polish Universities During Recent Years. Economic Processes Management, 4, 80–91.

    Google Scholar 

  • Asaad, Y., Melewar, T. C., & Cohen, G. (2015). Export market orientation behavior of universities: the British scenario. Journal of Marketing for Higher Education, 25(1), 127–154.

    Article  Google Scholar 

  • Aula, H. M., & Tienari, J. (2015). The University Branding Game. International Studies of Management & Organization, 45(2), 164–179.

    Article  Google Scholar 

  • Baber, R., & Upadhyay, Y. (2015). Examining the Role of Competition Intensity as Moderator on Market Orientation and Performance Relationship in Private Universities. South Asian Journal of Management, 22(1), 97–113.

    Google Scholar 

  • Bachouche, H., & Sabri, O. (2019). Empowerment in marketing: synthesis, critical review, and agenda for future research. AMS Review, 1, 1–20.

    Google Scholar 

  • Baker, S. M., Faircloth, J. B., & Simental, V. (2005). Perceptions of University—Corporate partnership influences on a brand. Journal of Marketing Theory & Practice, 13(2), 32–46.

    Article  Google Scholar 

  • Baldwin, G., & James, R. (2000). The Market in Australian Higher Education and the Concept of Student as Informed Consumer. Journal of Higher Education Policy and Management, 22(2), 139–148.

    Article  Google Scholar 

  • Barrett, L. R. (1996). On Students as customers—some warning from America. Higher Education Review, 28(3), 70–71.

    Google Scholar 

  • Bélanger, C. H., Bali, S., & Longden, B. (2014). How Canadian universities use social media to brand themselves. Tertiary Education & Management, 20(1), 14–29.

    Article  Google Scholar 

  • Binsardi, A., & Ekwulugo, F. (2003). International Marketing of British Education: research on the students’ perception and the UK market penetration. Marketing Intelligence & Planning, 21(5), 318–327.

    Article  Google Scholar 

  • Bonnema, J., & Van der Waldt, D. L. R. (2008). Information and Source Preferences of a Student Market in Higher Education. International Journal of Educational Management, 22(4), 314–327.

    Google Scholar 

  • Booth, A. (2001). Cochrane or cock-eyed? How should we conduct systematic reviews of qualitative research? Paper presentation the Qualitative Evidence-based Practice Conference. In “Taking a Critical Stance” (Ed.), ( University of Coventry.

    Google Scholar 

  • Bornholt, L., Gientzotis, J., & Cooney, G. (2004). Understanding Choice Behaviours: Pathways from School to University with Changing Aspirations and Opportunities. Social Psychology of Education, 7(2), 211–228.

    Article  Google Scholar 

  • Bowl, M. (2018). Differentiation, distinction and equality—or diversity? The language of the marketised university: an England, New Zealand comparison. Studies in Higher Education, 43(4), 671–688.

    Article  Google Scholar 

  • Brech, F. M., Messer, U., Vander Schee, B. A., Rauschnabel, P. A., & Ivens, B. S. (2017). Engaging Fans and the Community in Social Media: Interaction with Institutions of Higher Education on Facebook. Journal of Marketing for Higher Education, 27(1), 112–130.

    Article  Google Scholar 

  • Brendzel-Skowera, K., & Lukasik, K. (2016). Polish Universities in Social Media. Valahian Journal of Economic Studies, 7(4), 29–36.

    Google Scholar 

  • Brookes, M. (2003). Higher Education: marketing in a quasi-commercial service industry. International Journal of Non-Profit and Voluntary Sector Marketing, 8(2), 1465–1520.

    Article  Google Scholar 

  • Brown, R. (2008). Higher education and the market. Perspectives: Policy & Practice in Higher Education, 12(3), 78–83.

    Google Scholar 

  • Brown, R. M., & Mazzarol, T. W. (2009). The importance of institutional image to student satisfaction and loyalty within higher education. Higher Education, 58(1), 81–95.

    Article  Google Scholar 

  • Camelia, G., & Marius, P. (2013). Incorporating Market Orientation in Higher Education Institutions. Annals of the University of Oradea, Economic Science Series, 22(1), 1743–1752.

    Google Scholar 

  • Cardoso, S., Carvalho, T., & Santiago, R. A. (2011). From students to consumers: reflections on the marketisation of Portuguese higher education. European Journal of Education, 46(2), 271–284.

    Article  Google Scholar 

  • Chapleo, C. (2007). Barriers to brand building in UK universities? International Journal of Nonprofit & Voluntary Sector Marketing, 12(1), 23–32.

    Article  Google Scholar 

  • Chapleo, C. (2011). Exploring rationales for branding a university: Should we be seeking to measure branding in UK universities? Journal of Brand Management, 18(6), 411–422.

    Article  Google Scholar 

  • Chapleo, C. (2015a). An exploration of branding approaches in UK universities. International Journal of Nonprofit & Voluntary Sector Marketing, 20(1), 1–11.

    Article  Google Scholar 

  • Chapleo, C. (2015b). Brands in Higher Education. International Studies of Management & Organization, 45(2), 150–163.

    Article  Google Scholar 

  • Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93.

    Article  Google Scholar 

  • Chen, L. H. (2008). Internationalization or International Marketing? Two Frameworks for Understanding International Students’ Choice of Canadian Universities. Journal of Marketing for Higher Education, 18(1), 1–33.

    Article  Google Scholar 

  • Chen, C. T. (2016). The Investigation on Brand Image of University Education and Students’ Word-of-Mouth Behavior. Higher Education Studies, 6(4), 23–33.

    Article  Google Scholar 

  • Chen, T., Drennan, J., Andrews, L., & Hollebeek, L. D. (2018). User experience sharing. European Journal of Marketing, 52(5/6), 1154–1184.

    Article  Google Scholar 

  • Chouthoy, S., & Kazi, R. (2016). En route to a Theory—Building Consumer Brand Commitment through CSR Reputation. Global Business & Management Research, 8(3), 67–82.

    Google Scholar 

  • Clark, M., Fine, M. B., & Scheuer, C. L. (2017). Relationship Quality in Higher Education Marketing: The Role of Social Media Engagement. Journal of Marketing for Higher Education, 27(1), 40–58.

    Article  Google Scholar 

  • Clarke, M. (2007). The Impact of Higher Education Rankings on Student Access, Choice, and Opportunity. Higher Education in Europe, 32(1), 59–70.

    Article  Google Scholar 

  • Clayton, M. J., Cavanagh, K. V., & Hettche, M. (2012). Institutional Branding: A Content Analysis of Public Service Announcements from American Universities. Journal of Marketing for Higher Education, 22(2), 182–205.

    Article  Google Scholar 

  • Conway, T., Mackay, S., & Yorke, D. (1994). Strategic Planning in Higher Education: who are the customers? The International Journal of Educational Management, 8(6), 29–36.

    Article  Google Scholar 

  • Craven, A., & Anne, C. (2012). Social justice and higher education. Perspectives: Policy & Practice in Higher Education, 16(1), 23–28.

    Google Scholar 

  • Delmestri, G., Oberg, A., & Drori, G. S. (2015). The Unbearable Lightness of University Branding. International Studies of Management & Organization, 45(2), 121–136.

    Article  Google Scholar 

  • Drori, G. S., Delmestri, G., & Oberg, A. (2016). The Iconography of Universities as Institutional Narratives. Higher Education: The International Journal of Higher Education Research, 71(2), 163–180.

    Article  Google Scholar 

  • Durkin, M., Filbey, L., & McCartan-Quinn, D. (2014). Marketing to the mature learner: exploring the role of web communications. Service Industries Journal, 34(1), 56–70.

    Article  Google Scholar 

  • Edmiston-Strasser, D. M. (2009). An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education. Journal of Marketing for Higher Education, 19(2), 142–165.

    Article  Google Scholar 

  • Enache, I. C. (2011). Marketing Higher Education Using the 7Ps Framework. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 4(1), 23–30.

    Google Scholar 

  • Favaloro, C. (2015). Marketing in the Australian Higher Education Sector. Journal of Higher Education Policy and Management, 37(5), 490–506.

    Article  Google Scholar 

  • Fay, D. L., & Zavattaro, S. M. (2016). Branding and Isomorphism: The Case of Higher Education. Public Administration Review, 76(5), 805–815.

    Article  Google Scholar 

  • Finch, D., McDonald, S., & Staple, J. (2013). Reputational interdependence: an examination of category reputation in higher education. Journal of Marketing for Higher Education, 23(1), 34–61.

    Article  Google Scholar 

  • Frølich, N., Brandt, S., Høvdhaugen, E., & Aamodt, P. O. (2009). Coping by copying? Higher education institutions’ student recruitment strategies. Tertiary Education & Management, 15(3), 227–240.

    Article  Google Scholar 

  • Fujita, M., Harrigan, P., & Soutar, G. N. (2019). The strategic co-creation of content and student experiences in social media. Qualitative Market Research: An International Journal, 22(1), 50–69.

    Article  Google Scholar 

  • Furey, S., Springer, P., & Parsons, C. (2014). Positioning University as a Brand: Distinctions between the Brand Promise of Russell Group, 1994 Group, University Alliance, and Million+ Universities. Journal of Marketing for Higher Education, 24(1), 99–121.

    Article  Google Scholar 

  • Ghosh, A. K., Javalgi, R., & Whipple, T. W. (2008). Service Strategies for Higher Educational Institutions Based on Student Segmentation. Journal of Marketing for Higher Education, 17(2), 238–255.

    Article  Google Scholar 

  • Gibbs, P. (2001). Higher Education as a Market: a problem or a solution? Studies in Higher Education, 26(1), 85–94.

    Article  Google Scholar 

  • Gibbs, P. (2002). From the Invisible Hand to the Invisible Hand-Shake: marketing higher education. Research in Post Compulsory Education, 7(3), 325–338.

    Article  Google Scholar 

  • Gibbs, P. (2007a). Does advertising pervert higher education? is there a case for resistence? Journal of Marketing for Higher Education, 17(1), 3–11.

    Article  Google Scholar 

  • Gibbs, P. (2007b). Does Advertising Pervert Higher Education? Is There a Case for Resistance? Journal of Marketing for Higher Education, 17(1), 3–11.

    Article  Google Scholar 

  • Gibbs, P. (2018). Higher education marketing—does inducing anxiety facilitate critical thinking or more consumerism? Journal of Marketing for Higher Education, 28(1), 1–11.

    Article  Google Scholar 

  • Gibbs, P., & Knapp, M. (2012). Marketing higher and further education: An educator’s guide to promoting courses, departments and institutions. Routledge.

    Book  Google Scholar 

  • Google Scholar. (2019). Citations for “University in a competitive global marketplace: a systematic review of the literature on higher education marketing”. https://scholar.google.co.uk/citations?user=JaFl1IoAAAAJ&hl=en [On-line].

  • Gribanova, A. (2016). Mobile Communication Technologies as an Integrated Marketing Communcations Instrument in Promoting Higher Education Institutions. Journal of Business Management, 11, 114–125.

    Google Scholar 

  • Grisaffe, D. B., & Nguyen, H. P. (2011). Antecedents of emotional attachment to brands. Journal of Business Research, 64(10), 1052–1059.

    Article  Google Scholar 

  • Grönroos, C. (1997). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management Decision, 35(4), 322–329.

    Article  Google Scholar 

  • de Heer, F., & Tandoh-Offin, P. (2015). Exploring the Benefits of Branding Universities: A Developing Country Perspective. IUP Journal of Brand Management, 12(4), 58–71.

    Google Scholar 

  • Hemsley-Brown, J. (2011). Market heal thyself: the challenges of a free market in higher education. Journal of Marketing for Higher Education, 21(2), 115–132.

    Article  Google Scholar 

  • Hemsley-Brown, J., & Goonawardana, S. (2007). Brand Harmonization in the International Higher Education Market. Journal of Business Research, 60(9), 942–948.

    Article  Google Scholar 

  • Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: a systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316–338.

    Article  Google Scholar 

  • Hemsley-Brown, J., & Oplatka, I. (2015a). Higher Education Consumer Choice. (e-book: http://www.palgrave.com/gp/book/9781137497185 ed.) London: Palgrave.

  • Hemsley-Brown, J., & Oplatka, I. (2015b). University choice: what do we know, what don’t we know and what do we still need to find out? International Journal of Educational Management, 29(3), 254–274.

    Google Scholar 

  • Holmberg, I., & Stannegård, L. (2015). Students’ Self-Branding in a Swedish Business School. International Studies of Management & Organization, 45(2), 180–192.

    Article  Google Scholar 

  • Huisman, J., & Mampaey, J. (2018). Use your imagination: what UK universities want you to think of them. Oxford Review of Education, 44(4), 425–440.

    Article  Google Scholar 

  • Hulme, M., Thomson, A., Hulme, R., & Doughty, G. (2014). Trading places: The role of agents in international student recruitment from Africa. Journal of Further and Higher Education, 38(5), 674–689.

    Article  Google Scholar 

  • Idris, M. Z., & Whitfield, T. W. A. (2014). Swayed by the Logo and Name: Does University Branding Work? Journal of Marketing for Higher Education, 24(1), 41–58.

    Article  Google Scholar 

  • Iskhakova, L., Hoffmann, S., & Hilbert, A. (2017). Alumni Loyalty: Systematic Literature Review. Journal of Nonprofit & Public Sector Marketing, 29(3), 274–316.

    Article  Google Scholar 

  • Ivy, J. (2001). Higher Education institution image: a correspondence analysis approach. The International Journal of Educational Management, 15(6), 276–282.

    Article  Google Scholar 

  • Jan, M. T., & Ammari, D. (2016). Advertising Online by Educational Institutions and Students’ Reaction: A Study of Malaysian Universities. Journal of Marketing for Higher Education, 26(2), 168–180.

    Article  Google Scholar 

  • Judson, K. M., Gorchels, L., & Aurand, T. W. (2006). Building a University Brand from within: A Comparison of Coaches’ Perspectives of Internal Branding. Journal of Marketing for Higher Education, 16(1), 97–114.

    Article  Google Scholar 

  • Judson, K., Aurand, T., Gorchels, L., & Gordon, G. (2009). Building a University Brand from Within: University Administrators’ Perspectives of Internal Branding. Services Marketing Quarterly, 30(1), 54–68.

    Article  Google Scholar 

  • Kim, T., Chang, K., & Jae Ko, Y. (2010). Determinants of organisational identification and supportive intentions. Journal of Marketing Management, 26(5-6), 413–427.

    Article  Google Scholar 

  • Klassen, M. (2002). Relationship Marketing on the Internet: the case of top-and lower-ranked universities and colleges. Journal of Retailing and Consumer Services, 9, 81–85.

    Article  Google Scholar 

  • Kosmützky, A., & Krücken, G. (2015). Sameness and Difference. International Studies of Management & Organization, 45(2), 137–149.

    Article  Google Scholar 

  • Kotler, P., & Andreasen, A. R. (1996). Strategic marketing for nonprofit organizations. Prentice Hall.

    Google Scholar 

  • Kotler, P., & Armstrong, G. (2003). Principles of Marketing. Prentice Hall.

    Google Scholar 

  • Kotler, P., & Fox, K. F. A. (1985). Strategic Marketing for Educational Institutions. Prentice-Hall.

    Google Scholar 

  • Lee, C. K., & Chen, H. C. (2018). Configuring School Image Assets of Colleges in Taiwan. Universal Journal of Educational Research, 6(1), 195–200.

    Article  Google Scholar 

  • Lee, M., Kang, S., & Hua Jin, A. (2017). Antecedents of Education Brand Satisfaction: A Conceptual Framework and Research Propositions. Journal of Marketing Thought, 4(1), 45–51.

    Google Scholar 

  • Leslie, D. (2003). Using success to measure quality in British higher education: which subjects attract the best-qualified students? Journal of the Royal Statistical Society: Series A (Statistics in Society), 166(3), 329–347.

    Article  Google Scholar 

  • Levitan, L. C. (2018). Social Constraint and Self-Doubt: Mechanisms of Social Network influence on Resistance to Persuasion. Political Psychology, 39(4), 957–975.

    Article  Google Scholar 

  • Linvill, D. L., Rowlett, J. T., & Kolind, M. M. (2015). Academic Pinstitution: Higher Education’s Use of Pinterest for Relationship Marketing. Journal of Relationship Marketing, 14(4), 287–300.

    Article  Google Scholar 

  • Lombart, C., & Louis, D. (2010). Impact of brand personality on three major relational consequences (trust, attachment, and commitment to the brand). Journal of Product & Brand Management, 19(2), 114–130.

    Article  Google Scholar 

  • Lomer, S., Papatsiba, V., & Naidoo, R. (2018). Constructing a national higher education brand for the UK: positional competition and promised capitals. Studies in Higher Education, 43(1), 134–153.

    Article  Google Scholar 

  • Lowrie, A., & Hemsley-Brown, J. (2011). This thing called marketisation. Journal of Marketing Management, 27(11-12), 1081–1086.

    Article  Google Scholar 

  • de Macedo Bergamo, F. V., Giuliani, A. C., de Camargo, S. H. C. R. V., Zambaldi, F., & Ponchio, M. C. (2012). Student loyalty based on relationship quality: an analysis on higher education institutions. Brazilian Business Review (English Edition), 9(2), 26–46.

    Article  Google Scholar 

  • Maringe, F. (2010). The Meanings of Globalization and Internationalisation in HE: findings from a world survey. In F. Maringe & N. H. Foskett (Eds.), Globalization and Internationalization of Higher Education (pp. 17–34). Continuum.

    Chapter  Google Scholar 

  • Maringe, F., & Foskett, N. H. (2002). Marketing university education: the South African experience. Higher Education Review, 34(3), 35–51.

    Google Scholar 

  • Maringe, F., & Gibbs, P. (2008). Marketing higher education: Theory and practice. McGraw-Hill Education (UK).

    Google Scholar 

  • Mause, K. (2009). Too Much Competition in Higher Education? Some Conceptual Remarks on the Excessive-Signaling Hypothesis. American Journal of Economics & Sociology, 68(5), 1107–1133.

    Article  Google Scholar 

  • Mazzarol, T. (1998). Critical success factors for international education marketing. International Journal of Educational Management, 12(4), 163–175.

    Google Scholar 

  • Mazzarol, T. W., & Soutar, G. N. (2008). Strategy matters: strategic positioning and performance in the education services sector. International Journal of Nonprofit & Voluntary Sector Marketing, 13(2), 141–151.

    Article  Google Scholar 

  • McAlexander, J. H., Koenig, H. F., & DuFault, B. (2016). Millennials and Boomers: increasing alumni affinity and intent to give by target market segmentation. International Journal of Nonprofit & Voluntary Sector Marketing, 21(2), 82–95.

    Article  Google Scholar 

  • Miller, B., & Brian, M. (2010). Skills for sale: what is being commodified in higher education? Journal of Further & Higher Education, 34(2), 199–206.

    Article  Google Scholar 

  • Mogaji, E. (2016). Marketing Strategies of United Kingdom Universities during Clearing and Adjustment. International Journal of Educational Management, 30(4), 493–504.

    Google Scholar 

  • Molesworth, M., Nixon, E., & Scullion, R. (2009). Having, being and higher education: the marketisation of the university and the transformation of the student into consumer. Teaching in Higher Education, 14(3), 277–287.

    Article  Google Scholar 

  • Moogan, Y. J. (2011). Can a Higher Education Institution’s Marketing Strategy Improve the Student-Institution Match? International Journal of Educational Management, 25(6), 570–589.

    Google Scholar 

  • Mortimer, K. (1997). Recruiting overseas undergraduate students: are their information requirements being satisfied? Higher Education Quarterly, 51(3), 225–238.

    Article  Google Scholar 

  • Munjal, P., Mishra, M. S., & Shanker, R. (2019). The Drivers and Outcomes of Customer Engagement in Brand Communities: Review and Future Research. Journal of Management Research (09725814), 19(1), 56–76.

    Google Scholar 

  • Naidoo, V., & Wu, T. (2011). Marketing strategy implementation in higher education: A mixed approach for model development and testing. Journal of Marketing Management, 27(11-12), 1117–1141.

    Article  Google Scholar 

  • Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54, 20–35.

    Article  Google Scholar 

  • Natale, S., & Doran, C. (2012). Marketization of Education: An Ethical Dilemma. Journal of Business Ethics, 105(2), 187–196.

    Article  Google Scholar 

  • Newman, S., & Jahdi, K. (2009). Marketisation of education: marketing, rhetoric and reality. Journal of Further & Higher Education, 33(1), 1–11.

    Article  Google Scholar 

  • Nguyen, N., & LeBlanc, G. (2001). Image and reputation of higher education institutions in students retention decisions. The International Journal of Educational Management, 15(6), 303–311.

    Article  Google Scholar 

  • Nguyen, B., Melewar, T. C., & Hemsley-Brown, J. (2019). Strategic Brand Management in Higher Education. Routledge.

    Book  Google Scholar 

  • Nicholls, J., Harris, J., Morgan, E., Clarke, K., & Sims, D. (1995). Marketing Higher Education: the MBA experience. The International Journal of Educational Management, 9(2), 31–38.

    Article  Google Scholar 

  • Nkala, D., Mugwati, M., Mudzurandende, F., Mazhindu, K., & Mhere, F. (2014). Marketing: A New Strategy for State Universities in Zimbabwe. Journal of Marketing Development & Competitiveness, 8(2), 14–25.

    Google Scholar 

  • Onk, V. B., & Joseph, M. (2017). International Student Recruitment Techniques: A Preliminary Analysis. Journal of Academic Administration in Higher Education, 13(1), 25–34.

    Google Scholar 

  • Ordenes, F. V., Grewal, D., Ludwig, S., Ruyter, K. D., Mahr, D., & Wetzels, M. (2019). Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages. Journal of Consumer Research, 45(5), 988–1012.

    Article  Google Scholar 

  • Palmer, S. (2013). Characterisation of the use of Twitter by Australian Universities. Journal of Higher Education Policy & Management, 35(4), 333–344.

    Article  Google Scholar 

  • Papadimitriou, A., & Ramírez, G. B. (2015). Exploring Advertising in Higher Education: An Empirical Analysis in North America, Europe, and Japan. Tertiary Education and Management, 21(2), 99–110.

    Article  Google Scholar 

  • Park, C. W. (2016). Brand Attachment: Theory and Practice. Advances in Consumer Research, 44, 3–6.

    Google Scholar 

  • Pavičić, J., Alfirević, N., & Mihanović, Z. (2009). Market orientation in managing relationships with multiple constituencies of Croatian higher education. Higher Education, 57(2), 191–207.

    Article  Google Scholar 

  • Pedro, I. M., Pereira, L. N., & Carrasqueira, H. l. B. (2018). Determinants for the Commitment Relationship Maintenance between the Alumni and the Alma Mater. Journal of Marketing for Higher Education, 28(1), 128–152.

    Article  Google Scholar 

  • Peruta, A., & Shields, A. B. (2017). Social Media in Higher Education: Understanding How Colleges and Universities Use Facebook. Journal of Marketing for Higher Education, 27(1), 131–143.

    Article  Google Scholar 

  • Pippert, T. D., Essenburg, L. J., & Matchett, E. J. (2013). We’ve got minorities, yes we do: visual representations of racial and ethnic diversity in college recruitment materials. Journal of Marketing for Higher Education, 23(2), 258–282.

    Article  Google Scholar 

  • Pizarro Milian, R., & Davidson, C. (2018). Symbolic resources and marketing strategies in Ontario higher education: a comparative analysis. Journal of Further and Higher Education, 42(2), 143–157.

    Article  Google Scholar 

  • Plungpongpan, J., Tiangsoongnern, L., & Speece, M. (2016). University Social Responsibility and Brand Image of Private Universities in Bangkok. International Journal of Educational Management, 30(4), 571–591.

    Google Scholar 

  • Popović, A. (2015). Marketing Communications of Higher Education Institutions in the Republic of Serbia. Marketing (0354-3471), 46(3), 166–178.

    Article  Google Scholar 

  • Purgailis, M., & Zaksa, K. n. (2012). The Impact of Perceived Service Quality on Student Loyalty in Higher Education Institutions. Journal of Business Management, 6, 138–152.

    Google Scholar 

  • Roma, P., & Aloini, D. (2019). How does brand-related user-generated content differ across social media? Evidence reloaded. Journal of Business Research, 96, 322–339.

    Article  Google Scholar 

  • Rooksby, J. H., & Collins, C. S. (2016). Trademark Trends and Brand Activity in Higher Education. Review of Higher Education, 40(1), 33–61.

    Article  Google Scholar 

  • Rose, M., Rose, G. M., & Merchant, A. (2017). Is Old Gold? How Heritage “Sells” The University to Prospective Students: The Impact of a Measure of Brand Heritage On Attitudes toward the University. Journal of Advertising Research, 57(3), 335–351.

    Article  Google Scholar 

  • Ross, M., Grace, D., Shao, W., & Mitchell Ross, D. G. a. W. S. (2013). Come on higher ed … get with the programme! A study of market orientation in international student recruitment. Educational Review, 65(2), 219–240.

    Article  Google Scholar 

  • Royo-Vela, M. (2016). Effects of Inbound Marketing Communications on HEIs’ Brand Equity: The Mediating Role of the Student’s Decision-Making Process. An Exploratory Research. Journal of Marketing for Higher Education, 26(2), 143–167.

    Article  Google Scholar 

  • Rutter, R., Lettice, F., & Nadeau, J. (2017). Brand Personality in Higher Education: Anthropomorphized University Marketing Communications. Journal of Marketing for Higher Education, 27(1), 19–39.

    Article  Google Scholar 

  • Saleem, S. S., Moosa, K., Imam, A., & Khan, R. A. (2017). Service Quality and Student Satisfaction: The Moderating Role of University Culture, Reputation and Price in Education Sector of Pakistan. Iranian Journal of Management Studies, 10(1), 237–258.

    Google Scholar 

  • Sataøen, H. L. (2015). Higher education as object for corporate and nation branding: between equality and flagships. Journal of Higher Education Policy & Management, 37(6), 702–717.

    Article  Google Scholar 

  • Schlesinger, W., Cervera, A., & Pérez-Cabañero, C. (2017). Sticking with your university: the importance of satisfaction, trust, image, and shared values. Studies in Higher Education, 42(12), 2178–2194.

    Article  Google Scholar 

  • Schofield, C., Cotton, D., Gresty, K., Kneale, P., & Winter, J. (2013). Higher Education Provision in a Crowded Marketplace. Journal of Higher Education Policy and Management, 35(2), 193–205.

    Article  Google Scholar 

  • Schüller, D., & Chalupský, V. (2011). Internal Marketing Communication of Higher Education Institutions. Economics & Management, 16, 1316–1322.

    Google Scholar 

  • Shuv-Ami, A. (2012). Brand commitment: A new four-dimensional (4 Es) conceptualisation and scale. Journal of Customer Behaviour, 11(3), 281–305.

    Article  Google Scholar 

  • Steiner, L., Sundström, A. C., & Sammalisto, K. (2013). An analytical model for university identity and reputation strategy work. Higher Education, 65(4), 401–415.

    Article  Google Scholar 

  • Stephenson, A. L., & Bell, N. (2014). Motivation for alumni donations: a social identity perspective on the role of branding in higher education. International Journal of Nonprofit & Voluntary Sector Marketing, 19(3), 176–186.

    Article  Google Scholar 

  • Stephenson, A. L., & Yerger, D. B. (2015). The Role of Satisfaction in Alumni Perceptions and Supportive Behaviors. Services Marketing Quarterly, 36(4), 299–316.

    Article  Google Scholar 

  • Susanti, D., & Dewi, S. (2011). Privatisation and marketisation of higher education in Indonesia: the challenge for equal access and academic values. Higher Education, 61(2), 209–218.

    Article  Google Scholar 

  • Symes, C., & Drew, C. (2017). Education on the Rails: A Textual Ethnography of University Advertising in Mobile Contexts. Critical Studies in Education, 58(2), 205–223.

    Article  Google Scholar 

  • Tayar, M., & Jack, R. (2013). Prestige-oriented market entry strategy: the case of Australian universities. Journal of Higher Education Policy & Management, 35(2), 153–166.

    Article  Google Scholar 

  • Temple, P. (2006). Branding Higher Education: Illusion or Reality? Perspectives: Policy and Practice in Higher Education, 10(1), 15–19.

    Google Scholar 

  • Tolbert, D. (2014). An Exploration of the Use of Branding to Shape Institutional Image in the Marketing Activities of Faith-Based Higher Education Institutions. Christian Higher Education, 13(4), 233–249.

    Article  Google Scholar 

  • Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-based management by means of systematic review. British Journal of Management, 14, 207–222.

    Article  Google Scholar 

  • Veloutsou, C., Paton, A., & Lewis, J. (2005). Consultation and reliability of information sources pertaining to university selection: Some questions answered? International Journal of Educational Management, 19(4), 279–291.

    Google Scholar 

  • Vuori, J. (2015). Excellent Prospects for Beautiful Minds: Marketing International Education. International Journal of Educational Management, 29(5), 582–595.

    Google Scholar 

  • Weymans, W., & Wim, W. (2010). Democracy, knowledge and critique: rethinking European universities beyond tradition and the market. London Review of Education, 8(2), 117–126.

    Google Scholar 

  • Wilkins, S., & Huisman, J. (2011). International student destination choice: the influence of home campus experience on the decision to consider branch campuses. Journal of Marketing for Higher Education, 21(1), 61–83.

    Article  Google Scholar 

  • Winter, E., & Thompson-Whiteside, H. (2017). Location, Location, Location: Does Place Provide the Opportunity for Differentiation for Universities? Journal of Marketing for Higher Education, 27(2), 233–250.

    Article  Google Scholar 

  • Wolverton, M. (2006). Three Georgias in Atlanta: Lessons from Business Schools about Finding Your Identity. International Journal of Educational Management, 20(7), 507–519.

    Google Scholar 

  • Zailskaite-Jakste, L., & Kuvykaite, R. (2012). Implementation of Communication in Social Media by Promoting Studies at Higher Education Institutions. Engineering Economics, 23(2), 174–188.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. School of Education, Tel Aviv University, Tel Aviv, Israel

    Izhar Oplatka

  2. Surrey Business School, University of Surrey, Guildford, UK

    Jane Hemsley-Brown

Authors
  1. Izhar Oplatka
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Jane Hemsley-Brown
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Izhar Oplatka .

Editor information

Editors and Affiliations

  1. Department of IEM, Ben-Gurion University of the Negev, Beer-Sheva, Israel

    Zilla Sinuany-Stern

Appendices

Appendix 1 Summary of articles on marketization for the literature review

Table 2
Full size table

Appendix 2 Summary of articles on marketing communications, advertising, and social media marketing for the literature review

Table 3
Full size table

Appendix 3 Summary of articles on branding, image, and reputation for the literature review

Table 4
Full size table

Appendix 4 Summary of articles on marketing strategy, market orientation, segmentation, targeting and positioning, marketing mix and relationship marketing for the literature review

Table 5
Full size table

Appendix 5 Summary of articles on recruitment, alumni, and gift-giving for the literature review

Table 6
Full size table

Rights and permissions

Reprints and permissions

Copyright information

© 2021 Springer Nature Switzerland AG

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Oplatka, I., Hemsley-Brown, J. (2021). A Systematic and Updated Review of the Literature on Higher Education Marketing 2005–2019. In: Sinuany-Stern, Z. (eds) Handbook of Operations Research and Management Science in Higher Education. International Series in Operations Research & Management Science, vol 309. Springer, Cham. https://doi.org/10.1007/978-3-030-74051-1_2

Download citation

Publish with us

Policies and ethics

Search

Navigation