Building Event Portfolios for Higher Education Institutions – Results of a Choicebased Conjoint Experiment
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Over the last decades, the competition in the higher education sector has intensified and HEIs are well aware of the fact that a strong brand can be a key element for long-term success (Brown and Mazzarol, 2009). In order to find new ways to attract students, researches and practitioners have long argued on the necessity of applying existing concepts of marketing practices to the higher education sector (Rauschnabel et al., 2016; Wæraas and Solbakk, 2009). Even though the market of HEIs is often regulated by national laws and conditions, the students that HEIs are competing for, have become well aware of the wide range of opportunities.
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