De-Mystifying the U.S. News Rankings: How to Understand What Matters, What Doesn't and What You can Actually Do About It*

Joe Brennan, Robert Brodnick and Diana Pinckley

Journal of Marketing for Higher Education, 2008, vol. 17, issue 2, 169-188

Abstract: College rankings present challenges and opportunities for higher education marketers. Statistical analysis of data on the national universities reveals which measures are associated with peer assessment scores, whether it is possible to influence the score, and what underlying factors are present. Marketers can use the findings to counsel senior leaders and position their institutions more effectively with key constituencies.

Date: 2008
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DOI: 10.1080/08841240801912385

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Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

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