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

Izhar Oplatka () and Jane Hemsley-Brown
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Izhar Oplatka: Tel Aviv University
Jane Hemsley-Brown: University of Surrey

Chapter Chapter 2 in Handbook of Operations Research and Management Science in Higher Education, 2021, pp 35-80 from Springer

Abstract: 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).

Keywords: Educational Marketing; Branding; Higher Education; International Marketing; Advertising; Institutional Image (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/978-3-030-74051-1_2

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