TY - CHAP
T1 - A Systematic and Updated Review of the Literature on Higher Education Marketing 2005–2019
AU - Oplatka, Izhar
AU - Hemsley-Brown, Jane
N1 - Publisher Copyright:
© 2021, Springer Nature Switzerland AG.
PY - 2021
Y1 - 2021
N2 - 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).
AB - 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).
KW - Advertising
KW - Branding
KW - Educational Marketing
KW - Higher Education
KW - Institutional Image
KW - International Marketing
UR - http://www.scopus.com/inward/record.url?scp=85115004092&partnerID=8YFLogxK
U2 - 10.1007/978-3-030-74051-1_2
DO - 10.1007/978-3-030-74051-1_2
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AN - SCOPUS:85115004092
T3 - International Series in Operations Research and Management Science
SP - 35
EP - 80
BT - Handbook of Operations Research and Management Science in Higher Education
PB - Springer
ER -