“Part of the University Lexicon”: Marketing and Ontario Universities, 1990-2013

Bolan, Lindsay Carrocci; Robinson, Daniel

doi:10.22230/cjc.2013v38n4a2652

Cited by 10 publications

(12 citation statements)

References 39 publications

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“…The above‐mentioned conclusion is supported by a small number of existing studies on marketing in Canadian higher education (Bolan and Robinson, ; Belanger et al ., ; Davidson, ). However, existing Canadian work on educational marketing is limited in several ways.…”

Section: Marketing In Higher Educationmentioning

confidence: 71%

What's for Sale at Canadian Universities? A Mixed‐Methods Analysis of Promotional Strategies

Milian

2016

Higher Education Quarterly

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The current fiscal environment has driven Canadian universities to become more entrepreneurial, seeking out and competing over new sources of funding. Despite such intensifying competition, little effort has been made to document the promotional tactics that Canadian universities are using to render themselves appealing to external audiences. This study examines the contents of the home pages of English‐speaking universities in Canada. It finds that, though there are some differences in the tactics that primarily undergraduate and research‐intensive universities employ, both generally strive to emulate the same institutional ‘template’. Moreover, the usage of more unorthodox promotional tactics, drawing on labour market rhetoric or discourses of inclusivity, is limited. These findings are theorised in relation to contemporary work within organisational sociology and strategic management.

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Section: Marketing In Higher Educationmentioning

confidence: 71%

What's for Sale at Canadian Universities? A Mixed‐Methods Analysis of Promotional Strategies

Milian

2016

Higher Education Quarterly

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“…Domene et al (2011) continue to say that degrees are becoming more important than the learning it represents. This has introduced a shift in the place of higher education in contemporary society, as students are no longer looked at as students, but may appear to be conceptualized as a consumer purchasing a product, which is their degree (Bélanger, Syed & Mount, 2014;Bolan & Robinson, 2013;Brotheridge & Lee, 2005;Chapelo, Moleworth, Scullion & Nixon, 2011;Pringle & Huisman, 2013;Sauntson, Morrish, Molesworth, Scullion & Nixon, 2011).…”

Section: The Double Cohortmentioning

confidence: 99%

“…In addition to this, job openings that paid more, offered flexible hours and perks were advertised to individuals who obtained a post-secondary degree. This shift is claimed by to have then influenced the way students in Generation Y, aged 16-24, view how they participate in academic learning, as there was more of a focus to obtain the degree than there was to use the opportunity for academic advancement (Bolan & Robinson, 2013). Brotheridge and Lee (2005) coin this as degree-purchasing orientation, which uses university as an opportunity to participate in the labour market.…”

Section: Introductionmentioning

confidence: 99%

Branding Higher Education for Student Recruitment: A Shift From Academia to Career-Focused Education

Sebben¹

2021

Preprint

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This major research paper analyzes the data coded across Ryerson’s digital and social media student recruitment platforms to identify what main messages Ryerson communicates during application and enrollment periods for students. The following research questions help guide the study: What messages does Ryerson communicate about itself in the mission statement and recruitment platforms in Why Ryerson’s Facebook page, Why Ryerson’s blog posts and the Undergraduate tab on Ryerson’s website? In what ways do Ryerson’s primary branding messages change across its different social media and digital platforms? Hsieh and Shannon’s (2005) conventional qualitative content analysis was used to analyze the data coded in Ryerson’s mission statement, the Undergraduate tab on the Ryerson website, the Why Ryerson Facebook page and the Why Ryerson blog during the Ontario University Fair and March Break Open House student recruitment time periods. The study led to identify the main messages Ryerson communicates during student recruitment time periods and additional patterns and themes that were not directly informed by the literature.

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“…In this sense, according to Naidoo and Wu (2011), universities have to perform these activities exclusively in order to attract international students, while Bolan and Robinson (2013) tried to study the application of marketing in Ontario universities. Chen (2008), instead, investigated the potential of international marketing activities in order to increase the awareness of students, now perceived as customers.…”

Section: Marketing and Merchandising In Higher Education Institutionsmentioning

confidence: 99%

Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies

Fantauzzi

Frondizi

Colasanti

et al. 2019

Administrative Sciences

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Higher education institutions are called to expand their role and responsibilities, by enhancing their entrepreneurial mindset and redefining relationships with stakeholders. In order to cope with these new challenges, they have started to operate in a strategic manner, by performing marketing and merchandising activities. Indeed, in a sector characterized by the presence of competitive funding models, several forms of accountability, and performance indicators, universities have become open systems and have started to operate like enterprises, considering students as customers. Given this premise, the aim of the paper is to individuate marketing and merchandising strategies in higher education and to evaluate their effectiveness in order to foster stakeholders engagement. This is in line with the entrepreneurial university model that represents the starting point of the theoretical study, then a literature review of “marketization” in higher education institutions is presented, showing how this field is not yet completely investigated. Data refer to the Italian context and are analyzed through a qualitative method. Findings suggest that most Italian universities perform merchandising strategies, but currently there is not sufficient information to evaluate their effectiveness in higher education, it was only possible to make hypotheses.

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“Part of the University Lexicon”: Marketing and Ontario Universities, 1990-2013

Abstract: The authors examine the emergence and consolidation of marketing practices at five Ontario universities, beginning

Cited by 10 publications

References 39 publications

What's for Sale at Canadian Universities? A Mixed‐Methods Analysis of Promotional Strategies

What's for Sale at Canadian Universities? A Mixed‐Methods Analysis of Promotional Strategies

Branding Higher Education for Student Recruitment: A Shift From Academia to Career-Focused Education

Creating Value in the Entrepreneurial University: Marketization and Merchandising Strategies

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