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2021 | OriginalPaper | Chapter

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

Authors : Izhar Oplatka, Jane Hemsley-Brown

Published in: Handbook of Operations Research and Management Science in Higher Education

Publisher: Springer International Publishing

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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).

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Title: A Systematic and Updated Review of the Literature on Higher Education Marketing 2005–2019
Authors: Izhar Oplatka
Jane Hemsley-Brown
Publisher: Springer International Publishing
Book: Handbook of Operations Research and Management Science in Higher Education
Print ISBN: 978-3-030-74049-8

Electronic ISBN: 978-3-030-74051-1

Copyright Year: 2021
DOI: https://doi.org/10.1007/978-3-030-74051-1_2