Intersecting inequalities in higher education: reaching out to LGBT-identified students on universities marketing communications

5.00
Hdl Handle:
http://hdl.handle.net/10547/596572
Title:
Intersecting inequalities in higher education: reaching out to LGBT-identified students on universities marketing communications
Authors:
Mogaji, Emmanuel ( 0000-0003-0544-4842 ) ; Farinloye, Temitope
Abstract:
The marketisation of higher education has led to increasing emphasis on universities to market themselves to prospective students, competitions among all institutions – not just the very best to attract perspective students. Previous studies has suggested that educational qualifications, geographical mobility and financial considerations affects students choice of Universities and more likely universities will be presenting these information to attract prospective students. This research goes outside these conventional marketing appeal to consider if sexual orientation of students are considered as an advertising appeal and reaching out to prospective LGBT students, after all in the same vein as the Guardian and Times Higher Education Ranking of Universities, Stonewall, a UK charity that works for the equal rights of LGBT people, compiles the ‘Gay by Degree’ ranking of universities in UK, rating how gay-friendly these universities are. Results indicated that unlike disability or race, sexual orientation is seldom considered in University marketing communication, suggesting the need to intersect this inequalities in higher education recruitment.
Affiliation:
University of Befordshire; Questbury Research Services
Citation:
Mogaji, E. and Farinloye, T., 2015. 'Intersecting inequalities in Higher Education: Reaching out to LGBT-identified students on Universities Marketing Communications'. Questbury Brand Series 2 (6), 42-46
Journal:
Questbury Brand Series
Issue Date:
15-Dec-2015
URI:
http://hdl.handle.net/10547/596572
Type:
Article
Language:
en
Appears in Collections:
Centre for Advances in Marketing (CAM)

Full metadata record

DC FieldValue Language
dc.contributor.authorMogaji, Emmanuelen
dc.contributor.authorFarinloye, Temitopeen
dc.date.accessioned2016-02-18T09:12:39Zen
dc.date.available2016-02-18T09:12:39Zen
dc.date.issued2015-12-15en
dc.identifier.citationMogaji, E. and Farinloye, T., 2015. 'Intersecting inequalities in Higher Education: Reaching out to LGBT-identified students on Universities Marketing Communications'. Questbury Brand Series 2 (6), 42-46en
dc.identifier.urihttp://hdl.handle.net/10547/596572en
dc.description.abstractThe marketisation of higher education has led to increasing emphasis on universities to market themselves to prospective students, competitions among all institutions – not just the very best to attract perspective students. Previous studies has suggested that educational qualifications, geographical mobility and financial considerations affects students choice of Universities and more likely universities will be presenting these information to attract prospective students. This research goes outside these conventional marketing appeal to consider if sexual orientation of students are considered as an advertising appeal and reaching out to prospective LGBT students, after all in the same vein as the Guardian and Times Higher Education Ranking of Universities, Stonewall, a UK charity that works for the equal rights of LGBT people, compiles the ‘Gay by Degree’ ranking of universities in UK, rating how gay-friendly these universities are. Results indicated that unlike disability or race, sexual orientation is seldom considered in University marketing communication, suggesting the need to intersect this inequalities in higher education recruitment.en
dc.language.isoenen
dc.subjectN500 Marketingen
dc.titleIntersecting inequalities in higher education: reaching out to LGBT-identified students on universities marketing communicationsen
dc.typeArticleen
dc.contributor.departmentUniversity of Befordshireen
dc.contributor.departmentQuestbury Research Servicesen
dc.identifier.journalQuestbury Brand Seriesen
dc.right.copyrightThis is a non-peer reviewed open access article distributed under the terms of the Creative Commons Attribution 3.0 Unported (CC BY 3.0) License, permitting all non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited.en
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