Marketing strategies of United Kingdom universities during clearing and adjustment

2.50
Hdl Handle:
http://hdl.handle.net/10547/622319
Title:
Marketing strategies of United Kingdom universities during clearing and adjustment
Authors:
Mogaji, Emmanuel ( 0000-0003-0544-4842 )
Abstract:
Purpose – The clearing system in the UK enables students without a university place after exam results have been announced to find suitable vacancies, as it is important for universities to fill their vacancies as any shortfall loses them a lot of money. The purpose of this paper is to examine marketing strategies adopted by UK universities on their websites during clearing. - Design/methodology/approach – In total, the content of 134 university websites were analysed a few weeks before clearing and the day before clearing starts. The categories for the analysis included membership of the three main university groups as well as clearing advertisement strategies and advertising theme presented. - Findings – In total, 110 universities indicated interest in admitting students through clearing on their websites including 18 of the 24 Russell University Group although more emphasis was laid on adjustment to attract students with better grades. The majority of websites were redesigned to reflect clearing with slides highlighting student satisfaction, guaranteed accommodation and graduate employability. Research limitations/implications – This exploratory study examines advertising strategies adopted during clearing, it would be interesting to also seek a broader view on advertisement strategies adopted by the universities throughout the year and extended to a comparative study of higher education marketing across different countries. - Originality/value – As websites have become an integral part of the marketing tools of universities, they should present information relevant to different stakeholders creatively, along with images reflecting their diverse student body and extra-curricular environment. This study will be relevant to university staff dealing with marketing, recruitment and information technology, advertising practitioners and academic researchers.
Affiliation:
University of Bedfordshire
Citation:
Mogaji E. (2016) 'Marketing strategies of United Kingdom universities during clearing and adjustment', International Journal of Educational Management, 30 (4), pp.493-504.
Publisher:
Emerald
Journal:
International Journal of Educational Management
Issue Date:
1-Jan-2016
URI:
http://hdl.handle.net/10547/622319
DOI:
10.1108/IJEM-11-2014-0147
Additional Links:
http://www.emeraldinsight.com/doi/full/10.1108/IJEM-11-2014-0147
Type:
Article
Language:
en
ISSN:
0951-354X
EISSN:
0951-354X
Appears in Collections:
Marketing

Full metadata record

DC FieldValue Language
dc.contributor.authorMogaji, Emmanuelen
dc.date.accessioned2017-10-24T16:33:57Z-
dc.date.available2017-10-24T16:33:57Z-
dc.date.issued2016-01-01-
dc.identifier.citationMogaji E. (2016) 'Marketing strategies of United Kingdom universities during clearing and adjustment', International Journal of Educational Management, 30 (4), pp.493-504.en
dc.identifier.issn0951-354X-
dc.identifier.doi10.1108/IJEM-11-2014-0147-
dc.identifier.urihttp://hdl.handle.net/10547/622319-
dc.description.abstractPurpose – The clearing system in the UK enables students without a university place after exam results have been announced to find suitable vacancies, as it is important for universities to fill their vacancies as any shortfall loses them a lot of money. The purpose of this paper is to examine marketing strategies adopted by UK universities on their websites during clearing. - Design/methodology/approach – In total, the content of 134 university websites were analysed a few weeks before clearing and the day before clearing starts. The categories for the analysis included membership of the three main university groups as well as clearing advertisement strategies and advertising theme presented. - Findings – In total, 110 universities indicated interest in admitting students through clearing on their websites including 18 of the 24 Russell University Group although more emphasis was laid on adjustment to attract students with better grades. The majority of websites were redesigned to reflect clearing with slides highlighting student satisfaction, guaranteed accommodation and graduate employability. Research limitations/implications – This exploratory study examines advertising strategies adopted during clearing, it would be interesting to also seek a broader view on advertisement strategies adopted by the universities throughout the year and extended to a comparative study of higher education marketing across different countries. - Originality/value – As websites have become an integral part of the marketing tools of universities, they should present information relevant to different stakeholders creatively, along with images reflecting their diverse student body and extra-curricular environment. This study will be relevant to university staff dealing with marketing, recruitment and information technology, advertising practitioners and academic researchers.en
dc.language.isoenen
dc.publisherEmeralden
dc.relation.urlhttp://www.emeraldinsight.com/doi/full/10.1108/IJEM-11-2014-0147en
dc.rightsGreen - can archive pre-print and post-print or publisher's version/PDF-
dc.subjectuniversityen
dc.subjectclearingen
dc.subjecthigher educationen
dc.subjectwebsitesen
dc.subjectUCASen
dc.subjectmarketing higher educationen
dc.subjectN500 Marketingen
dc.titleMarketing strategies of United Kingdom universities during clearing and adjustmenten
dc.typeArticleen
dc.identifier.eissn0951-354X-
dc.contributor.departmentUniversity of Bedfordshireen
dc.identifier.journalInternational Journal of Educational Managementen
dc.date.updated2017-10-24T16:25:46Z-
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