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    Marketing strategies of United Kingdom universities during clearing and adjustment

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    Authors
    Mogaji, Emmanuel
    Affiliation
    University of Bedfordshire
    Issue Date
    2016-01-01
    Subjects
    university
    clearing
    higher education
    websites
    UCAS
    marketing higher education
    N500 Marketing
    
    Metadata
    Show full item record
    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.
    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
    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
    ae974a485f413a2113503eed53cd6c53
    10.1108/IJEM-11-2014-0147
    Scopus Count
    Collections
    Marketing

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