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In an effort to position higher education institutions to survive in this fiercely competitive environment, the paper aims to identify the direct and indirect relationships between higher education institutional positioning and exogenous factors (student engagement, employability, technology adaptation, teaching quality, and moral values).

A cross-sectional data was collected from 1,015 students studying in the pre-final year of graduation or post-graduate course/program from various educational institutions that were shortlisted based on the Indian NAAC and NIRF rankings. Thereafter, robust assessment criteria of PLS-SEM were used for model assessment and computation of results.

The findings revealed that to develop the greatest platform for upcoming young talent, higher educational institutional positioning ought to be addressed as a priority, which in turn will result in better living standards for upcoming generations.

Framing strategies for urban students can never match those living in rural areas, as they are deprived of money due to their level of upbringing from childhood, which creates a high difference in the psychological mindset of students while choosing a career path.

The higher positioning of educational institutions clearly reflects the authentic learning environment, with professionalism leading to better student engagement with best industry practice.

Research novelty is highlighted as a more focused and streamlined approach to students’ career development and institution branding by reanalyzing and grouping various concepts of institutional positioning into a single model.

The purpose of this paper is to discover how higher education institutions may segment the market in a competitive higher education hub and to assess the usefulness of strategic group analysis as an analytical technique for market and competitor analysis. As a case example of a competitive higher education market, this research investigates how higher education institutions in the United Arab Emirates (UAE) position themselves and compete with one another.

The research relied mainly on secondary data, which were obtained from the websites of institutions and regulatory bodies. Then, hierarchical cluster analysis was used to identify strategic groups and institutional competitive strategies in the UAE higher education market. A panel of experts helped interpret and explain the cluster results.

Eight distinct institutional clusters were identified, which include public- and privately-owned institutions, as well as elite and specialist institutions. Institution and programme accreditation were found to be particularly important in the UAE market. The institutions in each group appear to operate in a particular market segment, targeting students who have similar needs and wants, and who often share similar demographic features.

It is concluded that strategic group analysis may help institutions to evaluate potential markets, select target segments and develop competitive strategies. In the UAE market context, the results demonstrate how institutions may position themselves to create strong and distinctive identities. The results of the research may be of interest to higher education institutions that operate in competitive markets, and particularly those that want to evaluate foreign markets.

This is believed to be the first study to use a strategic group approach for analysing competitors in a higher education hub.

The author considers how financial institution marketing has changed in the US, following recent deregulation legislation. He highlights the increasing need for market research, segmentation and positioning, product development and improved communications and promotion.

Aims to provide a clearer understanding of the perceived role of property and facilities management of higher education institutions. Shows that the provision in this area needs to be matched to the organization’s strategic direction. Outlines the position of estates management in HE institutions; the property manager’s understanding of the HE business; the role of property in HE institutions; and current strategic estates management practice.

Higher education environments have become increasingly competitive and institutions have to compete for students in the recruitment markets. With the introduction of student fees, it is hypothesised that potential applicants to HE will increasingly become consumerist. The research upon which this paper was based was aimed at finding out the factors students consider important in their decision making related to choice of university and courses of study.

Five sixth form schools and colleges in the Southampton University Partnership Scheme participated in the study. Three hundred and eighty seven students (186 male and 201 female) voluntarily participated. The study involved a survey questionnaire based on a 10 point Likert scale and included 35 university choice factors which students were to rank accordingly. It also included 10 items similarly ranked to identify factors influencing university subject or course choice. Simple descriptive statistics were used to identify the factors students consider most important in their choice and decision making.

Two key signals have been identified. First is that, students seem to be adopting a consumerist approach to their HE decision making. The importance attached to labour market motives in terms of employment and career prospects significantly outweigh those related to pursuing HE on the basis of subject interest and a love for the subject. Second is that as a result of this, students consider programme and price related issues as more important than other elements of universities marketing mix.

There are no claims for generalisability of findings from this research on account of the small sample of participants and the use of convenience sampling employed in the study. However, the findings generally support what is already known about factors influencing university choice and go beyond to show signals of change within the undergraduate recruitment market.

The findings have implications for university positioning in a diversifying recruitment market, and for a reconsideration of marketing and recruitment strategy at institutional levels.

The paper identifies signals of a changing undergraduate recruitment market and notes the implication this has on recruitment and marketing activities for institutions intending to position or reposition themselves in the highly competitive markets.

The English sector is characterised by an expanding and increasingly differentiated set of higher education providers (HEPs) and an ever-more diverse student body. As a consequence, HEPs are as differentiated in their widening participation (WP) approaches as they are in every other aspect of the business of HE, and this has led to tensions between why and how they should go about the business of WP. Are HEPs driven by the desire to enhance social justice or merely responding to regulatory pressure? This chapter discusses how changing market regulatory regimes have interreacted with, and often conflicted with, institutional missions as they try to respond to the dual policy imperatives discussed in earlier chapters: the economic, human capital expansionary dynamic and the desire to enhance social justice through access to the HE system.

Entrepreneurship teachers (ETs) evolve in an environment where different categories of people interact: students, teachers and stakeholders. Assuming one or more identities or roles, teachers, practitioners, ex-entrepreneurs and/or researchers are the ‘transmitters’¹ of entrepreneurship education (EE). The question of recognition of teachers’ professional status is not always addressed (Hargreaves, 2000). Scientific research in EE shows certain weaknesses (Byrne, Fayolle, & Toutain, 2014; Fayolle, 2013), notably, a lack of interest in questions of (i) the perceived legitimacy of ETs and (ii) the support they receive in carrying out their work (particularly professional development). Taking a decidedly multidisciplinary perspective, this chapter aims to deal with the question of the perceived legitimacy of ETs using a literature review that covers all disciplines having shown an interest in the notion of teacher legitimacy.

The legitimacy of EE depends on the interactions between legitimate instructors and legitimate students in a given context, which respects certain collectively accepted norms. It also depends on the context and the objective of EE. Following the example of a university hospital worker (doctor), ETs can be practitioners, teachers and researchers. Their degree of expertise, position in the institution, positioning in relation to other actors – students, peers, colleagues, institutional and professional stakeholders – and the discourse they use are the elements that constitute their legitimacy.

Vocational courses in England support the progression to higher education (HE) of large numbers of young people from disadvantaged backgrounds, yet there is little research exploring the college experiences of these young people prior to entering university. The purpose of this paper is to consider the experiences of young people on Level 3 Business and Technology Education Council (BTEC) vocational courses in their progression to HE from differently positioned post-16 colleges in England.

A qualitative study was undertaken into the experiences of students on BTEC courses in four subject clusters (science, technology, engineering and maths, arts and humanities, social sciences and health) at both a Further Education College and a Sixth Form College in an area of multiple deprivation and low HE participation. Young people’s experiences of BTEC courses and the support and guidance they receive are explored through the conceptual lens of “possible selves” and using Bourdieu’s ideas of capital, habitus and field.

Pedagogies and practices on BTEC courses are found to support the development of relevant social and cultural capital and help young people formulate well-articulated “possible selves” as university students, even amongst students who previously had not considered university as an option. The findings illustrate how differently positioned colleges support students’ progression and identify challenges presented by an increasingly stratified and marketised system.

The study highlights the transformative potential of BTEC courses and their role in supporting progression to HE amongst young people from economically disadvantaged backgrounds. The current emphasis on standardisation and rigour as mechanisms to better equip students for HE neglects the unique contribution BTEC pedagogies and practices make to encouraging HE participation. A Bourdieusian and “possible selves” theoretical framework has provided new insights into these valuable learning processes.

Australian Universities have struggled to achieve higher education outcomes for Indigenous students. Rates of retention, attrition and withdrawal characterize the Indigenous higher education participation profile. An emerging Indigenous leadership within the academy provides universities with access to Indigenous standpoints. This chapter promotes the necessity of Indigenous standpoints if universities are to achieve transformation in Indigenous higher education outcomes.

The opportunities available to Indigenous Australians to enjoy a quality of life commensurate to non-Indigenous Australians are hampered by disproportionate rates of poor health, education and employment. A higher education qualification positions Indigenous people to access sustainable employment. Improving rates of Indigenous retention, decreasing attrition and increasing the number of graduates can transform current Indigenous experiences of disadvantage. Accessing Indigenous standpoints is integral to universities achieving these results.

While the concept of Indigenous standpoints has been proposed by other Indigenous scholars, these discussions have not contextualized the operations of this standpoint specifically within the milieu of university administration, management and governance. The intrinsic value of Indigenous standpoints has not gained traction within university executive management and is not readily understood in strategic planning or academic corporate cultures.

The purpose of this paper is to enhance the academic understanding of the perception of brand dimensions in the Islamic Higher Education Institutions (IHEIs) and explore the implications for managerial practice. The main objective of this research is to identify the branding aspects that apply to higher education branding in general and Islamic higher education in particular. The empirical setting is the Middle East, which has a mixture of public and private Islamic institutions working on spreading the moderate Islamic thoughts internationally.

The methodology used to guide the research is based on exploratory qualitative research approach composed of 45 in‐depth interviews with academicians and executives from five Gulf countries. The adopted qualitative approach is based on inductive logic to help reveal the main criteria influencing the perception of IHEIs' brands.

The results provide partial support for the proposed conceptual framework of the dimension of branding in the Islamic higher education market, with the functional dimension being far more significant than the social, mental and spiritual dimensions. Findings indicate that internationalisation will be the key element that influences the perception of the brand in the new competitive environment. The research also reveals the respondents' ideal definition of a good brand, the perception of brand's determinants and the general characteristics of the ideal higher education institution.

Recommendations are provided to decision makers in IHEIs, in order to develop their educational services and enhance their institutions' brand image.

This research helps in structuring what defines a good IHEI brand, from the perspective of academicians and experts in the labour market.