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Surveyed higher education administrators in Australia, Canada, New Zealand, the United Kingdom, and the United States, and students in Australia, to identify key factors considered critical to the successful marketing of universities. Found significant differences between institutional and student views. (EV)

This paper examines the emergence of education as a marketable service with institutions now seeking to market themselves in a professional manner. A comparison is made between two samples- one of administrators within educational institutions in Australia, Canada, New Zealand, the United Kingdom and United States, the other of college and university students in Australia. Statistical analysis identified a series of key factors considered critical to the successful marketing of these institutions. A comparison of institutional and student views is made concluding that significant differences exist between the two groups. Managerial and research implications are provided. [ABSTRACT FROM PUBLISHER]