Literature map - HE Marketing and Recruitment Essay

Submitted By CJ-Tubman
Words: 1043
Pages: 5

By using Creswell’s (2014) literature map as a model the following literature map has been constructed in respect to marketing in domestic student recruitment. This map covers four key areas for further consideration when producing a literature review.
Broadly speaking, included in the map and subsequent references; globalisation and its influence on the higher education sector in Australia, consumer decision making including the Theory of Planned Behaviour is highlighted as is the notion of persuasion and the Elaboration Likelihood Model.
In light of changes to in marketing and student recruitment, traditional marketing is introduced with the further expansion of digital marketing, the use of big data and the increased importance of Social Network Theory and analysis social capital and technology.
A bibliography is included covering all current reading however it is expected that this map may adapt as further reading is conducted.

Ajzen, Icek. “The Theory of Planned Behavior: Reactions and Reflections.” Psychology & Health 26.9 (2011): 1113–27.
Arthur, L. (2013) Big Data Marketing. Engage your Customers More Effectively and Gain Value. Wiley & Sons Inc. New Jersey.
Barreto, Ana M. (2014) The Word-of-mouth Phenomenon in the Social Media Era. International Journal of Market Research Vol. 56
Bock, Dora E., Martin Poole, Sonja & Joseph, Mathew (2014) Does Branding Impact Student Recruitment: A Critical Evaluation, Journal Of Marketing For Higher Education, 24:1,11-21.
Bonometti, Robert J. (2012) Technology Considerations for Competing in the “Big Data”- Social-Mobile-Cloud Marketing Space CF Vol 10 (2)
Carrington, Michal J. Neville, Benjamin, A. Whitnell, Gregory J. (2010) Why Ethical Consumers Don’t Walk Their Talk: Towards A Framework for Understanding the Gap Between the