281
Views
0
CrossRef citations to date
0
Altmetric
Research Article

The significance of diversity positioning in higher education for branding and marketing

, &
Received 26 Sep 2022, Accepted 01 Jan 2024, Published online: 30 Jan 2024

References

  • Alger, J. R., & Carrasco, G. P. (1997). The role of faculty in achieving and retaining a diverse student population. AACRAO Policy Summit.
  • Allen, E. C., & Collisson, B. (2020). Do aspirational role models inspire or backfire? Perceived similarity mediates the effect of role models on minority students’ college choices. Journal of Marketing for Higher Education, 30(2), 221–238. https://doi.org/10.1080/08841241.2020.1723780
  • Anctil, E. J. (2008). Selling higher education: Marketing and advertising America’s colleges and universities. ASHE Higher Education Report, 34(2), 1–121. https://doi.org/10.1002/aehe.3402
  • Bach, R. L., & Perrucci, C. C. (1984). Organizational influences on the sex composition of college and university faculty: A research note. Sociology of Education, 57, 193–198. https://doi.org/10.2307/2112603
  • Bensimon, E. M. (2004). The diversity scorecard: A learning approach to institutional change. Change, 36(1), 45–52. https://doi.org/10.1080/00091380409605083
  • Bersola, S. H., Stolzenberg, E. B., Love, J., & Fosnacht, K. (2014). Understanding admitted doctoral students’ institutional choices: Student experiences versus faculty and staff perceptions. American Journal of Education, 120(4), 515–543. https://doi.org/10.1086/676923
  • Bitar, J., Montague, G., & Ilano, L. (2022). Faculty diversity and student success go hand in hand, so why are university faculties so white? Education Trust.
  • Blau, P. M. (1977). Inequality and heterogeneity: A primitive theory of social structure. Free Press.
  • Bowman, N. A., & Bastedo, M. N. (2009). Getting on the front page: Organizational reputation, status signals, and the impact of US News and World Report on student decisions. Research in Higher Education, 50(5), 415–436. https://doi.org/10.1007/s11162-009-9129-8
  • Brown, L. I. (2004). Diversity: The challenge for higher education. Race Ethnicity and Education, 7(1), 21–34. https://doi.org/10.1080/1361332042000187289
  • Cassim, S. (2006). Benchmarking equity and diversity in higher education institutions: A South African assessment. South African Journal of Higher Education, 20(4), 419–432.
  • Chalcraft, D., Hilton, T., & Hughes, T. (2015). Customer, collaborator or co-creator? What is the role of the student in a changing higher education servicescape? Journal of Marketing for Higher Education, 25(1), 1–4. https://doi.org/10.1080/08841241.2015.1044790
  • Chang, M. J., Eagan, M. K., Lin, M. H., & Hurtado, S. (2011). Considering the impact of racial stigmas and science identity: Persistence among biomedical and behavioral science aspirants. The Journal of Higher Education, 82(5), 564–596. https://doi.org/10.1353/jhe.2011.0030
  • Chang, M. J., & Yamamura, E. (2005). Quantitative approaches to measuring student body diversity: Some examples and thoughts. In W.R. Allen, M. Bonous-Hammarth, R.T. Teranishi, & O.C. Dano (Eds.), Higher education in a global society: Achieving diversity, equity, and excellence (pp. 369–386). Emerald Group Publishing Limited.
  • Cross, J. D., & Carman, C. A. (2022). The relationship between faculty diversity and student success in public community colleges. Community College Journal of Research and Practice, 46(12), 855–868. https://doi.org/10.1080/10668926.2021.1910595
  • Dittmer, C. (2017). Recruitment and retention of non-Caucasian faculty at small midwestern private institutions: A phenomenological study. Journal of Business Diversity, 17(1), 131–144.
  • Dowd, A. C., & Bensimon, E. M. (2015). Engaging the “race question”: Accountability and equity in US higher education. Teachers College Press.
  • Elliott, D. R., Hawley, Z. B., & Rork, J. C. (2022). Rethinking racial diversity benchmarks in higher education. Journal of Diversity in Higher Education, Advance online publication. https://doi.org/10.1037/dhe0000416
  • Elliott, K. M., & Healy, M. A. (2001). Key factors influencing student satisfaction related to recruitment and retention. Journal of Marketing for Higher Education, 10(4), 1–11. https://doi.org/10.1300/J050v10n04_01
  • Engberg, M. E., & Wolniak, G. C. (2009). Navigating disparate pathways to college: Examining the conditional effects of race on enrollment decisions. Teachers College Record, 111(9), 2255–2279. https://doi.org/10.1177/016146810911100903
  • Fairlie, R. W., Hoffmann, F., & Oreopoulos, P. (2014). A community college instructor like me: Race and ethnicity interactions in the classroom. American Economic Review, 104(8), 2567–2591. https://doi.org/10.1257/aer.104.8.2567
  • Fincher, M., Katsinas, S., & Bush, V. B. (2010). Executive management team demography and minority student retention: Does executive team diversity influence the retention of minority students? Journal of College Student Retention: Research, Theory & Practice, 11(4), 459–481. https://doi.org/10.2190/CS.11.4.b
  • Flaherty, C. (2022, December 1). “Faculties so white.” Inside Higher Ed. https://www.insidehighered.com/news/2022/12/02/report-finds-faculty-diversity-isnt-meeting-student-needs
  • Fleck, N. D., & Quester, P. (2007). Birds of a feather flock together … definition, role and measure of congruence: An application to sponsorship. Psychology & Marketing, 24(11), 975–1000. https://doi.org/10.1002/mar.20192
  • Ford, K. S., & Patterson, A. N. (2019.). “Cosmetic diversity”: University websites and the transformation of race categories. Journal of Diversity in Higher Education, 12(2), 99–114. https://doi.org/10.1037/dhe0000092
  • Forray, J. M., & Goodnight, J. E. (2014). Recruiting business faculty PhD’s: U.S. Minority motives and concerns. Equality, Diversity, and Inclusion: An International Journal, 33(1), 2–41. https://doi.org/10.1108/EDI-10-2012-0099
  • Francis, B. (2015, November 18). What student protests tell us about the need for diversity and cross-cultural understanding. Diversity Abroad.
  • Franklin, R. S. (2012). Benchmarking student diversity at public universities in the United States: Accounting for state population composition. The Annals of Regional Science, 49(2), 355–372. https://doi.org/10.1007/s00168-011-0454-4
  • Franklin, R. S. (2013). The roles of population, place, and institution in student diversity in American higher education. Growth and Change, 44(1), 30–53. https://doi.org/10.1111/grow.12001
  • Gilkes Borr, T. (2019). The strategic pursuit of Black homophily on a predominantly White campus. The Journal of Higher Education, 90(2), 322–346. https://doi.org/10.1080/00221546.2018.1513305
  • Gilmore, J.. (2019). How faculty diversity affects underrepresented minority (URM) student completion rates at community colleges [Doctoral dissertation]. City University of Seattle. ProQuest Dissertations & Theses Global.
  • Goepel, K. D. (2019). Diversity calculator online (BPMSG). (Revision 54) [Online tool]. Business Performance Management Singapore. https://bpmsg.com/tools/div-calc.php
  • Gotsis, G., & Kortezi, Z. (2013). Ethical paradigms as potential foundations of diversity management initiatives in business organizations. Journal of Organizational Change Management, 26(6), 948–976. https://doi.org/10.1108/JOCM-11-2012-0183
  • Grace, B., & Ammerman, C. (2022, February 18). How business schools are really doing with diversity. Harvard Business School Publishing. https://hbsp.harvard.edu/inspiring-minds/how-business-schools-are-really-doing-with-diversity
  • Grier, S., & Poole, S. (2020). Reproducing inequity: The role of race in the business school faculty search. Journal of Marketing Management, 36(13–14), 1190–1222. https://doi.org/10.1080/0267257X.2020.1800796
  • Griffin, K. A., Muñiz, M. M., & Espinosa, L. (2012). The influence of campus racial climate on diversity in graduate education. The Review of Higher Education, 35(4), 535–566. https://doi.org/10.1353/rhe.2012.0031
  • Griffith, A., & Rask, K. (2007). The influence of the US News and World Report collegiate rankings on the matriculation decision of high-ability students: 1995–2004. Economics of Education Review, 26(2), 244–255. https://doi.org/10.1016/j.econedurev.2005.11.002
  • Hanson, M. (2022, July 26). College enrollment & student demographic statistics. EducationData.org. https://educationdata.org/college-enrollment-statistics
  • Harper, S. R., & Hurtado, S. (2007). Nine themes in campus racial climates and implications for institutional transformation. New Directions for Student Services, 2007(120), 7–24. https://doi.org/10.1002/ss.254
  • Hartlep, N. D., Hensley, B. O., Wells, K. E., Brewer, T. J., Ball, D., & McLaren, P. (2017). Homophily in higher education: Historicizing the AERA member-to-fellow pipeline using theories of social reproduction and social networks. Policy Futures in Education, 15(6), 670–694. https://doi.org/10.1177/1478210317715815
  • Hemsley-Brown, J., & Oplatka, I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316–338. https://doi.org/10.1108/09513550610669176
  • Hoffman, G. D., & Mitchell, T. D. (2016). Making diversity “everyone’s business”: A discourse analysis of institutional responses to student activism for equity and inclusion. Journal of Diversity in Higher Education, 9(3), 277–289. https://doi.org/10.1037/dhe0000037
  • Holland, M. M., & Ford, K. S. (2021). Legitimating prestige through diversity: How higher education institutions represent ethno-racial diversity across levels of selectivity. The Journal of Higher Education, 92(1), 1–30. https://doi.org/10.1080/00221546.2020.1740532
  • Hossler, D., & Gallagher, K. S. (1987). Studying student college choice: A three-phase model and the implications for policymakers. College and University, 62(3), 207–221.
  • Hossler, D., Schmidt, J., & Vesper, N. (1999). Going to college: How social, economic and educational factors influence the decisions students make. Johns Hopkins University Press.
  • Hoyt, J. E., & Brown, A. B. (2003). Identifying college choice factors to successfully market your institution. College and University, 78(4), 3–10.
  • Hurtado, S., Eagan, M. K., Tran, M. C., Newman, C. B., Chang, M. J., & Velasco, P. (2011). We do science here: Underrepresented students’ interactions with faculty in different college contexts. Journal of Social Issues, 67(3), 553–579. https://doi.org/10.1111/j.1540-4560.2011.01714.x
  • Johnston, T. C. (2010). Who and what influences choice of university? Student and university perceptions. American Journal of Business Education, 3(10), 15–24.
  • Kim, K. W., Kalev, A., Dobbin, F., & Deutsch, G. (2021). Crisis and uncertainty: Did the great recession reduce the diversity of new faculty? Sociological Science, 8, 308–324. https://doi.org/10.15195/v8.a15
  • Knox, L. (2023, May 3). Slimming down to stay afloat. Inside Higher Ed. https://www.insidehighered.com/news/business/cost-cutting/2023/05/03/slimming-down-stay-afloat
  • Landrum, R. E., Turrisi, R., & Harless, C. (1998). University image: The benefits of assessment and modeling. Journal of Marketing for Higher Education, 9(1), 53–68. https://doi.org/10.1300/J050v09n01_05
  • Le, T. D., Robinson, L. J., & Dobele, A. R. (2020). Understanding high school students use of choice factors and word-of-mouth information sources in university selection. Studies in Higher Education, 45(4), 808–818. https://doi.org/10.1080/03075079.2018.1564259
  • Llamas, J. D., Nguyen, K., & Tran, A. G. (2021). The case for greater faculty diversity: Examining the educational impacts of student-faculty racial/ethnic match. Race Ethnicity and Education, 24(3), 375–391. https://doi.org/10.1080/13613324.2019.1679759
  • Lu, A. (2023, March 9). Lawmakers expand their assault on colleges’ DEI efforts. The Chronicle of Higher Education. https://www.chronicle.com/article/lawmakers-expand-their-assault-on-colleges-dei-efforts
  • Main, J. B., Tan, L., Cox, M. F., McGee, E. O., & Katz, A. (2020). The correlation between undergraduate student diversity and the representation of women of color faculty in engineering. Journal of Engineering Education, 109(4), 843–864. https://doi.org/10.1002/jee.20361
  • Maringe, F., & Mourad, M. (2012). Marketing for higher education in developing countries: Emphases and omissions. Journal of Marketing for Higher Education, 22(1), 1–9. https://doi.org/10.1080/08841241.2012.719297
  • Matias, J. N., Lewis, N. A., & Hope, E. C. (2022). US universities are not succeeding in diversifying faculty. Nature Human Behavior, 6(12), 1606–1608. https://doi.org/10.1038/s41562-022-01495-4
  • Mayhew, M. J., Grunwald, H. E., & Dey, E. L. (2005). Curriculum matters: Creating a positive climate for diversity from the student perspective. Research in Higher Education, 46(4), 389–412. https://doi.org/10.1007/s11162-005-2967-0
  • McLaughlin, J. E., McLaughlin, G. W., & McLaughlin, J. (2015). Using composite metrics to measure student diversity in higher education. Journal of Higher Education Policy and Management, 37(2), 222–240. https://doi.org/10.1080/1360080X.2015.1019124
  • McPherson, M., Smith-Lovin, L., & Cook, J. M. (2001). Birds of a feather: Homophily in social networks. Annual Review of Sociology, 27(1), 415–444. https://doi.org/10.1146/annurev.soc.27.1.415
  • McRae-Yates, V. (2009). Institutionalizing diversity: Transforming higher education. ProQuest LLC.
  • Meek, V. L., Goedegebuure, L., & Huisman, J. (2000). Understanding diversity and differentiation in higher education: An overview. Higher Education Policy, 13(1), 1–6. https://doi.org/10.1016/S0952-8733(99)00032-X
  • Meredith, M. (2004). Why do universities compete in the ratings game? An empirical analysis of the effects of the US News and World Report college rankings. Research in Higher Education, 45(5), 443–461. https://doi.org/10.1023/B:RIHE.0000032324.46716.f4
  • Milem, J. F.. (2003). The educational benefits of diversity: Evidence from multiple sectors. In Mitchell J. Chang, Daria Witt, James Jones, & Kenji Hakuta (Eds.), Compelling interest: Examining the evidence on racial dynamics in colleges and universities (pp. 126–166). Stanford University Press.
  • Milem, J. F., Chang, M. J., & Antonio, A. L. (2005). Making diversity work on campus: A research-based perspective (pp. 1–39). Association American Colleges and Universities.
  • Monks, J., & Ehrenberg, R. G. (1999). US news & World Report’s college rankings: Why they do matter. Change: The Magazine of Higher Learning, 31(6), 42–51. https://doi.org/10.1080/00091389909604232
  • Murphy, R. (1988). Social closure: The theory of monopolization and exclusion. Oxford University Press.
  • Museus, S. D. (2014). The culturally engaging campus environments (CECE) model: A new theory of success among racially diverse college student populations. In Michael B. Paulsen (Ed.), Higher education: Handbook of theory and research (pp. 189–227). Springer.
  • Myers, S. L. Jr., & Turner, C. S. (2004). The effects of Ph.D. supply on minority faculty representation. American Economic Review, 94(2), 296–301. https://doi.org/10.1257/0002828041301614
  • Ogundu, T. N. (2020). Correlations between faculty and student diversity and student retention rates in two-year public colleges. Doctoral dissertation. Grand Canyon University.
  • O’Meara, K., Culpepper, D., & Templeton, L. L. (2020). Nudging toward diversity: Applying behavioral design to faculty hiring. Review of Educational Research, 90(3), 311–348. https://doi.org/10.3102/0034654320914742
  • Overberg, P. (2014). Changing face of America: About this report. usatoday.com
  • Paulsen, M. B., & St. John, E. P. (2002). Social class and college costs: Examining the financial nexus between college choice and persistence. The Journal of Higher Education, 73(2), 189–239.
  • Perna, L. W. (2006). Studying college access and choice: A proposed conceptual model. In J. C. Smart (Ed.), Higher education: Handbook of theory and research 21 (pp. 99–157). Springer Press.
  • Pippert, T. D., Essenburg, L. J., & Matchett, E. J. (2013). We've got minorities, yes, we do: Visual representations of racial and ethnic diversity in college recruitment materials. Journal of Marketing for Higher Education, 23(2), 258–282. https://doi.org/10.1080/08841241.2013.867920
  • Posselt, J. R. (2016). Inside graduate admissions: Merit, diversity, and faculty gatekeeping. Harvard University Press.
  • Rankin, S. R., & Reason, R. D. (2005). Differing perceptions: How students of color and white students perceive campus climate for underrepresented groups. Journal of College Student Development, 46(1), 43–61. https://doi.org/10.1353/csd.2005.0008
  • Rossi, F. (2009). Increased competition and diversity in higher education: An empirical analysis of the Italian university system. Higher Education Policy, 22(4), 389–413. https://doi.org/10.1057/hep.2008.33
  • Schwartz, B. N., Williams, S. V., & Walden, W. D. (2011). The PhD project: How successful is it? American Journal of Business Education, 4(9), 11–18.
  • Seaman, J., & Seaman, J. (2022). Planning for a smaller future: Dealing with declining enrollments, 1-26. Digital Learning Pulse Survey. Bay View Analytics.
  • Seidman, G. (2018, December 18). Why do we like people who are similar to us? Psychology Today. https://www.psychologytoday.com/us/blog/close-encounters/201812/why-do-we-
  • Shulman, L. S. (2001). The Carnegie classification of institutions of higher education. Carnegie Publication.
  • Spoor, J. R., Jetten, J., & Hornsey, M. J. (2014). Overplaying the diversity card: When a superordinate group overrepresents the prevalence of a minority group. Group Processes & Intergroup Relations, 17(2), 161–177. https://doi.org/10.1177/1368430213497063
  • Stanley, C. A., Watson, K. L., Reyes, J. M., & Varela, K. S. (2019). Organizational change and the chief diversity officer: A case study of institutionalizing a diversity plan. Journal of Diversity in Higher Education, 12(3), 255–265. https://doi.org/10.1037/dhe0000099
  • Stewart, M. (2021, February 10). HBCUs are becoming more diverse, but not everyone considers that a good thing. Insight into Diversity. https://www.insightintodiversity.com/hbcus-are-becoming-more-diverse-but-not-everyone-considers-that-a-good-thing/
  • Stout, R., Archie, C., Cross, D., & Carman, C. A. (2018). The relationship between faculty diversity and graduation rates in higher education. Intercultural Education, 29(3), 399–417. https://doi.org/10.1080/14675986.2018.1437997
  • Trolian, T. L., & Parker, E. T., III. (2022). Shaping students’ attitudes toward diversity: Do faculty practices and interactions with students matter? Research in Higher Education, 63(5), 849–870. https://doi.org/10.1007/s11162-021-09668-2
  • Umbach, P. D. (2006). The contribution of faculty of color to undergraduate education. Research in Higher Education, 47(3), 317–345. https://doi.org/10.1007/s11162-005-9391-3
  • Weinberg, S. L. (2008). Monitoring faculty diversity: The need for a more granular approach. The Journal of Higher Education, 79(4), 365–387. https://doi.org/10.1080/00221546.2008.11772107
  • Widiputera, F., De Witte, K., Groot, W., & van den Brink, H. (2017). Measuring diversity in higher education institutions: A review of literature and empirical approaches. IAFOR Journal of Education, 5(1), 47–63. https://doi.org/10.22492/ije.5.1.03
  • Williams, D. A. (2013). Strategic diversity leadership: Activating change and transformation in higher education. Stylus Publishing, LLC.
  • Williams, D. A., & Wade-Golden, K. C. (2007). The chief diversity officer: A primer for college and university presidents. American Council on Education.
  • Wong, L. W., Tan, G. W. H., Hew, J. J., Ooi, K. B., & Leong, L. Y. (2022). Mobile social media marketing: A new marketing channel among digital natives in higher education? Journal of Marketing for Higher Education, 32(1), 113–137. https://doi.org/10.1080/08841241.2020.1834486
  • Yao, Q., Martin, M. C., Yang, H. Y., & Robson, S. (2019). Does diversity hurt students’ feeling of oneness? A study of the relationships among social trust, university internal brand identification, and brand citizenship behaviors on diversifying university campuses. Journal of Marketing for Higher Education, 29(2), 209–229. https://doi.org/10.1080/08841241.2019.1638482

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.