Year: 2025
Type: article
Abstract: The intensification of competition in higher education has heightened the strategic importance of brand communication in shaping enrolment performance, particularly in digitally mediated and adult-learning contexts. This focused literature review synthesizes prior research on enrolment performance in higher education regional institutions. The review of this study examines how enrollment as performance outcomes of higher education institution. The analysis reveals a clear evolution of enrolment performance from a narrow quantitative indicator to a multidimensional construct encompassing conversion effectiveness, cost efficiency, learner–institution fit, and sustainability. However, significant gaps persist in operationalizing enrolment performance, linking brand communication to intermediate digital metrics such as conversion rates, and incorporating adult learner perspectives in less-developed regions. By consolidating fragmented findings across disciplines, this review clarifies the conceptual and practical perspective of enrolment performance and identifies directions for future empirical research. The study contributes to higher education marketing scholarship by advancing a more integrated understanding that can support sustainable enrolment outcomes in competitive and resource-constrained environments.
Authors: Han Zicheng, Poh-Chuin Teo
Institution: University of Technology Malaysia
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7117575182