Genre Analysis of University Brochures: A Comparison Between UISU and UMSU Using the MOVE and STEP Model
DOI:
https://doi.org/10.52217/ijlhe.v7i2.1627Keywords:
brochure, genre analysis, move analysis, step modelAbstract
This study analyzes the promotional brochures of two universities, Universitas Islam Sumatera Utara (UISU) and Universitas Muhammadiyah Sumatera Utara (UMSU), using Askehave and Nielson's (2005) framework for move analysis. The framework identifies nine moves, including attracting attention, greeting, identifying the sender, detailing content, and establishing contact, among others. The analysis reveals both similarities and differences in how these institutions present themselves to prospective students. Both brochures use visually appealing designs, structured layouts, and detailed content to engage readers and emphasize institutional credibility. UISU’s brochure prioritizes practical details, such as scholarships, facilities, and operational transparency, aiming to provide prospective students with comprehensive and actionable information. Conversely, UMSU’s brochure emphasizes its "Grade A" accreditation, Islamic values, and unique identity, positioning itself as a prestigious institution in Sumatera. The findings highlight how higher education institutions employ tailored strategies in their promotional materials to address the needs and aspirations of their target audiences. This study provides valuable insights into effective communication practices in higher education marketing, emphasizing the importance of balancing institutional goals with audience expectations
References
Askehave, I., & Nielsen, A. L. (2005). A genre-theoretical approach to the study of academic and professional communication. Journal of Business Communication, 42(3), 299–318.
Bhatia, V. K. (1993). Analyzing genre: Language use in professional settings. Longman.
Brown, A. (2021). The importance of brochures in marketing communications. Marketing Journal, 12(4), 45–58.
Green, T. (2019). Integrating print and digital marketing strategies: A case study on brochures. International Journal of Marketing Studies, 11(3), 75–89.
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.
Johnson, L. (2019). Marketing strategies in higher education: The impact of brochures on student enrollment. International Journal of Educational Management, 33(2), 150–162.
Johnson, M. (2021). The role of university websites in attracting prospective students. International Journal of Educational Management, 35(4), 250–265.
Lee, K. (2020). Engaging prospective students through social media: Strategies for higher education institutions. Journal of Marketing for Higher Education, 30(1), 45–60.
Marginson, S. (2006). Dynamics of national and global competition in higher education. Higher Education, 52(1), 1–39.
Naidoo, R. (2010). Global learning in a neoliberal age: Implications for development. In E. Unterhalter & V. Carpentier (Eds.), Global inequalities and higher education: Whose interests are we serving?. Palgrave Macmillan.
Smith, J. (2020). The role of campus facilities in student development. Journal of Higher Education, 45(3), 123–135.
Swales, J. M. (1990). Genre analysis: English in academic and research settings. Cambridge University Press.
Taylor, S. (2022). Building a positive university image through effective marketing strategies. Journal of Higher Education Marketing, 15(2), 101–115.
White, R. (2020). Print vs. digital: The enduring value of brochures in a digital world. Journal of Advertising Research, 60(1), 22–30.
