Interrogating the crisis in higher education marketing: the CORD model

Maringe, Felix (2005) Interrogating the crisis in higher education marketing: the CORD model. International Journal of Education Management, 19, (7), 564-578. (doi:10.1108/09513540510625608).


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Purpose - Higher education (HE) marketing the world over is in a state of crisis that manifests itself on three fronts. First, there continues to be sizeable resistance towards the marketing idea in the academy of many universities across the world. Second, HE itself has failed to identify its core business without which the sector can not have a firm marketing foundation. Third, HE marketing has not adequately domesticated itself and continues to rely on imported wisdom from the business sector. The purpose of this paper is to explore these problems using evidence from international research and propose a curriculum focused marketing model which should help refocus HE marketing, domesticate it appropriately and reduce the internal resistance with which it is frequently associated. Design/methodology/approach - The paper begins by examining the imperatives for marketisation in HE. It then reviews the extent of the three obstacles using evidence from research in different parts of the world. It concludes by offering a curriculum focused marketing model (CORD) which could serve the basis for future HE marketisation. Findings - Based on wide ranging data from the developed and less developed countries, obtained through national and regional surveys and a review of secondary findings, the paper suggests that a way out of this crisis is for universities to identify their core business as the development of their curricula and to base their marketing on a proposed curriculum centred marketing model. Originality/value - The CORD model represents an attempt at addressing the crisis that HE marketing faces today.

Item Type: Article
Digital Object Identifier (DOI): doi:10.1108/09513540510625608
ISSNs: 0951-354X (print)
Related URLs:
Keywords: higher Education, marketing strategy, curriculum development
Subjects: L Education > LB Theory and practice of education > LB2361 Curriculum
H Social Sciences > HB Economic Theory
L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions : University Structure - Pre August 2011 > School of Education > Leadership, School Improvement and Effectiveness
ePrint ID: 41035
Accepted Date and Publication Date:
Date Deposited: 13 Jul 2006
Last Modified: 31 Mar 2016 12:12

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