Vice Chancellors perceptions of university marketing: a view from universities in a developing country

Description/Abstract

Focusing on perceptions of university VCs of the marketing concept, this paper argues that despite the widely acknoledged development of university marketisation in the developed world, its practice in developing countries has not yet attained strategic levels.Based on research and interviews undertaken with 11 of 13 VCs in Zimbabwean universities, findings suggest that the curriculum seems to be the central focus of attention in these universities and that any decisions to market HE seems to depend on how the notion of curriculum is defined. The nature of the university in terms of being traditional, industry focused, specific subject oriented, seems to influence quite significantly how marketing in perceived and practiced. Traditional universities tend to demonstrate a product marketing orientation while industry linked universities are more customer focused.