Interrogating the crisis in higher education marketing: the CORD model.
International Journal of Educational Management, 19, (7), . (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.
Keywords Higher education, Marketing strategy, Curriculum development
Paper type Research paper
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