Marketing higher education
Maringe, Felix and Gibbs, Paul (2009) Marketing higher education, UK, Open University Press, 195pp.
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Description/Abstract
Higher Education Marketing is a growing field of practice, but suffers from a lack of theoretical discourse. The development of a theoretical discourse for HE Marketing will nurture the development of meaningful marketing practice. The book argues that while HE should not be commoditised, its place in a highly marketised world environment should not be left to chance. It argues that domesticating our own approach to HE marketing is the first step to developing a relevant marketing environment for HE. The book is based on the CORD model, developed by Felix Maringe as part of his PhD thesis which argues for HE marketing to have a focus on the curriculum. It offers both theoretical and practical insights into issues such as institutional positioning; internationalisation of HE; fundraising; pricing HE; reputation management, and enrolment management.
| Item Type: | Book |
|---|---|
| ISBNs: | 9780335220335 (hardback) 9780335220328 (paperback) |
| Related URLs: | |
| Keywords: | higher education, marketing, internationalisation, consumerism in education, commodification of HE, the CORD model |
| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management 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 |
| Item ID: | 68612 |
| Date Deposited: | 09 Sep 2009 |
| Last Modified: | 02 Mar 2012 11:33 |
| Contributors: | Maringe, Felix (Author) Gibbs, Paul (Author) |
| Date: | December 2009 |
| Status: | Published |
| Publisher: | Open University Press |
| URI: | http://eprints.soton.ac.uk/id/eprint/68612 |
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