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
ePrint ID: 68612
Date Deposited: 09 Sep 2009
Last Modified: 27 Mar 2014 18:48
URI: http://eprints.soton.ac.uk/id/eprint/68612

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