Marketing higher education
Maringe, Felix and Gibbs, Paul (2009) Marketing higher education, UK, Open University Press, 195pp.
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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.
|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
|Date Deposited:||09 Sep 2009|
|Last Modified:||02 Mar 2012 11:33|
|Publisher:||Open University Press|
|RDF:||RDF+N-Triples, RDF+N3, RDF+XML, Browse.|
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