The University of Southampton
University of Southampton Institutional Repository

University marketing: perceptions, practices and prospects in the less developed world

University marketing: perceptions, practices and prospects in the less developed world
University marketing: perceptions, practices and prospects in the less developed world
The article reports on research conducted in Zimbabwe's 11 universities between 2001 and 2003. The research sought to find our VCs perceptions of marketing, and the extent to which university customers considered the current marketing arrangements to address their choice and decision needs in the diversifying HE market of Zimbabwe. The research used interviews and questionnaires as the basic data gathering approaches. It found a variety of marketing conceptualisations among the chief university executives and that there was a disjuncture between the core business of universities and their marketing orientations. The paper proposes a new curriculum focused model as a sound bais for developing the Marketing orientation in universities in Zimbabwe.
0884-1241
129-153
Maringe, Felix
87437772-d86d-4d6e-9553-53884eb7d1da
Maringe, Felix
87437772-d86d-4d6e-9553-53884eb7d1da

Maringe, Felix (2005) University marketing: perceptions, practices and prospects in the less developed world. Journal of Marketing for Higher Education, 15 (2), 129-153. (doi:10.1300/J050v15n02_06).

Record type: Article

Abstract

The article reports on research conducted in Zimbabwe's 11 universities between 2001 and 2003. The research sought to find our VCs perceptions of marketing, and the extent to which university customers considered the current marketing arrangements to address their choice and decision needs in the diversifying HE market of Zimbabwe. The research used interviews and questionnaires as the basic data gathering approaches. It found a variety of marketing conceptualisations among the chief university executives and that there was a disjuncture between the core business of universities and their marketing orientations. The paper proposes a new curriculum focused model as a sound bais for developing the Marketing orientation in universities in Zimbabwe.

This record has no associated files available for download.

More information

Published date: 2005

Identifiers

Local EPrints ID: 72226
URI: http://eprints.soton.ac.uk/id/eprint/72226
ISSN: 0884-1241
PURE UUID: 85e81714-855f-440f-94b8-fe46edec63a5

Catalogue record

Date deposited: 23 Mar 2010
Last modified: 13 Mar 2024 21:19

Export record

Altmetrics

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×