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UK higher education viewed through the marketization and marketing lenses

UK higher education viewed through the marketization and marketing lenses
UK higher education viewed through the marketization and marketing lenses
This paper uses the Economic Market mechanisms and the 4P Marketing Mix as lenses to review the context of UK higher education (HE) and to explore the relationship between the market and marketing disciplines and practice. Four Economic Market mechanisms – autonomy, competition, price and information – are contrasted with the four Ps of marketing: product, price, place and promotion. This paper demonstrates how market forces influence HE institutions and, in contrast, how HE institutions shape the environment via marketing practice. Knowing how one discipline relates to another is crucial for those who strive to understand the context of HE.
4P marketing mix, economic market theory, economic market mechanisms, UK higher education
0884-1241
1-18
Nedbalová, Eva
6643c481-36dd-4636-84dd-7a420fad2197
Greenacre, Luke
cfeb39ae-1318-46ff-86b4-c3382bed3231
Schulz, John
a587472f-dde4-42fb-bc32-08d208d7fdf7
Nedbalová, Eva
6643c481-36dd-4636-84dd-7a420fad2197
Greenacre, Luke
cfeb39ae-1318-46ff-86b4-c3382bed3231
Schulz, John
a587472f-dde4-42fb-bc32-08d208d7fdf7

Nedbalová, Eva, Greenacre, Luke and Schulz, John (2014) UK higher education viewed through the marketization and marketing lenses. Journal of Marketing for Higher Education, 1-18. (doi:10.1080/08841241.2014.973472).

Record type: Article

Abstract

This paper uses the Economic Market mechanisms and the 4P Marketing Mix as lenses to review the context of UK higher education (HE) and to explore the relationship between the market and marketing disciplines and practice. Four Economic Market mechanisms – autonomy, competition, price and information – are contrasted with the four Ps of marketing: product, price, place and promotion. This paper demonstrates how market forces influence HE institutions and, in contrast, how HE institutions shape the environment via marketing practice. Knowing how one discipline relates to another is crucial for those who strive to understand the context of HE.

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More information

Published date: 28 October 2014
Keywords: 4P marketing mix, economic market theory, economic market mechanisms, UK higher education
Organisations: Southampton Education School

Identifiers

Local EPrints ID: 370713
URI: http://eprints.soton.ac.uk/id/eprint/370713
ISSN: 0884-1241
PURE UUID: 804bd56d-ac80-4133-94f8-03391650f29b

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Date deposited: 04 Nov 2014 14:32
Last modified: 15 Jul 2019 21:39

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Contributors

Author: Eva Nedbalová
Author: Luke Greenacre
Author: John Schulz

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