The University of Southampton
University of Southampton Institutional Repository

Vice chancellors' perceptions of university marketing: a view from universities in a developing country

Record type: Article

Focuing on perceptions of university vice-chancellors of the marketing concept, this paper argues that, despite the widely acknowledged development of university marketisation in the developed world, its practice in developing countries has not yet attained strategic levels. This is largely due to the fact that marketing in HE does not have a sufficiently robust axis and as such remains buried under traditional university activities. The research was based on interviews held with nine of the eleven VCs in Zimbabwe. The findings indicate that there is a possible relationship between the curricular orientation and missions of universities and the way marketing is perceived and understood. Where the focus of organisational mission is on issues of curricular relevance and needs of customers, marketing perceptions are more customer focused. Traditional universities whose missions remain transfixed in models of excellence in teaching, research and service tend to exhibit product orientations of marketing. The research proposes that focusing the purposes of marketing on issues of curriculum dvelopment and delivery offers scope for developing a more sustainable marketing orientation.

PDF 41025.pdf - Version of Record
Restricted to Repository staff only
Download (1MB)

Citation

Maringe, Felix (2004) Vice chancellors' perceptions of university marketing: a view from universities in a developing country Higher Education Review, 36, (2), pp. 53-68.

More information

Published date: 2004

Identifiers

Local EPrints ID: 41025
URI: http://eprints.soton.ac.uk/id/eprint/41025
PURE UUID: c627fdb3-1b2a-4aa0-8a84-ecbda8d081c8

Catalogue record

Date deposited: 13 Jul 2006
Last modified: 17 Jul 2017 15:32

Export record


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.

×