Vice chancellors' perceptions of university marketing: a view from universities in a developing country
Vice chancellors' perceptions of university marketing: a view from universities in a developing country
Focusing on perceptions of university VCs 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. Based on research and interviews undertaken with 11 of 13 VCs in Zimbabwean universities, findings suggest that the curriculum seems to be the central focus of attention in these universities and that any decisions to market HE seems to depend on how the notion of curriculum is defined. The nature of the university in terms of being traditional, industry focused, specific subject oriented, seems to influence quite significantly how marketing in perceived and practiced. Traditional universities tend to demonstrate a product marketing orientation while industry linked universities are more customer focused.
53-68
Maringe, Felix
87437772-d86d-4d6e-9553-53884eb7d1da
2004
Maringe, Felix
87437772-d86d-4d6e-9553-53884eb7d1da
Maringe, Felix
(2004)
Vice chancellors' perceptions of university marketing: a view from universities in a developing country.
Higher Education Review, 36 (2), .
Abstract
Focusing on perceptions of university VCs 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. Based on research and interviews undertaken with 11 of 13 VCs in Zimbabwean universities, findings suggest that the curriculum seems to be the central focus of attention in these universities and that any decisions to market HE seems to depend on how the notion of curriculum is defined. The nature of the university in terms of being traditional, industry focused, specific subject oriented, seems to influence quite significantly how marketing in perceived and practiced. Traditional universities tend to demonstrate a product marketing orientation while industry linked universities are more customer focused.
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Published date: 2004
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Local EPrints ID: 41025
URI: http://eprints.soton.ac.uk/id/eprint/41025
PURE UUID: c627fdb3-1b2a-4aa0-8a84-ecbda8d081c8
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Date deposited: 13 Jul 2006
Last modified: 15 Mar 2024 08:24
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