Marketing higher education
Marketing higher education
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.
higher education, marketing, internationalisation, consumerism in education, commodification of HE, the CORD model
9780335220335
Maringe, Felix
87437772-d86d-4d6e-9553-53884eb7d1da
Gibbs, Paul
ce1e6bfb-866c-4d8c-b9be-c74a8335abd6
December 2009
Maringe, Felix
87437772-d86d-4d6e-9553-53884eb7d1da
Gibbs, Paul
ce1e6bfb-866c-4d8c-b9be-c74a8335abd6
Maringe, Felix and Gibbs, Paul
(2009)
Marketing higher education
,
UK.
Open University, 195pp.
Abstract
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.
This record has no associated files available for download.
More information
Published date: December 2009
Keywords:
higher education, marketing, internationalisation, consumerism in education, commodification of HE, the CORD model
Identifiers
Local EPrints ID: 68612
URI: http://eprints.soton.ac.uk/id/eprint/68612
ISBN: 9780335220335
PURE UUID: 21e44f03-70fa-44ab-9048-8b61a94b97b2
Catalogue record
Date deposited: 09 Sep 2009
Last modified: 10 Dec 2021 16:18
Export record
Contributors
Author:
Paul Gibbs
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