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Marketing higher education

Maringe, Felix and Gibbs, Paul (2009) Marketing higher education, UK, Open University Press, 195pp.

Record type: Book

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.

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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: 19 Jul 2017 00:17

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Contributors

Author: Felix Maringe
Author: Paul Gibbs

University divisions

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