Marketing higher education
Maringe, Felix and Gibbs, Paul (2009) Marketing higher education, UK, Open University Press, 195pp.
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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.
|Keywords:||higher education, marketing, internationalisation, consumerism in education, commodification of HE, the CORD model|
|Date Deposited:||09 Sep 2009|
|Last Modified:||18 Apr 2017 21:23|
|Further Information:||Google Scholar|
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