The University of Southampton
University of Southampton Institutional Repository

Marketing higher education

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
Open University
Maringe, Felix
87437772-d86d-4d6e-9553-53884eb7d1da
Gibbs, Paul
ce1e6bfb-866c-4d8c-b9be-c74a8335abd6
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.

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.

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: Felix Maringe
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

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.

×