Marketing higher education : theory and practice /
Felix Maringe and Paul Gibbs.
- 1st ed
- Maidenhead : Open University Press, ℗♭2009.
- xiv, 195 pages : illustrations ; 23 cm
Includes bibliographical references (pages 167-186) and index.
pt. I. Theoretical underpinnings -- 1. A broad overview of education marketing -- 2. The commodification of transformation -- 3. Marketing as pro-education -- 4. "The student as customer" perspective -- 5. Formulating strategies for success -- pt. II. Putting marketing theory into practice -- 6. Positioning the institution in the market -- 7. The internationalization of higher education -- 8. Fundraising -- 9. Pricing what is valuable and worthy -- 10. Reputation management -- 11. Enrolment management -- 12. The role of marketing.
"The marketing of higher education has become a natural consequence of the market in which HEIs are created and function. The shift from government grant to fee income, the homogenization of institutions under the title, 'University', the rhetoric of diversification and the realization of competition for students based on reputation and brand (academic and otherwise) has driven institutions to embrace the market. This book is unique in considering these matters as well its attempt to examine the relationship between marketing and the education that is being marketed. These issues are global and touch on the very nature of the place of HEIs in society as well as how they need to position themselves to compete." "The readership for this book includes those studying higher education management, as well as those interested in higher education policy issues, but it has something of interest for all those engaged in higher education today."--Jacket.