Marketing Higher Education Theory and Practice

by Maringe, Felix; Gibbs, Paul

• ISBN13: 9780335220328
• ISBN10: 0335220320
• Edition: 1st
• Format: Paperback
• Copyright: 2008-12-01
• Publisher: Open University Press

Summary

How can Higher Education Institutions (HEIs) position themselves to be competitive in global market economies? How has widening participation affected the marketing of HEIs? What kind of students do employers want in the twenty-first century? 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.

Author Biography

Felix Maringe is a lecturer in the School of Education at the University of Southampton, teaching on a range of PGCE courses. He is also Chair of the Academy of Marketingn++s Special Interest Group in Marketing of Higher Education.

..Paul Gibbs is Reader in Education at the University of Middlesex. He is widely published in educational, management and marketing literature in the UK, USA and Australia..

Table of Contents

List of figures and tables	p. ix
Preface	p. xi
Acknowledgements	p. xv
Theoretical underpinnings
A broad overview of education marketing	p. 3
The commodification of transformation	p. 10
Marketing as pro-education	p. 23
'The student as customer' perspective	p. 29
Formulating strategies for success	p. 44
Putting marketing theory into practice
Positioning the institution in the market	p. 59
The internationalization of higher education	p. 82
Fundraising	p. 102
Pricing what is valuable and worthy	p. 115
Reputation management	p. 130
Enrolment management	p. 148
The role of marketing	p. 160
Glossary	p. 169
References	p. 167
Index	p. 189
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