MARKETING HIGHER EDUCATION
Format:
226x150x13 mm
Beschreibung:
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.
Section 1: Theoretical underpinnings1. A broad overview of education marketing 2. The commodification of transformation 3. Marketing as proeducation 4. Student as customer perspective 5. Formulating strategies for success
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