Read more
Informationen zum Autor Paul Gibbs: Reader in Education, Middlesex University. Chair of the Academy of Marketing Special interest group in Marketing of Higher Education. Paul is a service marketer turned academic. He has published widely in both the educational and business literature in the UK, USA and Australia. Klappentext 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. Zusammenfassung This book examines marketing from both the market and educational perspectives and offers a view of its value and use within this dialectic relationship. In this respect this book is distinctive. Inhaltsverzeichnis Section 1: Theoretical underpinnings 1. 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 Section 2: Marketing theory into practice 6. Positioning the institution in the market 7. The internationalisation of higher education 8. Fundraising 9. Pricing what is valuable and worthy 10. Enrolment management 11. Reputation management 12. The role of marketing ...
