Marketing framework in higher education: Addressing aspirations of students beyond conventional tenets of selling products

International Journal of Educational Management

Volumn 24, Issue 6, 2010, Pages 544-556

  Ramachandran, Narayanan T ^a  

^a MIDDLE EAST COLLEGE   (Oman)

Author keywords

Higher education; Legal systems; Marketing strategy; Students

Indexed keywords

EID: 77956085813     PISSN: 0951354X     EISSN: None     Source Type: Journal    
DOI: 10.1108/09513541011067700     Document Type: Article

References (22)

1. Bay, D. and Daniel, H. (2001), "The student is not the customer - an alternative perspective", Journal of Marketing for Higher Education, Vol. 11 No. 1, pp. 1-19.
2. Brown, J.H. and Oplatka, I. (2006), "Universities in a competitive global marketplace: a systematic review of the literature on higher education marketing", International Journal of Public Sector Management, Vol. 19 No. 4, pp. 316-38.
3. Bruce, V. (2006), "Markets and higher education: a regime of truth?", Irish Educational Studies, Vol. 25 No. 2, pp. 141-54.
4. Bunzel, D.B. (2007), "Universities sell their brands", Journal of Product & Brand Management, Vol. 16 No. 2, pp. 152-3.
5. Clayson, D.E. and Haley, D.A. (2005), "Marketing models in education: students as customers, or partners", Marketing Education Review, Vol. 15 No. 1, pp. 1-10.
6. Cooper, P. (2007), "Knowing your 'Lemons': quality uncertainty in UK higher education", Quality in Higher Education, Vol. 13 No. 1, pp. 19-29.
7. Gibbs, P. (2001), "Higher education as a market: a problem or solution?", Studies in Higher Education, Vol. 26 No. 1, pp. 85-94.
8. Gibbs, P. (2008), "Marketers and educationalists - two communities divided by time?", International Journal of Educational Management, Vol. 22 No. 3, pp. 269-78.
9. Green, R. (2003), "Markets, management, and 'Reengineering' higher education", The Annals of the American Academy of Political and Social Science, Vol. 585 No. 1, pp. 196-210.
10. Hebron, C.W. (1989), "Marketing higher education: myths and problems", Higher Education in Europe, Vol. 14 No. 3, pp. 47-55.
11. Kotler, P. and Fox, K.F.A. (1995), Strategic Marketing for Educational Institutions, Prentice-Hall, Englewood Cliffs, NJ.
12. Lomas, L. (2007), "Are students customers? Perceptions of academic staff", Quality in Higher Education, Vol. 13 No. 1, pp. 31-44.
13. Maringe, F. (2006), "University and course choice: implications for positioning, recruitment and marketing", International Journal of Educational Management, Vol. 20 No. 6, pp. 466-79.
14. Moore, P.G. (1989), "Marketing higher education", Higher Education Quarterly, Vol. 43 No. 2, pp. 108-24.
15. Newman, S. and Jahdi, K. (2009), "Marketisation of education: marketing, rhetoric and reality", Journal of Further & Higher Education, Vol. 33 No. 1, pp. 1-11.
16. Obermiller, C., Fleenor, P. and Raven, P. (2005), "Students as customers or products: perceptions and preferences of faculty and students", Marketing Education Review, Vol. 15 No. 2, pp. 27-36.
17. Sands, G.C. and Smith, R.J. (2000), "Organizing for effective marketing communications in higher education: restructuring for your competitive edge in marketing", Journal of Marketing for Higher Education, Vol. 9 No. 2, pp. 41-58.
18. Scott, H. (2005), "Customers come first", Sales & Marketing Management, Vol. 157 No. 10, p. 1.
19. Sharrock, G. (2000), "Why students are not (just) customers (and other reflections on life after George)", Journal of Higher Education Policy and Management, Vol. 22 No. 2, pp. 149-64.
20. Stilwell, F. (2003), "Higher education, commercial criteria and economic incentives", Journal of Higher Education Policy and Management, Vol. 25 No. 1, pp. 51-61.
21. Svensson, G. and Wood, G. (2007), "Are university students really customers? When illusion may lead to delusion for all!", International Journal of Educational Management, Vol. 21 No. 1, pp. 17-28.
22. Umashankar, V. (2001), "The importance of managing points-of-marketing in marketing higher education programmes - some conclusions", Journal of Services Research, Vol. 1 No. 1, pp. 122-37.