Marketing higher education: Theory and Practice
Language: English
Published by Open University Press, United Kingdom, Milton Keynes, 2008
- Softcover
- Used
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Add to basketItem description from seller
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. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged.…
Seller Inventory # GOR004496550
- Title
- Marketing higher education: Theory and Practice
- Author
- Felix Maringe
- Publisher
- Open University Press, United Kingdom, Milton Keynes
- Publication year
- 2008
- Condition
- Very Good
- Binding
- Paperback
- Language
- English
- ISBN 10
- 0335220320
- ISBN 13
- 9780335220328
- Item weight
- 386 grams
- Dimensions
- 154 x 231
- 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 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.
"Synopsis" may belong to another edition of this title.
About the Author
Paul is a service marketer turned academic. He has published widely in both the educational and business literature in the UK, USA and Australia.
"About the title" may belong to another edition of this title.
WorldofBooks
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