Marketing higher education: Theory and Practice - Softcover

Maringe, .

 
9780335220328: Marketing higher education: Theory and Practice
Softcover
ISBN 10: 0335220320 ISBN 13: 9780335220328
Verlag: Open University Press, 2008

Inhaltsangabe

  • 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.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Über die Autorin bzw. den 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.

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
Open University Press
Erscheinungsdatum
2008
Sprache
Englisch
ISBN 10 
0335220320
ISBN 13 
9780335220328
Einband
Tapa blanda
Anzahl der Seiten
216
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

Weitere beliebte Ausgaben desselben Titels

9780335220335: Marketing Higher Education

Vorgestellte Ausgabe

ISBN 10:  0335220339 ISBN 13:  9780335220335
Verlag: Open University Press, 2008
Hardcover