The Marketing Strategies of Universities in The United Kingdom  

Oleh:

Ivy, Jonathan ; Naude, Pete

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: The International Journal of Educational Management vol. 13 no. 3 (1999), page 126-134.
Topik: Strategies; marketing strategy; tertiary education; united kingdom; universities
Fulltext: 838720.pdf (459.4KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: II35.5 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

Lihat Detail Induk

Isi artikel

Universities in the UK are facing huge changes to their environment, in terms of both supply of funding and level of demand for their courses. One of the most dramatic recent changes has been the alteration in status of the former polytechnics to fully fledged universities. In order to find out how both old and new universities are responding to this rapidly changing environment, we sent questionnaires to a number of senior staff. Based on 131 responses (81 from old universities, 50 from new), we have been able to paint a picture of how marketing is undertaken in these two segments. We report on how these institutions perceive their marketing task, and also the extent to which these two traditionally different sectors agree on the role marketing plays in their sector. Our research clearly indicates these two groups of institutions have fundamentally different approaches to operationalising their marketing strategies.

Opini Anda

Klik untuk menuliskan opini Anda tentang koleksi ini!

Kembali