An Aristotelian model for ethical higher education marketing: The role of practical wisdom

Gibbs, Paul

doi:10.1080/08841241.2011.623732

Cited by 14 publications

(6 citation statements)

References 28 publications

(22 reference statements)

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The changing marketplace and shifting US demographics have driven the proverbial horse out of the barn, but that does not mean that anything goes. College administrators should listen to Gibbs's (2011) call for holding the marketing of higher education to higher ethical standards. University marketing has fallen into the all-to-common trap that diversity is only visible through skin tone and almost exclusively defined as black.…”

Section: Resultsmentioning

confidence: 99%

We've got minorities, yes we do: visual representations of racial and ethnic diversity in college recruitment materials

Pippert

Essenburg

Matchett

2013

Journal of Marketing for Higher Education

View full text Add to dashboard Cite

Colleges and universities have expanded their use of the internet and social media in marketing strategies, but the direct mailing of admissions brochures continues to be at the heart of recruitment efforts. Because admissions brochures often serve as a potential student's introduction to the campus, they are carefully crafted to provide a specific impression of the institution. This study examined one aspect of the marketing of colleges by examining the portrayal of racial and ethnic diversity. Through a content analysis of over 10,000 photographs from 165 fouryear institutions in the US, the accuracy of the photographic portrayal of diversity in recruitment materials was assessed. Findings indicate that the majority of institutions provided images of diversity to prospective students in 2011 that were significantly different than the actual student body. Furthermore, diversity was typically symbolized by portraying African American students at higher rates rather than presenting a more representative student body.

show abstract

Section: Resultsmentioning

confidence: 99%

We've got minorities, yes we do: visual representations of racial and ethnic diversity in college recruitment materials

Pippert

Essenburg

Matchett

2013

Journal of Marketing for Higher Education

View full text Add to dashboard Cite

show abstract

“…One consequence of this move to the market has been a marketization of higher education (Gibbs, 2002(Gibbs, , 2011Molesworth, Nixon & Scullion, 2009;Hemsley-Brown, 2011). This is an increasing emphasis by universities on how they promote themselves to potential students.…”

Section: Marketing and Consumerizationmentioning

confidence: 99%

Higher education marketing – does inducing anxiety facilitate critical thinking or more consumerism?

Gibbs

2017

Journal of Marketing for Higher Education

Self Cite

View full text Add to dashboard Cite

“…En definitiva, en estas organizaciones que brindan educación a su estudiantado y además interactúan con otros grupos de interés, es necesario llevar a cabo la marketización de manera cuidadosa (Gibbs, 2011).…”

Section: El Sector De La Educación Superior (Es) Y El Marketing De Launclassified

La comunicación integrada de marketing (CIM) en la educacion superior (ES) en tiempos de pandemia

Isasi

Cantín

Martíns

2020

ReE

View full text Add to dashboard Cite

El artículo presenta la evolución de la comunicación integrada de marketing (CIM) desde sus inicios hacia un concepto que, tras adaptarse al ecosistema de marketing y comunicación actual, incluye estrategias digitales. Se pretende aplicar y adaptar la CIM al sector servicios y, más en concreto, al sector de la educación superior (ES), que ha sido escasamente estudiado hasta la fecha. El actual contexto sugiere también tener en cuenta la pandemia debida al COVID-19 y las posibles implicaciones que esta ha generado en el marketing de la educación superior (MES). La metodología seguida ha sido la de la revisión sistemática de la literatura sobre CIM en la ES. Las conclusiones de esta investigación indican que se requiere seguir investigando en materia de CIM aplicada al sector de la ES, ya que los beneficios generados pueden ser muy interesantes para las estrategias llevadas a cabo en el MES. A su vez, la originalidad del presente manuscrito reside en que se pretende mostrar el escenario actual del MES en la ES, en tiempos de pandemia y bajo el paraguas del enfoque CIM. Se centra en la interactividad como dimensión clave en las estrategias CIM y en el sector de la ES. Asimismo, se enfatiza la relevancia de la interacción con objeto de fidelizar a la audiencia en escenarios globales como la COVID-19.

show abstract

An Aristotelian model for ethical higher education marketing: The role of practical wisdom

Abstract: This paper discusses the concerns for a distinct ethics for marketers of higher education. It argues that higher education retains a difference for both product and service and that unfettered marketing can influence and then manipulate the underlying edifying offering.

Cited by 14 publications

References 28 publications

We've got minorities, yes we do: visual representations of racial and ethnic diversity in college recruitment materials

We've got minorities, yes we do: visual representations of racial and ethnic diversity in college recruitment materials

Higher education marketing – does inducing anxiety facilitate critical thinking or more consumerism?

La comunicación integrada de marketing (CIM) en la educacion superior (ES) en tiempos de pandemia

Contact Info

Product

Resources

About