Marketing Higher Education: Benefits and Risks for the American Academic System

Litten, Larry H.

doi:10.1080/00221546.1980.11780029

Cited by 43 publications

(30 citation statements)

References 4 publications

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“…Universities attempt to identify and occupy a position within the educational market involving a unique set of services or attributes (Litten, 1980). A university can position itself in one of several ways: it can foreground geographic location, size and faculty-to-student ratios, or mission statement and character (e.g., research-intensive).…”

Section: Segmentation/targeting/positioningmentioning

confidence: 99%

“Part of the University Lexicon”: Marketing and Ontario Universities, 1990-2013

Bolan

Robinson

2013

Canadian Journal of Communication

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Section: Segmentation/targeting/positioningmentioning

confidence: 99%

“Part of the University Lexicon”: Marketing and Ontario Universities, 1990-2013

Bolan

Robinson

2013

Canadian Journal of Communication

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“…Researchers have argued that the choice process is a complex decision for a student, not only in monetary terms, but also because it involves long-term effects on a student's life (Litten, 1980;Yost & Tucker, 1995). According to Gati and Asher (2001), selecting a HEI is a decision-making process that could be included in a field of so-called career decision-making.…”

Section: Literature Reviewmentioning

confidence: 99%

Factors Affecting the Choice of Higher Education Institutions by Prospective Students in Latvia

Rika

Roze

Sennikova

2016

CBUP

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Because of increasing competition among Latvian higher education institutions (HEIs), the administrators of these institutions are becoming increasingly interested in understanding how their potential students choose their institution. Comprehensive knowledge of consumer behavior allows institutions to become more effective at making good strategic marketing decisions and to better respond to customers' needs. The purpose of this study is to understand what factors affect the decision of secondary school leavers in choosing a particular higher education provider and the variables that might predict a student's choice. The research is based on data collected by the means of a survey distributed among final year students of Latvian secondary schools, with 644 responses analyzed using Spearman correlation and stepwise regression analysis. Analysis of four major groups of factors: cultural, social, psychological, and organizational, revealed that psychological and organizational factors are the best predictors of the choice of HEI. These explained 48% of the variance of the dependent variable (R 2 = 0.48; F (1; 641) = 293.46; p < 0.001). The results provide details of the factors with great importance to young people of Latvia in choosing their higher education provider. The HEI can use these factors for designing various student attraction strategies, and thus increase their market share and competitiveness.JEL Classification Numbers: I23, DOI: http://dx.doi.org/10.12955/cbup.v4.790

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“…Hay una serie de estudios que confirman que la incorporación de la orientación al marketing de las universidades contribuye a mejorar su competitividad y sus resultados posteriores (Litten, 1980;Narver y Slater, 1990;Qureshi, 1993;Taylor y Reed, 1995;Caruana, Ramaeshan y Ewing, 1998;Umashankar, 2001;Czarniawska y Genell, 2002;Maringe y Foskett, 2002;Bok, 2003;Jongbloed, 2003;Arnett, German y Hunt;Ivy y Naude, 2004;Hemsley-Brown y Oplatka, 2006;Voon, 2006;Hayes, 2007;Newman y Jahdi, 2009;Akonkwa, 2009;Maringe y Gibbs, 2009;Hemsley-Brown y Oplatka, 2010;Maringe y Mourad, 2012;Ross et al, 2013).…”

Section: óPtica De Marketing De Las Instituciones Universitariasunclassified

“…Así, la adopción de prácticas de mercado o enfoque estratégico del marketing se ha convertido en una de las características destacada de la educación superior contemporánea (Slaughter y Leslie, 1997;Ordorika, 2002Ordorika, , 2004. Litten (1980) fue uno de los primeros autores que abordó el tema de la perspectiva del marketing y la orientación al mercado en el sector de la educación superior. En su estudio establecía las diferencias entre el marketing de organizaciones y empresas de negocio con respecto a las universidades.…”

Section: Orientación Al Marketing En La Educación Superiorunclassified

Relación Entre Marketing Y Universidad. Revisión Teórica Y Propuesta De Un Modelo Teórico Y De Marketing 3.0

Toledo

Martínez

2017

ReE

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RESUMENLas universidades aplican medidas de marketing en su gestión. La adopción de prácticas de marketing ha sido una respuesta a los múltiples cambios políticos, tecnológicos y sociales (así como un aumento de la competencia y la internacionalización) que afecta al mundo de la educación superior. En el presente trabajo se revisa el estado de la cuestión acerca de la gestión del marketing en la universidad. El objetivo es comprender la aparición y evolución de estas prácticas en la universidad y establecer un modelo conceptual que comprende cinco factores: personas, procesos, capacidades, calidad (premium) y proyección (imagen). Además, se propone un marketing de 3.0 que sirva para orientar la dirección del marketing dentro del sector de la educación superior. Palabras claves: Marketing, política universitaria, stakeholders, gestión en la educación superior. JEL: A22, I2, I23, M3, M31, M38. ABSTRACTThe universities apply marketing measures in their management. The adoption of marketing practices has been a response to the many political, technological and social changes (as well as increased competition and globalization) affecting the world of higher education. In this paper the state of the question about marketing management at the university is reviewed. The goal is to understand the emergence and evolution of these practices in college and establish a conceptual model. People, processes, capabilities, quality (premium) and projection (image): five variables within the university marketing are proposed. In addition a model of Marketing 3.0 to serve to guide the direction of marketing within the higher education sector is proposed.

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Marketing Higher Education: Benefits and Risks for the American Academic System

Cited by 43 publications

References 4 publications

“Part of the University Lexicon”: Marketing and Ontario Universities, 1990-2013

“Part of the University Lexicon”: Marketing and Ontario Universities, 1990-2013

Factors Affecting the Choice of Higher Education Institutions by Prospective Students in Latvia

Relación Entre Marketing Y Universidad. Revisión Teórica Y Propuesta De Un Modelo Teórico Y De Marketing 3.0

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