O'Reilly logo

The Strategic Management of Higher Education Institutions by Hamid Kazeroony

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 12

Marketing Your Institution and Its Programs

Helena Kantanen

Today, institutions of higher education (HEIs) compete for qualified personnel, good students, and funding on the global arena. The purpose of this chapter is to present what marketing thought and practice could mean in the context of higher education (HE). The chapter discusses the essentials of strategic marketing and also the critique presented toward consumerism in higher education. Moreover, the chapter suggests ideas and tools for advancing marketing in HEIs. The students come from very diverse backgrounds these days, but the focus of this chapter is still on the grand mass of students, namely young people who have recently matriculated from high school.

Necessity for ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required