Marketing Your Institution and Its Programs
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 ...