Marketing Higher Education
Theory and Practice
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Marketing Higher Education by Paul Gibbs
Book DescriptionHow can Higher Education Institutions (HEIs) position themselves to be competitive in global market economies? How has widening participation affected the marketing of HEIs? What kind of students do employers want in the twenty-first century? The marketing of higher education has become a natural consequence of the market in which HEIs are created and function. The shift from government grant to fee income, the homogenization of institutions under the title, 'University', the rhetoric of diversification and the realization of competition for students based on reputation and brand (academic and otherwise) has driven institutions to embrace the market. This book is unique in considering these matters as well its attempt to examine the relationship between marketing and the education that is being marketed. These issues are global and touch on the very nature of the place of HEIs in society as well as how they need to position themselves to compete. The readership for this book includes those studying higher education management, as well as those interested in higher education policy issues, but it has something of interest for all those engaged in higher education today.
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Book DetailsISBN: 9780335220328
(90mm x 60mm x 5mm)
Imprint: Open University Press
Publisher: Open University Press
Publish Date: 1-Dec-2008
Country of Publication: United Kingdom
Books By Author Paul Gibbs
Doing Work-Based Research, Paperback (March 2010)
This book is essential reading for anyone undertaking a research project in their own workplace, covering everything the researcher needs to consider when researching in this context.
Marketing Higher and Further Education, Paperback (November 2000)» View all books by Paul Gibbs
A manual for anyone wishing to market higher or further education. It offers business-oriented guidance for readers whose main preoccupation may not be marketing itself, but who nonetheless need access to promotion skills, and it covers theory, practice and case studies.
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Author Biography - Paul Gibbs
Felix Maringe is a lecturer in the School of Education at the University of Southampton, teaching on a range of PGCE courses. He is also Chair of the Academy of Marketing's Special Interest Group in Marketing of Higher Education. Paul Gibbs is Reader in Education at the University of Middlesex. He is widely published in educational, management and marketing literature in the UK, USA and Australia.
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