Higher education: marketing in a quasi‐commercial service industry

Q3 Economics, Econometrics and Finance International Journal of Nonprofit and Voluntary Sector Marketing Pub Date : 2003-05-01 DOI:10.1002/NVSM.207

M. Brookes

引用次数: 104

Abstract

The UK Government is promoting widening participation and asking universities to develop their student intake of 18–30 year-olds by 50 per cent by 2010. The financing of these changes is encouraging a marketing emphasis shift, as funding is reduced and alternative revenue methods sought. Traditional marketing of charitable educational institutions sought to ensure sufficient student enrolments for solely government-funded core activities. Further marketing is now seen in quasi-commercial activities. This paper investigates the need for a further marketing approach to satisfy these government policy changes. Using the comparative method, the paper looks at the complexity of the issues around US and UK higher education and their revenue value conflicts, marketing perspectives and, finally, the differences in perspectives and expectations between commerce and education. As the matter is current and ongoing, the main form of collecting evidence is through personal interview and recent media releases. Copyright © 2003 Henry Stewart Publications

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高等教育:准商业服务行业的市场营销

英国政府正在促进更广泛的参与，并要求各大学到2010年将18-30岁的学生人数增加50%。随着资金的减少和寻找其他收入方法，这些变化的融资正在鼓励营销重点的转变。慈善教育机构的传统营销是为了确保有足够的学生参加完全由政府资助的核心活动。现在在准商业活动中可以看到进一步的营销。本文探讨了是否需要进一步的营销方法来满足这些政府政策的变化。运用比较的方法，本文着眼于美国和英国高等教育问题的复杂性，以及它们的收入价值冲突、营销观点，最后，商业和教育之间的观点和期望的差异。由于事件是当前和正在进行的，收集证据的主要形式是通过个人采访和最近的媒体发布。版权所有©2003 Henry Stewart Publications

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Nonprofit and Voluntary Sector Marketing BUSINESS-

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： International Journal of Nonprofit and Voluntary Sector Marketing provides an international forum for peer-reviewed papers and case studies on the latest techniques, thinking and best practice in marketing for the not-for-profit sector. Its objective is to provide a forum for the publication of refereed papers and practice notes which are of direct relevance to the practitioner while meeting the highest standards of intellectual rigour. In so doing, the Journal seeks to encourage communication and the sharing of expertise between all those concerned with nonprofit marketing, including those who are involved with fundraising and marketing, public relations, advertising and communications, IT and database management, academics and consultants to the sector. The main sectors covered by International Journal of Nonprofit and Voluntary Sector Marketing are: Goods and services marketing, Fundraising, Advertising and promotion, Branding and positioning, Campaigns and lobbying, Ethics and fundraising, Information technology and database management, Sponsorship, Public relations, Events management.