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1.
ABSTRACT

The article reports on research conducted in Zimbabwe's 11 universities between 2001 and 2003. The research was aimed at finding how vice chancellors and internal marketers perceived the marketing concept and its organization within the universities including the extent to which prospective university customers considered the arrangements for marketing as meeting their expectations for choice and decision making. It is argued that the new university environment in the developing world replicates that which has driven Higher Education institutions in the developed world to embrace marketing as a key strategic option. However, even in the developed world, marketing in Higher Education continues to be based on imported wisdom from the business sector. The article argues that for marketing to occupy its rightful place in Higher Education, it has to be based on a new axis which reflects the core business of universities. It proposes a theoretical basis for considering a curriculum-focused marketing orientation for Higher Education.  相似文献   

2.
ABSTRACT

This paper demonstrates how the use of self directed and self initiated research by staff in an International Office in one of Australia's largest universities can be a useful tool in improving the quality performance of service delivery to full fee paying international students as a deliberate means of improving the marketable image of the university, accepting that the university marketing strategy recognises that ‘word of mouth’ or informal marketing forms one part of the overall scheme. This paper describes two action research projects undertaken by staff in the International Office to engender improved quality of service delivery and subsequently an improved image of the university in the process of informal marketing. The results of the action research projects have produced specific outcomes, further planning and changes to management practices in the International Office, all related to improving the quality of services being delivered and the quality of management, a strategy that can be adopted in universities worldwide. Each research project was small, but facilitated changes or improvement to a target, strategically identified and discussed with management. These projects did not occur as strategic parts of an overall marketing plan, but were recognised as making contributions to effective outcomes of the existing marketing process. The paper then discusses the role of management in employee empowerment and the action research process arguing that management's role is to ensure that stimuli such as this are not Stifled.  相似文献   

3.
Abstract

The global society is facing a new burgeoning element: an ageing population. Response to the educational needs and interests of older adults requires innovative pedagogies and practices of teaching, research, and community engagement. While traditionally geared towards provision for younger adults, the case is presented that universities have the potential to play a major role in innovation for later life learning for older adults. This article outlines one approach, the Age Friendly University (AFU) and highlights 10 principles that offer a possible guide for innovation and institutional change. The integration of AFU’s mission and principles into three universities is reflected in stories from three university cases in Ireland, the UK (Scotland) and the USA exploring potential merits and also major challenges. It is argued the AFU has the potential to bring social, personal and economic benefits to older adults and universities alike.  相似文献   

4.
Abstract

The attitudes of faculty members from four universities toward teaching, research and the associated reward system were studied through questionnaires. The survey generated 302 responses (i.e. 76.8% response rate) from two agricultural universities as well as two faculties of agriculture. Principal component analysis shows that attitudes toward teaching and research are multifaceted. Faculty members believe that teaching and research are mutually supportive, and represent the basic mission of the universities; the reward system influences teaching staff's participation in research, while both teaching and research offer satisfaction. Teaching and research are incompatible but have a positive affect on teaching. However, t-test analyses show that the faculty differ in the strength of their attitudes due to institutional affiliations and personal characteristics (such as gender, tenure, and rank).  相似文献   

5.
The original mission of the state and land-grant university was to engage with communities to solve problems and improve the quality of life for the citizenry. Today most state and land-grant universities have moved far away from their original mission and are struggling to become engaged with the communities they serve. In this case study, we highlight some of the steady progress toward engagement that has recently occurred at The Pennsylvania State University. We catalogue how strong vision and leadership; infrastructure reorganization; and the active involvement of faculty, students, and community partners have revitalized the land-grant mission at Penn State. Keith R. Aronson is the Assistant Director of the Social Science Research Institute and the Children, Youth, and Families Consortium, The Pennsylvania State University. Dr. Aronson received his B.A. from Rutgers University, M.A. from Ball State University, and Ph.D. from The Pennsylvania State University. He is a clinical psychologist with a specialization in biobehavioral health and is interested in understanding how research conducted at universities and colleges can better impact communities. Nicole Webster is Assistant Professor of Agricultural and Extension Education, The Pennsylvania State University. Dr. Webster received her B.A. from the University of Florida and her M.A. and Ph.D. from Michigan State University. Her special interest is in service-learning research, particularly among minority youth.  相似文献   

6.
ABSTRACT

Today's colleges and universities may tolerate the idea of marketing more easily, but marketers must continue to educate campus communities about marketing theories and practice. To promote a useful appreciation of how theories translate into initiatives, we propose incorporating marketing maps–user-friendly graphic representations of how marketing works–into marketing plans and presentations.  相似文献   

7.
abstract

College and universities are wanting to recruit more students from a wider base giving them access to further and higher education. This requires institutions to market their courses effectively to prospective consumers. In educational terms the consumer is the student. This article explores the links between marketing models and the ways that colleges and universities have addressed the issue of equality of opportunity and wider access.  相似文献   

8.
《College Teaching》2013,61(4):185-187
Abstract

The accusation of mission creep at master's institutions is not erroneous. It has been occurring for decades. The imitation of the research universities by other institutions is not good for the institutions, for their faculty members, or for the cause of college teaching. Research and scholarship need to be differentiated so that scholarliness, not research activity, is seen as the foundation for good teaching. The model master's institution professor will engage in modest amounts of disciplinary research, as a complement to, not as a support or replacement for, scholarly teaching and scholarly engagement with the community.  相似文献   

9.

Increased marketing of postgraduate programmes by 'Western' universities demands academic communication among scholars from divergent cultural backgrounds, though each may bring distinctive learning traditions and values. At the University of Adelaide an Integrated Bridging Programme (IBP) offers international postgraduates the opportunity to develop languages and skills for successful acculturation. Evaluations of this programme reveal that both postgraduates and their supervising staff often assume unquestioningly that only the newly-recruited foreign postgraduates need to change their academic goals and practices, especially in relation to critical thinking and to studying in a different postgraduate research culture. This paper argues that in this commercial educational context, the challenge to learn is on both sides. Valid 'transcultural' education requires that the values of Western academic tradition be critiqued through the perceptions and experiences of international scholars. The role of bridging programmes like the IBP can be central to this process.  相似文献   

10.
ABSTRACT

In response to this unprecedented growth, higher education is finally recognizing the contribution of the adult learner. Previous research has explored what the “nontraditional” student values in an education. While our knowledge base regarding the nontraditional learner continues to expand, relatively little research has been conducted on an important segment of this market-nontraditional women. As such, the nontraditional woman represents an important target market for colleges and universities. Therefore, the purpose of the present study is to better understand the unique educational needs of the nontraditional woman. A convenience sample of 197 non-traditional women and men from a mid-western university participated in the study. Perhaps the most interesting finding to emerge from the present study (from a marketing perspective) is the notion of three distinct market segments of non-traditional women. Implications for higher education administrators are discussed.  相似文献   

11.
Abstract

Practitioners working to widen participation to universities in England are an increasingly important and professionally diverse group but surprisingly absent from the academic literature and lacking in access to bespoke professional development pathways in HE. In England current approaches within policy and research also tend to position them as gatherers of evidence with a mission to inform change rather than developing their capacity to be(come) agents of change in their own right. Drawing on the perspectives of three widening participation practitioners who had recently completed a research-based MA, this paper explores the opportunity that this provided to illuminate the complexities encountered in routine practice, contributing to positive change. Rather than being methodologically inferior, practitioner research emerged as highly complementary and in the case of WP its transformative potential is currently hugely under-tapped.  相似文献   

12.
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13.
全面提高人才培养质量是当前高等教育发展的核心任务,而人才培养目标的准确定位则是提高质量的前提条件。相较于部属高校,占我国高校绝大多数的地方高校的人才培养目标定位问题更加突出。从地方高校在社会发展中承担的重要使命,经济社会发展对应用型人才的迫切需求,地方高校人才培养中的问题和困境等方面综合分析,应用型人才是地方高校人才培养的必然选择。  相似文献   

14.
ABSTRACT

This paper presents the results of a 7-year research project which was designed to identify the most common market entry processes used by foreign universities entering the Chinese education market through alliances with Chinese counterparts. The research identifies a three-stage entry process which was used by most of the 220 universities studied over this period. Within each stage, there were a variety of options and choices available to university decision makers. The value of the three-stage process discussed in this paper is that it provides new and even existing entrants with a structured process of how to enter the university market in China, based on what other universities have done. The three-stage process discussed in this paper is wide enough to include variations between foreign universities and is therefore reasonably encompassing in its scope and potential applicability and value.  相似文献   

15.
In the early 1980s, following a decade of financial retrenchment in Canadian higher education, government policy statements and various scientific and research funding organizations began to articulate a new direction for universities. This new direction, referred to in this paper as the corporate agenda, heralds a new era of cooperation between universities and the corporate sector which, its proponents argue, will be mutually beneficial to both.These growing linkages between corporations and universities in Canada are transforming the structure and the mission of the university system. This paper focuses on economic, political and institutional changes that have affected the universities as public institutions. The development of this new agenda is influenced by what we refer to as third party networks, groups which are neither universities nor businesses. Our paper explores the process and discusses its effects on the organization of academic work, research and the emerging image of the university as a corporation.  相似文献   

16.
The exhortation to innovate is a pervasive one that occupies a central position across university mission statements, strategic plans, marketing literature and job titles. This article locates a discourse of innovation within a history of Australian federal higher education policy, a history that may bear similarity with other national contexts. The article names this discourse as an innovation talk that influences our teaching and learning practices, a discourse that can be reconfigured in a way that opens up the possibility for change. As such, the article presents an analytical process used to resist taken-for-granted views of what constitutes valuable teaching practices. Suggestions for re-conceptualising how universities govern and support teaching and learning innovation are drawn from analysis of key federal policies that have influenced university practices in recent years.  相似文献   

17.
This paper identifies and analyzes factors that influence international student selection of universities and the role that education marketing plays in the process. The research for the paper was inspired by work done by Canterbury on education marketing, published in the Journal of Marketing for Higher Education. The study empirically tests key constructs in service marketing. According to Canterbury it is time that higher education marketing theoreticians and practitioners alike looked beyond our similarities to other applications of service marketing to understand how some of our markets and our services might differ. To this end, the current study examines the views of international students undertaking their studies in two universities, one on the east coast and the other on the west coast of Australia. It reports the findings of international students’ choice factors in selecting an Australian university environment.  相似文献   

18.
ABSTRACT

Colleges and universities must respond to competitive pressure in the marketplace by embracing the concept of quality as a marketing tool. Many colleges and universities have recently looked to the business arena and have adopted techniques, strategies, and the language of quality management.

This exploratory study focuses on the identification and evaluation of student perceptions of salient attributes. The findings suggest that standards of quality are difficult to establish, since evaluations of university performance are not consistent, even among an undergraduate student population.  相似文献   

19.
《Higher Education Policy》2000,13(2):181-201
Following a model that conceptualizes the functioning of the university, a set of principles to define a public funding methodology for the research universities is proposed, within the context of the Portuguese higher education system. This set of principles is presented on the basis of the analysis of the contemporary mission of the university, giving particular relevance to the research activities that are developed at universities. The positioning of research universities in the science and technology system is valorized, and the set of principles aims at contributing to develop a science policy that gives to the university the relevant role that is required in the emerging knowledge-driven economies.  相似文献   

20.
This paper was delivered to the Association of Commonwealth Universities’ Congress at Penang, August 1986. It commences with a discussion of the purposes of universities, and emphasizes the tension between the internal mission of the university ‐‐ the preservation, transmission and extension of knowledge, implying scholarly autonomy in academic decision‐making ‐‐ and the external forces requiring a responsiveness to community requirements and national objectives. This tension is never fully resolved, but a variable point of balance between opposing forces results. The polarity of the internal mission of universities and the external forces acting on them is mirrored in the debate about research management. Five major issues in research management are considered: selectivity in supporting individuals, the role of national objectives, single versus pluralist funding, pure versus applied research, concentration versus dispersion. Finally, the importance of universities maintaining priority in undertaking disinterested fundamental research is stressed.  相似文献   

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