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Directions in higher education: A marketing perspective

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  • Uncles, Mark D.

Abstract

Higher education is a service industry – a terrific success story by most measures of industrial success. Across the globe, ever-rising numbers of students are enrolled in programs. In this essay, a marketing perspective is used to examine changes in higher education, with a focus on the identification of new opportunities. Where students are regarded as partners, new sources of value will arise around value-in-development, value-in-delivery, and value-in-consumption. Furthermore, with the explosion of data capture, analysis and visualisation, we can measure and evaluate these sources of value and are equipped to adopt an evidence-based approach to the provision of higher education. Certain directions, however, are raising serious concerns for students, providers and regulators. Transformation is disruptive, leading to uncertainty, anxiety, even fear, but by applying marketing concepts and analytics we will be better placed to assess opportunities, weigh up fears, and help set the direction of higher education.

Suggested Citation

  • Uncles, Mark D., 2018. "Directions in higher education: A marketing perspective," Australasian marketing journal, Elsevier, vol. 26(2), pages 187-193.
    • Handle: RePEc:eee:aumajo:v:26:y:2018:i:2:p:187-193
    DOI: 10.1016/j.ausmj.2018.05.009
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    References listed on IDEAS

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    1. Holbrook, Morris B., 2018. "A subjective personal introspective essay on the evolution of business schools, the fate of marketing education, and aspirations toward a great society," Australasian marketing journal, Elsevier, vol. 26(2), pages 70-78.
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    Cited by:

    1. Di Gregorio, Angelo & Maggioni, Isabella & Mauri, Chiara & Mazzucchelli, Alice, 2019. "Employability skills for future marketing professionals," European Management Journal, Elsevier, vol. 37(3), pages 251-258.
    2. Fernandez, Karen V., 2019. "Critically reviewing literature: A tutorial for new researchers," Australasian marketing journal, Elsevier, vol. 27(3), pages 187-196.
    3. Khabyuk, Olexiy, "undated". "Marketingausbildung im Zeichen der Arbeitsmarktfähigkeit und Digitalisierung: Diskussion der Anforderungen an Marketing-Curricula in den angelsächsischen wissenschaftlichen Veröffentlichungen der letz," Duesseldorf Working Papers in Applied Management and Economics 50, Duesseldorf University of Applied Sciences.

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    1. Khabyuk, Olexiy, "undated". "Marketingausbildung im Zeichen der Arbeitsmarktfähigkeit und Digitalisierung: Diskussion der Anforderungen an Marketing-Curricula in den angelsächsischen wissenschaftlichen Veröffentlichungen der letz," Duesseldorf Working Papers in Applied Management and Economics 50, Duesseldorf University of Applied Sciences.

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