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Critical Success Factors in the Marketing of an Educational Institution: A Comparison of Institutional and Student Perspectives

Author

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  • Tim Mazzarol
  • Geoffrey N. Soutar
  • Vicky Thein

Abstract

This paper examines the emergence of education as a marketable service with institutions now seeking to market themselves in a professional manner. A comparison is made between two samples--one of administrators within educational institutions in Australia, Canada, New Zealand, the United Kingdom and United States, the other of college and university students in Australia. Statistical analysis identified a series of key factors considered critical to the successful marketing of these institutions. A comparison of institutional and student views is made concluding that significant differences exist between the two groups. Managerial and research implications are provided.

Suggested Citation

  • Tim Mazzarol & Geoffrey N. Soutar & Vicky Thein, 2000. "Critical Success Factors in the Marketing of an Educational Institution: A Comparison of Institutional and Student Perspectives," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 10(2), pages 39-57, March.
    • Handle: RePEc:taf:jmkthe:v:10:y:2000:i:2:p:39-57
    DOI: 10.1300/J050v10n02_04
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    Cited by:

    1. Muh. Amin & Sugiyanto & Keppi Sukesi & Ismadi, 2013. "Foreign Students’ Motivation for Studying In Malaysia," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 3(3), pages 833-846, March.

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