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University Marketing: Perceptions, Practices and Prospects in the Less Developed World

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  • Felix Maringe

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.

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  • Felix Maringe, 2005. "University Marketing: Perceptions, Practices and Prospects in the Less Developed World," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 15(2), pages 129-153, March.
    • Handle: RePEc:taf:jmkthe:v:15:y:2005:i:2:p:129-153
    DOI: 10.1300/J050v15n02_06
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    Cited by:

    1. Narissara Sujchaphong & Bang Nguyen & T. C. Melewar & Pakorn Sujchaphong & Junsong Chen, 2020. "A framework of brand-centred training and development activities, transformational leadership and employee brand support in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 143-159, March.

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