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Integrating Strategic Marketing on an Institutional Level

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  • Sandra S. Liu

Abstract

Marketing of higher education has been approached mainly from the operational level as tools for student recruitment and income generation. Responsible marketing in higher education, as called for by its terms of reference, is concerned with how to effectively bring students into contact with programs that are both beneficial and rewarding from the broadest sense of personal as well as societal fulfillment. This paper proposes how the competencies of marketing contribute to integrating marketing strategies in institutional Strategic planning.

Suggested Citation

  • Sandra S. Liu, 1998. "Integrating Strategic Marketing on an Institutional Level," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 8(4), pages 17-28, August.
    • Handle: RePEc:taf:jmkthe:v:8:y:1998:i:4:p:17-28
    DOI: 10.1300/J050v08n04_02
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    Cited by:

    1. Ruiz de Sabando, Amaia Lafuente & Forcada Sainz, Francisco Javier & Zorrilla Calvo, María Pilar, 2018. "The marketing orientation as a university management philosophy: a framework to guide its application," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    2. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.

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