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Maringe, F. and Gibbs, P. Marketing Higher Education. Theory and Practice. Open University Press, London. 2008. ISBN: 9780335220335. Pages: 224.
How can higher education institutions (HEIs) position themselves to be competitive in global market economies? How has widening participation affected the marketing of HEIs? What kind of students do employers want in the twenty-first century? The above questions and more are explored in this publication, which attempts to examine the relationship between marketing and the education that is being marketed. The issues are global and touch on the very nature of the place of HEIs in society, as well as on how HEIs need to position themselves in order to be competitive.