Back to Search
Start Over
Critical Success Factors in the Marketing of an Educational Institution: A Comparison of Institutional and Student Perspectives.
- Source :
- Journal of Marketing for Higher Education; 2000, Vol. 10 Issue 2, p39-57, 19p, 3 Charts
- Publication Year :
- 2000
-
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. [ABSTRACT FROM PUBLISHER]
- Subjects :
- EDUCATION
UNIVERSITIES & colleges
COLLEGE students
MARKETING
Subjects
Details
- Language :
- English
- ISSN :
- 08841241
- Volume :
- 10
- Issue :
- 2
- Database :
- Complementary Index
- Journal :
- Journal of Marketing for Higher Education
- Publication Type :
- Academic Journal
- Accession number :
- 27645266