Marketing Higher Education

This paper reviews the development of higher education since the end of the Second World War and explores the way it has been marketed over that period. The advent of a marketing concept is dated from the early 1960s, with the establishment of UCCA and the great public relations effect of the Robbins Report. The final sections of the paper explore the concept of strategic planning in higher education and the development of marketing strategies within a strategic plan.     

Marketing Higher Education

No abstract available for this article.     

Perceptions Toward Marketing Higher Education:

The emphasis in marketing higher education has been on the promotion component of the marketing mix. The other three marketing mix components have been neglected for the most part. This paper deals with the product component. More specifically it presents the results of an exploratory study regarding academic deans' (a key participant in the product component) perceptions of marketing higher education.     

Higher Education in Further Education: Northern Ireland

This paper reviews the provision of higher education courses in the further education sector in Northern Ireland. It charts the evolution of policy through the 1990s by examining major policy documents. It notes the chronic absence of reliable statistical and research evidence during this period. The available statistical evidence is reviewed. Key themes are identified including: localism, ‘non‐evidence based policy making’, higher education versus the demand for skills and community relations and equality. The innovative concept, now it would appear doomed, of the Springvale campus for west Belfast is examined. Finally, the paper notes that there is an urgent need to provide strategic direction to the further education sector as a whole.     

市场营销专业从普通专科教育向高职教育转型的思考

市场营销专业是目前高职院校广为开设的专业,而专业建设是体现办学特色的重要方面。因此,从普通专科教育和成人专科教育转型为高等职业教育的院校的市场营销专业,应在认清其制约因素的基础上,扬长避短,有针对性地进行专业定位、构建专业特色、开展专业教学建设。     

论高等继续教育的转型发展策略

目前我国继续教育"正处于一个难得的机遇期",也处于"一个艰难的转型时期"。高等继续教育转型,在方向上主要应把握五个问题,一是要真正转变观念,二是继续坚持办好学历教育,三是实现传统继续教育与现代远程教育的融合,四是履行高校的社会服务职能,办好非学历教育,五是走内涵发展道路,千方百计提高教育教学质量。     

再论高等职业教育是一种类型

本文从世界高等教育发展史、我国高等职业教育发展史和我国学位制度的演变说明高等职业教育是一种类型,并对今后我国职业教育的发展从认识上、制度上、具体办学上相应提出了建议。     

Implementation of Ethical Higher Education Marketing

Tertiary Education and Management - With consumerism changing students to customers and teachers to service providers, ever more vulnerable and naïve students enrol and, instead of...     

Higher Education, Further Education and the English Experiment

England has a two-sector system of higher education and further education. Shaped by legislation in 1988 and 1992, the architecture of this system was intended to concentrate each type of education in separate institutions and separate sectors. In recognition of these different missions, each territory came under different funding and regulatory regimes, with little or no movement of institutions anticipated between sectors. These arrangements continue, although Government policy is now to support and expand higher education in further education colleges. This policy turnaround is part of a larger strategy or experiment to change the future pattern of demand for, and supply of, undergraduate education. However, the college contribution to this new higher education is neither co-ordinated nor protected. Rather, further education colleges compete as well as collaborate with institutions in the higher education sector, under conditions of complexity, uncertainty and dependency.     

高等教育市场化的保障机制--高等教育体系的系列性、层次性

作为全球化教育改革之特质的教育市场化现象在中国高等教育领域已经出现,但还存在一些高等教育经营的非市场化特征。笔者从高等教育体系的系列性、层次性角度来探讨高等教育市场化的保障机制建立的必要性与迫切性。     

Transnational Higher Education: A perspective from China

The growth and development of TNHE in China has progressed from an informal, incidental and laissez-faire activity up to 1995 into a currently more systematic and regulated project, largely controlled by the Chinese government through input--accrediting, registering, and licensing TNHE institutions, and restricting curricula development in particular study fields, as well as output--controlling the types and levels of academic degrees. The forms of franchises, articulation, and twinning as well as study abroad are most popular in China. The major source countries and regions that provide TNHE services in China have changed from the USA in 1997 to Australia and Hong Kong. It is possible that TNHE provided by Australia and Hong Kong, will continue to increase and eventually will constitute a much larger share of the total market in China.     

法哲学视角的观照:高等教育必须坚持以人为本

以人为本的法哲学理念在高等教育中的体现应该从两个方面去把握：一是人才培养模式的创新必须凸显学生的主体价值,解决大众化教育与精英教育的矛盾,稳步提高教学质量,努力为大学生的全面发展创造条件;二是教育管理模式的改革必须确立权利至上理念,切实保障大学生法定权利的实现。在促进与弘扬法治现代化的宏观环境下,高校教育管理必然赋予“以人为本”以新的内涵,即不再是单纯的规范人、管理人、教育人,而是为了人、尊重人、服务人。     

Marketing of Higher Education: Problems and Issues in Theory and Practice

The purpose of this paper is to offer a positive challenge to the current state-of-the-art and status of marketing theory and practice in higher education. As such, it stands in an academic tradition which attempts to stimulate thinking and raise awareness about a range of 'issues in practice' which have to be addressed, if our ideas are to progress beyond, what can at best be categorised as, 'naive marketing' in education.     

高等职业教育与普通高等教育互渗性的再认识

我国现行的普通高等教育与高等职业教育体系,从根本说是一种认识与实践的关系,这种内在联系提供了二者相互渗透的可能。普通高等教育"职业化"和高等职业教育"普通化"的发展趋势,决定了其互渗的必要。在实现两种教育体系优势互补方面,对高职院校来说既要着眼于拓展受教育者的发展空间,也要注重其专业技能的提升,即在强化公共基础课和专业基础课教学的同时,还应注意与专业技能课的结合;对普通高校而言,一是利用"小学期制"充实实践教学的内容,二是把专业实习变成真正的职业训练,解决理论与实践脱节及学生动手能力不强的问题。     

成熟市场条件下的高等教育国际营销战略

当前的国际高等教育市场正逐步走向成熟，已经初步具备了成熟市场的基本特征。国际高等教育服务供应商要开拓国际市场，以实现可持续发展，必须综合考虑成熟市场的特殊性以及国际高等教育服务的特点，制定与实施相应的国际营销战略。     

高等学校市场环境的营销学分析

分析高校的市场环境,一方面可以辅助高校自我分析其发展方向以及所面临的问题,从而根据实际的环境变化采取相应的手段,避免简单被动应付环境变化所造成的错误与风险;另一方面可以使学校立足于满足学生顾客的需要从而进行从浅层到深层的整体战略规划设计,帮助教育管理者或学校管理者根据主观目标与客观条件,统筹兼顾,将教育资源进行重新策划、设计、整合,从而构成独特的发展方案,帮助学校以科学的运营和良好的操作方法规划学校发展的未来。     

Strategic Management of Marketing and Human Resources in Further Education Colleges

The business environment facing UK colleges of further education has changed substantially over the past decade. Public accountability has increased and competitive pressures within the sector have grown enormously. These changes make it imperative that human resources are deployed to maximum effect and that colleges learn how to implement effective marketing strategies. In this paper it is argued that for an organisation delivering a complex service such as tertiary education, marketing and human resource strategies are inextricably linked. Conceptual models from the marketing and human resource management literature are examined in the context of three in-depth case studies of colleges in a highly competitive urban location. Recommendations are made for the effective integration of marketing and human resource strategies.     

Improving leadership in Higher Education institutions: a distributed perspective

This paper reports on a qualitative study exploring how distributed patterns of leadership manifest themselves in project teams within a Higher Education institution. The emphasis is on both the ‘what’ and the ‘how’ of distributed leadership, thus providing an account of the nature of distributed leadership in higher education and the factors which were found to enhance and inhibit its occurrence and effectiveness. The findings are presented in a model of distributed leadership which seeks to provide an integrative account and a framework for further study. The conclusions focus on both the theoretical implications for the study of distributed leadership and the practical implications for HE institutions wishing to promote effective leadership.