Finding a plausible option for revitalising agricultural higher education in India: a systematic review

The objectives of this paper were to explore the existing status of agricultural higher education in India, application of marketing concepts in similar institutions and to find the most appropriate marketing concept to make agricultural higher education more competitive. Extensive searches of relevant agricultural education, business management and higher educational data bases were made. It was found that agricultural higher education in India is stagnant and is facing an identity crisis among its stakeholders. Marketing theories and concepts which are now being applied in higher education across the globe have not been thought of in the context of agriculture education. A review of the literature suggested that considering the objectives, the multiplicity of stakeholders and the nature of public-funded agricultural education, marketing orientation would be most appropriate. Based on the experiences of similar institutions, the paper suggests a three-level strategy for the implementation of marketing orientation in institutions of agricultural higher education.     

营销视角下的高等教育消费行为及其特点分析

从营销学意义上看,选择和接受教育是一种消费行为。作为供给者的高等教育机构需要充分研究高等教育消费者的行为,据此设计相应的教育项目和服务产品,并采用有效的营销手段来吸引和服务高等教育消费者。研究高等教育消费行为的特点,不仅有利于学校与社会建立和发展长期的互动关系,并可期望学校的教育消费者能为学校吸引更多的预期“客户”。     

市场经济背景下高校管理中的经营理念

我国高等教育长期以来由国家包办,教育经费基本上靠国家财政拨款,缺乏成本效益观念,缺乏成本核算制度,缺乏经营管理理念,高校间缺乏市场竞争机制,资源得不到充分挖掘和有效利用,办学效益低下。高等学校要树立经营理念,从学校产品经营、资产经营、资本经营入手,达到教育资源的最优化配置,争取办学效益最大化。     

SERVMO: A Measure for Service-Driven Market Orientation in Higher Education

With the intensified pace of globalization and increasing customer expectations, the higher education sector, like other economy sectors, faces increasing competition in terms of serving customers better. Service has been recognized as an effective tool for a competitive advantage. Thus, there is always a need for a more effective way of improving service, specifically in higher education. For this, a strategic and service-oriented marketing construct that is empirically operationalized and tested is deemed necessary. However, this measure of customer-perceived market orientation for service has yet to be developed for academic and practical purposes.

This paper presents the scale development for a service-driven market orientation (SERVMO) in higher education using data from Malaysian institutions of higher learning. The perceptions of senior students were analyzed and the results show that the proposed multi-dimensional construct consists of six components, namely customer orientation, competitor orientation, inter-functional orientation, performance orientation, long-term orientation, and employee orientation. This construct is closely correlated with service quality, customer satisfaction and customer loyalty. Some key implications and future research are also discussed.     

高校创业教育模式:基于案例的研究

我国的创业教育还处于初步发展状态,存在诸多不足。目前,高校创业教育的最大问题是功利主义的价值倾向。创业教育是体现素质教育内涵的一种新的教育理念,中央财经大学的创业教育已经走过四个年头,逐步形成了普及性创业教育、以创业先锋班为龙头的系统性创业教育培训和学生创业实践活动相结合的创业教育模式。我国高校的创业教育应以发挥创业综合素质为取向,结合自身特点,探索实施创业教育的有效途径,加强创业素质培养。     

Implementation of Ethical Higher Education Marketing

With consumerism changing students to customers and teachers to service providers, ever more vulnerable and naïve students enrol and, instead of collaboration between institutions, there is competition. There has been a call in the literature to face these challenges through ethical leadership in universities. Specifically, concern has been expressed over higher education marketing practices. In response, we attempt to construct a virtuous model of marketing ethics within higher education institutions’ values. We attempt to defend interconnectivity between the virtues of integrity, trust, fairness, and empathy under the direction of phronesis and seek to inform those responsible for making marketing higher education. We envision higher education’s marketing relationships as having the potential to endure, where universities ethically lead rather than reflect ethical norms, and where academics are encouraged to speak out. We discuss how it might be implemented.     

高等职业院校的人文教育:理想与现实

崇尚人文精神,体现人文价值,才能建构真正意义上的高等职业教育体系。高等职业教育的培养目标是德才兼备的"职业人",这种"职业人"不仅应具有职业所要求的技术知识和能力,同时还必须具有职业的思想和方法以及职业的态度和情感。当前,我国高等职业院校人文教育缺失,其主要原因在于:模糊的办学理念导致培养目标的偏差,功利主义的价值取向影响了学生人文素质的养成,办学定位不准导致人文教育的针对性不强。加强人文教育是高等职业院校办学理念的本质体现与办学目标的应然选择。为此,需要重构高等职业院校的人文精神,确立科学教育与人文教育融合的办学理念,建立和完善职业人文教育的体系和操作机制,探索高等职业院校人文教育的新途径。     

政府还是市场：国外高校多样化策略的争论与启示

伴随系统规模的扩张,如何驱动高校迈向预定和有利的多样化成为各国面临的普遍议题。国外一般从高等教育系统或院校外部层面理解高校多样化,并从政府与市场两个维度解析其驱动因素。从院校分化的观念、分化进程中院校假设和环境因素的作用范畴等层面来看,两种观点存在一定共性和冲突,这反映出相关研究的片面和院校分化现象的动态化、持续性和多维性。借鉴国外研究经验,当前高等教育普及化进程要求高等教育部门尽早启动院校结构布局规划,应树立正确的分类发展观,平衡院校分化中政府与市场的作用力,处理好系统分化与规模扩张的关系,增进高校外部环境和内部办学要素的多样性。     

育人为本 办学为民 凝炼特色 协调发展——涪陵师范学院树立和落实科学教育发展观的认识与实践

党的十六届三中全会提出了科学发展观的思想,对我国的经济和社会发展产生了重要影响.教育也同样面临树立科学教育发展观的问题.高等学校如何在科学教育发展观的指导下加强学校的改革、发展和建设,成为当前的重要课题.本文从涪陵师范学院树立和落实科学教育发展观的认识和实践中,总结出高等学校尤其是新建本科院校应当树立科学定位观、效益观、质量观、人才观、政绩观的认识.     

Customer prioritization in higher education: targeting ‘right’ students for long-term profitability

As competition for students, faculty and financial support has increased, so has the application of marketing in the field of higher education. One critical application of marketing all too often neglected, misunderstood and mismanaged in higher education is targeting customers for profitability. The purpose of this paper is to enrich the marketing practices of academic institutions as they face increasing competition for students, faculty and funding by presenting a discussion of ‘right,’ ‘at-risk right’ and ‘wrong’ customers for higher education. This paper reviews marketing paradigms as they have evolved over time, explains the concepts of right, at-risk right and wrong customers as they apply to higher education and identifies managerial implications critical to today's higher education administrators.     

澳大利亚私立高等教育机构监管政策 变迁的历史沿革与特点分析

澳大利亚政府对私立高等教育机构监管政策变迁的历史轨迹与公立高等教育占主导地位的国家有诸多相似之处，都经历过从“排斥”或者说“边缘化”到“被动接受”再到“标准化引领”的过程。该文从历史演进的视角慎思澳大利亚政府对私立高等教育监管政策变迁的动因与导向，进而总结澳大利亚政府监管政策的特点：通过间接管理方式控制私立高等教育机构逐利行为的度；通过诱致性制度强化公私立高等教育机构的竞争与合作；通过分类资助引导私立高等教育机构质量优先发展。     

Redefining External Stakeholders in Nordic Higher Education

Present higher education reforms in the Nordic countries diminish the role and influence of the state on the governance of higher education institutions. While still providing a framework for the management of higher education, in general, the state supervises rather than controls higher education institutions (HEIs). The rhetoric of change stipulates HEIs to respond to environmental needs, and the external stakeholders often assume greater prominence relative to the internal ones. This development is explained by a paradigmatic shift in the concept of good governance. Furthermore, the Stakeholder Society perspective is used to investigate the changing position and meaning of stakeholders in Nordic higher education.     

美国五年制教师教育项目的经验和启示

作为教师专业化发展的重要途径,近年来美国五年制教师教育项目增长迅速.斯坦福大学和弗吉尼亚大学教师教育项目的成功经验表明,要推动我国五年制教师教育项目的发展,我们就要从改善学生学习的角度出发调整教师教育思路,并能根据高等院校的具体情况采用恰当的教师教育模式.     

MARKETING HIGHER EDUCATION: MYTHS AND PROBLEMS

The budgetary decentralization of higher education in the United Kingdom calls for individual institutions and units within them to take increasing responsibility for raising their own funds. The author, who argues that higher education institutions must derive an increasing proportion of their budgets from the marketing of their products goes on to explain how this can be done. To begin with, the nature of marketing and of market research must be well understood, and the legitimacy of the marketing process itself must be accepted by all the members of the university community. It is then necessary to do a marketing audit so as to establish what a given institution has to sell and what its outside environment wishes to buy. Flexibility on the part of the seller with regard to type, level, duration, and scheduling of courses is very important. It is also necessary to be able to persuade the potential buyer that he wants to have what the seller has to offer. At this point, however, the author cautions the reader as to the dangers of some seven market myths as applied to higher education and the dangers of oversell. He concludes that with prudence higher education can be marketed to the satisfaction of all concerned with results which avoid the “unhappy paradox” that the marketing of higher education is both essential and disastrous.     

Quality Improvements of Teaching and Learning in Higher Education: a comparison with developments in industrial settings

Abstract

As is the case in many areas of society, quality issues have come into focus also in higher education. One expression is that there are a number of institutions in higher education where a Total Quality Management (TQM) perspective has been adopted. However, most of these examples are found in non‐academic activities. This article discusses the possibility to achieve improvements in teaching and learning from the adoption of a TQM perspective. The discussion will be based upon an analogy with one particular development common in trade and industry, namely the transition towards process orientated structures, and towards less reliance on screening, rework, and scrapping of non‐conformances. The basic argument is that a similar change in higher education accompanied by the adoption of a TQM perspective comprising elements as focus on customer needs, process orientation and continuous improvements could result in improvements in teaching and learning     

基于教育哲学对中国高等院校分类的思考

在学习型社会的背景下,追寻一个合乎社会与人类发展的高等教育院校分类的视角有着应然的现实意义。教育哲学是一门探寻教育价值的学科,通过教育哲学的角度来思考高校的分类,能深刻地揭示此角度是否符合教育的本真,是否符合人类发展的根本意义。本文从教育哲学理论的角度来分析高等教育院校分类现状,并提出了当今高等教育院校分类的走向。     

Application of Program Life Cycle Concept for Fund Raising Strategies in Higher Education

This article provides an introduction to the broadened concept of marketing and more specifically the application of the program life cycle to fundraising in higher education. The specific stages of the program life cycle are: introduction, take off, maturation, saturation and decline. The steps in fundraising include: identification of objectives, target markets, potential for contribution, organization, strategy development, and fundraising performance evaluation. The illustration of the program life cycle concept for fundraising in two institutions of higher education (one small private college and a medium size comprehensive state university) is provided.     

高职院校发展定位的理论思考

随着高等职业教育的蓬勃发展，有效整合教育资源成为一个新的课题，这对高职院校发展定位提出了挑战。而定位又是一系列前瞻性战略思考和规划活动，所以梳理高职院校发展定位的相关理论成为亟待解决的问题。其中，系统论是高职院校发展定位的哲学基础，科学发展观则是其指导思想，高等教育理论是其学科依托，西方定位理论是直接理论借鉴。     

大众化背景下我国高等教育入学机会均等问题浅析

我国高等教育大众化增加了适龄青年进入高等学校的机会,在此背景下我国高等教育在入学机会均等问题上也发生了一些转变：人们从关注一般高等教育机构教育机会的分配转向关注精英型高等教育机构教育机会的分配。研究新视角、新重点的改变体现了对现实的把握,但实质上高等教育公平研究的性质并没有改变。正确分析其现状及影响因素并找到一条合理的路径是稳定高等教育大众化并逐步向普及化发展的有效保证。     

University Image:

The declining number of university age students, and decreases in state and federal funding for higher education contributed to the need for many institutions of higher education to create and maintain a distinctive image (a niche) in the marketplace. New trends already evident, as higher education copes with these changes, include the increasing use of advertising, promotion and other strategic marketing tools which are applied to position or reposition institutions. This article investigates the formation of university images by applying information processing theories in relation to consumer decision-making. The study takes the perspective reflecting interests of students whose major concern is their employability after graduation. It examines the number of attributes on which graduates are evaluated, composition of these attributes, the method of attribute processing, and the effect of the university overall image on the evaluation of its graduates.