Marketing in Higher Education
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Description
Course Code: MMAHEM_04
Masters Level Module
This two-and-a-half day residential module aims to introduce participants to the principles of strategic marketing and their relevance to the management of higher education institutions. Marketing has become an important aspect of higher education management in a market orientated system. Marketing management, strategic marketing, competitive positioning and branding have been implicit management tools within higher education over many years, but their uses now need to be better understood. The range of issues and/or concepts to be covered includes: the principles of marketing in private and public sector organisations; the marketing needs of high…
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Course Code: MMAHEM_04
Masters Level Module
This two-and-a-half day residential module aims to introduce
participants to the principles of strategic marketing and their
relevance to the management of higher education institutions.
Marketing has become an important aspect of higher education
management in a market orientated system. Marketing management,
strategic marketing, competitive positioning and branding have been
implicit management tools within higher education over many years,
but their uses now need to be better understood. The range of
issues and/or concepts to be covered includes: the principles of
marketing in private and public sector organisations; the marketing
needs of higher education institutions in respect of student
recruitment, industry and the community; reputation and
institutional image; the concept of the customer-led organisation
and higher education; the identification of target markets; the
creation of differential advantage; the overseas student
market.
Related Programmes
Higher Education Management MBA
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