Marketing in Higher Education

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.

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