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Can the Marketing Concept Be Applied to the Polytechnic and College Sector of Higher Education

Can the Marketing Concept Be Applied to the Polytechnic and College Sector of Higher Education Having established that both services and product marketingstrategies can be applied simultaneously, a study of the perceptions ofemployers and students is reported on. Thus the degree to which bothsets of customers needs may be satisfied simultaneously is considered.A sample of business studies students, lecturers and employers took partin the research, which indicated perceptual incongruence in terms ofstudent and employer perceived needs for higher education. Although theresearch was of an exploratory nature, it indicates that institutionsare likely to have a problem in applying the marketing concept to theircorporate strategies. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Public Sector Management Emerald Publishing

Can the Marketing Concept Be Applied to the Polytechnic and College Sector of Higher Education

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0951-3558
DOI
10.1108/09513559110137811
Publisher site
See Article on Publisher Site

Abstract

Having established that both services and product marketingstrategies can be applied simultaneously, a study of the perceptions ofemployers and students is reported on. Thus the degree to which bothsets of customers needs may be satisfied simultaneously is considered.A sample of business studies students, lecturers and employers took partin the research, which indicated perceptual incongruence in terms ofstudent and employer perceived needs for higher education. Although theresearch was of an exploratory nature, it indicates that institutionsare likely to have a problem in applying the marketing concept to theircorporate strategies.

Journal

International Journal of Public Sector ManagementEmerald Publishing

Published: Feb 1, 1991

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