Universities in the UK are facing huge changes to their environment, in terms of both supply of funding and level of demand for their courses. One of the most dramatic recent changes has been the alteration in status of the former polytechnics to fully fledged universities. In order to find out how both old and new universities are responding to this rapidly changing environment, we sent questionnaires to a number of senior staff. Based on 131 responses (81 from old universities, 50 from new), we have been able to paint a picture of how marketing is undertaken in these two segments. We report on how these institutions perceive their marketing task, and also the extent to which these two traditionally different sectors agree on the role marketing plays in their sector. Our research clearly indicates these two groups of institutions have fundamentally different approaches to operationalising their marketing strategies.
International Journal of Educational Management – Emerald Publishing
Published: Jun 1, 1999
Keywords: Marketing strategy; Tertiary education; United Kingdom; Universities
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