Marketing Information Systems in Universities

Abstract

Explains how it is possible for universities which are part of the UCCA/PCAS system to develop insights into their recruitment process. The changes to the university sector and government funding of higher education make it critical for universities to understand the higher education marketplace. Shows how extracts from the main UCCA database can be used to model the selection process, competitor analysis and geodemographic modelling. The effective use of information already held by universities will allow them to respond to a changing marketplace in a planned and co‐ordinated manner.

Citation

Gabbott, M. and Sutherland, E. (1993), "Marketing Information Systems in Universities", Marketing Intelligence & Planning, Vol. 11 No. 7, pp. 19-28. https://doi.org/10.1108/02634509310051542