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Marketing Educational Institutions: Implications for Administrators

International Journal of Educational Management

ISSN: 0951-354X

Article publication date: 1 May 1990

761

Abstract

A trend towards a more competitive educational system which is obvious in several countries is expected to increase the rates at which schools, colleges, and universities respond to their environments and to enhance their creativity and innovativeness. To achieve these objectives, various strategies, such as open‐boundary admission policies, have been adopted. Consequently, educational institutions are beginning to adopt marketing strategies to attract students, staff, and funds. This adoption of marketing has several implications. These include harmonising a marketing philosophy with the institutional mission, creating appropriate organisational structures, and implementing marketing strategies.

Keywords

Citation

Michael, S.O. (1990), "Marketing Educational Institutions: Implications for Administrators", International Journal of Educational Management, Vol. 4 No. 5. https://doi.org/10.1108/EUM0000000001965

Publisher

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MCB UP Ltd

Copyright © 1990, MCB UP Limited

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