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Marketing Higher Education
Author(s) -
Moore Peter G.
Publication year - 1989
Publication title -
higher education quarterly
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.976
H-Index - 42
eISSN - 1468-2273
pISSN - 0951-5224
DOI - 10.1111/j.1468-2273.1989.tb01499.x
Subject(s) - strategic planning , higher education , marketing , strategic marketing , plan (archaeology) , marketing plan , period (music) , marketing strategy , marketing mix , strategic development , political science , public relations , management , business , sociology , economics , geography , archaeology , law , physics , acoustics
This paper reviews the development of higher education since the end of the Second World War and explores the way it has been marketed over that period. The advent of a marketing concept is dated from the early 1960s, with the establishment of UCCA and the great public relations effect of the Robbins Report. The final sections of the paper explore the concept of strategic planning in higher education and the development of marketing strategies within a strategic plan.