MARKETING MANAGEMENT IN HIGHER EDUCATION

The history and present practices of marketing and market research in higher education are the subjects of this project. The paper charts the controversy since 1900 surrounding the application of business methods generally and marketing and market research in particular to university and college management. Efforts to adapt business marketing and market research functions to university and college management are examined in the context of declining fiscal and enrollment conditions which have confronted the sector since the mid-1970s.;The project divides into four sections. Part one reviews the origins and present practices of marketing management in business as a means of clarifying and defining marketing activities (e.g., the marketing mix) and marketing management structures.;Part two examines the assumptions inherent in educational management as a means of determining under what conditions and by what structures of governance business marketing practices could successfully become a regular feature of academic management. The section also discusses which business marketing practices would be most appropriate for use by educators given the nature of higher education as a mature services industry.;Part three consists of case studies of the marketing practices and governance structures at Boston College, Carleton College, and Carnegie Mellon University. A qualitative research protocol was used to obtain information about the marketing activities at each institution.;Part four analyzes the case studies in terms of the relationship of their marketing practices to business marketing and assesses the extent to which marketing is likely to become an institutionalized function of educational management.;Appendices include profiles of the institutions and discussion of the potential legal aspects of marketing in higher education. Bibliography.