Marketing framework in higher education: Addressing aspirations of students beyond conventional tenets of selling products

摘要

Purpose - In recent years, the higher education (HE) sector has been influenced by a marketised approach. Such an approach has enabled higher education institutions (HEIs) to increase their international presence and also to enhance their student profile. Nevertheless, marketing theories applied to commercial sector may not be relevant to the HE sector. The purpose of this paper is to examine how marketing framework has influenced various aspects of HE management and its implication to dealing with student issues.rnDesign/methodology/approach - The paper presents a conceptual discussion of the issues. Findings - The paper takes a critical view of customer metaphor for students and argues that such attempts restrict the rights and privileges that students and the HE sector traditionally enjoyed. Differences between commercial organisations and HE sector in terms of products developed and the underlying process of development are explored. How the uniqueness of the HE sector relies more on a sector-wide agreement than on legal framework is analysed. The role of marketing units in developing a mature market which is strong enough to demand quality HE products is emphasised. Several aspects that need to be coordinated among quality assurance departments, academic staff, and the marketing departments are discussed.rnResearch limitations/implications - Indiscriminate use of marketing metaphors in the HE sector has introduced new dimensions to the relationship that exists between the HEIs and students. Practical implications - Marketing in the HE sector is not similar to what exists in the commercial sector as "higher education products" are different from "commercial products" and students are different from "customers" who buy commercial products. Moreover, the roles of marketing departments in the HE sector are different from those in a commercial organisation. Originality/value - Marketing frameworks cannot be transplanted into a HE environment. The sector is unique and is characterised more by the principles of self-governance and academic freedom. Application of marketing techniques will restrict students' rights and destroy the relationship that exists between the HEI and the students. Marketing departments should focus on creating mature markets.