Special Issue on Higher Education Marketing Creating Value for Students in HE: Research on the Marketing of HE

摘要

The question is no longer whether it is right or wrong to view Higher Education as a service focused industry. That is so ten years ago! It is more about how we can create and co-create with students an experience which generates the maximum mutual value for them and for the institution. Legitimate and generative debates have been had about whether students should be seen as customers in our universities. An important compilation of such debates was put together in a very significant edited volume by Molesworth, Scullion, and Nixon (2011).