Ethical marketing of higher education: What might be done to encourage its adoption?
The competiveness of the diverse sector of higher education sees universities increasingly reliant on marketing to position themselves within their main stakeholder groups. In doing so, the use of marketing techniques developed for the service industry are being adopted at strategic and tactical lev...
Gespeichert in:
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| Format: | Elektronisch Artikel |
| Sprache: | English |
| Veröffentlicht: |
Paris
OECD Publishing
2009
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| Schlagworte: | |
| Online-Zugang: | Volltext |
| Zusammenfassung: | The competiveness of the diverse sector of higher education sees universities increasingly reliant on marketing to position themselves within their main stakeholder groups. In doing so, the use of marketing techniques developed for the service industry are being adopted at strategic and tactical levels with little research to support such undifferentiated action. This paper discusses a number of issues joining marketing with the moral leadership of the university in a persistently competitive and commercial market place. We seek to offer practical actions to ensure that marketing remains a service to the institution and does not convert the mission of all institutions to one of consumerisation. We do this by discussing how a relationship model of engagement with stakeholders might be grounded in a virtue ethics imperative and how this might contribute to brand development and accountability. |
| Beschreibung: | 1 Online-Ressource (16 p.) |
| DOI: | 10.1787/hemp-v21-art20-en |
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| spelling | Gibbs, Paul VerfasserIn aut Ethical marketing of higher education What might be done to encourage its adoption? Paul, Gibbs and Patrick, Murphy Paris OECD Publishing 2009 1 Online-Ressource (16 p.) Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier The competiveness of the diverse sector of higher education sees universities increasingly reliant on marketing to position themselves within their main stakeholder groups. In doing so, the use of marketing techniques developed for the service industry are being adopted at strategic and tactical levels with little research to support such undifferentiated action. This paper discusses a number of issues joining marketing with the moral leadership of the university in a persistently competitive and commercial market place. We seek to offer practical actions to ensure that marketing remains a service to the institution and does not convert the mission of all institutions to one of consumerisation. We do this by discussing how a relationship model of engagement with stakeholders might be grounded in a virtue ethics imperative and how this might contribute to brand development and accountability. Education Murphy, Patrick MitwirkendeR ctb Enthalten in Higher Education Management and Policy Vol. 21, no. 3, p. 75-90 volume:21 year:2009 number:3 pages:75-90 FWS01 ZDB-13-SOC FWS_PDA_SOC https://doi.org/10.1787/hemp-v21-art20-en Volltext |
| spellingShingle | Gibbs, Paul Ethical marketing of higher education What might be done to encourage its adoption? Education |
| title | Ethical marketing of higher education What might be done to encourage its adoption? |
| title_auth | Ethical marketing of higher education What might be done to encourage its adoption? |
| title_exact_search | Ethical marketing of higher education What might be done to encourage its adoption? |
| title_full | Ethical marketing of higher education What might be done to encourage its adoption? Paul, Gibbs and Patrick, Murphy |
| title_fullStr | Ethical marketing of higher education What might be done to encourage its adoption? Paul, Gibbs and Patrick, Murphy |
| title_full_unstemmed | Ethical marketing of higher education What might be done to encourage its adoption? Paul, Gibbs and Patrick, Murphy |
| title_short | Ethical marketing of higher education |
| title_sort | ethical marketing of higher education what might be done to encourage its adoption |
| title_sub | What might be done to encourage its adoption? |
| topic | Education |
| topic_facet | Education |
| url | https://doi.org/10.1787/hemp-v21-art20-en |
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