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The Current State of Marketing Activity Among Higher Education Institutions

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  • Cynthia M. Newman

Abstract

This article presents the results of an empirical investigation of the current state of marketing, marketing research and planning practices at four-year higher education institutions in the United States. The current study builds upon previous studies by Blackburn (1979) and Goldgehn (1982 and 1989) that surveyed college and university admissions and enrollment management administrators concerning their use of several marketing techniques. The purposes of this article are to investigate whether the use and apparent understanding of marketing and its attendant activities by admissions and enrollment management administrators has changed over the last decade, and whether differences in practice exist among the various segments of higher education institutions.

Suggested Citation

  • Cynthia M. Newman, 2002. "The Current State of Marketing Activity Among Higher Education Institutions," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 12(1), pages 15-29, November.
    • Handle: RePEc:taf:jmkthe:v:12:y:2002:i:1:p:15-29
    DOI: 10.1300/J050v12n01_02
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    Cited by:

    1. Ruiz de Sabando, Amaia Lafuente & Forcada Sainz, Francisco Javier & Zorrilla Calvo, María Pilar, 2018. "The marketing orientation as a university management philosophy: a framework to guide its application," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    2. Gordan Camelia & Pop Marius Dorel, 2013. "Incorporating Market Orientation In Higher Education Institutions," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 1743-1752, July.

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