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UK higher education viewed through the marketization and marketing lenses

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  • Eva Nedbalov�
  • Luke Greenacre
  • John Schulz

Abstract

This paper uses the Economic Market mechanisms and the 4P Marketing Mix as lenses to review the context of UK higher education (HE) and to explore the relationship between the market and marketing disciplines and practice. Four Economic Market mechanisms - autonomy, competition, price and information - are contrasted with the four Ps of marketing: product, price, place and promotion. This paper demonstrates how market forces influence HE institutions and, in contrast, how HE institutions shape the environment via marketing practice. Knowing how one discipline relates to another is crucial for those who strive to understand the context of HE.

Suggested Citation

  • Eva Nedbalov� & Luke Greenacre & John Schulz, 2014. "UK higher education viewed through the marketization and marketing lenses," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(2), pages 178-195, December.
    • Handle: RePEc:taf:jmkthe:v:24:y:2014:i:2:p:178-195
    DOI: 10.1080/08841241.2014.973472
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    References listed on IDEAS

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    1. Brown, Roger, 2013. "ENGLAND’S NEW MARKET BASED SYSTEM OF STUDENT EDUCATION: An Initial Report," University of California at Berkeley, Center for Studies in Higher Education qt4p45s53m, Center for Studies in Higher Education, UC Berkeley.
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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. Ali, Mazhar & Ahmed, Masood, 2018. "Determinants of students’ loyalty to university: A service-based approach," MPRA Paper 84352, University Library of Munich, Germany.
    3. Pucciarelli, Francesca & Kaplan, Andreas, 2016. "Competition and strategy in higher education: Managing complexity and uncertainty," Business Horizons, Elsevier, vol. 59(3), pages 311-320.
    4. Hulya Bakirtas & Vildan Gulpinar Demirci, 2022. "A structural evaluation of university identification," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 507-531, September.

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