ISSN:0951-5224    

DOI:10.1111/j.1468-2273.1989.tb01497.x

出版商:Blackwell Publishing Ltd    

年代:1989

数据来源: WILEY

摘要:

AbstractThis paper explores the concept of matching the activities of higher education institutions to the needs of a wider society. The author recognises that universities and polytechnics have absolute loyalties beyond the market‐place. Nevertheless, now as never before there is an environment in which mututally advantageous relationships between higher education and the world of industry can be develope

ISSN:0951-5224    

DOI:10.1111/j.1468-2273.1989.tb01498.x

出版商:Blackwell Publishing Ltd    

年代:1989

数据来源: WILEY

摘要:

AbstractThis paper reviews the development of higher education since the end of the Second World War and explores the way it has been marketed over that period. The advent of a marketing concept is dated from the early 1960s, with the establishment of UCCA and the great public relations effect of the Robbins Report. The final sections of the paper explore the concept of strategic planning in higher education and the development of marketing strategies within a strategic plan.

ISSN:0951-5224    

DOI:10.1111/j.1468-2273.1989.tb01499.x

出版商:Blackwell Publishing Ltd    

年代:1989

数据来源: WILEY

摘要:

AbstractBusiness planning is now an essential discipline for universities, polytechnics and colleges. Those which do not already have a corporate strategy will find they have to develop one in order to succeed in the new funding competition. The skills and attitudes required for successful business planning will have to be acquired and exploited alongside traditional academic strengths. In this article two management consultants who know higher education well explain how institutions can develop and benefit from a structured approach to business planning.

ISSN:0951-5224    

DOI:10.1111/j.1468-2273.1989.tb01500.x

出版商:Blackwell Publishing Ltd    

年代:1989

数据来源: WILEY

摘要:

AbstractSince the introduction of full‐cost fees for overseas students in 1980 there has been a marked increase in marketing activities in British universities, polytechnics and in some other institutions of higher education. A survey of 33 universities and public sector higher education institutions in 1985 showed that 90 per cent undertook some form of marketing to attract overseas students, and 70 per cent reported that they had intensified their recruitment and marketing efforts since 1980. The British Council's Education Counselling Service, established in 1984, is now extremely active in certain countries, such as Malaysia, Singapore and Hong Kong. As well as increasing their publicity, many institutions have also strengthened their support services for overseas students and have developed new courses for the overseas market, particularly short courses at both undergraduate and postgraduate level. Although there have been some instances of institutions adopting a ‘hard sell’ approach, most recognise the need for ‘responsible recruitment’ policies, and many are now developing comprehensive strategies covering admissions, financial support, the structure and content of courses for overseas students and academic and pastoral support services, as well as marketing. Partly as a result of increased marketing activities, the number of overseas students, which fell sharply after 1980, has been rising steadily since 1983, and the number in universities is higher now than before the introduction of full‐cost fees. It is estimated that spending by overseas students now exceeds

ISSN:0951-5224    

DOI:10.1111/j.1468-2273.1989.tb01501.x

出版商:Blackwell Publishing Ltd    

年代:1989

数据来源: WILEY

摘要:

AbstractIn the 10 years since 1978 there has been an explosion of courses aimed at widening access to higher education. This paper reviews the development of those courses and the issues surrounding them. In general the courses developed in an ad hoc fashion determined at local level. However as the DES draws access provision into the centre of educational policy that local diversity may be threatened. If DES policy on widening access is to succeed then it will have to move beyond exhortation to face major policy issues such as the reallocation of resources: but if it does this then the initial emphasis of practitioners on directing resources at disadvantaged groups may itself be constrained. A coherent strategy is necessary if the original aims of access provision are to be realised.

ISSN:0951-5224    

DOI:10.1111/j.1468-2273.1989.tb01502.x

出版商:Blackwell Publishing Ltd    

年代:1989

数据来源: WILEY

摘要:

AbstractThe purpose of this paper is to offer a positive challenge to the current state‐of‐the‐art and status of marketing theory and practice in higher education. As such, it stands in an academic tradition which attempts to stimulate thinking and raise awareness about a range of ‘issues in practice’ which have to be addressed, if our ideas are to progress beyond, what can at best be categorised as, ‘naive marketing’

ISSN:0951-5224    

DOI:10.1111/j.1468-2273.1989.tb01503.x

出版商:Blackwell Publishing Ltd    

年代:1989

数据来源: WILEY

摘要:

Book reviewed in this article:Whose Bias?Seeds of Bankruptcy, David MarslandPerformance Indicators and their AmbiguitiesThe Use of Performance Indicators in Higher Education: A Critical Analysts of Developing Practice, Martin Cave, Stephen Hanney, Maurice Kogan and Gillian TrevettEmployment and the CNAAGraduates at Work: Degree Courses and the Labour Market, John Brennan and Philip McGeevorThe Need for a Fresh StartA Common Policy for Education, Mary Warnock

ISSN:0951-5224    

DOI:10.1111/j.1468-2273.1989.tb01504.x

出版商:Blackwell Publishing Ltd    

年代:1989

数据来源: WILEY

ISSN:0951-5224    

DOI:10.1111/j.1468-2273.1989.tb01505.x

出版商:Blackwell Publishing Ltd    

年代:1989

数据来源: WILEY