Anyone interested in the future or current state of undergraduate education would gain something from picking up a slim-volumed and rather dull-looking book entitled "Scholarship reconsidered: Priorities of the professoriate" by American academic, Ernest Boyer. In a matter of only 81 pages, Boyer delivers a critically damning assessment of the…

My argument is that when marketing-particularly advertising-may, under certain circumstances, work against the goals of autonomous, liberal higher education by undermining critical thinking and independent actions. This argument requires that advertising has a primary intent to persuade rather than inform; that by being intrusive, invasive and…

Investigates some of the reasons that institutions of higher education should not regard the student as the customer, asserting that it may cause institutions to focus on short-term, narrow student satisfaction rather than meeting the long-term needs of an entire range of stakeholders. Presents an alternative paradigm, the student as collaborative…

Responds to Finley, Rogers, and Galloway (2001), expanding on their proposed "futures" for institutions of higher education and examining the critical role that mission statements have in defining the role of the organization and establishing the framework for effective market strategy. (EV)

Proposes modernizing the MBA curriculum to counter deficiencies in three ways: (1) by developing a common knowledge base; (2) by creating a series of updated business tracks; and (3) by providing students with practical "hands-on" business experiences. These changes address needs for knowledge about new and emerging industries, global business…

Discusses similarities and differences in the marketing of higher education and other services, especially in regard to marketing to high school students. Considers the importance of the college choice decision, the adolescent's competence to choose wisely in light of promotional efforts, family influences, and the question of what higher…

Argues that students are not customers in the sense currently recognized by business and offers an alternative view of the customer base of an institution. This alternative view is seen to more effectively account for the variety of interests that must be served by the higher education industry in Australia. (DB)

A study using eight focus groups of men and women (n=approximately 60) enrolled in undergraduate and graduate business administration programs investigated reasons for current difficulty in marketing Master's in Business Administration (MBA) programs. Results suggest that to increase the degree's value, schools should serve existing market…

Four models of undergraduate-level marketing internship programs representing commitments at different levels of the institution are examined. The models suggest varying roles for faculty, administrators, and students. It is suggested that any of the models can be useful in offering a high-quality internship program while contributing to overall…

A study compared content of Master's in Business Administration (MBA) curricula of 24 American institutions and 23 British institutions. Factors analyzed included program length and structure, class size, required core classes, academic course content, and program uniqueness. While British and American programs were similar, American programs…

This article proposes that providing an 800-number for prospective students who want additional information may be a cost-effective means for colleges and universities to enhance student recruitment efforts. The use of service bureaus that provide this service is discussed, and administrative considerations are explored. (MSE)

The American Assembly of Collegiate Schools of Business (AACSB) has liberalized its employment and evaluation standards for business administration faculty with doctorates from nonbusiness disciplines. The guidelines are examined and interpreted for use by deans who must make employment decisions and counsel these faculty concerning their status.…

An informal survey of professional job listings in college marketing suggests that community colleges and small colleges are the first to embrace marketing. Advertisements for institutions in the northeastern states are most common. The most prevalent organizational structure for marketing, however, does not correspond to the most effective model…

It is proposed that reexamination and restructuring of corporate education programs and tuition assistance policies is now appropriate. Some suggested revisions include use of preferred provider colleges and tuition discounting. The role of the college or university in negotiating changes is also discussed. (MSE)

It is argued that colleges and universities need to understand the importance of customer service in student retention, particularly in a competitive marketplace. Customer service concepts that work in the private sector are seen as useful in higher education, and a model is proposed. (MSE)