ERIC Number: EJ1034204
Record Type: Journal
Publication Date: 2014
Abstractor: As Provided
Reference Count: 23
Student Focused Marketing: Impact of Marketing Higher Education Based on Student Data and Input
Wright, Robert E.
College Student Journal, v48 n1 p88-93 Spr 2014
USA Today headlined an article "Study: Nearly Half are Overqualified for Their Jobs," (Marklein, 2013). The article cited a study by the nonprofit Center for College Affordability and Productivity which found this apparent mismatch between qualifications and jobs held. The question then becomes, what has led to this mismatch? Three trends in higher education may have some impact on this situation. First, colleges and universities are coming under increasing financial stress as traditional funding sources such as state funding shrink, and poor investment returns have hurt endowments. Thus, colleges and universities are increasingly measured using business success measures such as measures that closely resemble profitability measures from the for profit sector. Second, Colleges and Universities are focusing on evaluating faculty performance in the classroom by use of student input. Finally, rating agencies, and colleges and universities themselves are focusing on measurements of success, such as student retention. This paper discusses how reliance on student based data may have helped to produce a mismatch between qualifications and jobs.
Descriptors: Higher Education, Education Work Relationship, Educational Finance, Measures (Individuals), Student Evaluation of Teacher Performance, Academic Persistence, Student Recruitment, Marketing, Feedback (Response)
Project Innovation, Inc. P.O. Box 8508 Spring Hill Station, Mobile, AL 36689-0508. Tel: 251-343-1878; Fax: 251-343-1878; Web site: http://www.projectinnovation.biz/csj.html
Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A