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ERIC Number: EJ865515
Record Type: Journal
Publication Date: 2009-Aug
Pages: 11
Abstractor: As Provided
ISSN: ISSN-1360-080X
Marketing the University: The Subjective Perceptions of Israeli Academics of Their Role in Attracting New Students to Their Institution
Oplatka, Izhar
Journal of Higher Education Policy and Management, v31 n3 p207-217 Aug 2009
The aim of this qualitative study was to explore Israeli academics' perceptions of the introduction of educational markets and, particularly, their attitudes towards academics' roles and responsibilities in the new marketing-led university, as well as to obtain a greater understanding of their actual patterns of involvement in the marketing of their institutions. Based on open-structured interviews with 15 academics, the study revealed that academics display contradictory standpoints: several believe academics should play some role in open days and related promotion activities, while others resist any kind of academics' involvement. Most, however, consider quality teaching and fruitful research as an academic's major contribution to the marketing of the higher education institution.
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Israel