A big project? An evaluation of higher education marketing, its spend and it reach within universities?
How do we make education, transformation or what is lost if we package jobs
Both are interesting ideas - and potentially good 'think pieces' that will help to shape the debate and alert a wider audience to some of the issues. I see that LFHE has a bidding process open for new Stimulus Papers - http://www.lfhe.ac.uk/en/research-resources/current-tenders/open-tenders-stimulus-papers-s3.cfm - which may be worth looking at.
It may be that the small amount of funding is not the attraction to entering this process, but that getting outputs promoted through LFHE would be the greater benefit....
what a good idea. Prehaps we could offer a literature review of higher education marketing? Any one else interested and how should be progress? Happy to work with you Helen
Jane Helsley-Brown has a paper on this although it is from 2006: Hemsley-Brown J.V. and Oplatka, I. (2006). ‘Universities in a competitive global marketplace: a systematic review of the literature on higher education marketing’ International Journal of Public Sector Management, Vol 19, No 4, pp 316-338 The most recent book I've seen is:Higher Education and the Market by Roger Brown (2010). Hope that helps.
A little while ago Paul asked for thoughts on why marketing is important for HE? This area is still very topical and therefore this BLOG is welcome; Im writing a piece for THES as we speak and spoke to an audience of lawyers and marketers concerned with protecting their brand just last month. However, Ive increasingly struggled when trying to articulate that Branding ( my specialism) and Marketing education is unlike the traditional service branding in many respects and needs a unique approach if we are to avoid the (rightly unpopular) perception of commoditisation and trivialising. But what exactly is that unique approach? How can we 'market' HE in way that is acceptable and practical ?
I therefore welcomed Paul's e mail of 9 November with talk of researching just this ( that education "should not be placed into a category of service or product but treated as an entity in its own right". I think good marketing can enable an institution to articulate succintly what it is they do well in an overcrowded communications environment but we have some way to go before we arrive an a wholly acceptable way of doing that! Im keen to be involved in this project ( or potential project) for those reasons and think the results could have real value and help "liberate through new language and practices"?
Hi
ReplyDeleteI hope you have managed to get onto the blog. there is not much communication so I would like help on a couple of papers.
The ethics of higher education marketing's practice - playing with lives (working title) and
Education as a voice of consumerism, or as a transformative will - a transdisciplinary root for marketing.
I have written a little on both but need to do something exiting before and over the Christmas break . any one interested?
Let me know if interest by email or better the blog
Best
Paul
Both are interesting ideas - and potentially good 'think pieces' that will help to shape the debate and alert a wider audience to some of the issues. I see that LFHE has a bidding process open for new Stimulus Papers - http://www.lfhe.ac.uk/en/research-resources/current-tenders/open-tenders-stimulus-papers-s3.cfm - which may be worth looking at.
ReplyDeleteIt may be that the small amount of funding is not the attraction to entering this process, but that getting outputs promoted through LFHE would be the greater benefit....
Helen
Hi Helen
ReplyDeletewhat a good idea. Prehaps we could offer a literature review of higher education marketing? Any one else interested and how should be progress? Happy to work with you Helen
Best
Paul
Hi
ReplyDeleteJane Helsley-Brown has a paper on this although it is from 2006:
Hemsley-Brown J.V. and Oplatka, I. (2006). ‘Universities in a competitive global marketplace: a systematic
review of the literature on higher education marketing’ International Journal of Public Sector Management, Vol
19, No 4, pp 316-338
The most recent book I've seen is:Higher Education and the Market by Roger Brown (2010).
Hope that helps.
Angelina
Yes I thought an update and styled for the funding with a stronger research agenda? Rogers' book is more marketingisation isn;t it?
ReplyDeleteI might offer a proposal anyone elses interested
Paul
ReplyDeletemuch needed suggestion about a lit review ref HE Marketing. I will read Jane Helsley-Brown paper over the break, if I can help let me know.
I finished reading earlier this year: The Marketissation of HE and the student as consumer
A little while ago Paul asked for thoughts on why marketing is important for HE?
ReplyDeleteThis area is still very topical and therefore this BLOG is welcome; Im writing a piece for THES as we speak and spoke to an audience of lawyers and marketers concerned with protecting their brand just last month. However, Ive increasingly struggled when trying to articulate that Branding ( my specialism) and Marketing education is unlike the traditional service branding in many respects and needs a unique approach if we are to avoid the (rightly unpopular) perception of commoditisation and trivialising. But what exactly is that unique approach? How can we 'market' HE in way that is acceptable and practical ?
I therefore welcomed Paul's e mail of 9 November with talk of researching just this ( that education "should not be placed into a category of service or product but treated as an entity in its own right". I think good marketing can enable an institution to articulate succintly what it is they do well in an overcrowded communications environment but we have some way to go before we arrive an a wholly acceptable way of doing that! Im keen to be involved in this project ( or potential project) for those reasons and think the results could have real value and help "liberate through new language and practices"?