Contents: 1. Towards a Market Oriented University 2. Competition and Rankings 3. Delivering Student Satisfaction 4. Disrupting Higher Education 5. From Marketing to Market Orientation 6. Developing and Maintaining a Market-Oriented University 7. Understanding the Market 8. Developing Strategic Directions 9. Differentiating, Positioning and Branding the University Index
John A. Davis, Executive Director, Duke Corporate Education, Singapore and Mark A. Farrell, Head of Graduate School of Business and Law, RMIT University, Australia
The Market Oriented University provides a truly insightful look
into the agents of change across the university systems. By
offering a refreshing interpretation from a market-oriented view,
John Davis and Mark Farrell make a compelling case for the reader
to reassess the fundamental purpose of universities. This book is a
must-read for all stakeholders of the educational system -
administrators, faculty, students, parents, tax-payers, and
policy-makers alike.'
--Jin K. Han, Singapore Management University, Singapore'Most
universities around the world are substantial enterprises involved
in stiff competition for students, staff and resources. The leaders
of universities are not in charge of quiet, cloistered ivory towers
separated from the larger world. To the contrary, they are major
participants in the economics and culture of their regions, and,
often, in a number of international undertakings. Professors Davis
and Farrell argue that university leaders should recognize these
realities and then provide roadmaps for confronting marketplace
realities successfully. This is not another book that says
''universities should be run like businesses.'' The authors are
experienced enough to understand that the long term purposes of
universities are different from those of a typical for profit
corporation. But they recognize that universities can, and should,
adopt behaviours that will maximize their abilities to compete
successfully to attract students, to recruit and retain competent
faculty and support staff, and to obtain financial support from
both public and private sources. Being oriented to the ''market''
is simple common sense. The outline of issues and possible
responses to those issues should be required reading anyone with
leadership responsibilities within a modern university.'
--Howard Hunter, Singapore Management University'This volume
provides the reader with a clear and careful analysis of how
universities may become market-oriented, as opposed to being
marketing-oriented. More than writing either a simple history of
university behaviors or a 'to do' list - whilst addressing both
issues - Davis and Farrell offer a fascinating and persuasive
reflection on how universities and their markets have been evolving
into the 21st century world of increasingly vigorous competition,
rapidly changing technology, and dwindling government financial
support. The book draws on the authors' deep understanding and
knowledge of the tertiary sector and marketing strategy, making its
reading vital for all university managers and academics.'
--Christopher Adam, UNSW Australia
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