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The Market Oriented University

The next decade will be transformative for the higher education sector. Government funding is decreasing. Through their marketing activities universities have created the `student consumer.' The student consumer is prepared to shop around, compare prices and value, and once purchased expects a return on their investment. Disruptive innovations are challenging traditional forms of learning and in many cases are viewed as better alternatives to traditional learning in the classroom. Competition from private educational providers is increasing. Their cost base is lower, and their customer focus is superior. In short, universities around the world are facing a perfect storm. While experts don't expect the higher education sector to collapse under these challenges, they do believe that for some institutions the future looks bleak. If universities are to avoid closures or mergers, they will need to adopt a market-oriented approach. This timely book urges readers to view students as customers and focuses on how universities need to reinvent themselves in order to stay relevant. Striking a difference between market-oriented and marketing, the authors provide various examples of institutions around the world that are making efforts to reposition themselves. Additionally, this book delves into the issue of undervalued faculty, arguing that education practices are in desperate need of being reimagined due to the abundance of MOOCs and adaptive and experiential learning practices within universities these days. Both university and academic leaders alike, including presidents, provosts, deans, and faculty will find value in the instructional aspects of this book as they relate to their involvement with institutional advancement agendas as well as providing insight into the changing nature of higher education and the evolving definition of what an academic career now entails.
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Table of Contents

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

About the Author

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 `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, Singapore `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 Business School, Australia

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