Strategic marketing of further and higher educational institutions: partnership arrangements and centres of entrepreneurship
Trim, Peter R.J. (2003) Strategic marketing of further and higher educational institutions: partnership arrangements and centres of entrepreneurship. International Journal of Educational Management 17 (2), pp. 59-70. ISSN 0951-354X.
Abstract
Partnership arrangements involving institutions of further and higher education provide educational provision to a broad audience. It is essential that within the framework of a partnership arrangement there is a structure in place which allows senior academics and administrators to ensure that the partnership is maintained, developed and realizes the objectives set by senior management. This paper makes reference to a centre of entrepreneurship, which academics and administrators can establish, to facilitate the development of partnership arrangements and can be viewed also as a catalyst for developing new products and services which can be turned into marketable products and services, leading to increased opportunities for income generation. The framework outlined in this paper can provide a basis for establishing a professional and relational marketing approach that should ensure that customer expectations are met, and can be used to audit, evaluate and manage a partnership arrangement.
Metadata
| Item Type: | Article |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Sarah Hall |
| Date Deposited: | 18 Jan 2021 18:05 |
| Last Modified: | 02 Aug 2023 18:07 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/42636 |
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