The Customer-Driven Approach in Business Education: A Possible Danger?

Cathy Driscoll · David Wicks

84 citations0/0 files storedJournal of Education for Business

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Management and Marketing Education Higher Education Governance and Development Marketing and Advertising Strategies

Abstract

Cuts in government funding and increased competition have resulted in universities' use of aggressive marketing strategies. Many universities and colleges practice a “market-in” approach, with the satisfaction of student wants and needs being paramount. Students are increasingly being referred to as customers, and education is the product that is being offered. This article discusses some problems related to including business education, and all higher education, in the domain of marketing.

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1977The Chronicle of Higher Education 2006The theory of communicative action 1993Critical Discourse Analysis and the Marketization of Public Discourse: The Universities 1978Basic Marketing: A Managerial Approach 2020Discourse and Social Psychology 1972A Generic Concept of Marketing 2017Strategic Marketing for Non Profit Organizations 1976The Nature and Scope of Marketing

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