Moving from Marketization to Marketing of Higher Education: The Co-Creation of Value in Higher Education

Kimberly M. Judson · Steven A. Taylor

149 citations0/0 files storedHigher Education Studies

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Higher Education Governance and Development Service and Product Innovation Higher Education Practises and Engagement

Abstract

“The most important issue confronting educators and educational theorists is the choice of ends for the educational process. Without clear and rational educational goals, it becomes impossible to decide which educational programs achieve objectives of general import and which teach incidental facts and attitudes of dubious worth.” (Kohlberg & Mayer, 1972, p. 449)

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1989Happiness is everything, or is it? Explorations on the meaning of psychological well-being.2003Evolving to a New Dominant Logic for Marketing 1956Taxonomy of Educational Objectives: The Classification of Educational Goals, Handbook I: Cognitive Domain 1991Why we buy what we buy: A theory of consumption values 1956Taxonomy of Educational Objectives: The Classification of Educational Goals.2011Construct Measurement and Validation Procedures in MIS and Behavioral Research: Integrating New and Existing Techniques1 1988Goals: An approach to motivation and achievement.2014Satisfaction: A Behavioral Perspective on the Consumer

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