Marketing-making a difference for entrepreneurial universities
| Autor: | Thomas Baaken, Todd Davey, Sue Rossano |
|---|---|
| Přispěvatelé: | Westfälische Wilhelms-Universität Münster = University of Münster (WWU) |
| Jazyk: | angličtina |
| Rok vydání: | 2016 |
| Předmět: |
Entrepreneurial university
Higher education University-business cooperation business.industry Emerging technologies Higher education institutions Knowledge economy 05 social sciences 050301 education Knowledge transfer Toolbox Variety (cybernetics) Science-to-business marketing Vocational education 0502 economics and business [SHS.GESTION]Humanities and Social Sciences/Business administration Dimension (data warehouse) Marketing business 0503 education 050203 business & management Research marketing |
| Zdroj: | Making a difference through marketing : a quest for diverse perspectives Making a difference through marketing : a quest for diverse perspectives, Springer, pp.247-265, 2016, 978-981-10-0462-9. ⟨10.1007/978-981-10-0464-3_18⟩ Making a Difference Through Marketing ISBN: 9789811004629 |
| DOI: | 10.1007/978-981-10-0464-3_18⟩ |
| Popis: | International audience; In the knowledge economy, Higher Education Institutions (HEIs) are facing increasingly competitive environments. On the one side knowledge is now produced in a variety of organisations, so therefore universities are no longer the only producers or sources of knowledge. Universities are also competing with other education providers due to the growing offers of commercial education providers with a strong vocational dimension, and the emergence of new technologies in the higher education market offering virtual programs (Ferreira et al. 2007). Against this background HEIs are now operating in markets where it is imperative for them to make usage of marketing instruments if they want to succeed and remain sustainable. In this vein, the two core activities of HEIs, research and education, are addressing different markets and target groups. Consequently HEIs need to apply marketing, its toolbox and instruments to be successful in those markets, and they need to be entrepreneurial to access them. In this paper the markets for research in HEIs are examined more closely. The paper describes the particularities of a Marketing approach for science and recommends a comprehensive "Science-to-Business Marketing" approach, exhibiting and combining knowledge from different Marketing disciplines. |
| Databáze: | OpenAIRE |
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