Educational Management and Strategic Marketing : Introducing an Institutional Audit in Higher Education

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概要

• 論文の詳細を見る

• This paper focuses on the use of strategic marketing principles in the context of educational management and administration. The development of a model for an insitutional audit in the Higher Education sector is described and used to address the development of an e-learning solution for a Language Centre of a large, state University in Central Europe. Part One provides an overview of the institutional context of the Language Centre. Part Two outlines the research methods and tools that have been chosen to analyse the current market position of the University's language services. Part Three considers the data collected in the light of existing educational management research models. In the Conclusion, the main findings of the research are articulated and a number of recommendations, both for the structure of the e-learning environment and for the future marketing strategy of the Language Centre, are outlined

• 名古屋商科大学の論文

著者

• Thomas Michael

  名古屋商科大学グローバル・ビジネスコミュニケーション研究科

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