Directions in higher education: A marketing perspective

Abstract

Higher education is a service industry – a terrific success story by most measures of industrial success. Across the globe, ever-rising numbers of students are enrolled in programs. In this essay, a marketing perspective is used to examine changes in higher education, with a focus on the identification of new opportunities. Where students are regarded as partners, new sources of value will arise around value-in-development, value-in-delivery, and value-in-consumption. Furthermore, with the explosion of data capture, analysis and visualisation, we can measure and evaluate these sources of value and are equipped to adopt an evidence-based approach to the provision of higher education. Certain directions, however, are raising serious concerns for students, providers and regulators. Transformation is disruptive, leading to uncertainty, anxiety, even fear, but by applying marketing concepts and analytics we will be better placed to assess opportunities, weigh up fears, and help set the direction of higher education.