SAMVAD: International Journal of Management

Open Access Open Access  Restricted Access Subscription Access

Marketing Higher Education:A Study on Attaining Sustainability through Redesigning Curriculum


Affiliations
1 Symbiosis Institute of Business Management, Pune, Symbiosis Centre for Behavioural Studies, Symbiosis International (Deemed University), Pune - 412115, Maharashtra, India
 

Purpose: Marketing function in Higher Education Institutions (HEIs) is gaining popularity as it integrates institution's marketing and communication goals with its strategic and academic goals. The aim of this paper is to review current trends in marketing of HEIs, the role of curriculum redesign as a marketing cue and its effect on sustainability of the HEI.

Methodology: An integrative literature review on HEIs was carried out with an objective of establishing the linkages between redesigning curriculum and attaining sustainability. To ensure credibility and validity of the research findings, triangulation method using both narrative and bibliometric process of literature review was followed. Two hundred and thirty-two papers were extracted from Scopus database and studied using Social Network Analysis (SNA) and narrative literature review to cull insights.

Findings: Entrepreneurship skills, leadership skills, multi-tasking and trouble shooting skills, and use of social media with networking skills were identified as the four key skill that students demand from any higher education program. To bridge the demand supply gap and to attain sustainability, HEIs are redesigning their curriculum based on two major dimensions which are collaborative learning and digital innovation.

Research Limitations: Since the study primarily focuses on attaining sustainability through curriculum redesigning, other factors related to processes or human resources have been kept outside the purview of the present research. Due to paucity of time and resource an empirical analysis could not be carried out and kept for future study.


Keywords

Curriculum Re-Design, Higher Education, Higher Education Institutions, Marketing, Sustainability.
User
Notifications
Font Size

  • Adomssent M., Godemann J., Michelsen G., Barth M., Rieckmann M., & Stoltenberg, U. (2007). Developing key competencies for sustainable development in higher education. International Journal of Sustainability in Higher Education.

  • Arnove R.F. (1980). Comparative education and worldsystems analysis. Comparative Education Review, 24(1), 48-62.

  • Ashton D. N., & Green F. (1996). Education, training and the global economy (pp. 100-4). Cheltenham: Edward Elgar.

  • Bandura A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84(2), 191.

  • Bandura A. (1986). The explanatory and predictive scope of self-efficacy theory. Journal of Social and Clinical Psychology, 4(3), 359-373.

  • Bandura A. (1991). Social cognitive theory of selfregulation. Organizational Behavior and Human Decision Processes, 50(2), 248-287.

  • Bandura A. (1993). Perceived self-efficacy in cognitive development and functioning. Educational Psychologist, 28(2), 117-148.

  • Bandura A. (1997). Self-efficacy: The exercise of control. Macmillan.

  • Boyer E. L. (1990). Scholarship reconsidered: Priorities of the professoriate. Princeton University Press, 3175 Princeton Pike, Lawrenceville, NJ 08648.

  • Brew A. (2003). Teaching and research: New relationships and their implications for inquiry-based teaching and learning in higher education. Higher Education Research and Development, 22(1), 3-18.

  • Brindley J., Blaschke L.M., & Walti C. (2009). Creating effective collaborative learning groups in an online environment. The International Review of Research in open and distributed Learning, 10(3).

  • Bruffee K.A. (1993). Collaborative learning: Higher education, interdependence, and the authority of knowledge. Johns Hopkins University Press, 2715 N. Charles Street, Baltimore, MD 21218-4319.

  • Calderwood C., Ackerman P.L., & Conklin E.M. (2014). What else do college students “do” while studying? An investigation of multitasking. Computers & Education, 75, 19-29.

  • Chandrasekaran S., Stojcevski A., Littlefair G., & Joordens M. (2013, January). Accreditation inspired project oriented design based learning curriculum for engineering education. In IETEC 2013: Enhancing Global Engineering and Technology Education: Meeting the Future: Proceedings of the 2nd International Engineering and Technology Education Conference 2013 (pp. 1-11). University of Technical Education, Ho Chi Minh City.

  • Collins D.G., & Mellahi K. (2009). Strategic talent management: A review and research agenda. Human Resource Management Review, 19(4), 304-313.

  • Cortese A. D. (2003). The critical role of higher education in creating a sustainable future. Planning for Higher Education, 31(3), 15-22.

  • Cowan N. (2014). Working memory underpins cognitive development, learning, and education. Educational Psychology Review, 26(2), 197-223.

  • Coyner S.C., & McCann P.L. (2004). Advantages and challenges of teaching in an electronic environment: The accommodate model. International Journal of Instructional Media, 31(3), 223.

  • Dempster J.A., Benfield G., & Francis R. (2012). An academic development model for fostering innovation and sharing in curriculum design. Innovations in Education and Teaching International, 49(2), 135-147.

  • Dunne E. & Rawlins M. (2000). Bridging the gap between industry and higher education: Training academics to promote student teamwork. Innovations in Education and Training international, 37(4), 361-371.

  • Entwistle N. (2005). Learning outcomes and ways of thinking across contrasting disciplines and settings in higher education. Curriculum Journal, 16(1), 67-82.

  • Garrison D.R., & Kanuka H. (2004). Blended learning: Uncovering its transformative potential in higher education. The Internet and Higher Education, 7(2), 95-105.

  • Hemsley-Brown J., & Foskett N. (2002). Model consumers? A model of choice and decision-making in educational markets.

  • Hemsley-Brown J. & Oplatka I. (2006). Universities in a competitive global marketplace: A systematic review of the literature on higher education marketing. International Journal of Public Sector Management, 19(4), 316-338.

  • Hunt S.D. & Lambe C.J. (2000). Marketing’s contribution to business strategy: market orientation, relationship marketing and resource‐advantage theory. International Journal of Management Reviews, 2(1), 17-43.

  • Jackson M.C. (1991). Creative problem solving: Total systems intervention. In Systems methodology for the management sciences (pp. 271-276). Springer, Boston, MA.

  • Jick T.D. (1979). Mixing qualitative and quantitative methods: Triangulation in action. Administrative Science Quarterly, 24(4), 602-611.

  • Johnson, D. & Kress, G. (2003). Globalisation, literacy and society: Redesigning pedagogy and assessment. Assessment in Education: Principles, Policy & Practice, 10(1), 5-14.

  • Kali, Yael, Levin-Peled R., & Dori Y.J. (2009). The role of design-principles in designing courses that promote collaborative learning in higher-education. Computers in Human Behavior, 25(5), 1067-1078.

  • Karber D.J. (2001). Comparisons and contrasts in traditional versus on-line teaching in management. Higher Education in Europe, 26(4), 533-536.

  • Koch A.J. (1997). Marketing curriculum: Designing its new logic and structure. Journal of Marketing Education, 19(3), 2-16.

  • Kolb A. Y. & Kolb, D.A. (2005). Learning styles and learning spaces: Enhancing experiential learning in higher education. Academy of Management Learning & Education, 4(2), 193-212.

  • Lea, S.J., Stephenson, D. & Troy, J. (2003). Higher education students’ attitudes to student-centred learning: beyond’educational bulimia’? Studies in Higher Education, 28(3), 321-334.

  • Lueddeke G.R. (1999). Toward a constructivist framework for guiding change and innovation in higher education. The Journal of Higher Education, 70(3), 235-260.

  • Lyons J. F. (2004). Teaching US history online: Problems and prospects. The History Teacher, 37(4), 447-456.

  • Marginson S. & Wende, M.V.D. (2007). Globalisation and higher education.

  • Mumford M. D., Medeiros K. E., & Partlow P. J. (2012). Creative thinking: Processes, strategies, and knowledge.The Journal of Creative Behavior, 46(1), 30-47.

  • Oesch D. (2010). What explains high unemployment among low-skilled workers? Evidence from 21 OECD countries. European Journal of Industrial Relations, 16(1), 39-55.

  • Oosterbeek H., Van Praag M., & Ijsselstein A. (2010). The impact of entrepreneurship education on entrepreneurship skills and motivation. European Economic Review, 54(3), 442-454.

  • Perry N.E., Turner J.C., & Meyer, D.K. (2006). Classrooms as contexts for motivating learning. Handbook of Educational Psychology, 2, 327-348.

  • Pintrich P.R., & De Gischolar_main E.V. (1990). Motivational and self-regulated learning components of classroom academic performance. Journal of Educational Psychology, 82(1), 33.

  • Ramachandran N.T. (2010). Marketing framework in higher education: Addressing aspirations of students beyond conventional tenets of selling products. International Journal of Educational Management, 24(6), 544-556.

  • Rennie F., & Morrison T. (2013). E-learning and social networking handbook: Resources for higher education. Routledge.

  • Reza M.I.H. (2016). Sustainability in higher education: perspectives of Malaysian higher education system. Sage Open, 6(3), 2158244016665890.

  • Sands G.C., & Smith R.J. (2000). Organizing for effective marketing communications in higher education: Restructuring for your competitive edge in marketing. Journal of Marketing for Higher Education, 9(2), 41-58.

  • Schilirò D. (2010). Investing in knowledge: knowledge, human capital and institutions for the long run growth. MJ Arentsen, W. van Rossum, AE Steenge, Edward Elgar, Cheltenham, 33-50.

  • Scott J. (1988). Social network analysis. Sociology, 22(1), 109-127.

  • Seymour D.T. (1992). On Q: Causing quality in higher education. Macmillan Publishing Company.

  • Sibbel A. (2009). Pathways towards sustainability through higher education. International Journal of Sustainability in Higher Education, 10(1), 68-82.

  • Smith M.S., Wallston K. A., & Smith C. A. (1995). The development and validation of the Perceived Health Competence Scale. Health education research, 10(1), 51-64.

  • Snyder L. G., & Snyder M. J. (2008). Teaching critical thinking and problem solving skills. The Journal of Research in Business Education, 50(2), 90.

  • Sterling S. (2001). Sustainable Education: Re-Visioning Learning and Change. Schumacher Briefings. Schumacher UK, CREATE Environment Centre.

  • Temple P., & Shattock M. (2007). What does branding mean in higher education? EAIR.

  • Terenzini P.T., Pascarella E. T., & Blimling G. S. (1996). Students’ out-of-class experiences and their influence on learning and cognitive development: A literature review. Journal of College Student Development.

  • Thomas I. (2004). Sustainability in tertiary curricula: what is stopping it happening? International Journal of Sustainability in Higher Education, 5(1), 33-47.

  • Van Eck N. J., & Waltman L. (2007). Bibliometric mapping of the computational intelligence field. International Journal of Uncertainty, Fuzziness and Knowledge-Based Systems, 15(05), 625-645.

  • Van Eck N.J. & Waltman L. (2007). VOS: A new method for visualizing similarities between objects. In Advances in data analysis (pp. 299-306). Springer, Berlin, Heidelberg.

  • Van Weenen H. (2000). Towards a vision of a sustainable university. International Journal of Sustainability in Higher Education, 1(1), 20-34.

  • Vaught K. C. (1989). A classification of the living Mollusca. Amer Malacologists.

  • Veloutsou C., Lewis J.W., & Paton R. A. (2004). University selection: information requirements and importance. International Journal of Educational Management, 18(3), 160-171.

  • Wals A.E. & Jickling, B. (2002). Sustainability in higher education: From doublethink and newspeak to critical thinking and meaningful learning. International Journal of Sustainability in Higher Education, 3(3), 221-232.


Abstract Views: 325

PDF Views: 135




  • Marketing Higher Education:A Study on Attaining Sustainability through Redesigning Curriculum

Abstract Views: 325  |  PDF Views: 135

Authors

Kaushik Samaddar
Symbiosis Institute of Business Management, Pune, Symbiosis Centre for Behavioural Studies, Symbiosis International (Deemed University), Pune - 412115, Maharashtra, India
Preetha Menon
Symbiosis Institute of Business Management, Pune, Symbiosis Centre for Behavioural Studies, Symbiosis International (Deemed University), Pune - 412115, Maharashtra, India

Abstract


Purpose: Marketing function in Higher Education Institutions (HEIs) is gaining popularity as it integrates institution's marketing and communication goals with its strategic and academic goals. The aim of this paper is to review current trends in marketing of HEIs, the role of curriculum redesign as a marketing cue and its effect on sustainability of the HEI.

Methodology: An integrative literature review on HEIs was carried out with an objective of establishing the linkages between redesigning curriculum and attaining sustainability. To ensure credibility and validity of the research findings, triangulation method using both narrative and bibliometric process of literature review was followed. Two hundred and thirty-two papers were extracted from Scopus database and studied using Social Network Analysis (SNA) and narrative literature review to cull insights.

Findings: Entrepreneurship skills, leadership skills, multi-tasking and trouble shooting skills, and use of social media with networking skills were identified as the four key skill that students demand from any higher education program. To bridge the demand supply gap and to attain sustainability, HEIs are redesigning their curriculum based on two major dimensions which are collaborative learning and digital innovation.

Research Limitations: Since the study primarily focuses on attaining sustainability through curriculum redesigning, other factors related to processes or human resources have been kept outside the purview of the present research. Due to paucity of time and resource an empirical analysis could not be carried out and kept for future study.


Keywords


Curriculum Re-Design, Higher Education, Higher Education Institutions, Marketing, Sustainability.

References