Positioning Higher Education Institutions


Book Description

Higher education is of growing public and political importance for society and the economy. Globalisation is transforming it from a local and national concern into one of international significance. In order to fulfil societal, governmental and business sector needs, many universities are aiming to (re-)position themselves. The book initially considers their “compass”. They aspire to transformational planning, mission and strategy in which social justice is important, people are not treated as mere means to an end, and traditional moral positions are respected. This transformational urge is sometimes vitiated by blunt demands of new public management that overlook universities’ potential for serving the public good. The volume then addresses universities’ success in meeting their targets. Often the challenge in evaluation is the need to reconcile tensions, for example between structure and pastoral care of students; institutional competition and collaboration; roles of academics and administrators; performance-based funding versus increased differentiation. Measurement is supposed to provide discipline, align institutional and state policy, and provide a vital impetus for change. Yet many of these measurement instruments are not fully fit for purpose. They do not take sufficient account of institutional missions, either of “old” or of specialist universities; and sophisticated measurement of the student experience requires massive resources. Change and positioning have become increasingly key elements of a complex but heterogeneous sector requiring new services and upgraded instruments.







Analysis on the Positioning of Private Higher Education Institutions Based on Fields of Science


Book Description

The growth of colleges in Indonesia increases every year, especially private Higher Education Institution (PTS). The higher the number of PTS is, the more intense the competition in getting prospective students is. The purposes of this study are: 1) to determine the position of each PTS among competitors' positions; 2) to determine the variability of the fields of science that are favored by students; 3) to determine the characteristics of each PTS based on the fields of science. This research was conducted by analyzing secondary data from PDDIKTI (Higher Education Data Base) reports. The analysis technique was bi-plot analysis. The results show that PTS in the form of an academy is in a specific position of a group of certain fields of science, but PTS in the form of a university is in a quite various position of a group of fields of science. Based on the observations on eight fields of science, the analysis result shows that the most demanded fields are health science and computer science. The least interested field is social study, whereas the interest of students to the fields of Jurisprudence, Agriculture science, Economics, Engineering, and Education is relatively balanced. The characteristics of each PTS are shown by the closeness to the fields of science. The results could be used by the PTS for collecting information on market segment and as consideration for determining an effective marketing strategy in gaining prospective students.




Transformational Change in Higher Education


Book Description

This is a compelling and important text that presents both the complexity and the barriers confronting higher education in this global moment. Solutions will prize innovation, resilient leadership unifying diverse campus subcultures, and most certainly intellectual and academic integrity. This text begins to outline the new agenda. Richard Guarasci, Wagner College, US In Transformational Change in Higher Education, the TIAA-CREF Institute has brought together some of today s best minds to address the issues that every educational leader and policy maker should be thinking about. The topics range from financing to competition to financial aid to costs and pricing to faculty turnover to accountability to the roles presidents and boards must play. Lessons in transformation are provided by respected leaders from all segments of higher education. George R. Boggs, American Association of Community Colleges, US This is essential reading for everyone who cares about the future of higher education and is a priceless reference for those who are its leaders. The conversations not only cover each issue from a national perspective but also consider the specific strategies that have been employed by individual institutions to address it. Thus the volume is at the same time both reflective and practical. Sharon P. Smith, University of Pittsburgh at Greensburg, US This volume delves into the financing of institutional operations with entrepreneurial leaders and is a useful addition to any university administrator s reading list if they are struggling with modern financial challenges. David W. Pershing, University of Utah, US The volume, part of the TIAA-CREF Institute Series on Higher Education, is based on a national conference, Transformational Change in Higher Education: Positioning Your Institution for Future Success, which was convened by the TIAA-CREF Institute in November 2006. This unique volume discusses the management of transformational change in higher education as a key element of success. With input from researchers, presidents, provosts, and other senior leaders of the higher education community, this edited volume explores transformational change in a range of institutions from small teaching and community colleges to large comprehensive research universities. The role of entrepreneurial leaders and their interactions with trustees, policymakers and the public, are discussed, as are strategic issues such as financing college and university operations and student access, as related to pricing. The editors maintain that managing change in these areas impacts both an institution s balance sheet and ultimate success in realizing its vision. In this book, higher education presidents, chancellors, provosts, CFOs and governing boards will find new and actionable information to enhance decision-making and inform strategic planning. Association leadership will be provided with a deeper understanding of the challenges faced by their membership and possible responses. Researchers and practitioners in education, public policy, business, management and entrepreneurship interested in the business of higher education will find much of value.




Universities and the Production of Elites


Book Description

This book explores how universities as organizations influence and construct the production of academic elites and elitist institutions. It analyzes the role played by the reorganization of higher education (HE) institutions, stimulated by new performance-based narratives aimed at building attractiveness towards stakeholders such as governments, prospective employers, academics, and students. Based on American, European, and Asian case studies of HE systems and institutions considered at various scales, the volume analyzes the consequences of increasing competition between HE institutions which are facing challenges such as the internationalization of higher education supply, the shortage of public resources and the structural changes of labor market demands. It argues that policy discourses and tools, as well as assessment devices such as rankings and accreditation, incentivize HE institutions to develop positioning strategies that contribute to stratification and the production of elites. It will be of great interest to students and researchers in the fields of higher education, sociology, and education policy.




Positioning for International Market Segments in Higher Education


Book Description

The purpose of this qualitative research was to identify target segments to achieve objectives related to the recruitment of high performance international students and distinguished faculty in higher education sector of Saudi Arabia. Based on the premise that internal communicative branding activities are vital for educational institutions, the study examined faculty's perceptions of relevant positioning attributes for Saudi Arabia to compete in the global academic marketplace. Analysis of 92 faculty's responses helped to develop awareness of a perceived added value to occupy a niche in the higher education market. The findings highlighted distinctive positioning strengths to brand higher education institutions in Saudi Arabia. However, it can be implied that Universities should strategize their internal values rather than factors of the external environment to capitalize on these assets in the long run.







New Strategies in Higher Education Marketing


Book Description

With rising financial difficulties and declining enrollments, many colleges and universities are finding that they need new and better ways to present and promote themselves to potential students and the general public. New Strategies in Higher Education Marketing contains practical, “how-to” applications of marketing thought and theory for the higher education environment. Written by practitioners for practitioners, this valuable book offers new viewpoints, tools, and creative ways to solve potentially devastating problems through the implementation of marketing. Each chapter is application oriented and cases and situations common to most universities and colleges are discussed to illustrate marketing strategies and techniques to make them more easily understood and readily usable. New Strategies in Higher Education Marketing is divided into four sections: Strategy Research and Promotion Enrollment Services Development. It includes informative chapters on topics including perceptions and proper application of marketing in higher education; fund raising; public relations; coordination of intra-organizational efforts; techniques and methods of gathering information and data; and the challenge and management of student enrollment. Directors, presidents, vice-presidents, and others responsible for or interested in the marketing of a college or university will find a wealth of highly practical information in this book.




Social Inclusion and Higher Education


Book Description

As higher education has made deliberate strides in recent decades to become more inclusive and accessible, the number of students from non-traditional backgrounds has increased dramatically. There has been much study of the effects of higher education on previously underserved populations, showing that it can lead to higher lifetime income and higher status. But there has been little research on what happens to those students once they are in a university. This book fills that gap, taking a close look at this issue and drawing on case studies from the United States, the United Kingdom, and Australia to illuminate the problems that face non-traditional students, the resources they and their families are able to draw on, and the ways that administrators and staff can help them succeed. This paperback edition is well suited to postgraduate students and practitioners and alike.




The Organization of Higher Education


Book Description

Tierney, University of Southern California; and the late J. Douglas Toma, University of Georgia