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Leveraging ambitions and barriers: Glasgow universities and the 2014 Commonwealth Games

Kennelly, Millicent; Corbett, Halley; Toohey, Kristine - In: Marketing Intelligence & Planning 35 (2017) 6, pp. 822-838

Purpose The purpose of this paper is to investigate why and how universities in the Glasgow region sought to leverage …, utilising documentary evidence and in-depth interviews, was employed to examine how Glasgow universities leveraged the Games …, and the outcomes they sought. Findings Universities sought to leverage the 2014 Commonwealth Games to garner a range of …

Persistent link: https://www.econbiz.de/10014947201

Managerial relevance in academic research: an exploratory study

Ankers, Paul; Brennan, Ross - In: Marketing Intelligence & Planning 20 (2002) 1, pp. 15-21

Concern has been expressed by business and marketing scholars that academic research in these fields should be made more relevant to managers. In this paper the focus in on the views of marketing managers concerning the relevance of academic research to them. The empirical context of the work is...

Persistent link: https://www.econbiz.de/10014945807

University strategic marketing activities and business school performance

Hammond, Kevin; Harmon, Harry; Webster, Robert; … - In: Marketing Intelligence & Planning 22 (2004) 7, pp. 732-741

This article reports the application of marketing planning in an unusual context. It reports the results of a national survey of business school deans in the USA, and examines the possible effects on university business school performance of the use or non‐use of selected marketing planning...

Persistent link: https://www.econbiz.de/10014945945

University performance and strategic marketing: an extended study

Hammond, Kevin L.; Harmon, Harry A.; Webster, Robert L. - In: Marketing Intelligence & Planning 25 (2007) 5, pp. 436-459

Purpose – Extending a previous study of business schools across the USA, this further analysis of the research data aims to investigate the organizational deployment of the selection of strategic marketing initiatives prescribed by a national quality programme, and to cross‐index the results...

Persistent link: https://www.econbiz.de/10014946073

The role of school and university teachers as part‐time marketers

Cambra‐Fierro, Jesús; Cambra‐Berdún, Jesús - In: Marketing Intelligence & Planning 26 (2008) 5, pp. 539-551

Purpose – The purpose of this paper is to analyse whether teachers can be described as part‐time marketers (PTM) and therefore their influence on the perception of their organisations' image. Design/methodology/approach – In order to identify perceptions of students and their parents, a...

Persistent link: https://www.econbiz.de/10014946125

University course selection and services marketing

Brown, Claire; Varley, Peter; Pal, John - In: Marketing Intelligence & Planning 27 (2009) 3, pp. 310-325

field of services marketing, the student choice process as candidates progress through the Universities and Colleges … drawn from just one university and at one point in time. Practical implications – It is suggested that universities should … students throughout their relationship. In order to do this it is suggested that universities adopt a services marketing …

Persistent link: https://www.econbiz.de/10014946154

Using case studies in university‐level marketing education

Brennan, Ross - In: Marketing Intelligence & Planning 27 (2009) 4, pp. 467-473

Purpose – The purpose of this paper is to develop a framework that can be used by marketing educators to evaluate the appropriateness of case studies for inclusion in a course. Design/methodology/approach – This viewpoint paper represents the views of the author alone. Findings – Selection...

Persistent link: https://www.econbiz.de/10014946161

The uncomfortable mix of seduction and inexperience in vocational students' decision making

Haywood, Helen; Molesworth, Mike - In: Marketing Intelligence & Planning 28 (2010) 7, pp. 831-846

Purpose – This paper aims to explore the process that undergraduates go through in selecting universities and courses …. Practical implications – The paper considers the implications of these findings for universities and their marketing activities …

Persistent link: https://www.econbiz.de/10014946236

Key issues in marketing education: the marketing educators' view

Gibson‐Sweet, Monica; Brennan, Ross; Foy, Anne; … - In: Marketing Intelligence & Planning 28 (2010) 7, pp. 931-943

opinion between marketing academics and deans of business schools, between pre‐ and post‐1992 universities, and between …

Persistent link: https://www.econbiz.de/10014946242

Market orientation and performance in private universities

Ahmed Zebal, Mostaque; Goodwin, David R. - In: Marketing Intelligence & Planning 30 (2012) 3, pp. 339-357

Purpose – The purpose of the study is to explore the market orientation of the private universities in Bangladesh. The … universities in Bangladesh. A total number of 314 faculty members were interviewed with a structured questionnaire. Reliability … found to be statistically significant and positively related to the market orientation of the private universities in …

Persistent link: https://www.econbiz.de/10014946304