The Customer-Driven Approach in Business Education: A Possible Danger?

Abstract

Cuts in government funding and increased competition have resulted in universities' use of aggressive marketing strategies. Many universities and colleges practice a “market-in” approach, with the satisfaction of student wants and needs being paramount. Students are increasingly being referred to as customers, and education is the product that is being offered. This article discusses some problems related to including business education, and all higher education, in the domain of marketing.