Integrating Strategic Marketing on an Institutional Level

ABSTRACT

Marketing of higher education has been approached mainly from the operational level as tools for student recruitment and income generation. Responsible marketing in higher education, as called for by its terms of reference, is concerned with how to effectively bring students into contact with programs that are both beneficial and rewarding from the broadest sense of personal as well as societal fulfillment. This paper proposes how the competencies of marketing contribute to integrating marketing strategies in institutional Strategic planning.