Critical Success Factors in the Marketing of an Educational Institution: A Comparison of Institutional and Student Perspectives

ABSTRACT

This paper examines the emergence of education as a marketable service with institutions now seeking to market themselves in a professional manner. A comparison is made between two samples–one of administrators within educational institutions in Australia, Canada, New Zealand, the United Kingdom and United States, the other of college and university students in Australia. Statistical analysis identified a series of key factors considered critical to the successful marketing of these institutions. A comparison of institutional and student views is made concluding that significant differences exist between the two groups. Managerial and research implications are provided.

KEYWORDS:

• Marketing
• education
• strategy
• services
• international
• research