1,001
Views
94
CrossRef citations to date
0
Altmetric
Original Articles

Marketing Models in Education: Students as Customers, Products, or Partners

Pages 1-10 | Published online: 09 Oct 2015

Refernces

  • Andrus, David M. and Dawne Martin (2001), “The Development and Management of a Department of Marketing Advisory Council,” Journal of Marketing Education, 23(Winter), 216–227.
  • Anderson, Lorraine P. and Lawrence P. Shao (2002), “Grading the Teachers,” BizEd, (November/December), 36–39.
  • Athay, Steve (2002), “Is it True that the Sky is Blue?” The Northern Iowan (October 28), 7, 9.
  • Baldwin, Gabrielle (1994), “The Student as Customer: The Discourse of ‘Quality’ in Higher Education,” Journal of Higher Education Management, 9(2), 131–139.
  • Barone, Michael (2003), “A Tale of Two Nations,” U.S. News & World Report, (May 12), 24.
  • Barr, Terri Feldman and Kevin M. McNeilly (2002), “The Value of Students’ Classroom Experiences from the Eyes of the Recruiter: Information, Implications, and Recommendation for Marketing Educators,” Journal of Marketing Education, 24(2), 168–173.
  • Bay, Darlene and Harold Daniel (2001), “The Student is not the Customer—An Alternative Perspective,” Journal of Marketing for Higher Education, 11(1), 1–19.
  • Bell, Martin L. and C. William Emery (1971), “The Faltering Marketing Concept,” Journal of Marketing, (October), 37–42.
  • Birnbaum, Michael H. (2000a), “A Survey of Faculty Opinions Concerning Student Evaluation of Teaching. http:Upsych.fullerton.edu/mbirnbaum/faculty3.htm.
  • Birnbaum, Robert (2000b), “The Life Cycle of Academic Management Fads,” Journal of Higher Education, 71(1), 1–16.
  • Bharadwaj, Sundar, Charles M. Futrell and Donna M. Kantak (1993), “Using Student Evaluations to Improve Learning,” Marketing Education Review, 3(Summer), 16–21.
  • Boyer, Ernest L. (1990), Scholarship Reconsidered: Priorities of the Professoriate, Princeton, NJ: The Carnegie Foundation for the Advancement of Teaching.
  • Carlson, Peter M. and Mark S. Fleisher (2002), “Shifting Realities in Higher Education: Today's Business Model Threatens our Academic Excellence,” International Journal of Public Administration, 25(9), 1097–1111.
  • Clayson, Dennis E. (1994), “Of Course Students Are Customers!” Relationship Marketing in a Time of Change: Proceedings of the 1994 Conference of the Western Marketing Educators’ Association, Gary L. Karns and Debra A. Haley, eds., 10–13.
  • Clayson, Dennis E. and Debra A. Haley (1990), “Student Evaluations in Marketing: What Is Actually Being Measured?” Journal of Marketing Education, 12(Fall), 9–17.
  • Cohen, Peter A. (1981), “Student Ratings of Instruction and Student Achievement: A Meta-Analysis of Multisectional Validity Studies,” Review of Educational Research, 51(3), 281–308.
  • Comm, C.L. and Dennis F. X. Mathaisel (1998), “Evaluations of Teaching Effectiveness in America's Business Schools: Implications for Service Marketers,” Journal of Professional Service Marketing, 16(2), 163–170.
  • Dowell, David B. and James A. Neal (1982), “A Selective Review of the Validity of Student Ratings of Teaching,” Journal of Higher Education, 53(1), 51–62.
  • Emery, Charles, Tracy Kramer, and Robert Tian (2001), “Customer vs. Products: Adopting an Effective Approach to Business Students,” Quality Assurance in Education, 9(2), 110–115.
  • Fieldman, Laurence P. (1971), “Social Adaptation: A New Challenge for Marketing,” Journal of Marketing, (July), 54–60.
  • Flower, John A. (2003), “Liberal Arts and the Mass Market,” The Chronicle of Higher Education, (November 21), B13.
  • Follman, Joseph (1984), “Pedagogue-Paragon or Pariah-20% of the Time: Implications for Teacher Merit Pay,” American Psychologist, (September), 1069–1070.
  • Fullerton, Ronald A. (1988), “How Modern is Modern Marketing? Marketing's Evolution and the Myth of the Production Era,” Journal of Marketing, (January), 108–125.
  • Ghosh, Amit K., Thomas W. Whipple and Glenn A. Bryan (2001), “Student Trust and Its Antecedents in Higher Education,” Journal of Higher Education, 42(3), 322–340.
  • Gillmore, Gerald M. and Anthony G. Greenwald (1999), “Using Statistical Adjustment to Reduce Biases in Student Ratings,” American Psychologist, 54(7), 518–519. (Data published: Greenwald, Anthony G. [1991], American Psychologist, 52, 1182–1186).
  • Goldman, Louis (1985), “The Betrayal of the Gatekeepers: Grade Inflation,” Journal of General Education, 37, 97–121.
  • Goulden, Nancy R. and Charles J. G. Griffin (1997), “Comparison of University Faculty and Student Beliefs about the Meaning of Grades,” Journal of Research and Development in Education, 31(1), 27–30.
  • Greene, Bob and Oprah Winfrey (1996), Make the Connection: Ten Steps to a Better Body and a Better Life, New York: Hyperion.
  • Gremler, Dwayne, K. Douglas Hoffman, Susan M. Keaveney and Lauren K. Wright (2000), “Experiential Learning Exercises in Service Marketing Courses,” Journal of Marketing Education, 22(1), 35–44.
  • Healy, Patrick (2001), “Harvard Quiet Secret: Rampant Grade Inflation,” Boston Globe, (Oct7), Al.
  • Hennig-Thurau, Thorsten, Markus F. Langer, and Ursula Hansen (2001), “Modeling and Managing Student Loyalty: An Approach Based on the Concept of Relationship Quality,” Journal of Service Research, 3(4), 331–344.
  • Hugstad, Paul (1997), “Marketing the Marketing Major,” Journal of Marketing Education, (Spring), 4–13.
  • Hunt, Shelby D., Lawrence B. Chanko, and Van R. Wood (1986), “Marketing Education and Marketing Success: Are They Related?” Journal of Marketing Research, 8(Summer), 2–13.
  • Johnson, Valen E. (2003), Grade Inflation: A Crisis in College Education, New York: Springer.
  • Jones, D. G. Brian and David D. Monieson (1990), “Early Development of the Philosophy of Marketing Thought,” Journal of Marketing, (January), 102–113.
  • Kelley, Craig A. and Ralph M. Gaedeke (1990), “Student and Employer Evaluation of Hiring Criteria for Entry-Level Marketing Positions,” Journal of Marketing Education, (Fall), 64–71.
  • Klassen, Michael (2000), “Lots of Fun, not Much Work, and No Hassles: Marketing Images of Higher Education,” Journal of Marketing in Higher Education, 10(2), 11–26.
  • Macom, Gloria C. (1997), “The Effect of Using a Normative Approach to Determine Achievement of Educational Objectives,” Measurement Forum, 3(1), 2–3.
  • Magner, D. K. (1997), “Report Says Standards Used to Evaluate Research Should also be used for Teaching and Service,” The Chronicle of Higher Education, 44(2), A18–19.
  • Mansfield, Harvey C. (2001), “Grade Inflation: It's Time to Face the Facts,” The Chronicle of Higher Education, (April 6), B24.
  • Marsh, Herbert W., Kit-Tai Hau, Coi-Man Chung, and Teresa L. Siu (1997), “Students’ Evaluations of University Teaching: Chinese Version of the Students’ Evaluations of Educational Quality Instrument,” Journal of Educational Psychology, 89(3), 568–572.
  • Marsh, Herbert W. and Lawrence A. Roche (2000), “Effects of Grading Leniency and Low Workload on Students’ Evaluations of Teaching: Popular Myth, Bias, Validity, or Innocent Bystanders?” Journal of Educational Psychology, 92(1), 202–228.
  • McKinnon, Gary (1997), “Marketing Educator of the Year,” acceptance speech, 21st Western Marketing Educators’ Association Conference, Scottsdale, April, 1997.
  • McNeilly, Kevin M. and Terri Feldman Barr (1997), “Convincing the Recruiter: A Comparison of Resume Formats,” Journal of Education for Business, 72(6), 359–363.
  • Nevett, Terence (1991), “Historical Investigation and the Practice of Marketing,” Journal of Marketing, (July), 13–23.
  • Paswan, Audhesh K. and Joyce A. Young (2002), “Student Evaluation of Instructor: A Nomological Investigation Using Structural Equation Modeling,” Journal of Marketing Education, 24(3), 193–202.
  • Pitman, Tim (2000), “Perceptions of Academics and Students as Customers: A survey of Administrative Staff in Higher Education,” Journal of Higher Education Policy and Management, 22(2), 165–175.
  • Sacks, Peter (2000), Generation X Goes to College, Peru, Illinois: Open Court Publishing.
  • Selingo, Jeffrey (2003), “The Disappearing State in Public Higher Education,” The Chronicle of Higher Education, (Feb 28), A22–24.
  • Schibrowsky, John A., James W. Peltier, and Thomas E. Boyt (2002), “A Professional School Approach to Marketing Education,” Journal of Marketing Education, 24(1), 43–55.
  • Scott, S. V. (1999), “The Academic as Service Provider: Is the Customer ‘Always Right?’” Journal of Higher Education Policy and Management, 21(2), 193–202.
  • Sharrock, G. (2000), “Why Students are Not (Just) Customers: (and) Other Reflections on Life after George,” Journal of Higher Education Policy and Management, 22, 149–164.
  • Simpson, Penny M. and Judy A. Siguaw (2000), “Student Evaluations of Teaching: An Exploratory Study of the Faculty Response,” Journal of Marketing Education, 22(3), 199–213.
  • Shulman, Lee S. (1993), “Teaching as Community Property: Putting an End to Pedagogical Solitude,” Change, 25 (6), 6–7.
  • Stafford, Thomas F. (1994), “Consumption Values and the Choice of Marketing Electives: Treating Students Like Customers,” Journal of Marketing Education, 16(Sum), 26–33.
  • Stem, Bruce L. and Terry Crawford (1986), “Its Time to Consider Certification of Researchers,” Marketing News, (Sept. 12), 20–21.
  • Stem, Bruce L. and L. P. Douglas Tseng (2002), “Do Academics and Practitioners Agree on What and How to Teach the Undergraduate Marketing Research Course?” Journal of Marketing Education, 24(3), 225–232.
  • Stone, J. E. (1995), “Inflated Grades, Inflated Enrollment, and Inflated Budgets: An Anlysis and Call for Review at the State Level,” Education Policy Analysis Archives, 3(11), at www.epaa.asu.edu/epaa/v3nll.html.
  • Stumf, Steven A. and Richard D. Freedman (1979), “Expected Grade Covariation with Student Ratings of Instruction: Individual versus Class Effects,” Journal of Educational Psychology, 71(3), 293–302.
  • Sykes, Charles J. (1988), Prof Scam: Professors and Demise of Higher Education, Washington, D.C.: Regnery Gateway.
  • Von Humboldt, Wilhelm (1969), “On the Organizations of Higher Learning in Berlin,” printed in The Great Ideas Today 1969, Chicago: Encyclopaedia Britannica.
  • Webster, Frederick E. (1994), “Executing the New Marketing Concept,” Marketing Management, 3(1), 9–16.
  • Wiesenfeld, Kurt (1996), “Making the Grade,” Newsweek, (June 17), 6.
  • Wilson, Robin (2002), “The Teaching Equation that Didn't Add Up,” Chronicles of Higher Education, (March 29), A10–12.
  • Young, R. D. (1993), “Student Evaluation of Faculty: A Faculty Perspective,” Perspectives on Political Science, 22, 12–16.

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.