My Research Focus
In my last post , I mentioned that I am interested in perceptions of higher education marketing. This stemmed from having worked in higher education marketing and recruitment for many years and I experienced the good and the bad of how universities market themselves. One of my frustrations when working in university marketing and student recruitment was that marketing campaigns and activities were being decided for international markets, by people who had never been to those markets and who had little to no cultural awareness and understanding of what would work or not work in those markets. I often gave feedback on ideas that would not work and this often fell on deaf ears. The investment in recruitment and marketing in UK universities has increased tenfold since the 21st century started and universities are operating more and more like a business than they ever did. Over the last ten years or so the UK higher education sector has gone through dramatic marketization and...
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