An overview of the concept of marketing orientation in the higher education sector

Abstract

This chapter is focused on the concept of marketing orientation in universities through a literature review of the most relevant theoretical contributions, highlighting its definition, approaches and requisites. Marketing oriented universities are explored from both the demand side, presenting the debates on who the customers are, which are their real expectations and demands and how to identify them; and also from the supply side, presenting the main problems and the strategies to increase the value offered. Finally the chapter explains the main consequences that the successful application of marketing can provoke in stakeholders’ responses in terms of reputation, value or satisfaction, among other indicators. Consequences for the local and regional environments are also described regarding human capital, knowledge transfers, community services, etc.