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Books > Social sciences > Education > Higher & further education
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The Market Oriented University - Transforming Higher Education (Paperback)
Loot Price: R1,013
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The Market Oriented University - Transforming Higher Education (Paperback)
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The next decade will be transformative for the higher education
sector. Government funding is decreasing. Through their marketing
activities universities have created the 'student consumer.' The
student consumer is prepared to shop around, compare prices and
value, and once purchased expects a return on their investment.
Disruptive innovations are challenging traditional forms of
learning and in many cases are viewed as better alternatives to
traditional learning in the classroom. Competition from private
educational providers is increasing. Their cost base is lower, and
their customer focus is superior. In short, universities around the
world are facing a perfect storm. While experts don't expect the
higher education sector to collapse under these challenges, they do
believe that for some institutions the future looks bleak. If
universities are to avoid closures or mergers, they will need to
adopt a market-oriented approach. This timely book urges readers to
view students as customers and focuses on how universities need to
reinvent themselves in order to stay relevant. Striking a
difference between market-oriented and marketing, the authors
provide various examples of institutions around the world that are
making efforts to reposition themselves. Additionally, this book
delves into the issue of undervalued faculty, arguing that
education practices are in desperate need of being reimagined due
to the abundance of MOOCs and adaptive and experiential learning
practices within universities these days. Both university and
academic leaders alike, including presidents, provosts, deans, and
faculty will find value in the instructional aspects of this book
as they relate to their involvement with institutional advancement
agendas as well as providing insight into the changing nature of
higher education and the evolving definition of what an academic
career now entails.
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