Attitudes About Marketing in Higher Education: An Exploratory Study

This article describes a study measuring the attitudes of higher education professionals about the marketing policies of their institutions. The study employed elements of qualitative and quantitative methods. Results of the study indicate that respondents agree that marketing efforts are now “critically important” to their institutions' future. Results also identify attitudes about who should be responsible for marketing policies, as well as attitudes about the effectiveness of the policies. The article also draws implications from the study which might serve as a catalyst for future research that could benefit the field of marketing in higher education.