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CALL OF SUPPORT FOR A NEW SIG:
MARKETING FOR HIGHER EDUCATION

We are a small group of academics with a research interest in Higher Education Marketing and we would like to start up a new ÂÜÀòÉç¹ÙÍø SIG.

We would like to know if others are interested in joining us. We need at least 50 ÂÜÀòÉç¹ÙÍø members of good standing to support us and willing to affiliate with the SIG when renewing their annual membership.

So please send us an email at a.lowrie.02@cantab.net and say that you will support the SIG. We will assume by your reply that you give us permission to pass on your name and email address to the Academic Council as evidence in support of the SIG as required by section 2 of the proposal below.

If you are interested in the SIG, now is the time to join us and help shape the SIG’s future for your benefit and how it should be run within the ÂÜÀòÉç¹ÙÍø regulations.

Below is a working draft of the SIG proposal required by the ÂÜÀòÉç¹ÙÍø’s Academic Council.

Please joint us and let us have your suggestions and comments on the draft proposal below as soon as possible.

PROPOSAL FOR A NEW SIG OF THE AMERICAN MARKETING ASSOCIATION

1. Topic of the SIG

Marketing for Higher Education

Presently, there is no SIG for higher education marketing. While there is an ÂÜÀòÉç¹ÙÍø conference for practitioners, this conference is not organized around nor focused on issues central to academics: a) rigorous research and b) pedagogy.

While there is a SERVSIG, this SIG tends to focus on other industry sectors. As the higher education sector continues to grow in its complexity and is subject to increasing global competition yet identified by policy makers in most countries as central to the growth of the domestic economy , a greater focus is required by academics dedicated to the topic and who may access adequate conference and academic fora for the development and pursuit of marketing higher education.

We feel that the time is right for the Academy to signal the importance and growth of higher education marketing by offering its current and future members a separate and distinct SIG that will: a) signal that this is an important topic per se; b) provide those with an academic and intellectual interest in higher education marketing a forum for debate and research which connects with all stakeholder needs. No other SIG can do this for higher education and as such Marketing Higher Education is differentiated from other SIGS.

2. Charter Members

Anthony Lowrie – Professor of Marketing, Minnesota State University Moorhead, USA
Reader, University of Surrey, England
Co-editor, Journal of Marketing for Higher Education

Thorsten Gruber – Assistant Professor of Marketing and Service Management
Manchester Business School, Manchester, England
Associate editor, Journal of Marketing for Higher Education

Glen Brodowsky – Professor of Marketing, California State University, San Marcos, USA

List of 50 members to be provided.

3. Vision:

A Higher Education for all who want it that benefits all stakeholders

Purpose and goals: to promote all aspects of Higher Education Marketing and raise its standing amongst stakeholders through rigorous research and its dissemination:

To bridge the disciplines of marketing and higher education and to address the emerging issues, debates, and research findings concerning the role that marketing has to play in policy making and the management of universities world-wide.

To explore, evaluate and critically analyze the overall management of the marketing function within higher education institutions with a particular focus on issues of concern to policy makers and senior managers in higher education institutions.

To encourage rigorous, empirical research results related to all aspects of higher education marketing.

To encourage discursive papers on critical theory, conceptual developments, and critiques of higher education marketing and to encourage responses and discussion.

To provide a vehicle for the advancement of knowledge and debate in the field of higher education marketing and to stimulate further research in this area.

To develop theory in connection with the role of marketing in higher education institutions world-wide.

Deliverables: increase marketing higher education activity: improve the quality and quantity of research; improve the quality of theory, models, conceptual development in higher education research and pedagogy. Provide a forum dedicated to the Marketing of Higher Education.

We will to promote the ÂÜÀòÉç¹ÙÍø SIG on Higher Education Marketing through continued communication: email, social networks such as LinkedIn, other conferences and through publication of articles in addition to the ÂÜÀòÉç¹ÙÍø network.

We will connect with all academic journals that publish on the topic and arrange publication of special educations on the marketing of higher education.

The editors of JMHE will provide funding for an award and publication of the best doctoral paper on the topic at the Summer Educators conference and the best paper overall at the Winter Educators conference.

SIG Conference papers and cases will be made available on the ÂÜÀòÉç¹ÙÍø website.

We would hope to build and develop interest over coming years and develop the topic, particularly in regard to developing PhD programs and provide support for those undertaking a PhD in the subject area.

Sustainability: There is a growing interest in Higher Education Marketing indicated by the number of journals with a growing reputation for producing improved research articles on the topic: JME recently received a B ranking from the Australian Research Council in 2010; both JME and MER publish 3 times per year, JMHE was recently purchased by Routledge (Taylor and Francis Group) after being identified as an academic growth area.

We would hope to build and develop interest over coming years and develop the topic, particularly in regard to developing PhD programs and support for those undertaking a PhD in the subject area and so sustain the topic with renewed academic vigor, energy and enthusiasm for the topic.

4. Annual Plan

We would, of course, follow ÂÜÀòÉç¹ÙÍø regulations and rules with respect to annual plans.

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