Market Orientation in Higher Education: An Empirical Assessment

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Market Orientation in Higher Education: An Empirical Assessment

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Title: Market Orientation in Higher Education: An Empirical Assessment
Author: Siddiqi, Mushtaq Ahmed; Sahaf, Musadiq A
Abstract: Marketing scholars have long acknowledged the significance of market orientation for improving organizational performance. The same is true of any education system that has to impart relevant knowledge and equip its out going students with right kind of skills to cope with the changing demands of employment market and community. All this demands an education system to be market oriented. In this context, the present study aims to measure the extent to which the higher education system in India carries its activities in the light of market orientation philosophy. It is observed that its poor mechanism to track and respond to the changing students’ requirements render the system least market oriented. Furthermore, in the light of marketing literature, the study identifies the causes that hamper its market orientation and also offers measures to improve the same.
URI: http://dspaces.uok.edu.in/handle/1/806
Date: 2007


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