"In higher education, the product is not clearly defined, leading to varied interpretations. Unlike Nike's Pegasus, which has a well-defined product brief, colleges struggle with ambiguity."
"The product in higher education could be the degree, graduate outcomes, research contributions, or the student experience, making it difficult to pinpoint ownership and clarity."
Higher education lacks a clear definition of its product, resulting in diverse interpretations across institutions. Unlike consumer brands like Nike, which have well-defined products, colleges and universities face ambiguity. The product could be seen as the degree, graduate outcomes, research contributions, community partnerships, social mobility, or the overall student experience. This complexity complicates ownership and operationalization of marketing within institutional decision-making, making it challenging to establish a unified approach to marketing and communications in higher education.
Read at Inside Higher Ed | Higher Education News, Events and Jobs
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