Due to the expected college student enrollment decreases and a new governmental policy to introduce a free competition system among higher education institutions, universities are now forced to change from ivory tower enclaves to consumer-driven busin...
Due to the expected college student enrollment decreases and a new governmental policy to introduce a free competition system among higher education institutions, universities are now forced to change from ivory tower enclaves to consumer-driven businesses. Korean higher education now enters a buyer's market with excess supply away from a long-enjoyed seller's market. In this study marketing concept is applied to universities and a strategic plannning process of marketing for universities is presented that educational leaders and administrators with no Prior training in the marketing discipline can utilize.