Abstract
There is limited literature on market orientation in higher education (hereafter called HE) and discussion on this issue has been mixed. This research focuses on a revival of interest in market orientation in HE and what that involves in terms of marketing planning as an antecedent to market orientation and institutional performance as a consequence of market orientation. A total number of 700 survey questionnaires were distributed to key persons such as heads or secretaries of departments within bachelor degree programs in public institutions, autonomous institutions and private institutions in the western and central parts of Indonesia.
The results indicate that marketing planning and market orientation can assist Indonesian HE institutions to achieve a higher level of institutional performance.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2009 |
| Editors | Dewi Tojib |
| Place of Publication | Australia |
| Publisher | ANZMAC |
| Pages | 1-9 |
| Number of pages | 9 |
| ISBN (Print) | 1863081585 |
| Publication status | Published - 2009 |
| Externally published | Yes |
| Event | Australian and New Zealand Marketing Academy Conference (2009) - Melbourne Duration: 30 Nov 2009 → 2 Dec 2009 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2009) |
|---|---|
| City | Melbourne |
| Period | 30/11/09 → 2/12/09 |
Keywords
- Marketing Planning
- Market Orientation
- Institutional Performance