The Effect of marketing planning and market orientation on higher education performance

Carmel Ann Herington, Yulia Yeni

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

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 languageEnglish
Title of host publicationANZMAC 2009
EditorsDewi Tojib
Place of PublicationAustralia
PublisherANZMAC
Pages1-9
Number of pages9
ISBN (Print)1863081585
Publication statusPublished - 2009
Externally publishedYes
EventAustralian and New Zealand Marketing Academy Conference (2009) - Melbourne
Duration: 30 Nov 20092 Dec 2009

Conference

ConferenceAustralian and New Zealand Marketing Academy Conference (2009)
CityMelbourne
Period30/11/092/12/09

Keywords

  • Marketing Planning
  • Market Orientation
  • Institutional Performance

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  • Cite this

    Herington, C. A., & Yeni, Y. (2009). The Effect of marketing planning and market orientation on higher education performance. In D. Tojib (Ed.), ANZMAC 2009 (pp. 1-9). Australia: ANZMAC.