Marketing Higher Education: A Study on Attaining Sustainability through Redesigning Curriculum

Authors

  •  Kaushik Samaddar Research Scholar, Symbiosis Institute of Business Management, Pune, Symbiosis Centre for Behavioural Studies, Symbiosis International (Deemed University), Pune - 412115, Maharashtra
  •  Preetha Menon Assistant Professor, Symbiosis Institute of Business Management, Pune, Symbiosis Centre for Behavioural Studies, Symbiosis International (Deemed University), Pune - 412115, Maharashtra

DOI:

https://doi.org/10.53739/samvad/2019/v18/146013

Keywords:

Curriculum Re-Design, Higher Education, Higher Education Institutions, Marketing, Sustainability.

Abstract

Purpose: Marketing function in Higher Education Institutions (HEIs) is gaining popularity as it integrates institution's marketing and communication goals with its strategic and academic goals. The aim of this paper is to review current trends in marketing of HEIs, the role of curriculum redesign as a marketing cue and its effect on sustainability of the HEI.

Methodology: An integrative literature review on HEIs was carried out with an objective of establishing the linkages between redesigning curriculum and attaining sustainability. To ensure credibility and validity of the research findings, triangulation method using both narrative and bibliometric process of literature review was followed. Two hundred and thirty-two papers were extracted from Scopus database and studied using Social Network Analysis (SNA) and narrative literature review to cull insights.

Findings: Entrepreneurship skills, leadership skills, multi-tasking and trouble shooting skills, and use of social media with networking skills were identified as the four key skill that students demand from any higher education program. To bridge the demand supply gap and to attain sustainability, HEIs are redesigning their curriculum based on two major dimensions which are collaborative learning and digital innovation.

Research Limitations: Since the study primarily focuses on attaining sustainability through curriculum redesigning, other factors related to processes or human resources have been kept outside the purview of the present research. Due to paucity of time and resource an empirical analysis could not be carried out and kept for future study.

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Author Biography

Preetha Menon, Assistant Professor, Symbiosis Institute of Business Management, Pune, Symbiosis Centre for Behavioural Studies, Symbiosis International (Deemed University), Pune - 412115, Maharashtra

Dr. Preetha Menon

Faculty of Marketing –SIBM, Pune

Head – Symbiosis Centre for Behavioural Studies (SIU)

Dr. Preetha Menon is part practitioner and part academician with about 15 years of experience in Marketing, Teaching and Research roles. Her Ph.D is from the Indian Institute of Technology Madras (IIT-M). She holds an MMS Post Graduate degree from Mumbai University and a Post Graduate Diploma in Advertising and Marketing from Xavier Institute of Communications, Mumbai. 

As a practitioner, during her advertising agency stint, she has worked with clients like Taj Hotels, Madura Garments (Louis Phillipe, Van Heusen and Allen Solly) and 3M amongst others. As an academician, she has worked at Christ University and Great Lakes Institute of Management prior to joining SIBM, Pune. Dr. Menon has also been involved in mentoring start-ups for creating workable marketing solutions. She is CII’s India Innovation Initiative 2017 Ambassador. At Symbiosis International University, she has worn several hats. Faculty at SIBM, Pune for the last 5 years, Head – Training and Consulting, Symbiosis Centre for Waste Resource Management 2015-2017, Head – Symbiosis Centre for Behavioural Studies 2017- till date.

 She teaches Marketing Management, Marketing Research, Consumer Behaviour and Integrated Marketing Communication to MBA and MBA Executive students.

 

Her awards include a scholarship of Half Time Research Assistantship (HTRA) by the HRD Ministry of India for her Ph.D (2009-2015). She is also the Asia Pacific Social Media Marketing Finalist – Google Online Marketing Challenge 2014. Her dissertation proposal on ‘The Construction and Efficacy of Exchange Offers: A focused study of corporate initiative and customer action’ was awarded the best proposal at the Yale-Great Lakes Doctoral Symposium. She has also won the Emerald-Flame Best Emerging Markets Case Award 2017 and 2018. As a practitioner she has handled projects upwards of 50 lakhs. As an academician she has successfully completed projects worth 17 lakhs.

Dr. Menon has also presented several papers in international conferences across the globe and  has published papers in refereed Scopus listed journals. Her main research interests are in the space of Consumer Behaviour, Price Effects, Digital Marketing and Marketing and Business Analytics.

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Published

2019-09-30

How to Cite

(1)
Samaddar, K.; Menon, P. Marketing Higher Education: A Study on Attaining Sustainability through Redesigning Curriculum. samvad 2019, 18, 84-93.

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