Marketing Higher Education: A Study on Attaining Sustainability through Redesigning Curriculum
DOI:
https://doi.org/10.53739/samvad/2019/v18/146013Keywords:
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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