Marketing spaces for Universities

Level: Undergraduate | Grade: 2.1 | Approx. Word Count: 3,110

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Kim and Mauborgne (1999) believe University organisations should look to adopt the “Value curve” model, which will assist them in developing and creating a new market space for their organisation to promote their products and services. It is the effectiveness of this model adoption that is examined in the current study

In an environment where government funding is being reduced, and fees capped, universities need to develop new and innovative strategies to ensure their future growth and sustainability. However, with many questioning the antiquated approach that higher education takes towards the modern world, perhaps it is time for these institutions to take a more innovative approach. For example, it is not conceivable that the “Value Curve” model suggested by Kim and Mauborgne (1999) might be an appropriate approach.