Marketing Universities

The issue of marketing is becoming more significant as a strategic focal point of the institutional function in higher education (HE) in many contexts. With the introduction of a social market economy in Syria, in the sense of the intermediary stage between socialism and capitalism, the need to integrate marketing within an institutional function becomes more urgent. As private HE is an emerging market in Syria, there is, as yet, no published research on marketing private higher education. The focus of this book is the marketing of HE at private universities in Syria. The aim is to investigate issues regarding students' choices and preferences of private universities, with regards to marketing practices and strategies, and to examine their dynamic relationship. There is a strong need for more research combining these two areas. This book is of particular interest to researchers, policy makers and marketers in the area of higher education.