Towards a 21st century university : teachings from consumer behaviour applicable to higher education
Date
2015
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
UNISA Press
Abstract
The South African higher education landscape has changed dramatically over
the past 25 years. The purpose of this conceptual article is to challenge higher
education institutions (HEIs) to learn/draw from a wider spectrum of knowledge
domains in their quest toward a 21st century university. The author argues
that the rich body of theoretical knowledge which is contained in the domain
of consumer psychology can contribute generously to the understanding of the
behaviour of a principle stakeholder, namely, the student. The four teachings
include: first, develop and manage your corporate and brand image; second,
determine the valence of decision-making criteria and market accordingly; third,
research your consumer target market; and, finally, attend to consumer needs.
Five challenges are presented to HEIs (specifically universities) in South Africa
and recommendations for future research are made.
Description
CITATION: Du Preez, R. 2015. Towards a 21st century university : teachings from consumer behaviour applicable to higher education. South African Journal of Higher Education, 29(5):140–155, doi:10.20853/29-5-526.
The original publication is available at http://www.journals.ac.za/index.php/sajhe
The original publication is available at http://www.journals.ac.za/index.php/sajhe
Keywords
Education, Higher -- South Africa, Consumer behavior -- South Africa, Universities and colleges -- South Africa, Students -- South Africa
Citation
Du Preez, R. 2015. Towards a 21st century university : teachings from consumer behaviour applicable to higher education. South African Journal of Higher Education, 29(5):140–155, doi:10.20853/29-5-526.