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Towards a 21st century university : teachings from consumer behaviour applicable to higher education

dc.contributor.authorDu Preez, Ronelen_ZA
dc.date.accessioned2018-08-21T07:58:20Z
dc.date.available2018-08-21T07:58:20Z
dc.date.issued2015
dc.identifier.citationDu 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.
dc.identifier.issn1753-5913 (online)
dc.identifier.otherdoi:10.20853/29-5-526
dc.identifier.urihttp://hdl.handle.net/10019.1/104311
dc.descriptionCITATION: 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.
dc.descriptionThe original publication is available at http://www.journals.ac.za/index.php/sajhe
dc.description.abstractThe 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.en_ZA
dc.description.urihttp://www.journals.ac.za/index.php/sajhe/article/view/526
dc.format.extent16 pages
dc.language.isoen_ZAen_ZA
dc.publisherUNISA Press
dc.subjectEducation, Higher -- South Africaen_ZA
dc.subjectConsumer behavior -- South Africaen_ZA
dc.subjectUniversities and colleges -- South Africaen_ZA
dc.subjectStudents -- South Africaen_ZA
dc.titleTowards a 21st century university : teachings from consumer behaviour applicable to higher educationen_ZA
dc.typeArticleen_ZA
dc.description.versionPublisher's version
dc.rights.holderAuthor retains copyright


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