Exploring the marketing of higher education: evidence from the Institutes of Technology sector

Abstract

The purpose of this research dissertation is to explore the marketing of higher education institutes, looking in detail at evidence from the Institutes of Technology (IoT) sector. The aims of the research are to profile higher education in Ireland, to discover what the marketing objectives of IoTs are and investigate possible future challenges, and to assess the marketing techniques employed by IoTs. The methodology approach which utilised for the purpose of this research dissertation is a mixed methods approach, based on sequential explanatory strategy. This involves conducting quantitative research in the first instance, followed by qualitative research. When both have been completed the findings from both are combined to give an overview of the area being researched. The quantitative research took the form of questionnaires distributed to students in the Institute. The qualitative research took the form of interviews with those with responsibility for marketing in the five IoTs in the BMW region, and an additional interview with the Director of Academic Affairs in Institutes of Technology, Ireland. The research found that there was a contrast between how students see the marketing techniques employed by IoTs and how the staff within the IoTs perceive student’s requirements are in relation to marketing. It was evident from the interviews that there is not much emphasis placed on the marketing function within the IoTs, despite the fact that this is one of the key determinants which influence a prospective student when deciding whether or where to pursue third-level education.