Delphi study of the future of marketing of higher education

Abstract

This is the opening paper to the 2006 conference and discusses the future of higher education marketing. Taking a historic perspective the paper situates the discipline of marketing of higher education. From this grounding the paper offers an insight into what the future holds for educational marketing foundation on the view of senior practitioner in the market. The reported study sets groundwork for future research and debate. It concludes by drawing attention to what administers and marketers will need to consider in the future. In particular, the importance of blending strategic planning with marketing and developing integrated marketing systems is developed.