Abstract
The marketing task of colleges and universities is complicated by the fact that each must serve many different publics or customer groups: students, faculty, alumni, governing bodies, potential employers, etc. These groups frequently seek directly conflicting benefit bundles or products from the institution. For example, students’ desires for low fees, small classes and personal attention may not be compatible with a faculty’s interest in higher salaries, low teaching loads and the opportunity to do research. Pragmatically oriented governing bodies may attach a low, or even negative value to the output of faculty research efforts.
