The Effects of Organizational Culture on Strategic Marketing Planning at Universities

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Creator
  • Sporn, Barbara
    • Other Affiliation: Assistant Professor of General Management, Wirtschaftsuniversitat Wien
Abstract
  • Universities face an increasing complexity in their social and economic environment. Student demand is growing while state resources are shrinking. Marketing a university in order to attract students and running fund-raising campaigns is becoming more and more important. An external focus of the university members is necessary to adapt to these changes. The concept of university culture used in this work emphasizes the values and beliefs of university members, which are developed in a historical process and transmitted by language or symbols (Deal and Kennedy, 1992). They strongly influence the decision making in universities (Sporn, 1992). Strategic marketing planning is the process of defining the direction of an institution by focusing on goals, resources, markets and changing opportunities (Kotler and Fox, 1985). From a management perspective, strategic marketing can be seen as leadership concentrated on external exchange of services (Raffee, 1989; Bruhn and Tilmes, 1989). Organizational culture is essential in the process of setting goals and defining a mission. Achieving a fit between strategy and culture is a key to the successful implementation of a marketing perspective inside universities.
Date of publication
DOI
Resource type
  • Article
Rights statement
  • In Copyright
Journal title
  • Carolina Planning Journal
Journal volume
  • 19
Journal issue
  • 1
Page start
  • 53
Page end
  • 55
Language
  • English
Digital collection
  • Carolina Planning Journal

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