Standardization, Hybridization, or Individualization: Marketing IT to a Diverse Clientele

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Author(s): Evan G. Mense (Southeastern Louisiana University, USA), John H. Fulwiler (Southeastern Louisiana University, USA), Michael D. Richardson (Southeastern Louisiana University, USA)and Kenneth E. Lane (Southeastern Louisiana University, USA)
Copyright: 2011
Pages: 9
Source title: Marketing Online Education Programs: Frameworks for Promotion and Communication
Source Author(s)/Editor(s): Ugur Demiray (Anadolu University, Turkey)and Serdar Sever (Anadolu University, Turkey)
DOI: 10.4018/978-1-60960-074-7.ch019

Keywords: Business & Management / Educational Technologies / Information Science Reference / Marketing

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Abstract

With student population on the rise globally, colleges and universities face daunting new challenges to accommodate the increased demand for services (Marginson, 2006). The historic threshold of 100 million students worldwide has been crossed and the prospect of reaching the figure of 125 million students will be attained before 2020 (NCES, 1993). Important increases in student numbers are reported in all regions, particularly in Africa, Latin America and the Caribbean, Arab countries, and in Eastern and Central Europe (Altbach & Balan, 2007).

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