Marketing Strategy Implementation in Higher Education

854 Words4 Pages
The scholarly article which I selected to review addressed the strategic implementation of marketing initiatives within international higher education entities (Naidoo & Woo, 2011). This article was of particular interest to me due to its specific focus on marketing within higher education entities (HEI’s). The authors focused their research on 10 universities which recruit international students; specifically, on 570 questionnaires from mid-level marketing managers responsible for strategic implementation of marketing initiatives. (Naidoo & Woo, 2011, p. 1117) The authors note the disparity in success between HEI’s in addressing the international student market, and raise the implied question of whether differences in successful…show more content…
Similarly, perceived role significance was hypothesized to determine role commitment on the part of marketing managers. The hypotheses presented were validated by the results of the interview data. However, it should be noted that implementation success was determined by the attestation of the marketing manager subjects in their interviews, rather than by identifying institutions with objectively verifiable strategic implementation success.
The authors of our textbook support the importance of strategic implementation to marketing program success. As they succinctly state, “Great marketing strategies can be sabotaged by poor implementation.” (Kotler & Keller, 2012, p. 27) The efforts by the authors to balance the attention given to strategy formulation with attention on practical implementation seem well-justified. Whether a marketing program fails because a plan was poorly conceived, or a well-conceived plan was poorly executed, in either case, failure is the result. The temptation on the part of marketing strategists may be to focus their attention exclusively on the creative elements of a marketing plan, and dismiss the operational or management components

More about Marketing Strategy Implementation in Higher Education

Open Document