Re-thinking the marketing mix for universities: new challenges, new opportunities and new threats

The context of the challenge that faces most universities as the world around them rapidly, and sometimes unpredictably, changes is outlined. There are opportunities for those that are able to adapt quickly. From a Darwinian perspective, only the fittest are likely to survive in what will be an increasingly competitive and difficult operating environment. The essence of the argument is that universities need to re-think the culture, capacity and capabilities upon which they have traditionally been built. This will necessitate a fundamental review of what resources are invested (or divested) in them, how they are used and how to respond in a real market where the learner will be sovereign, as higher education becomes consumerised