 An application of importance-performance analysis to university marketingDennis A. Rauch, Robert D. Nale, Samuel A. Wathen and Peter B. Barr International Journal of Electronic Marketing and Retailing, 2010, vol. 3, issue 1, 55-65 Abstract: Academics and businesses have generally been in agreement about the importance of assessing educational outcomes. During the past decade or so, it has become of paramount importance to educators in the various business disciplines. There is no shortage of excellent and compelling philosophical and pragmatic explanations of why this activity is (and should be) important. This paper discusses the results of a longitudinal study which has utilised importance-performance analysis as an evaluative tool for helping to determine what courses are perceived by graduates as most important to them, as well as their perception of how we have performed in terms of preparing them. This information becomes an important input to the university's marketing efforts insofar as marketing the college of business in terms of currency and usefulness. Keywords: importance-performance analysis; educational outcomes; curriculum design; curriculum revision; educational quality; educational usefulness; continuous improvement; action grid; curriculum marketing; graduate quality; curricular importance; university marketing; higher education; graduate perceptions. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijemre:v:3:y:2010:i:1:p:55-65 Access Statistics for this article More articles in International Journal of Electronic Marketing and Retailing from Inderscience Enterprises Ltd |
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