Beyond the Mission Statement: Alternative Futures for Today's Universities

Donna S. Finley, Gayla Rogers and John R. Galloway

Journal of Marketing for Higher Education, 2000, vol. 10, issue 4, 63-82

Abstract: Many post-secondary institutions utilize the mission statement as the key tool for positioning and marketing their strategic direction. Unfortunately, most mission statements found in higher education are far too simplistic and general to give substance and direction to differentiation and positioning of universities. This paper presents findings from a three-month participatory action research process at a large urban Canadian university seeking to establish a marketing mind set. Five possible futures reflecting the range of thinking regarding the role of universities emerged from the research process. Each alternative represents separate and different possible directions, the implications of which become more evident by contrast.

Date: 2000
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Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:10:y:2000:i:4:p:63-82

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DOI: 10.1300/J050v10n04_05

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