Exploring the Integration of Management and Marketing Strategies in Higher Education Institutions: Addressing Crucial Gaps for Enhanced Organizational Performance

Аннотация

This study investigates current practices and gaps in the integration of management and marketing strategies in
higher education institutions. It aims to provide recommendations for enhancing organizational performance and competitiveness
in the higher education sector. Effective management and marketing strategies are crucial for the success and
sustainability of higher education institutions. However, comprehensive research on their integration in higher education
is lacking. Addressing this gap, the study contributes to the development of a holistic approach, improving decision-making,
resource allocation, student recruitment, and institutional performance. Using a mixed-methods research design,
qualitative data from interviews and focus groups with administrators, faculty members, and marketing professionals, and
quantitative data from surveys of students and alumni will be collected. Thematic analysis and statistical techniques will
analyze the data, identifying patterns, trends, and correlations. The research aims to reveal challenges and gaps in integrating
management and marketing strategies. It will identify best practices and develop a framework for effective integration,
offering actionable recommendations for improving management and marketing practices. The outcomes contribute
to enhanced organizational performance, student recruitment, and stakeholder satisfaction. This research is significant
for higher education institutions, policymakers, and stakeholders, informing strategic decision-making, resource allocation,
and policy development. Ultimately, it aims to advance and increase competitiveness of higher education institutions
in the dynamic educational landscape.