Positioning Strategies and Rankings in the HE: Congruence and Contradictions

Autor/in	Kethüda, Önder
Titel	Positioning Strategies and Rankings in the HE: Congruence and Contradictions
Quelle	In: Journal of Marketing for Higher Education, 33 (2023) 1, S.97-123 (27 Seiten)Infoseite zur Zeitschrift PDF als Volltext Verfügbarkeit
Zusatzinformation	ORCID (Kethüda, Önder)
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0884-1241
DOI	10.1080/08841241.2021.1892899
Schlagwörter	Marketing; Higher Education; Universities; Reputation; Achievement Rating; Congruence (Psychology); Foreign Countries; College Environment; Global Approach; Teacher Effectiveness; Educational Research; Educational Quality; College Graduates; Employment Potential; School Location; Cost Effectiveness; Institutional Characteristics; United Kingdom + Suchen Sie Ihr Suchwort? Hochschulbildung; Hochschulsystem; Hochschulwesen; University; Universität; Achievement; Rating; Leistung; Beurteilung; Leistungsbeurteilung; Congruence; Psychology; Kongruenz; Psychologie; Ausland; Hochschulumwelt; Globales Denken; Effectiveness of teaching; Instructional effectiveness; Lehrerleistung; Unterrichtserfolg; Bildungsforschung; Pädagogische Forschung; Quality of education; Bildungsqualität; Hochschulabsolvent; Hochschulabsolventin; Arbeitsmarktbezogene Qualifikation; Beschäftigungsfähigkeit; Schulgelände; Kosten-Nutzen-Analyse; Kosten-Nutzen-Denken; Großbritannien
Abstract	Positioning strategy and ranking are critical issues in an increasingly competitive higher education landscape. Unless there is conceptual congruence between positioning strategies and rankings, the signals may become diffused and confusing for prospective students. This paper seeks the congruence between positioning strategies and ranking. Since without a validated typology of positioning strategies, such congruence cannot be sought, this paper firstly aims to develop an empirically derived typology of positioning strategies for HEIs. The population consists of HEIs in the UK. Content analysis was used to analyze the WebPages of HEIs to identify positioning bases, and congruence and contradictions between those positioning bases and ranking were identified by correspondence analysis. As a result, a new positioning typology consisting of eight bases, which are top of the range, campus life experience, internationalization, teaching excellence, research quality, graduates prospects, location, and value for money, was identified. In conclusion, HEIs are categorized into three different groups as Leaders and Challengers, Followers, and Nichers and Cost Leaders, and recommendations about how to guarantee congruence between positioning strategy and ranking were made. HEIs should choose positioning bases in line with their rankings since congruence strengthens the position in the minds. (As Provided).
Anmerkungen	Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01