The battle for
Educational institutions differ very little from other mass-producers. It is all about identifying the finest commodity (pupils) and the optimal preparation (education) to produce a better product than the competitors.
To consider marketing and positioning as crucial competitive parameters for institutions who’s reputations are traditionally built on knowledge and academic results may seem a little odd, if not absurd. Unless of course, you are faced with the daily battle for student applications, fundraising and research grants. The fact is, those with the best reputation stand to gain the best pupils, the biggest market share and the strongest economy.