publication . Article . 2013

MISSION STATEMENTS IN HIGHER EDUCATION: CONTEXT ANALYSIS AND RESEARCH AGENDA

Gordan Camelia; Pop Marius Dorel;
Open Access
  • Published: 01 Jan 2013 Journal: The Journal of the Faculty of Economics - Economic, volume 1, issue 2 December, pages 653-663
Abstract
The purpose of this paper is to discuss the main issues that deal with higher education institutionsâ€(tm) mission statements, from a marketing perspective. It has long been argued in the literature that missions represent the foundation upon which institutions build their strategic plans, and that they should be the first step any institution takes before designing its strategy. Based on a review of the most recent literature in the field, the paper explains why missions appear as a relevant tool for the activity of higher education institutions, and provides insights into the way in which these institutions should engage in mission development. The main proble...
Subjects
free text keywords: higher education, mission statements, mission development, education marketing, strategy, education management, jel:M31, jel:I23
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