Question

The MICRO ENVIRONMENT

Who are the customers of a University? (Hint: think about the concepts of "value" and "exchange").

Answer 1

The answer to this question assumes the general definition of a University as a place where students congregate for the purposes of learning. The "value"added to a student is usually knowledge and learning, sometimes the creation of opportunity for employment may also be part of this value.

If we look at all the stakeholders the student who attends lectures and classes is a clear customer of a University since it adds value to her in terms of knowledge.

The other significant set of stakeholders in a University are Researchers. They could also be regarded as customers of a University especially in case they are into research which is facilitated by the University infrastructure and they are consuming these resources in order to generate research output.

Teaching staff can also be looked at as customers since a University provides them with a platform to employ and build their skills with access to students.

Corporate entities can also be looked at as customers of a University - seeking to recruit students who graduate for their businesses. Corporates can also be customers via need for training since Universities are involved with research that they own and use.