Question

What do you think is the marketing philosophy that most universities have? Why?

How could they adopt a market orientation?

Answer 1

I think the marketing philosophy followed by most universities is 'product orientation'. In product orientation, the organization focuses on the functions and attributes of the product as well as the systems and processes that support the product. Universities focus most on the product i.e. the course curriculum, course structure, evaluation system, faculty, facilities, etc. Therefore, universities mostly have product orientation.

In case of market orientation, an organization develops and delivers products and services solely on the basis of the implicit and explicit needs of the consumers. In addition, a market-oriented organization organizes its processes and systems around the needs and wants of the consumers. Therefore, a university can be market-oriented by developing and delivering courses on the basis of the needs of the students. They need to first understand the real needs of the students and then develop curriculum, the medium of course delivery, facility, faculty, etc. to meet the needs of the students. In short, they need to shift their focus from the attributes of the product to the needs of the consumers.