Moguluwa, Shed Chinwuba and Ewuzie C. O.
Creating consumer value in higher education through marketing techniques employed exploratory research design method to demonstrate and showcase the importance and pervasiveness of marketing in all sphere of life. The study examined consumer’s perception of price, quality and value in higher education using marketing concepts, theories, models and approaches. The study conceptualized higher education as a market entity, identified the publics (consumers) of higher education and applied exchange theories to show how they interact. A Means End Model that relates price, quality and value was adopted to clarify consumers’ expectations in higher education. It is evident from the study that the same expectations, desires and needs consumers have for manufactured goods that they equally have for higher educational services (knowledge). Again, the study revealed that application of marketing techniques in higher education value creation and delivery will contribute significantly in making the higher education products (graduates) internationally acceptable and globally competitive.
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