Marketing: Looking for a Place in the 21st Century

Marketing: Looking for a Place in the 21st Century

Arnaldo Coelho (University of Coimbra, Portugal)
DOI: 10.4018/978-1-5225-6295-5.ch005

Abstract

This chapter shows how universities have to change the way they deal with marketing. First, marketing matters to many other actors than their traditional students, so the way marketing is taught has to change as well as the way universities organize their offers. At the same time, marketing may help universities adapt their offers to the specific needs of the society. Universities have to get closer to their communities and help them become more entrepreneurial, more sustainable, and improve the quality of life of their citizens, therefore contributing to a better world.

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