Marketing Strategy Implementation in Higher Education Essay -- higher e

The critical article which I selected to review addressed the strategic instruction execution of merchandise initiatives within world(prenominal) high genteelness entities (Naidoo & Woo, 2011). This article was of particular affaire to me due to its specific focus on marketing within higher(prenominal) education entities (HEIs). The authors focused their research on 10 universities which recruit worldwide students specifically, on 570 questionnaires from mid-level marketing managers responsible for strategic death penalty of marketing initiatives. (Naidoo & Woo, 2011, p. 1117) The authors descent the disparity in success between HEIs in addressing the international student market, and raise the implied question of whether differences in successful strategic implementation could be contributory. This study focuses on strategic implementation, as contrasted with strategic formulation, as a driver for marketing success. The premise of the authors is that by focusing on t he factors which influence successful strategic implementation, HEIs can enhance marketing program success. In addition to highlighting strategic implementation as a marketing success factor, they emphasize the value of a higher education focus in their research. Although this business category has achieved prolific outgrowth in recent years, most marketing research has been focused on a general business environment.The research found that strategic implementation is viewed by marketing management as operations-driven in nature. The authors uncovered 4 primary constructs from their data implementation related outcome variables, dimensions of trueness, strategy factors and single-valued function factors. (Naidoo & Woo, 2011, p. 1122) Put in simpler terms, the authors identified strategy commi... ...ting program success. They have demonstrate that mid-level marketing managers within Higher Education view individual commitment to the selected strategy, as well as the perceiv ed significance of their role in implementation, as critical factors to role performance, and ultimately program success. Suggestions for follow up may include a closer analysis of successful and little successful HEIs, to further understand how these factors influence the success or disappointment of these organizations marketing programs.Works CitedKotler, P., & Keller, K. (2012). A framework for marketing management. (5 ed.). Upper burden River, NJ Pearson Hall.Naidoo, V., & Wu, T. (2011). merchandising strategy implementation in higher education A mixed approach for model development and testing. Journal Of Marketing Management, 27(11/12), 1117-1141. doi10.1080/0267257X.2011.609132