Changing a marketing quantitative unit's perception of quality: a non-quantitative reflection on an Australian change intervention (part 1)

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Title: Changing a marketing quantitative unit's perception of quality: a non-quantitative reflection on an Australian change intervention (part 1)
Author(s): Mitsis, Ann; Foley, Patrick; Skarmeas, Dionysis
Abstract: Research within the increasingly competitive global higher education sector has identified a significant shift towards improving students' perceptions of quality, as these perceptions are a basis for student promoter or detractor behaviours. For Australia's universities, managing these perceptions is critical since servicing the international student market is worth more than Australia's beef, wheat and wool industries (Linacre, 2007). This paper critically reflects on a change intervention being run in an Australian university, for an undergraduate quantitative marketing metrics unit which has experienced low quality unit student evaluations, and presents a rationale for preparing and designing a change intervention.
Publication type: Conference paper
Research centre: Swinburne University of Technology
Source: Paper presented at 'Putting marketing in its place', the Academy of Marketing Annual Conference, Leeds, United Kingdom, 07-09 July 2009
Publication year: 2009
Keyword(s): Australia; Colleges; Course improvement; Higher education; International students; Marketing curriculum; Marketing studies; Quality of education; Undergraduate studies; Universities
Publisher: Academy of Marketing
Publisher URL: http://www.leedsmet.ac.uk/conferences/am2009
Peer reviewed