Journal of Marketing Management

Trends in Higher Education Financing: Evidence of Dwindling Government Supports and a Case for the Aggressive Marketing of Higher Education Programs Using the 9 P’s of Marketing
Taiwo O. Soetan

Abstract
This descriptive study examines the trends and sources of higher education financing in two countries, a developed country and a developing country i.e. the United-Kingdom (U.K), and Nigeria. Given the continuous decline in government support for higher education, globally, this paper provides an overview of the trends and nature of higher education financing in both the U.K and Nigeria.An argument was made for higher education institutions to be engaged in more aggressive, rigorous and vigorous marketing of their program offerings and other essential services by embracing the 9 P‟s of Marketing that could help them to generate more revenue to address the shortfall that they continue to experience in terms of dwindling government supports.

Full Text: PDF     DOI: 10.15640/jmm.v6n2a4