Marketing Expertise of Universities Scholars Towards Community Engagement

Balakrishnan,Parasuraman & Sivalingam, A. (2019). Marketing Expertise Of Universities Scholars Towards Community Engagement. https://marketinginasia.com/2019/05/26/marketing-expertise-of-universities-scholars-towards-community-engagement/

3 Pages Posted: 5 Jan 2021

Date Written: May 26, 2019

Abstract

When we hear about the word marketing, few concepts will trigger our mind. We generally will relate to ‘Marketing Mix Principle’ which consist of fundamental such as place, price, product and people. As every organization claim, people are their most important assets, similarly, the universities have these assets/people where they are the building block in the success of the overall university beside the just financial sustainability. The significant question to be asked, do universities leverage the scholar’s expertise as a marketing tool for the community engagements. When we dive in the word “Engagement in the context of community” it is defined as a meaningful and mutually beneficial collaboration with various stakeholders such as partners in education, business, government and public.

Keywords: Marketing, Community Engagement, Universities

Suggested Citation

Parasuraman, Balakrishnan and Sivalingam, Ananda Devan, Marketing Expertise of Universities Scholars Towards Community Engagement (May 26, 2019). Balakrishnan,Parasuraman & Sivalingam, A. (2019). Marketing Expertise Of Universities Scholars Towards Community Engagement. https://marketinginasia.com/2019/05/26/marketing-expertise-of-universities-scholars-towards-community-engagement/, Available at SSRN: https://ssrn.com/abstract=3721909

Balakrishnan Parasuraman

Universiti Malaysia Sabah ( email )

P.O. Box 80594
Jalan UMS
Kota Kinabalu, Sabah 88999
Malaysia

Ananda Devan Sivalingam (Contact Author)

Universiti Kuala Lumpur ( email )

Level 8, Bangunan Yayasan Selangor
No. 74, Jalan Raja Muda Abdul Aziz
50300 Kuala Lumpur
Malaysia

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