An application of importance-performance analysis to university marketing
by Dennis A. Rauch, Robert D. Nale, Samuel A. Wathen, Peter B. Barr
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 3, No. 1, 2010

Abstract: Academics and businesses have generally been in agreement about the importance of assessing educational outcomes. During the past decade or so, it has become of paramount importance to educators in the various business disciplines. There is no shortage of excellent and compelling philosophical and pragmatic explanations of why this activity is (and should be) important. This paper discusses the results of a longitudinal study which has utilised importance-performance analysis as an evaluative tool for helping to determine what courses are perceived by graduates as most important to them, as well as their perception of how we have performed in terms of preparing them. This information becomes an important input to the university's marketing efforts insofar as marketing the college of business in terms of currency and usefulness.

Online publication date: Sun, 20-Dec-2009

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