Digital Trends in Education Operations and Marketing

Abstract

This chapter explores education as a business. It considers the various functional factors of education within a knowledge economy and the importance, in order to maintain competitive advantage, of knowledge management. It also considers more specifically technological innovation within this sector and the implications to marketing. Within the management of knowledge, the chapter analyses the higher education institutions producing knowledge, the staff who deliver this knowledge, and the students who purchase and engage in this knowledge. The chapter therefore also explores student enrolment, retention and outcomes, staff development, and product innovation.