The business of academic support

Abstract

Academia has traditionally avoided adopting the fast-paced, profit-oriented operational style that accompanies corporate culture. However, a business model can be successfully adapted to the unique needs of an academic institution, discipline, faculty, and students through the selective adoption of business principles. A classic marketing mix theory was used with other basic marketing principles to promote an academic support area that struggled to convince students to voluntarily use their services. An adaptation of this model is presented along with the methodology that was used to develop it.