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TLC: A Marketing Orientation to take students from Aspiration and Access to Achievement

Martin-Lynch, P. (2010) TLC: A Marketing Orientation to take students from Aspiration and Access to Achievement. In: 13th Pacific Rim First Year in Higher Education Conference, 27 - 30 June 2010, Adelaide, SA



The Bradley Review is changing the face of higher education. How well universities fare in terms of getting students from educationally disadvantaged backgrounds from Aspiration and Access through to Achievement may rely on transforming institutional and teaching practice. Reliance upon the elitist ‘Myth of the Golden Pedigree’ can no longer be sustained, either in the interests of social justice or in fiscal terms. This paper suggests that a marketing orientation model, which is about meeting customers’/clients’ needs, is one way to proceed. Using a case study from an awarded transition/retention unit, the paper will suggest that supporting students and assisting them to become their best, rather than recruiting the best students will become increasingly crucial to institutional success as student demographics become more diverse.

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