The impact of introducing a business marketing approach to education: A study on private HE in Bangladesh.


Gazi Mahabubul Alam * and Md. Taher Billal Khalifa

The research for this paper, the first of its nature in Bangladesh, has been carried out through desk study, document review, interview, questionnaire and observation. Earlier findings had revealed that the community perceived education to be a social and public product. Significant changes to the perception of students and providers have been made recently. More recently, students and education providers have come to understand education as a commodity. However, although most academics fight against this change of attitude, they have failed to retain the traditional philosophy of education due to the privatization of education. Moreover, there are insufficient policies in place to regulate the marketing activities of private education institutions.

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