The Student Orientation of a College of Business: An Empirical Look From the Students’ Perspective

Abstract

Administrators in higher education are adopting a strategic marketing approach as they face an increasingly competitive educational environment. More and more universities are employing branding strategies and a customer orientation in order to differentiate themselves from other institutions and to better understand the needs of students. This study presents the adaptation and application of the Collegiate Student Orientation Scale (CSOS) in an AACSB accredited college of business. Implications of the results and administrative applications for the new scale are discussed.