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Shah, A., & Laono, H. (2006). Marketing a U.S. university to international students: Which approach is best—Standardization, adaptation or contingency? An investigation of consumer needs in seven countries. Journal of Marketing for Higher Education, 16, 1-24.
http://dx.doi.org/10.1300/J050v16n01_01

has been cited by the following article:

• TITLE: Does the Behavioral Science Curriculum in a Private College Fit the Needs of the Job Market?

  AUTHORS: Rachel Pasternak

  KEYWORDS: Evaluation; Satisfaction; Curriculum; Knowledge as Consumer Goods; Private College; Behavioral Sciences

  JOURNAL NAME: Creative Education, Vol.5 No.2, February 10, 2014

  ABSTRACT: The perception of knowledge as consumer goods appeared with the development of private education and reflects a marketing or consumer needs approach. The consumer-needs approach sees advantages in adapting higher education to the needs of the consumer. This article examines whether the behavioral science curriculum (scope, and content) in the private college is based on the approach of knowledge as consumer goods. In addition, what is the level of satisfaction expressed by the alumni of the course, i.e. those who completed the curriculum? The study used a multi-method approach, combining textual analysis of archived documents and an online questionnaire survey of 250 alumni. The results: the scope and contents of the curriculum were only partially affected by this approach. Nonetheless, the graduates were very satisfied with the curriculum’s contribution to their personal and professional skills and occupations.