MARKETING OF ACADEMIC INTEGRITY: WIDER AND DEEPER THAN SIMPLE ADVERTISING
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Abstract
This article explores the "marketing of academic integrity" concept within higher education. It argues that promoting academic integrity requires a strategic and multifaceted approach, drawing parallels to traditional marketing concepts. A two-stage bibliometric analysis was conducted to investigate the existing research landscape. The absence of a direct link between "marketing" and "academic integrity" terms in this visualization further supports the argument for more research in this area. To address this gap, a framework for marketing of academic integrity is presented. This framework positions knowledge as the foundation, emphasizing the interconnectedness of knowledge economy, marketing, sharing, and management. Marketing of academic integrity emerges as a central concept, influencing and being influenced by other knowledgerelated activities. A cyclical model for marketing of academic integrity as a process is also presented. This model highlights the importance of research, stakeholder analysis, strategic planning, effective communication, and continuous innovation. This article emphasizes the need for a comprehensive and integrated approach to marketing academic integrity. It highlights the potential of marketing principles to promote a culture of ethical conduct within higher education and calls for further research to explore this promising area.
How to Cite
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Academic integrity, university, marketing, promotion.
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