A proactive market orientation for the postgraduate programs

Abstract

The present study aims to help universities to develop a proactive market orientation as the precedent for a successful innovation policy for their postgraduate programs through a deep review of the concepts of “proactive market orientation” of the postgraduate market and its relative “postgraduate decision-making process”. This ‘decision-making process model’ will be the perfect framework which will facilitate different reflections about customers (adult students), companies (employers) and universities and all their possible interactions which can exist under a “proactive market orientation” and the consequent strategies for a successful innovation policy.