The Inmates Are Running the Asylum: The Role of a Consumer Mentality in Higher Education and Exploring How it Can be Overcome

Serving and satisfying customers is often viewed as the primary function of businesses. Consequently, a customer orientation, or a focus on determining customers’ wants and needs and designing and offering products to satisfy them, is a key concept within marketing. Is the importance of a customer orientation also true in higher education? Several believe that it is. The answer to the question of who is the customer in higher education, however, is less clear. The focus of this special session is to explore this issue.