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Arkistoitu opetussuunnitelma 2012–2015
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MARIH4 Management of Lifelong Learning – New Educational Markets 5 op
Organised by
MDP in Research and Innovation in Higher Education
Planned organizing times
Period(s) I II III IV
2012–2013 X X
2013–2014 X X
2014–2015 X X

General description

The course is offered at the Danube University Krems.

Learning outcomes

Students should be able to:
- understand the basic concepts, theories and perspectives in lifelong learning.
- understand theoretical and practical foundations of lifelong learning - further and adult education - at HEIs
- critically asses which are the main managerial aspects and attitudes of the management of lifelong learning activities at their HEI
- develop strategies for HEI lifelong learning activities and units
- to manage and to supervise the development of relationship-based activities in lifelong learning
- to understand the role of relationship for higher education institutions and the need of the student-centred service management
- to assess and analyse the relationship strategies


- Policies concerning lifelong learning
- Economics of lifelong learning
- Adult education trends and issues in Europe and at HEIs
- Organisational forms of lifelong learning activities at HEIs
- Curriculum design and development in lifelong learning
- Management of lifelong learning at HEIs (structures, processes, instruments and programmes)
- Elements of relationships between prospective students, students and alumni and the university in the context of lifelong learning
- The student lifecycle model
- Student relationship management framework
- Student data warehouse and student lifetime value
- Marketing and service management
- Collaborative student relationship management
- Student segmentation

Teaching methods

Teaching method Contact Online
Independent work

Teaching methods:
Guided Readings
Lectures and workshops
Online debates

Teaching language


Modes of study

Option 1
Available for:
  • Degree Programme Students
  • Other Students
  • Open University Students
  • Doctoral Students
  • Exchange Students
Case studies and Essay  Participation in course work 
In English
Numeric 1-5. 

Student workload
Readings 25 hours
Lectures, workshops 40 hours
Paper 50 hours
Online debate 10 hours
Total 125 hours

Evaluation and evaluation criteria

Numeric 1-5.
Assessment methods: Class attendance (20%) Case studies (30%) Paper (50%)

Study materials

Recommended reading

  • Ehlers, S. (Red.) (2006) Milestones towards lifelong learning systems (1. edition) Copenhagen, Danish University of Education Press.
  • Field, J. (2000) Lifelong Learning and the New Educational Order, Trentham Books, Stoke-on-Trent
  • Adult education trends and issues in Europe, http://www.eaea.org/doc/eaea/AETIstudyfinal.doc
  • Morgan-Klein, B., Osborne, M.. (2007) The Concepts and Practices of Lifelong Learning, Routledge
  • Knust, M.; Zawacki-Richter, O. and Hanft, A. (2008): Organisation and management of continuing higher education: Findings of an international comparative study in six countries from a German perspective. Journal of Adult and Continuing Education, Vol. 14, No.2, pp. 132-146.
  • Osborne, M and Thomas, E. (eds) (2003): Lifelong learning in a changing continent. Continuing education in the universities of Europe. Leicester: NIACE.
  • Pausits, A. Marketing for Higher Education Institutions – Organisational Aspects and Future Challenges in a Changing Environment , Annual EAIR Forum, conference proceedings CD-Rom 2008
  • Pausits, A. Student Lifetime Value - a paradigm shift from "drive-through university" to "partner for life”, SRHE Annual Conference Valuing Higher Education, proceedings CD-Rom  2008
  • Bess,L.J.; Dee,J.R., Understanding college and university organisation. Stylus Publishing, Sterling 2008
  • Keller,G., Academic Strategy: The Management Revolution in american Higher Education. The Johns Hopkins University Press, Baltimore 1983
  • Marginson,S., Competition and Markets in Higher Education: a "glonacal" analysis, Policy Futures in Education 2, No. 2, 2004, S. 175-244
  • HEFCE ,Strategic Plan 2003-2008. 03/12Bristol, HEFCE2003
  • McKenna,R., Realationship Marketing - Successful Strategies for the Age of the Customer. Perseus, St. Gallen 1991


Belongs to following study modules

Archived Teaching Schedule. Please refer to current Teaching Shedule.