ABSTRACT
Location (referred to as place) is also one of the elements of the marketing mix, which is popularly referred to as the 4Ps (Kotler, P., & Keller, K.L. (2008). Marketing Management. Upper Saddle River, NJ: Pearson Prentice Hall). The other elements of the 4Ps are the product, price, and promotion. Collectively the 4Ps are within the control of the decision maker. This chapter traces the role of place or location in the decision to build a university (campus) and discusses the relevance or the irrelevance of location given the surge in online courses and Massive Open Online Courses (MOOC).
