Date of Publication :5th December 2024

Abstract: This study explores the impact of innovative university management practices on faculty assessment and student value conception within the context of marketing programs. Previous research suggests that faculty assessment improves teaching effectiveness and indirectly influences student values. The study adopted a descriptive-correlational research design, surveying 235 faculty members and 341 students from a higher education institution in China. Findings show that faculty members, primarily in their late thirties with Master’s degrees, have been with the university for 6-15 years. Students aged 21-23 come from various academic programs. Faculty rated the university's innovative management practices as "Very Good" across all areas. However, no significant differences were found in student value conceptions, nor any correlation between faculty assessments and students' values. The study concluded that while faculty assessments varied in some areas, there was no relationship between these assessments and student values, underscoring the importance of effective management practices in university marketing.

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