How To Market A University

Author : Teresa Flannery
Publisher : JHU Press
Page : 257 pages
File Size : 40,9 Mb
Release : 2021-01-12
Category : Education
ISBN : 9781421440354

Get Book

How to Market a University by Teresa Flannery Pdf

How can universities implement strategic integrated marketing to effectively build and communicate their value? At a time of declining public support, a shrinking pipeline of traditional college-bound students, and a steady rise in tuition and discount rates, higher education leaders have never been under more pressure. How can they ensure steady or growing enrollments while cultivating greater philanthropic support, increasing research funding, and diversifying revenue streams? In How to Market a University, Teresa M. Flannery argues that institutions can meet all of these goals by implementing strategic integrated marketing in ways that are consistent with academic culture and university values. Flannery provides a road map for college leaders who want to learn how to build value—both in terms of revenue and reputation—by differentiating from competitors and developing personalized, supportive, and long-lasting relationships with stakeholders. Defining marketing while identifying its purposes in the context of higher education, Flannery draws on nonprofit marketing scholarship, the expertise of leading higher education marketing practitioners and administrators, and her own experiences over two decades at two different institutions. She teaches readers how to • set up their marketing leadership for success • find or build the necessary organizational capacity • set a firm foundation through market research • establish a differentiated value proposition and strong brand strategy • encourage enterprise-wide integration of marketing and communications • consider technical and resource requirements to succeed in digital marketing • develop appropriate and rigorous measurement • plan for appropriate investment • anticipate and prepare for future trends This practical guide reveals how to cultivate student, alumni, donor, and partner loyalty through strategic marketing. How to Market a University offers leaders and their CMOs the language, examples, and even questions they should discuss and answer in order to build or refine their marketing strategy.

Author : John A Davis,Mark A Farrell
Publisher : Edward Elgar Publishing
Page : 272 pages
File Size : 48,8 Mb
Release : 2016-05-27
Category : Education
ISBN : 9781781004920

Get Book

The Market Oriented University by John A Davis,Mark A Farrell Pdf

Author : James A Burns,Thomas J Hayes
Publisher : Routledge
Page : 192 pages
File Size : 42,6 Mb
Release : 2012-10-12
Category : Business & Economics
ISBN : 9781136582493

Get Book

New Strategies in Higher Education Marketing by James A Burns,Thomas J Hayes Pdf

With rising financial difficulties and declining enrollments, many colleges and universities are finding that they need new and better ways to present and promote themselves to potential students and the general public. New Strategies in Higher Education Marketing contains practical, “how-to” applications of marketing thought and theory for the higher education environment. Written by practitioners for practitioners, this valuable book offers new viewpoints, tools, and creative ways to solve potentially devastating problems through the implementation of marketing. Each chapter is application oriented and cases and situations common to most universities and colleges are discussed to illustrate marketing strategies and techniques to make them more easily understood and readily usable. New Strategies in Higher Education Marketing is divided into four sections: Strategy Research and Promotion Enrollment Services Development. It includes informative chapters on topics including perceptions and proper application of marketing in higher education; fund raising; public relations; coordination of intra-organizational efforts; techniques and methods of gathering information and data; and the challenge and management of student enrollment. Directors, presidents, vice-presidents, and others responsible for or interested in the marketing of a college or university will find a wealth of highly practical information in this book.

Author : Elizabeth Popp Berman
Publisher : Princeton University Press
Page : 282 pages
File Size : 45,9 Mb
Release : 2012-01-08
Category : Education
ISBN : 9780691147086

Get Book

Creating the Market University by Elizabeth Popp Berman Pdf

"Academic science in the U.S. once self-consciously avoided the market. But today it is seen as an economic engine that keeps the nation globally competitive. Creating the Market University compares the origins of biotech entrepreneurship, university patenting, and university-industry research centers to show how government decisions shaped by a new argument--that innovation drives the economy-transformed academic science"-- Provided by publisher.

Author : Ralph S Foster,William I Sauser,Donald Self
Publisher : Routledge
Page : 293 pages
File Size : 44,8 Mb
Release : 2014-01-14
Category : Business & Economics
ISBN : 9781317939757

Get Book

Marketing University Outreach Programs by Ralph S Foster,William I Sauser,Donald Self Pdf

Discover the successful marketing strategies of programs which have extended the resources of a university to its community. Marketing University Outreach Programs covers all aspects of continuing education program construction and the marketing process for positioning the university into the public. This book begins to eradicate academicians’ fears of marketing by showing them a contemporary marketing plan using terminology and examples familiar to them.Seventeen contributors--professors, administrators, and outreach professionals--comprehensively describe the strategies being successfully used to extend the resources of a university to its community through programs of extension, public service, and continuing education. Although many existing models of the education process contain parallels to elements in a generic marketing process, education is not viewed as a consumer product. Even educators may not view themselves as marketers involved in a marketing process. This attitude can place barriers between understanding the marketing process and how it relates to education. Marketing University Outreach Programs helps educators overcome these potential barriers; it explains marketing as a comprehensive process using terminology and examples which university extension and education professionals will find familiar and understandable.Application-oriented, it cites numerous examples of how the marketing process can be put to use immediately. Each chapter explores in-depth a separate segment of the marketing process involved in public university outreach programs: issue-based versus discipline-based programs program delivery and delivery technology funding outreach programs comprehensive promotional strategy customer service long-range planning marketing research information resources future trends model programsThis book is of value to the faculty of universities, specifically those in the disciplines with a mandate for professional renewal or recertification (engineering, medicine, education); faculty and professional staff in divisions of continuing education; program leadership in cooperative extension organizations (as well as those in other identifiable university extension units); and faculty affiliated with applied research centers. Members of professional associations focused on higher education outreach can also successfully apply these strategies.

Author : Paul Sergius Koku
Publisher : Taylor & Francis
Page : 207 pages
File Size : 54,7 Mb
Release : 2022-07-15
Category : Business & Economics
ISBN : 9781000617597

Get Book

Marketing Higher Education by Paul Sergius Koku Pdf

This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing how universities are service providers and how education is a service, both of which need to be defined and marketed together. Unlike the current offering available on the subject, this book provides a uniquely applied approach, linking the theory of marketing practice to the Higher Education sector through real life case studies and examples. Each topic is covered in depth, including marketing segmentation, pricing, location, brand management, internationalization, and expansion. Overarchingly, the book considers how to develop and promote the university as a product and as a brand. Two case studies from real life universities in a broad range of locations are provided at the end of each chapter, alongside questions to aid understanding and application. Holistic and practical, Marketing Higher Education is an ideal guide for academics and students studying services marketing, Higher Education management and leadership, and marketing in the public sector. It will also be an invaluable resource for professionals working in Higher Education administration looking to develop their skills and understanding of marketing and brand building.

Author : Emmanuel Mogaji,Felix Maringe,Robert Ebo Hinson
Publisher : Springer Nature
Page : 424 pages
File Size : 50,6 Mb
Release : 2020-05-20
Category : Business & Economics
ISBN : 9783030393793

Get Book

Higher Education Marketing in Africa by Emmanuel Mogaji,Felix Maringe,Robert Ebo Hinson Pdf

This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, providing theoretical and practical insights into education marketing in Africa. In particular, it focuses on the competition for students. The growing number of student enrolments, the public sector’s inability to meet the ever-increasing demands and new private universities springing up mean that it is essential for universities to identify their market and effectively communicate their messages. Although there has been substantial theoretical research to help shed light on students’ choices and universities' marketing strategies, little work has been undertaken on higher education in the African context. Filling that gap in the research, while at the same time acknowledging the regional differences in Africa, this book offers empirical insights into the higher education market across the continent.

Author : Ralph S. Foster,William I. Sauser,Donald R. Self
Publisher : Routledge
Page : 282 pages
File Size : 52,5 Mb
Release : 1994
Category : Business & Economics
ISBN : 1560246103

Get Book

Marketing University Outreach Programs by Ralph S. Foster,William I. Sauser,Donald R. Self Pdf

Discover the successful marketing strategies of programs which have extended the resources of a university to its community. Marketing University Outreach Programs covers all aspects of continuing education program construction and the marketing process for positioning the university into the public. This book begins to eradicate academicians' fears of marketing by showing them a contemporary marketing plan using terminology and examples familiar to them. Seventeen contributors--professors, administrators, and outreach professionals--comprehensively describe the strategies being successfully used to extend the resources of a university to its community through programs of extension, public service, and continuing education. Although many existing models of the education process contain parallels to elements in a generic marketing process, education is not viewed as a consumer product. Even educators may not view themselves as marketers involved in a marketing process. This attitude can place barriers between understanding the marketing process and how it relates to education. Marketing University Outreach Programs helps educators overcome these potential barriers; it explains marketing as a comprehensive process using terminology and examples which university extension and education professionals will find familiar and understandable. Application-oriented, it cites numerous examples of how the marketing process can be put to use immediately. Each chapter explores in-depth a separate segment of the marketing process involved in public university outreach programs: issue-based versus discipline-based programs program delivery and delivery technology funding outreach programs comprehensive promotional strategy customer service long-range planning marketing research information resources future trends model programs This book is of value to the faculty of universities, specifically those in the disciplines with a mandate for professional renewal or recertification (engineering, medicine, education); faculty and professional staff in divisions of continuing education; program leadership in cooperative extension organizations (as well as those in other identifiable university extension units); and faculty affiliated with applied research centers. Members of professional associations focused on higher education outreach can also successfully apply these strategies.

Author : Eric J. Anctil
Publisher : Jossey-Bass
Page : 148 pages
File Size : 49,5 Mb
Release : 2008-09-16
Category : Education
ISBN : UOM:39015082861405

Get Book

Selling Higher Education: Marketing and Advertising America's Colleges and Universities by Eric J. Anctil Pdf

Confronting an era marked by dwindling support and increased competition, it is incumbent on administrators and higher education leaders at colleges and universities to broadcast who they are, what they do, and what makes them valuable. In his direct, unvarnished review of marketing higher education, Eric J. Anctil offers a critical call to action for institutions who wish to continue and thrive in the business of higher education. Topics covered include: Market Driven Versus Mission Driven Persuasion and Choice Marketing and Advertising Higher Education Marketing and Advertising the Intangible Market Differentiation Recommendations for Selling Higher Education To be viable in the modern era, today's colleges and universities must strike a balance among delivering sound academic programs, conducting and promoting research, and engaging with the community as social institutions and places of higher learning -- while also meeting the contemporary challenges of running large organizations with dwindling public support and greater competition from the for-profit education sector. Colleges and universities that are not only aware of this environment but also are savvy in the changing marketplace increase their changes of establishing distinction among their peers. Strong institutional identity requires clearly recognizing one's organizational strengths, effectively communicating how one is different in a crowded marketplace, and building collaborative partnerships both internally and externally to promote greater awareness and recognition among key stakeholders. Strategic marketing enables one to move from being simply driven by the market to being savvy about it. This monograph is an invaluable guide to that process. This is the second issue in the 34th volume of the Jossey-Bass series ASHE Higher Education Report. Each monograph in the series is the definitive analysis of a tough higher education problem, based on thorough research of pertinent literature and institutional experiences. Topics are identified by a national survey. Noted practitioners and scholars are then commissioned to write the reports, with experts providing critical reviews of each manuscript before publication.

Author : Terry Wu,Vik Naidoo
Publisher : Palgrave Macmillan
Page : 256 pages
File Size : 52,6 Mb
Release : 2016-08-04
Category : Education
ISBN : 1349713007

Get Book

International Marketing of Higher Education by Terry Wu,Vik Naidoo Pdf

This book examines both the theory and applications of marketing higher education in a global environment. Universities and colleges face new challenges in student recruitment and international competition. This book is designed to offer new insights into international marketing of higher education. With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenue, but also as an integral part of an overall academic strategy. While international students face many destination choices, they normally choose universities and colleges in developed countries such as the US, Canada, UK, Australia, and New Zealand. The international marketing of higher education is of growing importance to universities and colleges today.

Author : Dominik Nösner
Publisher : transcript Verlag
Page : 261 pages
File Size : 50,8 Mb
Release : 2023-02-28
Category : Business & Economics
ISBN : 9783839465783

Get Book

Sponsorship Culture in the German University Popular Music Festival Market by Dominik Nösner Pdf

Music festivals have become important events for people to experience music collectively and take a break from their everyday lives. Companies and institutions like to use music festivals as opportunities for advertising their products and services through sponsorship. Dominik Nösner examines professional stakeholder's assessments of the market as well as patterns of existing procedural elements of sponsorship culture, factors determining existing communication and decision-making culture and interrelations between sponsors and audience with emphasis on university popular music festivals. Building on that, he further explores motivational constructs for popular music festival attendance via a survey study.

Author : Robert A. Rhoads,Carlos Alberto Torres
Publisher : Stanford University Press
Page : 398 pages
File Size : 46,7 Mb
Release : 2006
Category : Education
ISBN : 0804751692

Get Book

The University, State, and Market by Robert A. Rhoads,Carlos Alberto Torres Pdf

This is an examination of the complex relationships among universities, states, and markets in light of the growing influence of globalization.

Author : Robert Zemsky,Susan Shaman,Susan Campbell Baldridge
Publisher : Johns Hopkins University Press
Page : 167 pages
File Size : 47,8 Mb
Release : 2020-02-25
Category : Education
ISBN : 9781421437033

Get Book

The College Stress Test by Robert Zemsky,Susan Shaman,Susan Campbell Baldridge Pdf

Those interested in and responsible for the fate of these institutions will find in this book a clearly defined set of risk indicators, a methodology for monitoring progress over time, and an evidence-based understanding of where they reside in the landscape of institutional risk.

Author : Maringe, Felix,Gibbs, Paul
Publisher : McGraw-Hill Education (UK)
Page : 213 pages
File Size : 42,9 Mb
Release : 2008-12-01
Category : Education
ISBN : 9780335220328

Get Book

Marketing Higher Education by Maringe, Felix,Gibbs, Paul Pdf

This book examines marketing from both the market and educational perspectives and offers a view of its value and use within this dialectic relationship. In this respect this book is distinctive.

Author : Charles T. Clotfelter
Publisher : University of Chicago Press
Page : 425 pages
File Size : 45,9 Mb
Release : 2010-06-15
Category : Education
ISBN : 0226110443

Get Book

American Universities in a Global Market by Charles T. Clotfelter Pdf

In higher education, the United States is the preeminent global leader, dominating the list of the world’s top research universities. But there are signs that America’s position of global leadership will face challenges in the future, as it has in other realms of international competition. American Universities in a Global Market addresses the variety of issues crucial to understanding this preeminence and this challenge. The book examines the various factors that contributed to America’s success in higher education, including openness to people and ideas, generous governmental support, and a tradition of decentralized friendly competition. It also explores the advantages of holding a dominant position in this marketplace and examines the current state of American higher education in a comparative context, placing particular emphasis on how market forces affect universities. By discussing the differences in quality among students and institutions around the world, this volume sheds light on the singular aspects of American higher education.