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Integrated Marketing For Colleges Universities And Schools
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Book Synopsis Integrated Marketing for Colleges, Universities, and Schools by : Robert A. Sevier
Download or read book Integrated Marketing for Colleges, Universities, and Schools written by Robert A. Sevier and published by Council for Advancement & Support of Education. This book was released on 1998 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers a step-by-step approach to marketing for educational institutions, especially colleges and universities. The book is organized into three broad sections. Section 1 makes the case for marketing in six chapters which address: (1) challenges which are or will affect colleges and universities; (2) the role of institutional mission, vision, and leadership in the marketing planning process; (3) the definition of marketing and the four Ps of marketing: product, price, place, and promotion; (4) principles of qualitative and quantitative institutional research; (5) the importance of institutional image; and (6) development of a segmenting strategy. Section 2 is on the planning process itself; its three chapters cover empowering the marketing process and building the team; the seven steps of writing a marketing plan; and evaluation of the overall process. Section 3 offers guidelines to help troubleshoot and improve the effectiveness of the marketing plan and process. Five appendices list sources of secondary research, organizations and associations, and valuable Web sites; plus a primer for working with teams and a sample faculty survey form. (Contains approximately 270 references). (DB)
Book Synopsis An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education by : Dawn M. Edmiston-Strasser
Download or read book An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education written by Dawn M. Edmiston-Strasser and published by . This book was released on 2007 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis How to Market a University by : Teresa Flannery
Download or read book How to Market a University written by Teresa Flannery and published by JHU Press. This book was released on 2021-01-12 with total page 257 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis An Integrated Marketing Workbook for Colleges and Universities by : Robert Allen Sevier
Download or read book An Integrated Marketing Workbook for Colleges and Universities written by Robert Allen Sevier and published by . This book was released on 2003 with total page 239 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Integrated Marketing Communications in Higher Education by : David Wayne Horrigan
Download or read book Integrated Marketing Communications in Higher Education written by David Wayne Horrigan and published by . This book was released on 2007 with total page 124 pages. Available in PDF, EPUB and Kindle. Book excerpt: In an increasingly competitive and complex consumer higher education market, colleges and universities need to become better with the coordination of their marketing communication programs and create a strong emotional bond with their markets in order to be perceived as a relevant choice in their target markets' minds. The purpose of this study was to assess a northeastern United States private research university with multiple colleges and undergraduate and graduate program's integrated marketing communications (IMC) effort in building a brand that represented the university's attempt to reposition itself in the higher education marketplace. The analysis of the university's IMC program raises questions in many areas of higher education marketing communications such as tactical coordination, market data collection, market segmentation and relationship building, branding, return on investment and performance measurement, budget allocation, and leadership vision and support.
Book Synopsis Marketing for Schools by : Ian G. Evans
Download or read book Marketing for Schools written by Ian G. Evans and published by Burns & Oates. This book was released on 1995 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduces the principles and philosophies of marketing for schools, and the concepts of supply and demand, segmentation and buying behaviour. The author goes on to cover advanced approaches, marketing research methods particularly suitable for schools, and strategic analysis and planning.
Book Synopsis Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices by : Tripathi, Purnendu
Download or read book Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices written by Tripathi, Purnendu and published by IGI Global. This book was released on 2013-05-31 with total page 388 pages. Available in PDF, EPUB and Kindle. Book excerpt: Although higher education institutes are not typically thought of as a business, colleges and universities utilize marketing strategies in order to compete for students. Information and communication technologies have enhanced and changed the nature and context of communication exchange, allowing for a broader range of competition. Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices provides different aspects of marketing management and technological innovations in all parts of education, including K-12, non-formal, and distance education. Highlighting research studies, experiences, and cases on educational marketing, this book is essential for educational planners, administrators, researchers, and marketing practitioners involved in all aspects of educational development.
Book Synopsis Strategic Marketing for Educational Institutions by : Philip Kotler
Download or read book Strategic Marketing for Educational Institutions written by Philip Kotler and published by Prentice Hall. This book was released on 1995 with total page 504 pages. Available in PDF, EPUB and Kindle. Book excerpt: Here is "the" handbook for academics and practitioners who want to understand what marketing is, how it can contribute to their institutions' greater effectiveness, and how to do it. This revised edition, like its predecessor, provides a solid background in marketing in the context of educational institutions and their essential activities.
Book Synopsis Strategic Marketing of Higher Education in Africa by : Emmanuel Mogaji
Download or read book Strategic Marketing of Higher Education in Africa written by Emmanuel Mogaji and published by Routledge. This book was released on 2020-01-20 with total page 234 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Marketing of Higher Education in Africa explores higher education marketing themes along the lines of understanding higher education markets, university branding and international marketing strategies, digital marketing, and student choice-making. The Higher Education landscape around the world is changing. There is global competition for students’ enrolments, universities are competing within their home market as well as in the international market, and as government funding for public universities is reducing there is pressure on universities to seek additional income by increasing their student enrolment. African universities are not an exception in this competitive market. This book is unique in providing a composite overview of strategic marketing and brand communications of higher education institutions in Africa. It recognises that there is a growing need for universities to understand the stakeholders and develop strategies on how best to engage with them effectively. Highlighting the unique characteristics, nature, and challenges of African universities, this book explores the marketisation strategies of African universities, with focus on the strategic digital marketing and brand management. The book provides significant theoretical and marketing practice implications for academics, higher-education administrators, and practitioners on how best to market higher education in Africa and reach out to prospective students. International practitioners aiming to market to Africans and start a partnership with an African university will also find this relevant in understanding the dynamics of the African market.
Book Synopsis New Strategies in Higher Education Marketing by : James A Burns
Download or read book New Strategies in Higher Education Marketing written by James A Burns and published by Routledge. This book was released on 2012-10-12 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Integrated Marketing Communications by : Edwina Luck
Download or read book Integrated Marketing Communications written by Edwina Luck and published by Cengage AU. This book was released on 2020-11-12 with total page 62 pages. Available in PDF, EPUB and Kindle. Book excerpt: Organisations use integrated marketing communications to help achieve a competitive advantage and meet their marketing objectives. This 6th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and coordinate all of a brand’s marketing communications elements to effectively engage the target market. Conceptual framework models demonstrate the integration of theory and practice to help students to better understand the whole IMC process and concept connections. Chapters adopt an integrative approach to examine marketing communications from both a consumer’s and marketer’s perspective. Premium online teaching and learning tools are available on the MindTap platform. Learn more about the online tools cengage.com.au/mindtap
Book Synopsis Information Needs and Source Preference of Prospective Learners at Tertiary Institutions by : Jeanne Susan Bonnema
Download or read book Information Needs and Source Preference of Prospective Learners at Tertiary Institutions written by Jeanne Susan Bonnema and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Since 2000, the educational landscape in South Africa has been undergoing immense changes, which have impacted on the perceptions and consumer behaviour of prospective students. Public tertiary institutions were merged during the period 2000-2004 to form new institutions, while a National Qualifications Framework (NQF) was implemented to regulate the programmes that should be provided by tertiary institutions. Due to the above changes, universities and technikons (now known as universities of technology) have been reorganised to meet the needs of different target markets in South Africa (Department of Education, 1998:19-20). In the Cape Metropole, there are now three FET colleges and four universities. There were previously nine of the former and five of the latter. All the current institutions continue to serve the same geographical area as before, while continuing to recruit students from the same target market. Against these changes in the market place, the objective of this study was to determine what the information needs and preferred sources are of high school learners in the Cape metropole, and what definitive subgroups exist within this target market, in order to develop a tailor made IMC plan to effectively reach this market. A review of the literature shows that limited studies have been carried out to measure the high school learner's information needs regarding further study (Bruwer, 1996: Gaika, 2002: Imenda & Kongolo, 2002). Certain studies have focussed on the perceptions of students attending a university or a technikon. Studies on Further Education and Training colleges have evaluated marketing strategies from the perspective of internal publics, but have not researched the actual information sources used by the market at whom the strategies are aimed. The main component of the research was quantitative empirical research, using questionnaires to determine the information sources high school learners use, the factors they consider important when selecting a tertiary institution and their specific characteristics. Grade 11 learners residing in the Cape Metropole were surveyed, using their secondary schools as the disseminating and surveying point. Nineteen schools in the above areas were surveyed, and just over 920 surveys were administered. It was found that five distinct subgroups exist within the target market, each sharing similar information needs and source preferences when obtaining information about attending a tertiary institution. This information was suitable to be used in proposing an IMC plan for a tertiary institution within the Cape Metropole. Information needs of different subgroups were found to be varied. Information is not limited to only one type of need for the entire target market, but it is recognised that subgroups value certain types of information in order to make decisions about studying further. These needs seem to be impacted by the individual's socio-economic circumstances, needs that the potential student wishes to meet, and career ambitions. In the same light, the types of sources that the members of different subgroups prefer to consult indicate that each subgroup has specific preferences and that these, too, are influenced by the individual's socio-economic circumstances. Within the media sources category, the use of specific media vehicles is also specific to each subgroup. The study therefore shows that, for an institution to target the potential student target market as a whole within the Cape Metropole, it has to take cognisance of the different subgroups that exist, and tailor-make the content, presentation and media used according to the preferences of each. The study shows that treating the target market as a single homogeneous market with one message to fit all sizes' will not successfully reach the market or meet their individual needs. Finally, as in an IMC approach, these individual messages and media need to be integrated and co-ordinated in the institution's overall marketing strategy.
Book Synopsis A Comparative Study of Integrated Marketing Communication Strategies Designed to Attract International Students to Universities in the Pennsylvania State System of Higher Education by : Agnieszka Guttmann
Download or read book A Comparative Study of Integrated Marketing Communication Strategies Designed to Attract International Students to Universities in the Pennsylvania State System of Higher Education written by Agnieszka Guttmann and published by . This book was released on 2009 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Integrated Marketing by : L. Michelle Morris
Download or read book Integrated Marketing written by L. Michelle Morris and published by . This book was released on 2003 with total page 229 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Marketing Curriculum in American Universities and Colleges Having Separate Schools of Business Administration by : Edwin Beverly Brooks
Download or read book Marketing Curriculum in American Universities and Colleges Having Separate Schools of Business Administration written by Edwin Beverly Brooks and published by . This book was released on 1947 with total page 186 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Hilbert College Integrated Marketing Plan by : Peter S. Burns
Download or read book The Hilbert College Integrated Marketing Plan written by Peter S. Burns and published by . This book was released on 2012 with total page 157 pages. Available in PDF, EPUB and Kindle. Book excerpt: "...this integrated marketing plan for Hilbert College acknowledges that the traditional methodology used to recruit students is out dated and Hilbert must take steps to enhance communication opportunities through the use of social media, [and] links student engagement, communication, marketing and 'sales' activities with the introduction of a new (CRM) customer relationship management software package"--Executive summary, p. 1.
Book Synopsis Integrated Marketing Communications by : Roger D. Blackwell
Download or read book Integrated Marketing Communications written by Roger D. Blackwell and published by . This book was released on 1985 with total page 26 pages. Available in PDF, EPUB and Kindle. Book excerpt:
