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How to Market a University

2021-01-12 Education
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Release : 2021-01-12
Genre : Education
Kind : eBook
Book Rating : 350/5 ( reviews)

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Book Synopsis How to Market a University by : Teresa Flannery

Download or read book How to Market a University written by Teresa Flannery. This book was released on 2021-01-12. 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.

Marketing Strategies for Higher Education Institutions: Technological Considerations and Practices

2013-05-31 Business & Economics
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Release : 2013-05-31
Genre : Business & Economics
Kind : eBook
Book Rating : 154/5 ( reviews)

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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. This book was released on 2013-05-31. 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.

New Strategies in Higher Education Marketing

2012-10-12 Business & Economics
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Release : 2012-10-12
Genre : Business & Economics
Kind : eBook
Book Rating : 495/5 ( reviews)

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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. This book was released on 2012-10-12. 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.

International Marketing of Higher Education

2016-09-15 Education
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Release : 2016-09-15
Genre : Education
Kind : eBook
Book Rating : 918/5 ( reviews)

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Book Synopsis International Marketing of Higher Education by : Terry Wu

Download or read book International Marketing of Higher Education written by Terry Wu. This book was released on 2016-09-15. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Selling Higher Education: Marketing and Advertising America's Colleges and Universities

2008-09-16 Education
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Release : 2008-09-16
Genre : Education
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Book Rating : /5 ( reviews)

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

Download or read book Selling Higher Education: Marketing and Advertising America's Colleges and Universities written by Eric J. Anctil. This book was released on 2008-09-16. Available in PDF, EPUB and Kindle. Book excerpt: 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.

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