Description
Book SynopsisHow 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 valueboth in terms of revenue and reputationby differentiating from competitors and developing personalized, supportive, and long-lasting relationships with stakeholders. Defining marketing while identifying its pu
Table of ContentsPreface
Acknowledgments
Introduction. Why Marketing?
Chapter 1. The Basics: What Is Marketing, and How Do We Do It in Higher Education?
Chapter 2. Getting Started or Starting Fresh: Leadership, Assessment, and Organizational Structure
Chapter 3. The Foundation: Market Research to Assess the Current Brand and Set Goals
Chapter 4. What's the Big Idea? Developing Brand Strategy and Expression
Chapter 5. Integration of the Brand across the Institution
Chapter 6. Digital U: Marketing Higher Education in a Digital World
Chapter 7. Measuring Results and Progress
Chapter 8. Marketing Investment and Return on Investment
Chapter 9. The Future of Higher Education Marketing
Notes
Index
