How to Market a University: Building Value in a Competitive EnvironmentAt 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 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. |
Contents
Introduction Why Marketing? | 1 |
What Is Marketing and How Do We Do It in Higher Education? | 19 |
Leadership Assessment and Organizational Structure | 37 |
Market Research to Assess the Current Brand and Set Goals | 70 |
4 Whats the Big Idea? Developing Brand Strategy and Expression | 95 |
5 Integration of the Brand across the Institution | 124 |
Marketing Higher Education in a Digital World | 141 |
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How to Market a University: Building Value in a Competitive Environment Teresa Flannery Limited preview - 2021 |