The ACAP Center identified the previous schools of Senior High School Students to serve as a basis for marketing programs. Target marketing can be essential in marketing programs when detecting what previous school has the most number of students and also what school has the least number of students. We also categorized who were from public or…

In this experiential learning activity, Telling the Tale, students use the power of story to translate a deeper knowledge of target markets into demonstrable practical competencies, such as buyer persona formulation and copywriting. The activity's overarching goal is to provide students with hands-on experience in which they hone their creative…

U.S. federal policies No Child Left Behind and Race to the Top resulted in a policy overlap that created unique challenges and opportunities for administrators. This study examined principals' perceptions of an overlapping accountability-innovation policy context and their sense of how the policies affected their role as leaders. Primary data for…

Social web services catalog users' activities across the Internet, aggregating, analyzing, and selling a vast array of user data to be used largely for consumer profiling and target marketing. This article interrogates the tacit agreements and terms-of-use policies that govern who owns user data, how it circulates, and how it can be used. Relying…

Lewison and Hawes (1997) discuss target marketing strategies of differentiated, concentrated or orchestrated marketing in their article "Student Marketing Strategies for Universities." While the authors agree with some of the suggested strategies and reasons behind them, their perspective as faculty teaching in a graduate education program offers…

In recent years, marketing education has broadened to poor people in developing and emerging countries. In this article, the authors use four empirical studies that apply well-established training design procedures to design a marketing training program for Ethiopian pastoralists. Because pastoralists operate in extremely remote, traditional, and…

We begin with the premise that empathy adds value as a strategic marketing skill. Getting into the heads and hearts of consumers enables tailored offerings and tactics that meet the unique, richly contextualized needs of a given target audience segment. The advent of marketing automation and artificial intelligence (AI) is predicted to make…

In this study, we conducted in-depth interviews with 29 parents of prospective college students, a target public of university marketing efforts. We explored how university communication influenced parents' attitudes, and reputation perception. The research findings are significant in understanding parents' views on responding to prevalent…

Over the last decade, higher education institutions in the U.S. have faced increased competition and expenditures coupled with declines in financial support. Furthermore, they often have been forced to cater to the needs of an increasingly diverse group of students and must design service strategies based on the unique needs of each group. This…

Four-year graduation rates have become a key performance measure for the institutions of higher education. However, with less than 30% of the first-time freshmen being able to graduate in four years from a four-year program suggests an investigation of the factors that affect a timely progress of students through their course of study. Many would…

As colleges and universities adopt marketing orientations to an ever-increasing extent, the relative merits of mass marketing and target marketing must also be explored. Researchers identify buyer types as potential students focused on quality, value or economy. On the other axis, learner types are described as those who focus on career,…

Who we are and what we like are increasingly known pieces of information. This data, collected in aggregate and individually, is used to target marketing efforts ranging from the coupons on the grocery receipt to the online ads people see to the promotional offers sent in the mail. Even when marketing is not personally targeted, general…

Since the advent of online education, some colleges and universities have looked to third-party companies for help developing, marketing, and providing their online degree and certificate programs. But in recent years, those companies have expanded to run more and more of their clients' online programs. An industry has developed around online…

Nowadays organizations strive to find the ways to communicate with their target audiences by using varied advertising mediums because of the developments on the information communication technologies and the globalization. In this context, like the other institutions, the distance education institutions has to execute communication activities by…

Autism is a neurobiological disorder characterized by impairment in social interaction, communication, and repetitive stereotyped patterns of behavior. Autism rates have continued to increase in the United States and a cause or cure has not yet been found. In 2012, the Centers for Disease Control and Prevention reported that the prevalence of…