ERIC Number: ED238356
Record Type: RIE
Publication Date: 1983
Reference Count: 0
Marketing Higher Education: A Practical Guide.
The application of basic marketing techniques to achieve the goals of colleges and universities is discussed. The guide is designed to help administrators and admission officers influence the image projected by their institutions. Attention is also directed to how to position an institution among its competitors, how to develop activities and communications to meet customer needs, and how to plan marketing strategies for different program audiences. Marketing techniques can be applied to students, clients, supporters, influential constituents, alumni, foundations, faculty, staff, and corporate support. Image perception, segmenting target audiences, defining institutional mission, and trademarks are also covered, along with the following marketing strategies: product strategy, place or distribution strategy, promotional strategy, and pricing strategy. Case studies illustrate how institutions apply marketing techniques, and questions in each chapter help readers assess the strengths and weaknesses of their current marketing strategies. A chapter on market research by Cletis G. Pride and Joseph S. Fowler outlines the steps for conducting effective surveys of audience attitudes toward the institution. (SW)
Descriptors: Case Studies, Communications, Educational Demand, Fund Raising, Higher Education, Institutional Advancement, Institutional Research, Marketing, Needs Assessment, Publicity, Reputation, Student Recruitment, Surveys
Council for Advancement and Support of Education, Orders Department, 80 S. Early Street, Arlington, VA 22304 ($16.50).
Publication Type: Guides - Non-Classroom
Education Level: N/A
Audience: Administrators; Support Staff; Policymakers; Practitioners
Authoring Institution: Council for Advancement and Support of Education, Washington, DC.