ERIC Number: ED357720
Record Type: Non-Journal
Publication Date: 1992
Reference Count: N/A
Marketing for College Managers: A Workbook for the Effective Integration of Marketing into College Planning.
Hatton, Angela; Sedgmore, Lynne
This workbook provides a practical approach to establishing and implementing a corporate marketing strategy within an educational environment and integrates this into the traditional college planning process. Organized in three stand-alone sections, the workbook examines the marketing challenge from three different management perspectives and levels. The first section looks at the senior management team and focuses on enabling and empowering marketing initiatives by covering self-assessment, the concept and implications of marketing, the benefits, strategic level planning, and the parameters of a marketing function. The target group of the second section is the college marketing team and deals with analysis, planning and control of marketing through review of the marketing function, the marketing of marketing, the process of marketing planning, and managing the marketing toolbox. The final section addresses the faculty/department management teams and their functions in implementing and achieving sales and reaching marketing targets. The activities and materials have been designed to facilitate delegation and dissemination of the marketing message and to provide a framework for cascading and embedding marketing thinking throughout the organization. (Contains 10 references.) (JB)
Descriptors: Administrator Role, College Administration, College Faculty, College Planning, Colleges, Higher Education, Institutional Advancement, Marketing, Self Evaluation (Groups), Strategic Planning, Teacher Role
Staff College, Coombe Lodge, Blagdon, Bristol, England BS18 6RG.
Publication Type: Guides - Non-Classroom
Education Level: N/A
Audience: Administrators; Practitioners
Authoring Institution: Staff Coll., Bristol (England).