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ERIC Number: ED408425
Record Type: Non-Journal
Publication Date: 1997
Pages: 18
Abstractor: N/A
Reference Count: N/A
Interactive Marketing: Customers as Collaborators. Marketing Strategies Series.
Durkin, Dorothy
This booklet, which is intended for individuals responsible for marketing continuing higher education, presents an interactive approach to educational marketing in which customers play the role of collaborators. The booklet begins with brief profiles of successful interactive marketing programs at three universities. Examined next are labor market and demographic trends that have necessitated new educational marketing processes and the basic principles of interactive marketing. Step-by-step guidelines for to developing an educational marketing campaign based on collaboration between marketers, programmers, and administrators are included. Other topics discussed in the remaining sections are: developing/using a unified marketing database (tracking and predicting student preferences; designing a database to facilitate sharing of information among marketers and educators; adding additional data; using the concept of environmental scanning for strategic planning; and using/improving the database); collaborating with customers (one-to-one marketing, relationship marketing, and the roles of websites and extension in marketing); and improving marketing through organizational reengineering (marketing programs and programming markets, redefining the organization, collaborating within a university, and moving forward through interactivity). Twelve suggested readings are listed. (MN)
University Continuing Education Association, One Dupont Circle, N.W., Suite 615, Washington, DC 20036 ($10 members; $12.50 nonmembers; plus $3 shipping/handling).
Publication Type: Opinion Papers
Education Level: N/A
Audience: Practitioners
Language: English
Sponsor: N/A
Authoring Institution: University Continuing Education Association, Washington, DC.