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ERIC Number: ED434616
Record Type: RIE
Publication Date: 1998
Pages: 220
Abstractor: N/A
Reference Count: N/A
ISBN: ISBN-0-89964-321-3
ISSN: N/A
Integrated Marketing for Colleges, Universities, and Schools: A Step-by-Step Planning Guide.
Sevier, Robert A.
This book offers a step-by-step approach to marketing for educational institutions, especially colleges and universities. The book is organized into three broad sections. Section 1 makes the case for marketing in six chapters which address: (1) challenges which are or will affect colleges and universities; (2) the role of institutional mission, vision, and leadership in the marketing planning process; (3) the definition of marketing and the four Ps of marketing: product, price, place, and promotion; (4) principles of qualitative and quantitative institutional research; (5) the importance of institutional image; and (6) development of a segmenting strategy. Section 2 is on the planning process itself; its three chapters cover empowering the marketing process and building the team; the seven steps of writing a marketing plan; and evaluation of the overall process. Section 3 offers guidelines to help troubleshoot and improve the effectiveness of the marketing plan and process. Five appendices list sources of secondary research, organizations and associations, and valuable Web sites; plus a primer for working with teams and a sample faculty survey form. (Contains approximately 270 references). (DB)
Council for Advancement and Support of Education, 1307 New York Ave., NW, Suite 1000, Washington, DC 20005-4701. Tel: 800-554-8536 (Toll Free).
Publication Type: Books; Guides - Non-Classroom
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: Council for Advancement and Support of Education, Washington, DC.