ERIC Number: ED434616
Record Type: RIE
Publication Date: 1998
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)
Descriptors: College Planning, Higher Education, Institutional Advancement, Institutional Mission, Institutional Research, Long Range Planning, Marketing, Program Development, Questionnaires, Teacher Surveys
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
Authoring Institution: Council for Advancement and Support of Education, Washington, DC.