ERIC Number: ED452762
Record Type: RIE
Publication Date: 2001
Integrated Marketing in Higher Education. Research Report 01-01.
Morris, L. Michelle; Cejda, Brent D.
Integrated marketing deals with aspects often referred to as the "4 Ps": product, price, place, and promotion. These aspects have also been described as the "4 Cs": customer, cost, convenience, and communication. Integrated marketing has been defined as "a listening-first, database-dependent approach to marketing that includes both a willingness to segment and coordinate such strategic assets as product/customer, price/cost, and place/convenience and to develop effective promotion/communication strategies for key target audiences" (R. Sevier, 2000). Generally, universities have used marketing to enhance enrollment. Integrated marketing includes enrollment management, but the integration may include aspects of institutional advancement, image enhancement, and public relations. Most certainly, planning is an important part of integrated marketing efforts. Integrated marketing became a popular buzzword on college campuses during the 1990s. By 1999, a majority of colleges and universities in the United States reported practicing integrated marketing concepts at some level. This report provides an introduction to the concept and reviews sources related to integrated marketing in seven areas: (1) advancement; (2) enrollment management/recruiting; (3) image/branding; (4) integrated marketing/integrated marketing communication; (5) marketing/marketing management; (6) planning; and (7) public relations/promotion. Key resources in each of these areas are annotated in seven appendixes, and additional references are provided. (Contains 46 references.) (Author/SLD)
Publication Type: Information Analyses
Education Level: N/A
Authoring Institution: West Texas Higher Education Research Consortium, Lubbock, TX.