ERIC Number: ED464533
Record Type: RIE
Publication Date: 2002
Reference Count: N/A
Marketing Higher and Further Education: An Educator's Guide to Promoting Courses, Departments and Institutions.
Gibbs, Paul; Knapp, Michael
This book provides business-oriented guidance for readers whose main preoccupation may not be marketing itself, but who need marketing skills in a higher education or further education context. Theory, practice, and case studies are focused on real issues connected to promoting courses and institutions. The chapters are: (1) Introduction; (2) The Marketing Audit; (3) Market and Consumer Research; (4) "Market Segmentation, 'Taking a Position', and Seeking Differentiation; (5) Programme Design; (6) Pricing Educational Programmes; (7) Promotions-Advertising, Direct Mail, and Exhibitions; (8) Public Relations; (9) Student Recruitment; (10) Fund-Raising; and (11) E-education. (Contains 18 tables, 19 figures, and 75 references.) (SLD)
Descriptors: Administrators, Case Studies, Consumer Economics, Continuing Education, Higher Education, Marketing, Program Development, Recruitment, Theories
Stylus Publishing, LLC, P.O. Box 605, Herndon, VA 20172-0605 ($29.95). Tel: 800-232-0223 (Toll Free); Tel: 703-661-1581; Fax: 703-661-1501; e-mail: Styluspub@aol.com.
Publication Type: Books; Guides - Non-Classroom
Education Level: N/A
Authoring Institution: N/A
Note: Published by Kogan Page Limited.