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ERIC Number: EJ1141095
Record Type: Journal
Publication Date: 2012
Pages: 10
Abstractor: As Provided
ISSN: EISSN-1936-3478
A Relationship Marketing Approach to Academic Initiative Planning: A Case in Point
Mobley, Mary F.; Basciano, Peter
Journal of Academic Administration in Higher Education, v8 n2 p31-40 Fall 2012
Many higher education initiatives are dependent upon the development of multiple relationships across academic and support functions. The probability of achieving superior initiative outcomes rests, in part, on the construction of an infrastructure that supports the goals, strategies, tactics, and ongoing mission of a defined project. Through adopting a relationship marketing perspective, the authors describe the process of analyzing and developing the underlying permanent infrastructure needed for implementing an ongoing effort for a new student support program. For illustrative purposes, a hypothetical case called the Student Reference Letter Project is developed as an academic initiative that traverses various departments and service functions with a focus on building enduring relationships.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A