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ERIC Number: EJ926820
Record Type: Journal
Publication Date: 2011
Pages: 4
Abstractor: ERIC
Reference Count: 17
ISSN: ISSN-0734-6670
Marketing Climate: New Considerations for Target Marketing in Graduate Student Enrollment Management
Kranzow, Jeannine; Hyland, Nancy
Journal of College Admission, n211 p22-25 Spr 2011
Lewison and Hawes (1997) discuss target marketing strategies of differentiated, concentrated or orchestrated marketing in their article "Student Marketing Strategies for Universities." While the authors agree with some of the suggested strategies and reasons behind them, their perspective as faculty teaching in a graduate education program offers some different nuances to ponder in the realm of student college selection and choice, which ultimately recommend that universities consider marketing in a broader sense than the current literature would suggest. In this article, the authors expand on Lewison and Hawes' suggested targeted marketing strategies and recommend that universities consider marketing in a broader sense, by considering the influence of climate on graduate school choice. The authors' intention in expanding this conversation is to offer a small, but critical component to Lewison and Hawes' suggested model. (Contains 2 figures.)
National Association for College Admission Counseling. 1631 Prince Street, Alexandria, VA 22314-2818. Tel: 800-822-6285; Tel: 703-836-2222; Fax: 703-836-8015; e-mail:; Web site:
Publication Type: Journal Articles; Opinion Papers; Reports - Descriptive
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A