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Miller, Bradley A. – Journal of Natural Resources and Life Sciences Education, 2011
The decline of enrollments in agronomy programs across the United States has been a concern for more than a decade. In an effort to reverse this trend, the Agronomy Department at Iowa State University (ISU) launched the "I'm An Agronomist" marketing campaign in 2006. This article reports on these efforts and the change in the…
Descriptors: Marketing, Agronomy, Higher Education, Enrollment
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Schofield, Cathy; Cotton, Debby; Gresty, Karen; Kneale, Pauline; Winter, Jennie – Journal of Higher Education Policy and Management, 2013
Current changes to policy around higher education in the United Kingdom are leading to an increasingly marketised system. As funding is transferred from the United Kingdom government to the individual student, universities will be required to pay more attention to marketing. This paper draws on the literature relating to marketing of services to…
Descriptors: Higher Education, Foreign Countries, Marketing, Advertising
Brown, Shawn M. – ProQuest LLC, 2012
This thesis examined the role of strategic marketing in organizational adaptation to a rapidly changing and competitive external environment among institutions of higher education. Colleges and universities adapt to external pressures as open systems operating within a broader external environment (Bess & Dee, 2008; Keller, 1983). How does…
Descriptors: Case Studies, Higher Education, Institutional Advancement, Organizational Change
Blumenstyk, Goldie – Chronicle of Higher Education, 2006
This paper discusses a new marketing strategy that could yield new revenue opportunities. Internet-based marketing is not for the faint of heart. Even colleges that embrace the strategies note that they are rife with complications. Nonprofit colleges increasingly rely on Internet advertising to recruit students, and the phenomenon has caught the…
Descriptors: Marketing, Internet, Search Engines, Advertising
The Advertising Division of the proceedings contains the following 20 papers: "Business and Communication Programs' Contribution in Advertising Education and Research: A Comparison" (Tien-tsung Lee); "Attributions of Advertising Influence Via Third-Person Perceptions: A Review and Synthesis" (Don Umphrey); "Advertising…
Descriptors: Advertising, Context Effect, Credibility, Cross Cultural Studies
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Broussard, Sharee LeBlanc – International Journal of Educational Advancement, 2011
This is an abbreviation of the author's dissertation. Because integrated marketing communication (IMC) research has traditionally been problematic, this study used an existing scale to determine that higher educational institutional advancement (alumni, marketing-communications, development) is an appropriate venue to study the process model of…
Descriptors: Higher Education, Colleges, Institutional Advancement, Public Relations
Harris, Michael S.; Barnes, Bradley – Journal of Student Financial Aid, 2011
This study analyzes the potential of major financial aid initiatives to serve as key elements of an institutional branding strategy. Concepts of branding and marketing serve as guiding frameworks for the analysis and interpretation of the findings. Using a case study approach, data were collected through interviews and document analysis at the…
Descriptors: Higher Education, Commercialization, Student Financial Aid, Predictor Variables
Villano, Matt – Campus Technology, 2007
Nowadays, college and university auxiliary services departments are turning to text messaging types of technologies to move a host of programs and offerings into the mobile environment. A July 2007 study by Youth Trends indicated that 95 percent of college freshmen come to school with a cell phone or other handheld device, and 78 percent of them…
Descriptors: Higher Education, College Students, Communication Strategies, College Administration
Durkin, Dorothy – CASE Currents, 1980
Advertising is seen as an important part of any college marketing strategy. A well-planned advertising campaign can increase public awareness and reinforce the positive attitudes of current students toward the program. Objectives, reaching the right people, and marketing strategy are discussed. (MLW)
Descriptors: Advertising, Alumni, Enrollment, Higher Education
Collins, Mary Ellen – CURRENTS, 2011
Educational institutions understand the importance of having a positive image among their target audiences, but the process of creating, enhancing, and managing that image remains challenging to many. Confusion over what branding is only adds to the challenge. Consultants define "brand" as promising an experience and delivering on that…
Descriptors: Higher Education, Colleges, Public Relations, Advertising
Cowan, Rick, Ed. – 1991
Suggestions for marketing independent schools are presented in this handbook, which revolves around the basic marketing model of defining mission/strategy, using the "5 P's" (product/services, price, place, production/delivery, promotion) and monitoring. Chapters by 18 contributors offer information on the following topics: basic marketing theory,…
Descriptors: Admission (School), Elementary Secondary Education, Enrollment, Higher Education
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Berenson, Mark L.; Koppel, Nicole B. – Decision Sciences Journal of Innovative Education, 2005
In business research situations it is often of interest to examine the differences in the responses in repeated measurements of the same subjects or from among matched or paired subjects. A simple and useful procedure for comparing differences between proportions in two related samples was devised by McNemar (1947) nearly 60 years ago. Although…
Descriptors: Business Administration Education, Higher Education, Statistics, Statistical Analysis
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Berger, Karen A.; Wallingford, Harlan P. – Journal of Marketing for Higher Education, 1996
Outlines an approach to college and university marketing that focuses on identification of buyer readiness state and selection of appropriate communication goals. This approach uses a hierarchy of communication goals (awareness, knowledge, liking, preference, conviction, purchase) widely used in consumer advertising. Argues that little has been…
Descriptors: Advertising, Audience Awareness, College Administration, College Applicants
Sevier, Robert A. – Trusteeship, 2000
In a marketplace overwhelmed with messages, too many institutions waste money on ineffective marketing. Highlights five common marketing errors: limited definition of marketing; unwillingness to address strategic issues; no supporting data; fuzzy goals and directions; and unrealistic expectations, time lines, and budgets. Though trustees are not…
Descriptors: Advertising, Governing Boards, Higher Education, Marketing
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Sides, Charles H. – Technical Communication, 1992
Argues that technical writers who develop broader writing skills prove to be more valuable to their employers during periods of economic downturn. Offers an overview of the basic skills needed to write marketing, advertising, and public relations documents. (PRA)
Descriptors: Advertising, Higher Education, Marketing, Public Relations
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