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Guskey, Audrey – Marketing Education Review, 2013
In September 2006, five key Duquesne University basketball players were shot on the campus by an outside visitor after a school dance. This case explores how students learned firsthand Crisis Management 101--how to survive and thrive during a crisis. Student learning activities included writing journals, discussions of the university's strategies,…
Descriptors: Violence, Crisis Management, Marketing, School Safety
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
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Chinn, Susan J. – Journal of Information Systems Education, 2011
Procyon LLC had re-launched and renamed their music discovery site, Electra, to Capella, in 2008. Its core strength had originated from Electra's proprietary technology, which used music libraries from real people, its members, to generating "automated word-of-mouth" recommendations, targeted advertising and editorial content. With the re-launch,…
Descriptors: Music, Music Activities, Music Education, Music Appreciation
Florida State Dept. of Education, Tallahassee. Div. of Applied Tech. and Adult Education. – 1994
This resource packet, which was developed for use at a training workshop for Florida vocational, adult, and community educators, contains information and materials designed to assist educators in marketing their programs at the "grassroots" level. Presented in the first three sections are differences between public relations (PR) and…
Descriptors: Adult Education, Adult Programs, Community Education, Information Dissemination
Biddle, Alicia – Camping Magazine, 1998
To effectively market a camp, current trends and issues must be considered: specialty programming, the Americans With Disabilities Act, competing recreational programs, changes in the school year, programming for seniors, and accountability. Camps should have a marketing strategy that includes public relations, a marketing plan, a pricing…
Descriptors: Accountability, Camping, Disabilities, Elementary Secondary Education
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
Kunneke, Kathy – 1999
This paper describes the experiences with marketing, a new concept at the Library at the University of South Africa (Unisa), which is the largest university in South Africa and one of the largest distance education institutions in the world. Following a discussion of marketing of the tertiary library and the service marketing triangle…
Descriptors: Academic Libraries, Computer Mediated Communication, Computer Oriented Programs, Distance Education
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Dholakia, Ruby Roy; Acciardo, Linda A. – Journal of Marketing for Higher Education, 2014
Shrinking financial support from governments and forecast declines in the college-going population have combined to exert tremendous pressure on institutions of higher learning. Branding as a strategy has become more popular as a way of differentiating an institution from its competition, but the complexity of higher education makes branding an…
Descriptors: State Universities, Institutional Advancement, Public Relations, Higher Education
Carels, Peter; McCullough, Lynette – 1993
A pilot project was developed in which the Advertising and Market Research Center of the Vienna School of Economics and Business in Austria and the German Department as well as the Marketing Department of Miami University in Ohio are working together to collect market research data and formulate a market entry strategy for Roemerquelle, an…
Descriptors: Business Administration Education, Demonstration Programs, Experiential Learning, Foreign Countries
Dehne, George C. – Trusteeship, 1995
Many colleges address complex problems with a single "silver bullet" strategy. Because value shifts according to the consumer's situation or goal, private colleges should become more aware of their "situational value" and exploit it. This requires an understanding of how students choose colleges. In contrast, popular silver bullets target…
Descriptors: Advertising, Business Administration, College Administration, College Admission
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Levenburg, Nancy – Michigan Community College Journal: Research & Practice, 1997
Demonstrates how colleges can use distance education to attract and retain a "critical mass" of learners for distance programs. Explores alternative ways to view distance education market opportunities and determine which avenues to pursue. Suggests how to be more effective in all aspects of distance education programs. (13 citations) (YKH)
Descriptors: Access to Education, Advertising, Community Colleges, Competition