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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
Peer reviewed Peer reviewed
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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
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
Peer reviewed Peer reviewed
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