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…

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,…

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…