How can universities implement strategic integrated marketing to effectively build and communicate their value?At a time of declining public support, a shrinking pipeline of traditional college-bound students, and a steady rise in tuition and discount rates, higher education leaders have never been under more pressure. How can they ensure steady or growing enrollments while cultivating greater philanthropic support, increasing research funding, and diversifying revenue streams? In How to Market a University, Teresa M. Flannery argues that institutions can meet all of these goals by implementing strategic integrated marketing in ways that are consistent with academic culture and university values. Flannery provides a road map for college leaders who want to learn how to build value―both in terms of revenue and reputation―by differentiating from competitors and developing personalized, supportive, and long-lasting relationships with stakeholders. Defining marketing while identifying its purposes in the context of higher education, Flannery draws on nonprofit marketing scholarship, the expertise of leading higher education marketing practitioners and administrators, and her own experiences over two decades at two different institutions. She teaches readers how to • set up their marketing leadership for success • find or build the necessary organizational capacity • set a firm foundation through market research• establish a differentiated value proposition and strong brand strategy• encourage enterprise-wide integration of marketing and communications• consider technical and resource requirements to succeed in digital marketing• develop appropriate and rigorous measurement• plan for appropriate investment• anticipate and prepare for future trendsThis practical guide reveals how to cultivate student, alumni, donor, and partner loyalty through strategic marketing. How to Market a University offers leaders and their CMOs the language, examples, and even questions they should discuss and answer in order to build or refine their marketing strategy.
✔ Author(s): Teresa Flannery
✔ Title: How to Market a University: Building Value in a Competitive Environment (Higher Ed Leadership Essentials)
✔ Rating : 4.7 out of 5 base on (25 reviews)
✔ ISBN-10: 1421440342
✔ ISBN-13: 9781421440347
✔ Language: English
✔ Format ebook: PDF, EPUB, Kindle, Audio, HTML and MOBI
✔ Device compatibles: Android, iOS, PC and Amazon Kindle
Readers' opinions about How to Market a University by Teresa Flannery
Virginia Savage
I must confess, this book made me shed tears like never before. The themes of love, loss, and resilience struck a chord with my soul. It was an emotional journey I'm grateful to have taken.
Sydney Richardson
The rich historical context of the book added a layer of depth that I found fascinating. It was like stepping back in time and experiencing history firsthand.
Tasha Cobbett
The plot was so well-paced that I lost track of time while reading. I was completely immersed in the story, eagerly turning the pages to uncover the next twist.
