Cargando…
How to Market a University : Building Value in a Competitive Environment /
"This book explains how to build and communicate a university's value in the current market of higher education, where the competition is fierce and the need to differentiate an institution so that it survives is critical"--
| Autor principal: | |
|---|---|
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Baltimore :
Johns Hopkins University Press,
[2021]
|
| Colección: | Book collections on Project MUSE.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
| LEADER | 00000cam a22000004a 4500 | ||
|---|---|---|---|
| 001 | musev2_81090 | ||
| 003 | MdBmJHUP | ||
| 005 | 20230905052328.0 | ||
| 006 | m o d | ||
| 007 | cr||||||||nn|n | ||
| 008 | 201207s2021 mdu o 00 0 eng d | ||
| 020 | |a 9781421440354 | ||
| 020 | |z 9781421440347 | ||
| 035 | |a (OCoLC)1225885758 | ||
| 040 | |a MdBmJHUP |c MdBmJHUP | ||
| 100 | 1 | |a Flannery, Teresa M., |d 1961- |e author. | |
| 245 | 1 | 0 | |a How to Market a University : |b Building Value in a Competitive Environment / |c Teresa M. Flannery. |
| 264 | 1 | |a Baltimore : |b Johns Hopkins University Press, |c [2021] | |
| 264 | 3 | |a Baltimore, Md. : |b Project MUSE, |c 2021 | |
| 264 | 4 | |c ©[2021] | |
| 300 | |a 1 online resource (256 pages). | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 490 | 0 | |a Higher Ed leadership essentials | |
| 505 | 0 | |a Intro -- Contents -- Preface -- Acknowledgments -- Introduction. Why Marketing? -- 1. The Basics: What Is Marketing, and How Do We Do It in Higher Education? -- 2. Getting Started or Starting Fresh: Leadership, Assessment, and Organizational Structure -- 3. The Foundation: Market Research to Assess the Current Brand and Set Goals -- 4. What's the Big Idea? Developing Brand Strategy and Expression -- 5. Integration of the Brand across the Institution -- 6. Digital U: Marketing Higher Education in a Digital World -- 7. Measuring Results and Progress | |
| 505 | 0 | |a 8. Marketing Investment and Return on Investment -- 9. The Future of Higher Education Marketing -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- I -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y | |
| 520 | |a "This book explains how to build and communicate a university's value in the current market of higher education, where the competition is fierce and the need to differentiate an institution so that it survives is critical"-- |c Provided by publisher. | ||
| 588 | |a Description based on print version record. | ||
| 650 | 0 | |a Universities and colleges |x Administration. | |
| 650 | 0 | |a Education, Higher |x Marketing. | |
| 655 | 7 | |a Electronic books. |2 local | |
| 710 | 2 | |a Project Muse. |e distributor | |
| 830 | 0 | |a Book collections on Project MUSE. | |
| 856 | 4 | 0 | |z Texto completo |u https://projectmuse.uam.elogim.com/book/81090/ |
| 945 | |a Project MUSE - Custom Collection | ||
| 945 | |a Project MUSE - 2021 Complete | ||
| 945 | |a Project MUSE - 2021 Education and Rhetoric | ||