How to Market a University : Building Value in a Competitive Environment /

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"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"--

Detalles Bibliográficos
Autor principal: Flannery, Teresa M., 1961- (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Baltimore : Johns Hopkins University Press, [2021]
Colección:Book collections on Project MUSE.
Temas:
Universities and colleges > Administration.
Education, Higher > Marketing.
Electronic books.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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
  • 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

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