| Description |
1 online resource |
| Series |
Higher Ed leadership essentials |
| Contents |
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 |
| Summary |
"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"-- Provided by publisher |
| Subject |
Education, Higher -- Marketing
|
|
Universities and colleges -- Administration.
|
|
Education, Higher -- Marketing
|
|
Universities and colleges -- Administration
|
| Form |
Electronic book
|
| ISBN |
9781421440354 |
|
1421440350 |
|
