March 6, 2022

University Marketing

 


Management Theory Article

Marketing Management for Service Firms


Many foreign universities have marketing departments.


2022

7 Higher Education Marketing Ideas to Inspire You for 2022

https://www.ama.org/marketing-news/higher-education-marketing-ideas-for-2022/

Top 30 Higher Education Marketing Blogs and Websites

https://blog.feedspot.com/higher_education_marketing_blogs/

https://collegemarketinggroup.com/blog/the-best-print-and-digital-marketing-resource-for-universities/

https://collegemarketinggroup.com/blog/5-college-student-marketing-trends-to-know-in-2022/

https://collegemarketinggroup.com/universities/


Inbound marketing focuses on building brand awareness by pulling potential customers to the organization's website through keyword-driven blogs,  social media messages, and email marketing. 


Outbound marketing focuses on getting the message to potential customers through messages in  paid online channels and properties. From these messages customers may come to organization's website.

https://collegemarketinggroup.com/blog/announcing-the-launch-of-student-targeted-inbound-marketing-services/


Higher Education Marketing: A Panel Discussion Part II, Careers

https://www.higheredjobs.com/HigherEdCareers/interviews.cfm?ID=581

Part I.  https://www.higheredjobs.com/HigherEdCareers/interviews.cfm?ID=562


Enrollment Management

Art, Science, or the Job that Everyone's Job Depends On?

https://www.higheredjobs.com/HigherEdCareers/interviews.cfm?ID=190

2021

https://www.pushhere.com/blog/5-lessons-from-successful-university-marketing-campaigns/

https://www.mediacurrent.com/blog/5-digital-focus-areas-navigate-university-marketing-challenges/

https://www.wcupa.edu/_services/STU/dosa/univeristyMarketingResource.aspx

https://unibuddy.com/blog/student-to-student-marketing-5-questions/

2020

https://thebrandeducation.com/blog/how-to-allocate-university-marketing-budget/

https://www.universityworldnews.com/post.php?story=20200525092551396

https://slidesgo.com/theme/university-marketing-campaign

https://marcom.purdue.edu/about/   Purdue Marketing and Communications

https://www.oho.com/blog/higher-ed-digital-marketing-objectives-2020

2019

https://cliquestudios.com/higher-education-marketing-trends/

https://insights.digitalmediasolutions.com/articles/best-university-campaigns

https://www.marketing91.com/marketing-mix-oxford-university/

https://www.insidehighered.com/news/2019/10/08/how-marketing-helped-southern-new-hampshire-university-make-it-big-online

https://ink.library.smu.edu.sg/cases_coll_all/265/

2018

https://www.timeshighereducation.com/news/career-advice-how-run-university-marketing-campaign

https://www.hsutx.edu/about-hsu/leadership-administration/university-marketing/

https://www.redbrickresearch.com/2018/11/29/lessons-australian-approach-university-marketing/

https://www.uncfsu.edu/about-us/fsu-leadership/office-of-the-chancellor/communications-and-events/marketing

FSU Integrated Marketing

FSU takes an integrated approach to marketing to increase the overall visibility of the university and to enhance its reputation among both internal and external audiences for the purpose of increasing engagement.


Five Pillars of FSU’s Integrated University Marketing Plan

Branding

Recruitment Marketing

Event Marketing

Fundraising Marketing

Internal Communications

https://www.printtechofwpa.com/top-10-tips-for-promoting-your-university/

https://ums.group/

https://www.webfx.com/industries/education/colleges/

https://www.fullfabric.com/articles/how-universities-use-social-media-for-marketing

Marketing your university on social media: a content analysis

https://www.tandfonline.com/doi/abs/10.1080/08841241.2018.1442896

Integrity in higher education marketing and misleading claims in the university prospectus: what happened next…and is it enough?

John Bradley 

International Journal for Educational Integrity volume 14, Article number: 3 (2018)

https://edintegrity.biomedcentral.com/articles/10.1007/s40979-018-0026-9

2017

https://www.credohighered.com/blog/18-lessons-university-marketing-departments

https://bigwing.com/blog/ideas-give-higher-education-digital-marketing-campaign/

https://www.indstate.edu/university-marketing/brand-toolbox

https://weareclearhead.com/video-marketing-ideas/

2016

https://www.qs.com/3-rules-for-effective-university-marketing/

2012

https://research.utwente.nl/en/publications/higher-education-marketing-a-study-on-the-impact-of-social-media-




University Marketing - Books


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


Teresa Flannery

JHU Press, 12-Jan-2021 - Education - 256 pages


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 trends


This 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.

https://books.google.co.in/books?id=sPsMEAAAQBAJ





Marketing University Outreach Programs


Ralph S Foster, William I Sauser, Donald Self

Routledge, 14-Jan-2014 - Business & Economics - 292 pages


Discover the successful marketing strategies of programs which have extended the resources of a university to its community. Marketing University Outreach Programs covers all aspects of continuing education program construction and the marketing process for positioning the university into the public. This book begins to eradicate academicians’ fears of marketing by showing them a contemporary marketing plan using terminology and examples familiar to them.


Seventeen contributors--professors, administrators, and outreach professionals--comprehensively describe the strategies being successfully used to extend the resources of a university to its community through programs of extension, public service, and continuing education. Although many existing models of the education process contain parallels to elements in a generic marketing process, education is not viewed as a consumer product. Even educators may not view themselves as marketers involved in a marketing process. This attitude can place barriers between understanding the marketing process and how it relates to education. Marketing University Outreach Programs helps educators overcome these potential barriers; it explains marketing as a comprehensive process using terminology and examples which university extension and education professionals will find familiar and understandable.


Application-oriented, it cites numerous examples of how the marketing process can be put to use immediately. Each chapter explores in-depth a separate segment of the marketing process involved in public university outreach programs:

issue-based versus discipline-based programs

program delivery and delivery technology

funding outreach programs

comprehensive promotional strategy

customer service

long-range planning

marketing research

information resources

future trends

model programs


This book is of value to the faculty of universities, specifically those in the disciplines with a mandate for professional renewal or recertification (engineering, medicine, education); faculty and professional staff in divisions of continuing education; program leadership in cooperative extension organizations (as well as those in other identifiable university extension units); and faculty affiliated with applied research centers. Members of professional associations focused on higher education outreach can also successfully apply these strategies.
















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