Higher Education Marketing A Professional's Guide to Strategic Theory and Practice
Effective marketing, recruitment and retention of students is imperative for university funding.This is the first book to provide practical strategic guidance for those implementing and managing higher education marketing. Built upon original research this informative book provides practical guidance to marketers and senior managers who have responsibility for developing and then executing marketing strategies. Higher Education Marketing challenges the uncritical adoption of mainstream marketing theories and tools, questioning their ready application in the education and introduces a range of new tools, models and concepts that have been specifically developed for education; some are adaptations of mainstream approaches (based on lessons from consulting and contributors in senior management roles), others based on original research of both an academic and professional nature. Illustrated by useful case studies this book covers all aspects of design, implementation and management of HE marketing. Key topics include: creating the marketing strategy internal analysis & competitor (and collaborator) analysis internal marketing and communications reputation, branding and positioning how to position a university, department or course retention and relationship marketing new course development costing and pricing marketing academic research.
