How to market a university : building value in a competitive environment / Teresa M. Flannery.
Material type: TextSeries: Higher Ed leadership essentialsDescription: 1 online resourceContent type:- text
- computer
- online resource
- 9781421440354
- LB2342 .H698 2021
- COPYRIGHT NOT covered - Click this link to request copyright permission: https://lib.ciu.edu/copyright-request-form
Item type | Current library | Collection | Call number | URL | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|---|
Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD) | G. Allen Fleece Library ONLINE | Non-fiction | LB2342.82 (Browse shelf(Opens below)) | Link to resource | Available | on1225885758 |
Includes bibliographies and index.
"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"--
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
COPYRIGHT NOT covered - Click this link to request copyright permission:
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