Flannery, Teresa M.,  1961- <br/><br/>
How to market a university :  building value in a competitive environment / 
Teresa M. Flannery. 
 - 1 online resource. 
 - Higher Ed leadership essentials .
<br/><br/>Includes bibliographies and index. 
<br/><br/>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 
<br/><br/> "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"-- 
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<br/><br/><label>ISBN: </label>9781421440354 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Education, Higher--Marketing.<br/>Universities and colleges--Administration.
<br/><br/><label>Index Terms--Genre/Form: </label><br/>Electronic Books.
<br/><br/><label>LC Class. No.: </label>LB2342  / .H698 2021