How can universities implement strategic integrated marketing to
effectively build and communicate their value?
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.
