How To Market A University
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How To Market A University
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Author : Teresa Flannery
language : en
Publisher: Johns Hopkins University Press
Release Date : 2021-01-12
How To Market A University written by Teresa Flannery and has been published by Johns Hopkins University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-12 with Education categories.
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.
How To Market A University
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Author : Teresa Flannery
language : en
Publisher: JHU Press
Release Date : 2021-01-12
How To Market A University written by Teresa Flannery and has been published by JHU Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-01-12 with Education categories.
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.
Creating The Market University
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Author : Elizabeth Popp Berman
language : en
Publisher: Princeton University Press
Release Date : 2012-01-08
Creating The Market University written by Elizabeth Popp Berman and has been published by Princeton University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-01-08 with Education categories.
"Academic science in the U.S. once self-consciously avoided the market. But today it is seen as an economic engine that keeps the nation globally competitive. Creating the Market University compares the origins of biotech entrepreneurship, university patenting, and university-industry research centers to show how government decisions shaped by a new argument--that innovation drives the economy-transformed academic science"-- Provided by publisher.
Markets Minds And Money
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Author : Miguel Urquiola
language : en
Publisher:
Release Date : 2020
Markets Minds And Money written by Miguel Urquiola and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with BUSINESS & ECONOMICS categories.
Free markets made US universities world leaders in research. Economist Miguel Urquiola argues that in the late nineteenth century, entrepreneurial universities saw they could meet the industrializing country's demand for expertise. They moved away from religiously inspired teaching, and market dynamics allowed them to surpass European competitors.
Jane Austen Game Theorist
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Author : Michael Suk-Young Chwe
language : en
Publisher: Princeton University Press
Release Date : 2014-03-23
Jane Austen Game Theorist written by Michael Suk-Young Chwe and has been published by Princeton University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-03-23 with Political Science categories.
How the works of Jane Austen show that game theory is present in all human behavior Game theory—the study of how people make choices while interacting with others—is one of the most popular technical approaches in social science today. But as Michael Chwe reveals in his insightful new book, Jane Austen explored game theory's core ideas in her six novels roughly two hundred years ago—over a century before its mathematical development during the Cold War. Jane Austen, Game Theorist shows how this beloved writer theorized choice and preferences, prized strategic thinking, and analyzed why superiors are often strategically clueless about inferiors. Exploring a diverse range of literature and folktales, this book illustrates the wide relevance of game theory and how, fundamentally, we are all strategic thinkers.
A Practical Guide To University And College Management
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Author : Steve Denton
language : en
Publisher: Routledge
Release Date : 2009-09-11
A Practical Guide To University And College Management written by Steve Denton and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-09-11 with Education categories.
Written for Higher Education managers and administrators, A Practical Guide to University and College Management is a highly accessible text that offers practical guidance on how to manage the day-to-day life of universities. The authors take a proactive approach and offer a range of good practice examples and solutions, designed to resolve the dilemmas that arise in today’s rapidly changing higher education environment. Drawing on a wealth of management experience, this edited collection pulls together advice and practical guidance from expert managers working in the field of Higher Education. Each chapter is underpinned by theoretical perspectives to support invaluable pragmatic hints, mini-case studies, practical examples, and sample guidelines. The book covers four main areas: Selecting and inducting students: This section outlines the essential process for targeting, attracting, recruiting and inducting students Managing throughout the university year: Advice on the student experience, from the admissions process right up to graduation Assuring the quality of the student learning experience: How to manage course administration, student learning through assessment, student complaints and issues of quality assurance Maximising staff and student engagement: This section looks at how to maximise commitment and involvement by both staff and students, and includes approaches and examples of engagement implementation at other universities A Practical Guide to College and University Management will be of interest to Higher Education managers, administrators, and anyone looking for a pragmatic "how to" navigational guide that informs the working life of a university, from attracting students through to graduation. It offers managers and administrators essential training and support required to promote highly successful and efficient Higher Education Institutions, and is essential reading for anyone who works in university administration or aspires to do so. Sally Brown is Pro-Vice-Chancellor for Assessment, Learning and Teaching at Leeds Metropolitan University. She has published widely on innovations in teaching, learning and particularly assessment. Steve Denton is Pro-Vice-Chancellor and Registrar and Secretary at Leeds Metropolitan University bringing together University-wide student administrative and support services, including governance and legal matters, the academic registry, planning, student services, communication and marketing and widening access and participation.
Understanding The Higher Education Market In Africa
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Author : Emmanuel Mogaji
language : en
Publisher: Routledge
Release Date : 2020-03-06
Understanding The Higher Education Market In Africa written by Emmanuel Mogaji and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-03-06 with Business & Economics categories.
This book offers theoretical and practical insights into the marketing of higher education in Africa. It explores the key players, challenges and policies affecting higher education across the continent; their marketing strategies and the students’ selection process. While acknowledging the vast size of the continent, this book aims to provide an understanding of the dynamics of higher education in Africa. This book recognises the private and government involvement in higher education provision and students and staff as stakeholders in the marketisation process. Strategic efforts are directed by universities to attract prospective students. This book further addresses issues such as the responses of higher education sectors to the notion of markets and marketing; consumerism and competition in higher education in Africa; conceptions of the commodification of higher education in Africa; and the dominance of Western epistemologies and their influence in transforming higher education sectors. Students as consumers in increasingly marketised higher education sectors in Africa are also discussed. Though primarily for marketing students and academic researchers, the book's feature of blended theoretical and practical knowledge means that it will also be of interest to marketing practitioners and university managers.
Business Not Politics
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Author : Katherine Sender
language : en
Publisher: Columbia University Press
Release Date : 2005-01-05
Business Not Politics written by Katherine Sender and has been published by Columbia University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-01-05 with Business & Economics categories.
In a hard-hitting book that refutes conventional wisdom, Katherine Sender explores the connection between the business of marketing to gay consumers and the politics of gay rights and identity. She disputes some marketers'claims that marketing appeals to gay and lesbian consumers are a matter of "business, not politics" and that the business of gay marketing can be considered independently of the politics of gay rights, identity, and visibility. She contends that the gay community is not a preexisting entity that marketers simply tap into; rather it is a construction, an imagined community formed not only through political activism but also through a commercially supported media. She argues that marketing has not only been formative in the constitution of a GLBT community and identity but also has had significant impact on the visibility of gays and lesbians.
Remaking The American University
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Author : Robert Zemsky
language : en
Publisher: Rutgers University Press
Release Date : 2005-07-11
Remaking The American University written by Robert Zemsky and has been published by Rutgers University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005-07-11 with Education categories.
At one time, universities educated new generations and were a source of social change. Today colleges and universities are less places of public purpose, than agencies of personal advantage. Remaking the American University provides a penetrating analysis of the ways market forces have shaped and distorted the behaviors, purposes, and ultimately the missions of universities and colleges over the past half-century. The authors describe how a competitive preoccupation with rankings and markets published by the media spawned an admissions arms race that drains institutional resources and energies. Equally revealing are the depictions of the ways faculty distance themselves from their universities with the resulting increase in the number of administrators, which contributes substantially to institutional costs. Other chapters focus on the impact of intercollegiate athletics on educational mission, even among selective institutions; on the unforeseen result of higher education's "outsourcing" a substantial share of the scholarly publication function to for-profit interests; and on the potentially dire consequences of today's zealous investments in e-learning. A central question extends through this series of explorations: Can universities and colleges today still choose to be places of public purpose? In the answers they provide, both sobering and enlightening, the authors underscore a consistent and powerful lesson-academic institutions cannot ignore the workings of the markets. The challenge ahead is to learn how to better use those markets to achieve public purposes.
Media Market And Democracy In China
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Author : Yuezhi Zhao
language : en
Publisher: University of Illinois Press
Release Date : 1998
Media Market And Democracy In China written by Yuezhi Zhao and has been published by University of Illinois Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Business & Economics categories.
Media, Market, and Democracy in China is an astonishingly close look at the intertwining nature of the Communist Party and the news media in China, how they affect each other, and what the future might hold for each. How do market forces influence the media in China? How does the Party both introduce and try to contain the market's influence? How do commercial imperatives both accommodate and challenge Party control? To answer these and other questions, Yuezhi Zhao interviewed a wide range of scholars, media administrators, and media professionals. During five months in China in 1994 and 1995, she monitored media content, carried out extensive documentary research in Beijing, and held off-the-record meetings with Chinese media insiders. The first study of its kind to trace the Chinese print and broadcast media from the 1920s to 1996, this work will be must reading for students of journalism, mass communications, political science, and China studies, as well as for media and business professionals and policy makers who need to understand what's happening to China and its mass media.