Integrated Marketing For Colleges Universities And Schools
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Integrated Marketing For Colleges Universities And Schools
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Author : Robert A. Sevier
language : en
Publisher: Council for Advancement & Support of Education
Release Date : 1998
Integrated Marketing For Colleges Universities And Schools written by Robert A. Sevier and has been published by Council for Advancement & Support of Education this book supported file pdf, txt, epub, kindle and other format this book has been release on 1998 with Business & Economics categories.
This book offers a step-by-step approach to marketing for educational institutions, especially colleges and universities. The book is organized into three broad sections. Section 1 makes the case for marketing in six chapters which address: (1) challenges which are or will affect colleges and universities; (2) the role of institutional mission, vision, and leadership in the marketing planning process; (3) the definition of marketing and the four Ps of marketing: product, price, place, and promotion; (4) principles of qualitative and quantitative institutional research; (5) the importance of institutional image; and (6) development of a segmenting strategy. Section 2 is on the planning process itself; its three chapters cover empowering the marketing process and building the team; the seven steps of writing a marketing plan; and evaluation of the overall process. Section 3 offers guidelines to help troubleshoot and improve the effectiveness of the marketing plan and process. Five appendices list sources of secondary research, organizations and associations, and valuable Web sites; plus a primer for working with teams and a sample faculty survey form. (Contains approximately 270 references). (DB)
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.
An Examination Of Integrated Marketing Communication In U S Public Institutions Of Higher Education
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Author : Dawn M. Edmiston-Strasser
language : en
Publisher:
Release Date : 2007
An Examination Of Integrated Marketing Communication In U S Public Institutions Of Higher Education written by Dawn M. Edmiston-Strasser and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Communication in marketing categories.
Integrated Marketing Communications
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Author : Edwina Luck
language : en
Publisher: Cengage AU
Release Date : 2020-11-12
Integrated Marketing Communications written by Edwina Luck and has been published by Cengage AU this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-11-12 with Business & Economics categories.
Organisations use integrated marketing communications to help achieve a competitive advantage and meet their marketing objectives. This 6th edition of Integrated Marketing Communications emphasises digital and interactive marketing, the most dynamic and crucial components to a successful IMC campaign today. Incorporating the most up-to-date theories and practice, this text clearly explains and demonstrates how to best select and coordinate all of a brand’s marketing communications elements to effectively engage the target market. Conceptual framework models demonstrate the integration of theory and practice to help students to better understand the whole IMC process and concept connections. Chapters adopt an integrative approach to examine marketing communications from both a consumer’s and marketer’s perspective. Premium online teaching and learning tools are available on the MindTap platform. Learn more about the online tools cengage.com.au/mindtap
Integrated Marketing Communication
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Author : Jerry Kliatchko
language : en
Publisher: Cambridge Scholars Publishing
Release Date : 2019-10-29
Integrated Marketing Communication written by Jerry Kliatchko and has been published by Cambridge Scholars Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-10-29 with Social Science categories.
This volume represents a valuable resource for students, academics (teachers and researchers), and practitioners in the field of integrated marketing communication (IMC). It provides a foundation detailing the principles, tenets and practices of IMC, before presenting a step-by-step process of preparing and executing the process for any given brand.
Strategic Integrated Marketing Communication
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Author : Larry Percy
language : en
Publisher: Routledge
Release Date : 2008
Strategic Integrated Marketing Communication written by Larry Percy and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008 with Business & Economics categories.
Integrated Marketing Communications is planning in a systematic way to determine the most effective and consistent message for appropriate target audiences. This comprehensive new textbook deals with all aspects of Integrated Marketing Communication from a strategic perspective.
Strategic Integrated Marketing Communications
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Author : Larry Percy
language : en
Publisher: Routledge
Release Date : 2014-06-27
Strategic Integrated Marketing Communications written by Larry Percy and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-06-27 with Business & Economics categories.
An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all aspects of IMC from a strategic perspective Corporate image, identity and reputation have never been more important and this book unlocks the key factors in achieving and enhancing this Integrated Marketing Communications is not just about utilizing different communication options in your marketing campaign; it is about planning in a systematic way to determine the most effective and consistent message for your target audience. As such, it depends upon identifying the best positioning, generating positive brand attitude, a consistent reinforcement of the brand's message through IMC channels, and ensuring that all marketing communication supports the company's overall identity, image, and reputation. This textbook is a roadmap to achieving this, thoroughly updated to reflect the dynamic changes in the area since the first edition was published. New to this edition: New sections on social media and now to integrate them into your marketing function New chapter on message development and an enhanced chapter on the IMC plan Robust pedagogy to help reinforce learning and memory Enhanced teaching materials online to help lecturers prepare their courses Brand new real-life case study vignettes
Marketing Communications In Emerging Economies Volume I
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Author : Thomas Anning-Dorson
language : en
Publisher: Springer Nature
Release Date : 2021-10-28
Marketing Communications In Emerging Economies Volume I written by Thomas Anning-Dorson and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-10-28 with Business & Economics categories.
The first of this two-volume work brings to the fore marketing communication theories and concepts that are prominent in emerging economy contexts, and highlights the opportunities and challenges within these markets. Offering a distinctive meaning and importance to both the practice and the theory of marketing communications in emerging economies, this collection introduces the foundational issues of marketing communications as well as the broader marketing communication environment and how they impact on communication strategy development and implementation. With contributors from diverse disciplines, the book establishes the importance of linking customer value creation, national culture and the management process with the marketing communications strategy. It highlights the critical role of research, the changing trends in marketing communication in the digital age and the communication opportunities for small and large brands. This book is a useful tool for orporate executives, educators, students, policymakers and businesses on marketing communication in emerging markets.
Principles Of Integrated Marketing Communications
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Author : Lawrence Ang
language : en
Publisher: Cambridge University Press
Release Date : 2021-02-23
Principles Of Integrated Marketing Communications written by Lawrence Ang and has been published by Cambridge University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-02-23 with Business & Economics categories.
Explains the principles and practice of implementing an effective marketing strategy using a variety of channels and techniques, such as brand equity, advertising and personal selling.
Strategic Brand Management In Higher Education
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Author : Bang Nguyen
language : en
Publisher: Routledge
Release Date : 2019-02-13
Strategic Brand Management In Higher Education written by Bang Nguyen and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-02-13 with Business & Economics categories.
University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.