MARKETING HIGHER EDUCATION

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Marketing Higher Education

Author : Felix Maringe
ISBN : 9780335236862
Genre : Education
File Size : 45.43 MB
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How can Higher Education Institutions (HEIs) position themselves to be competitive in global market economies? How has widening participation affected the marketing of HEIs? What kind of students do employers want in the twenty-first century? The marketing of higher education has become a natural consequence of the market in which HEIs are created and function. The shift from government grant to fee income, the homogenization of institutions under the title, 'University', the rhetoric of diversification and the realization of competition for students based on reputation and brand (academic and otherwise) has driven institutions to embrace the market. This book is unique in considering these matters as well its attempt to examine the relationship between marketing and the education that is being marketed. These issues are global and touch on the very nature of the place of HEIs in society as well as how they need to position themselves to compete. The readership for this book includes those studying higher education management, as well as those interested in higher education policy issues, but it has something of interest for all those engaged in higher education today.
Category: Education

New Strategies In Higher Education Marketing

Author : James A Burns
ISBN : 9781136582493
Genre : Education
File Size : 36.9 MB
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With rising financial difficulties and declining enrollments, many colleges and universities are finding that they need new and better ways to present and promote themselves to potential students and the general public. New Strategies in Higher Education Marketing contains practical, “how-to” applications of marketing thought and theory for the higher education environment. Written by practitioners for practitioners, this valuable book offers new viewpoints, tools, and creative ways to solve potentially devastating problems through the implementation of marketing. Each chapter is application oriented and cases and situations common to most universities and colleges are discussed to illustrate marketing strategies and techniques to make them more easily understood and readily usable. New Strategies in Higher Education Marketing is divided into four sections: Strategy Research and Promotion Enrollment Services Development. It includes informative chapters on topics including perceptions and proper application of marketing in higher education; fund raising; public relations; coordination of intra-organizational efforts; techniques and methods of gathering information and data; and the challenge and management of student enrollment. Directors, presidents, vice-presidents, and others responsible for or interested in the marketing of a college or university will find a wealth of highly practical information in this book.
Category: Education

International Marketing Of Higher Education

Author : Terry Wu
ISBN : 9781137542915
Genre : Education
File Size : 58.21 MB
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This book examines both the theory and applications of marketing higher education in a global environment. Universities and colleges face new challenges in student recruitment and international competition. This book is designed to offer new insights into international marketing of higher education. With declining domestic enrollments and continuing funding cuts, many higher education institutions are exploring new ways to market and promote themselves to international students. Higher education institutions view international students not only as a source of revenue, but also as an integral part of an overall academic strategy. While international students face many destination choices, they normally choose universities and colleges in developed countries such as the US, Canada, UK, Australia, and New Zealand. The international marketing of higher education is of growing importance to universities and colleges today.
Category: Education

Marketing Higher Education

Author : Robert S. Topor
ISBN : UVA:X001273519
Genre : Social Science
File Size : 29.28 MB
Format : PDF
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The application of basic marketing techniques to achieve the goals of colleges and universities is discussed. The guide is designed to help administrators and admission officers influence the image projected by their institutions. Attention is also directed to how to position an institution among its competitors, how to develop activities and communications to meet customer needs, and how to plan marketing strategies for different program audiences. Marketing techniques can be applied to students, clients, supporters, influential constituents, alumni, foundations, faculty, staff, and corporate support. Image perception, segmenting target audiences, defining institutional mission, and trademarks are also covered, along with the following marketing strategies: product strategy, place or distribution strategy, promotional strategy, and pricing strategy. Case studies illustrate how institutions apply marketing techniques, and questions in each chapter help readers assess the strengths and weaknesses of their current marketing strategies. A chapter on market research by Cletis G. Pride and Joseph S. Fowler outlines the steps for conducting effective surveys of audience attitudes toward the institution. (SW)
Category: Social Science

Marketing Higher Education In Russia

Author : Stefan Schwan
ISBN : 9783640250448
Genre :
File Size : 43.8 MB
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Master's Thesis from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, European University Viadrina Frankfurt (Oder), 48 entries in the bibliography, language: English, abstract: The Paper comprises of four major parts. In the first part (situation analysis) the current economic situation and general environmental determinants relevant for marketing Higher Education in Russia will be sketched mainly based on desk research. The second part (Russian education system and environment) focuses on the Russian HE system. The next part (Consumer Perspective) has a look at the future clients analysing consumer habits towards HE, financial spending on education etc. using survey data of THE PUBLIC OPINION FOUNDATION. The following part (Industry perspective) is assessing international mobility and the present marketing activities of the German Academic Exchange Service (DAAD) as one of the major catalysts of German HE marketing. Apart from desk research this part is using the above named survey among a target focus group in Moscow. Using the same survey in the part "other players," the market position of German HE marketing will be analysed to compare the German market position with other HE systems targeting the Russian market.
Category:

Marketing In Higher Education

Author : Stanley M. Grabowski
ISBN : STANFORD:36105003599029
Genre : College students
File Size : 32.22 MB
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Category: College students

Competition In Higher Education Branding And Marketing

Author : Antigoni Papadimitriou
ISBN : 9783319585277
Genre : Education
File Size : 26.3 MB
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This volume provides a critical examination of branding and marketing in higher education from national, regional, and global perspectives. Contributors with expertise in higher education, sociology, comparative and international education, marketing, rankings, and educational philanthropy use novel theoretical frameworks and cases from Africa, Asia, Europe, Latin America, and the US to map the brandscape of higher education. Empirical cases and literature analysis show that brand building is becoming a deliberate goal for higher education. This book illustrates student-institution dynamics, as well as the critical role of policy and professionalization to support branding and marketing strategies in higher education in relation to equity.
Category: Education

Marketing Higher Education Is There A Relationship Between The Higher Education Marketing Strategies Institutions Employ And The Students Perceptions Of Them A Study Involving Students At Fhwn

Author : David Krátký
ISBN : OCLC:1020616723
Genre :
File Size : 52.52 MB
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An old Tibetan proverb says: A child without education is like a bird without wings. It has been clear for many decades that good education is the best investment one could make. The marketplace has become saturated with companies and institutions of all kind. They all compete in the uneasy world of trying to attract their target audience in the most effective way. Without doubt, universities and colleges are one of such institutions. Based on the current trends in services marketing, it is important to understand which strategies can be successfully used when marketing such establishments. Considering that the goal of most of the higher education institutions is to attract the brightest possible students and deliver the best possible education and life experience, the question of how to market these comes into play. The aim of the thesis is to find out whether there is a relationship between the higher education marketing strategies institutions employ and the students perceptions of them. Are the currently used tertiary education marketing strategies effective? Do students perceive the strategies the way the marketers thought they would, or are there any mismatch gaps present? Moreover, the paper attempts to identify the latest trends in higher education marketing and find out what benefit could they serve in marketing a higher education institution. Also, it looks into practices used in North America which could possibly serve as an inspiration. The issues are looked at from two different perspectives the universitys and the students one. Connections are made and conclusions drawn.*****An old Tibetan proverb says: A child without education is like a bird without wings. It has been clear for many decades that good education is the best investment one could make. The marketplace has become saturated with companies and institutions of all kind. They all compete in the uneasy world of trying to attract their target audience in the most effective way. Without doubt, universities and colleges are one of such institutions. Based on the current trends in services marketing, it is important to understand which strategies can be successfully used when marketing such establishments. Considering that the goal of most of the higher education institutions is to attract the brightest possible students and deliver the best possible education and life experience, the question of how to market these comes into play. The aim of the thesis is to find out whether there is a relationship between the higher education marketing strategies institutions employ and the students perceptions of them. Are the currently used tertiary education marketing strategies effective? Do students perceive the strategies the way the marketers thought they would, or are there any mismatch gaps present? Moreover, the paper attempts to identify the latest trends in higher education marketing and find out what benefit could they serve in marketing a higher education institution. Also, it looks into practices used in North America which could possibly serve as an inspiration. The issues are looked at from two different perspectives the universitys and the students one. Connections are made and conclusions drawn.
Category:

Marketing Higher And Further Education

Author : Gibbs, Paul
ISBN : 9781136609404
Genre : Education
File Size : 81.63 MB
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A manual for anyone wishing to market higher or further education. It offers business-oriented guidance for readers whose main preoccupation may not be marketing itself, but who nonetheless need access to promotion skills, and it covers theory, practice and case studies.
Category: Education

Selling Higher Education

Author : Eric J. Anctil
ISBN : 0470437731
Genre : Education
File Size : 68.11 MB
Format : PDF, Kindle
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OL {list-style:disc} P:{margin-left 60px} Confronting an era marked by dwindling support and increased competition, it is incumbent on administrators and higher education leaders at colleges and universities to broadcast who they are, what they do, and what makes them valuable. In his direct, unvarnished review of marketing higher education, Eric J. Anctil offers a critical call to action for institutions who wish to continue and thrive in the business of higher education. Topics covered include: Market Driven Versus Mission Driven Persuasion and Choice Marketing and Advertising Higher Education Marketing and Advertising the Intangible Market Differentiation Recommendations for Selling Higher Education To be viable in the modern era, today's colleges and universities must strike a balance among delivering sound academic programs, conducting and promoting research, and engaging with the community as social institutions and places of higher learning -- while also meeting the contemporary challenges of running large organizations with dwindling public support and greater competition from the for-profit education sector. Colleges and universities that are not only aware of this environment but also are savvy in the changing marketplace increase their changes of establishing distinction among their peers. Strong institutional identity requires clearly recognizing one's organizational strengths, effectively communicating how one is different in a crowded marketplace, and building collaborative partnerships both internally and externally to promote greater awareness and recognition among key stakeholders. Strategic marketing enables one to move from being simply driven by the market to being savvy about it. This monograph is an invaluable guide to that process. This is the second issue in the 34th volume of the Jossey-Bass series ASHE Higher Education Report. Each monograph in the series is the definitive analysis of a tough higher education problem, based on thorough research of pertinent literature and institutional experiences. Topics are identified by a national survey. Noted practitioners and scholars are then commissioned to write the reports, with experts providing critical reviews of each manuscript before publication.
Category: Education