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Higher Ed Leadership Essentials
How to Market a University: Building Value in a Competitive Environment
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.
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.
248 pages, Kindle Edition
Published January 12, 2021
13 people are currently reading
54 people want to read
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April 13, 2021
A good read to reset my focus after a frenzied year in the marketing world. I've heard Terry speak at CASE and AMA conferences and have always found her no-nonsense approach engaging and helpful, and this book is a great extension of much of what I've heard her speak about. She effectively reviews the fundamentals and provides building blocks at all stages of the marketing process, whether it's developing foundational relationships at the leadership level that set the tone for strategy, conducting market research, working with external partners, rolling out brand updates/rebrands, and developing content strategy. I marked this book up a lot for easy reference, as I know I will refer to it often during these times of organizational and industry shifts.
Displaying 1 of 1 review