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Selling Higher Education: Marketing and Advertising America's Colleges and Universities

Author : Eric J. Anctil

Publisher : Jossey-Bass

Page : 148 pages

File Size : 16,4 MB

Release : 2008-09-16

Category : Education

ISBN :

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Book Description

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.



Higher Education Marketing in Africa

Author : Emmanuel Mogaji

Publisher : Springer Nature

Page : 424 pages

File Size : 38,70 MB

Release : 2020-05-20

Category : Business & Economics

ISBN : 3030393798

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Book Description

This book explores the key players, challenges and policies affecting higher education in Africa. It also explores the marketing strategies and the students’ selection process, providing theoretical and practical insights into education marketing in Africa. In particular, it focuses on the competition for students. The growing number of student enrolments, the public sector’s inability to meet the ever-increasing demands and new private universities springing up mean that it is essential for universities to identify their market and effectively communicate their messages. Although there has been substantial theoretical research to help shed light on students’ choices and universities' marketing strategies, little work has been undertaken on higher education in the African context. Filling that gap in the research, while at the same time acknowledging the regional differences in Africa, this book offers empirical insights into the higher education market across the continent.





Partnerships and Collaboration in Higher Education

Author : Pamela L. Eddy

Publisher : John Wiley & Sons

Page : 146 pages

File Size : 14,64 MB

Release : 2010-07-13

Category : Education

ISBN : 0470902957

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Book Description

The current context in higher education is becoming increasingly complex. Coupled with this organizational complexitiy of operations is a climate of diminishing resources and funding for education in general. Calls for educational reform and limited resources make collaborative responses an attractive option because of the ability to pool talent and resources. Collaborative efforts take many forms. Partnerships may emerge from insitutions working together, departments working across institutions or with community partners, or colleges and universities pairing across national borders. Likewise, collaborations may emerge between and among faculty members that resemble more traditional research projects. From these faculty collaborations, organizational partnerships may then develop. This monograph explroes the key building blocks required to create successful joint ventures. One section reviews partnerships from an institutional perspective, another covers individual collaborations, and a section on future issues identifies threats to partnerships, emergence of international partnerships, and steps to create strategic partnerships. The target audience for this volume includes those interested in developing partnerships or better supporting existing alliances. Administrators with a goal of using partnerships to parlay organizational strengths while saving resources can anticipate problems with the formation of partnerships, undersnd the elemtns that provide support for group work, and learn how to frame the partnership to leverage commitment through a shared vision. Faculty interested in collaboration will find many valuable insights regarding the right questions to ask before committing to a project. And policymakers and grant-funding agencies can use the information to craft mandates and grant language to best support successful partnerships. ultimately, understanding the process of developing partnerships can result in more successful collaborations. This is Vol 36 Issue 2 of the Jossey Bass 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.



How to Market a University

Author : Teresa Flannery

Publisher : Johns Hopkins University Press

Page : 257 pages

File Size : 21,36 MB

Release : 2021-01-12

Category : Education

ISBN : 1421440342

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Book Description

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.



Understanding Institutional Diversity in American Higher Education

Author : Michael Harris

Publisher : John Wiley & Sons

Page : 124 pages

File Size : 32,12 MB

Release : 2013-08-22

Category : Education

ISBN : 1118817850

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Book Description

Institutional diversity serves as one of the fundamental hallmarks of American higher education. After a long history of support for many institutional types, the past 40 years have seen a decline in institutional variety. Through a discussion of history, theoretical contexts, and causes of homogenization, this monograph examines how higher education policymakers and leaders can strengthen institutional mission and preserve the benefits of institutional diversity. Higher education needs to serve a variety of functions for students, from liberal arts education to vocational training programs. No single institution or institutional type can adequately fulfill all of these roles, and this monograph considers the rewards and challenges of maintaining a healthy, beneficial diversity. It also covers the roles, purposes, trials, and benefits of institutional diversity. It provides practical examples and theoretical perspectives useful in understanding the complexities of higher education systems and the external pressures faced by colleges and universities that challenge institutional mission and threaten institutional diversity and its well-established benefits for students and society. This is the third issue of the 39th volume of the Jossey-Bass series ASHE Higher Education Report. Each monograph is the definitive analysis of a tough higher education issue, 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.



A History of American Higher Education

Author : John R. Thelin

Publisher : Johns Hopkins University Press

Page : 555 pages

File Size : 25,26 MB

Release : 2019-04-02

Category : Education

ISBN : 1421428830

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Book Description

The definitive history of American higher education—now up to date. Colleges and universities are among the most cherished—and controversial—institutions in the United States. In this updated edition of A History of American Higher Education, John R. Thelin offers welcome perspective on the triumphs and crises of this highly influential sector in American life. Exploring American higher education from its founding in the seventeenth century to its struggle to innovate and adapt in the first decades of the twenty-first century, Thelin demonstrates that the experience of going to college has been central to American life for generations of students and their families. Drawing from archival research, along with the pioneering scholarship of leading historians, Thelin raises profound questions about what colleges are—and what they should be. Covering issues of social class, race, gender, and ethnicity in each era and chapter, this new edition showcases a fresh concluding chapter that focuses on both the opportunities and problems American higher education has faced since 2010. The essay on sources has been revised to incorporate books and articles published over the past decade. The book also updates the discussion of perennial hot-button issues such as big-time sports programs, online learning, the debt crisis, the adjunct crisis, and the return of the culture wars and addresses current areas of contention, including the changing role of governing boards and the financial challenges posed by the economic downturn. Anyone studying the history of this institution in America must read Thelin's classic text, which has distinguished itself as the most wide-ranging and engaging account of the origins and evolution of America's institutions of higher learning.



Competition in Higher Education Branding and Marketing

Author : Antigoni Papadimitriou

Publisher : Springer

Page : 261 pages

File Size : 47,6 MB

Release : 2017-10-06

Category : Education

ISBN : 3319585274

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Book Description

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.



Marketing Higher Education

Author : Paul Sergius Koku

Publisher : Taylor & Francis

Page : 207 pages

File Size : 38,87 MB

Release : 2022-07-15

Category : Business & Economics

ISBN : 1000617599

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Book Description

This book provides a comprehensive and accessible guide to marketing Higher Education institutions, discussing how universities are service providers and how education is a service, both of which need to be defined and marketed together. Unlike the current offering available on the subject, this book provides a uniquely applied approach, linking the theory of marketing practice to the Higher Education sector through real life case studies and examples. Each topic is covered in depth, including marketing segmentation, pricing, location, brand management, internationalization, and expansion. Overarchingly, the book considers how to develop and promote the university as a product and as a brand. Two case studies from real life universities in a broad range of locations are provided at the end of each chapter, alongside questions to aid understanding and application. Holistic and practical, Marketing Higher Education is an ideal guide for academics and students studying services marketing, Higher Education management and leadership, and marketing in the public sector. It will also be an invaluable resource for professionals working in Higher Education administration looking to develop their skills and understanding of marketing and brand building.



Unearthing Promise and Potential: Our Nation's Historically Black Colleges and Universities

Author : Gasman

Publisher : John Wiley & Sons

Page : 154 pages

File Size : 33,1 MB

Release : 2010-06-21

Category : Education

ISBN : 047063510X

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Book Description

Born out of extreme racism and shepherded through the centuries by enduring hope, the nation's historically black colleges and universities (HBCUs) have educated countless African Americans. These institutions, which boast great diversity, are treasures that illuminate the talent and potential of African Americans. This volume provides an overview of the salient issues facing HBCUs as well as the many contributions that these historic institutions make to our country as a whole. Topics include Historic Origins of HBCUs Desegregation Students Presidental Leadership Faculty and Governance Issues Fundraising Federal and State Policy Curriculum Thoughts about the future With suggestions for additional reading, other references and an appendix of historically black colleges and universities by, this is a comprehensive and much-needed addition to the literature in the field on HBCUs. This is the fifth issue the 35th 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.