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Record Nr. |
UNINA9910794209903321 |
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Autore |
Flannery Teresa M. <1961-> |
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Titolo |
How to market a university : building value in a competitive environment / / Teresa M. Flannery |
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Pubbl/distr/stampa |
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Baltimore : , : Johns Hopkins University Press, , [2021] |
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©2021 |
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ISBN |
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Descrizione fisica |
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1 online resource (1 online resource.) |
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Collana |
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Higher Ed leadership essentials |
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Disciplina |
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Soggetti |
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Education, Higher - Marketing |
Universities and colleges - Administration |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di contenuto |
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8. Marketing Investment and Return on Investment -- 9. The Future of Higher Education Marketing -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- I -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y |
Intro -- Contents -- Preface -- Acknowledgments -- Introduction. Why Marketing? -- 1. The Basics: What Is Marketing, and How Do We Do It in Higher Education? -- 2. Getting Started or Starting Fresh: Leadership, Assessment, and Organizational Structure -- 3. The Foundation: Market Research to Assess the Current Brand and Set Goals -- 4. What's the Big Idea? Developing Brand Strategy and Expression -- 5. Integration of the Brand across the Institution -- 6. Digital U: Marketing Higher Education in a Digital World -- 7. Measuring Results and Progress |
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Sommario/riassunto |
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"This book explains how to build and communicate a university's value in the current market of higher education, where the competition is fierce and the need to differentiate an institution so that it survives is critical"-- |
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