02439oam 2200469 450 991081228950332120211011193126.01-4214-4035-0(CKB)4100000011632934(MiAaPQ)EBC6420545(OCoLC)1225885758(MdBmJHUP)muse95643(EXLCZ)99410000001163293420210528d2021 uy 0engur|||||||nn|ntxtrdacontentcrdamediacrrdacarrierHow to market a university building value in a competitive environment /Teresa M. FlanneryBaltimore :Johns Hopkins University Press,[2021]©20211 online resource (1 online resource.)Higher Ed leadership essentials1-4214-4034-2 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 -- YIntro -- 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"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"--Provided by publisher.Higher ed leadership essentials.Education, HigherMarketingUniversities and collegesAdministrationEducation, HigherMarketing.Universities and collegesAdministration.378.0688Flannery Teresa M.1961-1620821MiAaPQMiAaPQUtOrBLWBOOK9910812289503321How to market a university3953813UNINA