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101 0 $aeng
135   $aur|||||||nn|n
181   $ctxt$2rdacontent
182   $cc$2rdamedia
183   $acr$2rdacarrier
200 10$aHow to market a university $ebuilding value in a competitive environment /$fTeresa M. Flannery
210  1$aBaltimore :$cJohns Hopkins University Press,$d[2021]
210  4$d©2021
215   $a1 online resource (1 online resource.)
225 1 $aHigher Ed leadership essentials
311   $a1-4214-4034-2 
327   $a8. 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
327   $aIntro -- 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
330   $a"This book explains how to build and communicate a university's value in the current market of higher education, where the competition is fierce and the need to differentiate an institution so that it survives is critical"--$cProvided by publisher.
410  0$aHigher ed leadership essentials.
606   $aEducation, Higher$xMarketing
606   $aUniversities and colleges$xAdministration
615  0$aEducation, Higher$xMarketing.
615  0$aUniversities and colleges$xAdministration.
676   $a378.0688
700   $aFlannery$b Teresa M.$f1961-$01620821
801  0$bMiAaPQ
801  1$bMiAaPQ
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906   $aBOOK
912   $a9910812289503321
996   $aHow to market a university$93953813
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