How to market a university : building value in a competitive environment / / Teresa M. Flannery

• Autore: Flannery Teresa M. <1961->
• Pubblicazione: Baltimore : , : Johns Hopkins University Press, , [2021]; ©2021
• Descrizione fisica: 1 online resource (1 online resource.)
• Disciplina: 378.0688
• Soggetto topico: Education, Higher - Marketing; Universities and colleges - Administration
• Nota di contenuto: 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
• Sommario/riassunto: "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"--
• Titolo autorizzato: How to market a university
• ISBN: 1-4214-4035-0
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910794209903321
• Lo trovi qui: Univ. Federico II
• Serie: Higher ed leadership essentials.