Marketing Higher and Further Education: An Educator's Guide to Promoting Courses, Departments and Institutions

Marketing Higher and Further Education: An Educator's Guide to Promoting Courses, Departments and Institutions

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Product Details

ISBN-13: 9780749432942
Publisher: Taylor & Francis
Publication date: 12/01/2001
Pages: 153
Product dimensions: 6.25(w) x 9.25(h) x 0.33(d)

Table of Contents

1Introduction1
Why market?3
Strategic marketing partnerships6
2The marketing audit11
Just how good are we?11
A reality check12
Learner service assessment12
Consumer/learner matrix15
Ansoff growth matrix15
The Boston consulting matrix19
Getting where you want to be20
3Market and consumer research25
Market research25
Consumer research28
Research methods available32
Using the Internet for research35
4Market segmentation, 'taking a position' and seeking differentiation39
Segmentation39
Positioning41
The effect of competitive strategy on institutions42
Differentiation47
Bringing it all together50
5Programme design53
Using core competencies53
Development: sustainable or profitable?54
The programme design process57
Analysing the existing activity portfolio61
Marketing interventions64
6Pricing educational programmes67
The perception of price68
Benefit recovery69
Pricing by reference to competition70
Pricing tactics71
7Promotions--advertising, direct mail and exhibitions73
Straplines and slogans74
Professional approach to image and communication74
Communication and the use of advertising75
Key discussion areas for advertising77
Advertising for students: a UK experience81
Direct marketing83
Exhibitions87
Best practice in the US and the UK90
8Public relations93
Goodwill93
Reputation94
The individual and the corporate whole95
From trust to practice95
Writing press releases100
Crisis management101
9Student recruitment103
Attracting the student104
Theories of the consumer105
The consuming experience106
Informed consumers?107
The effect of experience109
Target marketing109
10Fund-raising113
Relationship marketing: the basis of trusting relationships113
The implications of sponsored assistance115
Fund-raising activities117
Corporate donations119
Smaller donations120
Planning the campaign121
11E-education123
Behavioural change123
Who can benefit?124
The impact of change on institutions125
The consumer rules126
Competition127
Make access easy129
References135
Index141

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