How to Market a University: Building Value in a Competitive Environment
256
How to Market a University: Building Value in a Competitive Environment
256eBook
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Overview
How can universities implement strategic integrated marketing to effectively build and communicate their value?
At a time of declining public support, a shrinking pipeline of traditional college-bound students, and a steady rise in tuition and discount rates, higher education leaders have never been under more pressure. How can they ensure steady or growing enrollments while cultivating greater philanthropic support, increasing research funding, and diversifying revenue streams? In How to Market a University, Teresa M. Flannery argues that institutions can meet all of these goals by implementing strategic integrated marketing in ways that are consistent with academic culture and university values.
Flannery provides a road map for college leaders who want to learn how to build value—both in terms of revenue and reputation—by differentiating from competitors and developing personalized, supportive, and long-lasting relationships with stakeholders. Defining marketing while identifying its purposes in the context of higher education, Flannery draws on nonprofit marketing scholarship, the expertise of leading higher education marketing practitioners and administrators, and her own experiences over two decades at two different institutions. She teaches readers how to
• set up their marketing leadership for success
• find or build the necessary organizational capacity
• set a firm foundation through market research
• establish a differentiated value proposition and strong brand strategy
• encourage enterprise-wide integration of marketing and communications
• consider technical and resource requirements to succeed in digital marketing
• develop appropriate and rigorous measurement
• plan for appropriate investment
• anticipate and prepare for future trends
This practical guide reveals how to cultivate student, alumni, donor, and partner loyalty through strategic marketing. How to Market a University offers leaders and their CMOs the language, examples, and even questions they should discuss and answer in order to build or refine their marketing strategy.
Product Details
| ISBN-13: | 9781421440354 |
|---|---|
| Publisher: | Johns Hopkins University Press |
| Publication date: | 01/12/2021 |
| Series: | Higher Ed Leadership Essentials |
| Sold by: | Barnes & Noble |
| Format: | eBook |
| Pages: | 256 |
| Sales rank: | 746,390 |
| File size: | 4 MB |
| Age Range: | 18 Years |
About the Author
Teresa M. Flannery is interim vice president for marketing and communication at Stony Brook University. Previously, she was a policy fellow in the Center for University Excellence at American University, where she served as the vice president for communication for eleven years. She was also the first marketing director and chief marketing officer at the University of Maryland.
Table of Contents
Preface
Acknowledgments
Introduction. Why Marketing?
Chapter 1. The Basics: What Is Marketing, and How Do We Do It in Higher Education?
Chapter 2. Getting Started or Starting Fresh: Leadership, Assessment, and Organizational Structure
Chapter 3. The Foundation: Market Research to Assess the Current Brand and Set Goals
Chapter 4. What's the Big Idea? Developing Brand Strategy and Expression
Chapter 5. Integration of the Brand across the Institution
Chapter 6. Digital U: Marketing Higher Education in a Digital World
Chapter 7. Measuring Results and Progress
Chapter 8. Marketing Investment and Return on Investment
Chapter 9. The Future of Higher Education Marketing
Notes
Index
What People are Saying About This
Very important and very timely. As Flannery points out so adeptly, marketing in higher education has finally come of age, and this maturity could not have happened at a more consequential moment. A must-read for all university leaders and anyone responsible for marketing or communications.
How to Market a University is a blueprint for higher education marketing strategy, which, as Flannery states clearly, should be unified with institutional strategy. She persuasively explains why institutions that have yet to expand their traditional public-information–style communications offices will lag behind those that have embraced integrated marketing, anchored in research for authenticity.
As colleges and universities worldwide ask existential questions about their futures, How to Market a University provides a compelling argument for the strategic value and impact of effective marketing. Flannery clearly articulates the central role of marketing in ensuring institutions understand their strengths and harness their resources toward achieving their goals. An insightful tool for institutional leaders looking to support this core asset.
Flannery reminds us all that effective branding and marketing takes discipline, resourcefulness, measurement, and above all, leadership. Institutions across the country will find a timely and accessible roadmap to help them rediscover both what makes them relevant in the post-pandemic era and how they can translate that relevance into authentic differentiation and success. A must-read for senior leaders in higher education.
A gem and a must-read for any leader who wishes to elevate the brand expression of their university. Written by one of the nation's leading higher education marketing experts, this wonderful resource is filled with research, best practices, and practical tips that will be useful to the marketing novice and seasoned professional alike.
This book is deeply authentic, honest, and at times courageous in making its case for attention and investment in marketing for higher education. Flannery offers a balanced blend of broad overview and specific detail across several elements, practices, challenges, and innovations in integrated marketing. Some readers may find the book therapeutic in its real, highly relatable, and strikingly accurate look at the attitudes, obstacles, and opportunities that underpin marketing in higher education.
A substantial and timely contribution. What Flannery is attempting to define and give voice to may be lifesaving for some institutions.
A substantial and timely contribution. What Flannery is attempting to define and give voice to may be lifesaving for some institutions.—Donna Lehman, Assistant Vice President for Marketing, Fordham University
This book is deeply authentic, honest, and at times courageous in making its case for attention and investment in marketing for higher education. Flannery offers a balanced blend of broad overview and specific detail across several elements, practices, challenges, and innovations in integrated marketing. Some readers may find the book therapeutic in its real, highly relatable, and strikingly accurate look at the attitudes, obstacles, and opportunities that underpin marketing in higher education.—Tim Jones, Intricate Connections
Teresa Flannery has produced a gem of a book for campus marketing officers, college presidents and deans, and even faculty members who view marketing with skepticism. In jargon-free prose, Flannery explains the precepts and rationale for many marketing practices and draws on her own successful experience at both public and private institutions. The book's practical, down-to-earth focus, replete with examples, will galvanize every reader's thinking about effective promotion of the campus.—Richard Ekman, President, Council of Independent Colleges
How to Market a University is a blueprint for higher education marketing strategy, which, as Flannery states clearly, should be unified with institutional strategy. She persuasively explains why institutions that have yet to expand their traditional public-information–style communications offices will lag behind those that have embraced integrated marketing, anchored in research for authenticity.—Melissa Farmer Richards, Vice President for Communications and Marketing, Hamilton College
Very important and very timely. As Flannery points out so adeptly, marketing in higher education has finally come of age, and this maturity could not have happened at a more consequential moment. A must-read for all university leaders and anyone responsible for marketing or communications.—Michael Eicher, Senior Vice President, Ohio State Foundation
Flannery reminds us all that effective branding and marketing takes discipline, resourcefulness, measurement, and above all, leadership. Institutions across the country will find a timely and accessible roadmap to help them rediscover both what makes them relevant in the post-pandemic era and how they can translate that relevance into authentic differentiation and success. A must-read for senior leaders in higher education.—Jeffrey Rutenbeck, Provost / Senior Vice President for Academic Affairs, Arcadia University
As colleges and universities worldwide ask existential questions about their futures, How to Market a University provides a compelling argument for the strategic value and impact of effective marketing. Flannery clearly articulates the central role of marketing in ensuring institutions understand their strengths and harness their resources toward achieving their goals. An insightful tool for institutional leaders looking to support this core asset.—Sue Cunningham, President / CEO, Council for Advancement and Support of Education
A gem and a must-read for any leader who wishes to elevate the brand expression of their university. Written by one of the nation's leading higher education marketing experts, this wonderful resource is filled with research, best practices, and practical tips that will be useful to the marketing novice and seasoned professional alike.—James T. Harris III, President, University of San Diego
Teresa Flannery has produced a gem of a book for campus marketing officers, college presidents and deans, and even faculty members who view marketing with skepticism. In jargon-free prose, Flannery explains the precepts and rationale for many marketing practices and draws on her own successful experience at both public and private institutions. The book's practical, down-to-earth focus, replete with examples, will galvanize every reader's thinking about effective promotion of the campus.