ISBN: 9780415420518

Effective marketing, recruitment and retention of students is imperative for university funding.This is the first book to provide practical strategic guidance for those implementing and m… Meer...

Effective marketing, recruitment and retention of students is imperative for university funding.This is the first book to provide practical strategic guidance for those implementing and managing higher education marketing.Built upon original research this informative book provides practical guidance to marketers and senior managers who have responsibility for developing and then executing marketing strategies.Higher Education Marketingchallenges the uncritical adoption of mainstream marketing theories and tools, questioning their ready application in the education and introduces a range of new tools, models and concepts that have been specifically developed for education; some are adaptations of mainstream approaches (based on lessons from consulting and contributors in senior management roles), others based on original research of both an academic and professional nature.Illustrated by useful case studies this book covers all aspects of design, implementation and management of HE marketing. Key topics include:creating the marketing strategyinternal analysis & competitor (and collaborator) analysisinternal marketing and communicationsreputation, branding and positioninghow to position a university, department or courseretention and relationship marketingnew course developmentcosting and pricingmarketing academic research. David Roberts, Books, Reference and Language, Higher Education Marketing: A Professional's Guide to Strategic Theory and Practice Books>Reference and Language Effective marketing, recruitment and retention of students is imperative for university funding. This book provides practical strategic guidance for those implementing and managing Higher Education marketing. It offers practical guidance to marketers and senior managers who have responsibility for developing and executing marketing strategies.<

ISBN: 9780415420518

Higher Education Marketing: A Professional's Guide to Strategic Theory and Practice Hardcover New Books, Routledge