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Managing external relations / edited by Frank Albrighton and Julia Thomas.
Van Pelt Library LB2342.8 .M36 2001
Available
- Format:
- Book
- Series:
- Managing universities and colleges
- Language:
- English
- Subjects (All):
- Universities and colleges--Public relations.
- Universities and colleges.
- Physical Description:
- xvi, 170 pages : illustrations ; 22 cm.
- Place of Publication:
- Buckingham [England] ; Philadelphia : Open University Press, 2001.
- Contents:
- 1 What is external relations for? / Frank Albrighton, Julia Thomas 1
- 2 A rose by any other name: Brand management and visual identity / Frank Albrighton, Julia Thomas 8
- 3 So that's what they think: Market research / Roger Stubbs 20
- The role of opinion research 20
- Examples of higher education research 21
- How does market research work? 22
- How to gather the information 23
- Qualitative research 24
- How to choose 26
- Whom to survey? The principles of sampling 27
- Formulating the questions to ask 30
- Market research 'deliverables' 31
- Cost-effectiveness of market research 31
- 4 Impress in print: Publications / Frank Albrighton, Julia Thomas 33
- Who is in charge? 38
- Who is going to write it? 39
- Design: I know what I like 40
- Who shall we get to print it? 42
- 5 Commercial breaks: A planned approach to advertising / Cyrrhian Macrae 44
- Effective advertising 46
- The role of research 47
- How to plan a campaign 49
- Setting your budget 51
- Achieving value for money 52
- A uniform approach 53
- 6 Casting your net: The Internet and its role in education marketing / Michael Stoner 55
- Thinking across media 55
- Promoting a culture of change 57
- Developing a website that markets the institution effectively 59
- Other applications for the web: business processes and learning and teaching 60
- 7 'Happy Days' or 'Nightmare on Fleet Street'? Media relations / Peter Evans 66
- Uncertainties of the marketplace 67
- What the interviewer really wants 68
- Preparing for interviews 69
- Selecting your material 70
- Common problems 71
- The importance of pictures 72
- Can things go wrong? 74
- 8 Why aren't we speaking to each other? Internal communications / Frank Albrighton, Julia Thomas 76
- 9 Guess who's coming to dinner! Event management / Frank Albrighton, Julia Thomas 87
- 10 What are friends for? Alumni relations / Reggie Simpson 97
- Organizational and budgetary considerations 99
- Building a programme 100
- When does it all begin? 106
- Future trends and scenarios 107
- Alumni and development 107
- 11 Money, money, money: Managing the fundraising process / Elizabeth Smith 108
- The fundraising process 109
- 12 Well connected: Organizational structure / Frank Albrighton, Julia Thomas 121
- 13 All together now: A strategic institutional approach to integrated marketing / Larry D. Lauer 129
- Why now? 129
- How does integrated marketing relate to higher education? 130
- Developing a model at Texas Christian University 131
- Transforming institutions 131
- Marketing higher education as a way of thinking 132
- Integrated marketing communications 134
- Branding 135
- New focus on research 136
- Launching integrated marketing 137
- Integrated marketing and student recruiting 138
- Lessons about visibility 138
- Lessons for alumni and development programmes 140
- Integrated marketing and strategic planning 140
- Integrated marketing and the future of higher education 141
- 14 A seat at the table: Performance measurement / James Mahoney 143.
- Notes:
- Includes bibliographical references and index.
- Local Notes:
- Acquired for the Penn Libraries with assistance from the James Hosmer Penniman Book Fund.
- ISBN:
- 0335207901
- 0335207898
- OCLC:
- 45356873
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