1 option
How to market a university : building value in a competitive environment / Teresa M. Flannery.
- Format:
- Book
- Author/Creator:
- Flannery, Teresa M., 1961- author.
- Series:
- Higher ed leadership essentials
- Language:
- English
- Subjects (All):
- Education, Higher--Marketing.
- Education, Higher.
- Universities and colleges--Administration.
- Universities and colleges.
- Physical Description:
- 1 online resource (xv, 237 pages) : illustrations.
- Place of Publication:
- Baltimore, Maryland : Johns Hopkins University Press, [2021]
- System Details:
- text file
- Contents:
- 1 The Basics: What Is Marketing, and How Do We Do It in Higher Education? p. 19
- 2 Getting Started or Starting Fresh: Leadership, Assessment, and Organizational Structure p. 37
- 3 The Foundation: Market Research to Assess the Current Brand and Set Goals p. 70
- 4 What's the Big Idea? Developing Brand Strategy and Expression p. 95
- 5 Integration of the Brand across the Institution p. 124
- 6 Digital U: Marketing Higher Education in a Digital World p. 141
- 1 Measuring Results and Progress p. 167
- 8 Marketing Investment and Return on Investment p. 186
- 9 The Future of Higher Education Marketing p. 205.
- Notes:
- Includes bibliographical references and index.
- Electronic reproduction. Baltimore, MD Available via World Wide Web.
- Description based on print version record.
- Local Notes:
- Acquired for the Penn Libraries with assistance from the James Hosmer Penniman Book Fund.
- ISBN:
- 9781421440354
- 1421440350
- Publisher Number:
- 99988059117
- Access Restriction:
- Restricted for use by site license.
The Penn Libraries is committed to describing library materials using current, accurate, and responsible language. If you discover outdated or inaccurate language, please fill out this feedback form to report it and suggest alternative language.