Marketing Higher and Further Education: An Educator's Guide to Promoting Courses, Departments and InstitutionsA manual for anyone wishing to market higher or further education. It offers business-oriented guidance for readers whose main preoccupation may not be marketing itself, but who nonetheless need access to promotion skills, and it covers theory, practice and case studies. |
Contents
1 Introduction | 1 |
2 The marketing audit | 11 |
3 Market and consumer research | 25 |
4 Market segmentation taking a position and seeking differentiation | 39 |
5 Programme design | 53 |
6 Pricing educational programmes | 67 |
7 Promotions advertising direct mail and exhibitions | 73 |
8 Public relations | 93 |
9 Student recruitment | 103 |
10 Fundraising | 113 |
11 Eeducation | 123 |
| 135 | |
| 141 | |
Other editions - View all
Marketing Higher and Further Education: An Educator's Guide to Promoting ... Paul Gibbs,Michael Knapp No preview available - 2002 |
Common terms and phrases
academic achieve activities advertising alumni analysis Ansoff matrix approach appropriate attractiveness audience behaviour benefits brand budget choice competitive advantage consider consumer corporate cost course decision delivery differentiation Direct marketing donors e-mail educational institutions educational marketing employers ensure evaluation example exhibition experience Figure focus foundation degrees fund-raising funding further education global Gloucester College goals groups higher education important institution's interaction Internet involved issues Kotler learners learning mailing market research marketing mix marketing process matrix medium Motorola University Nottingham Trent University objectives offering organization particular partnership PAUL GIBBS Philip Kotler portfolio position potential students professional programmes public relations purchase qualitative research relationship marketing reputation requires response sector segments skills Somerset College staff stakeholders strategy success Table target market tion tuition understand