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Revision with unchanged content. With limited advertising and marketing budgets and an over communicated world, finding a niche or a unique differentiator for a university has be come crucial. This statement will be supported by the research from Jack Trout and Al Ries in their many books on Positioning . In addition, some journal ar ti cles and textbooks by Phil Kotler, D. Akers, and others support the need for differen tiating your product or service. Finally, some research on the limited and decreasing state funding going to universities, administrators are finding ways to become more efficient and effective; sometimes by stream lining their program offerings etc.