Understanding College Marketing, Choosing a Successful School - (Tr_n Van Lam), Phillip Lam
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Marketing is responsible for driving business strategy, the job of enrollment marketers is to research new opportunities for the school and carefully apply segmentation, targeting and positioning brand (STPB) to put a new enrollment plan on track. Then, university marketers must detail the 4Ps strategy (Product - Majors, Price - Tuition, Place - Locality, Promotion - Admissions) ensuring that they are consistent with the STPB strategy. College marketers must implement that plan and track the results. If results are not on target, the university marketing plan manager must determine whether the…mehr

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Produktbeschreibung
Marketing is responsible for driving business strategy, the job of enrollment marketers is to research new opportunities for the school and carefully apply segmentation, targeting and positioning brand (STPB) to put a new enrollment plan on track. Then, university marketers must detail the 4Ps strategy (Product - Majors, Price - Tuition, Place - Locality, Promotion - Admissions) ensuring that they are consistent with the STPB strategy. College marketers must implement that plan and track the results. If results are not on target, the university marketing plan manager must determine whether the culprit is poor implementation, an inappropriate marketing mix, or a biased marketing strategy. Direction, or ultimately due to poor market measurement.
Autorenporträt
The next 15+ years of my career in education have helped me gain a bit of knowledge and wisdom. Looking back at the state of the industry, I think it's time to go back to the basics of educational marketing. My approach to educational marketing is drawn from my work practice.