I am interested in any forms of promotion of higher education. Do you notice any market mechanisms that occure in universities? What faculties/ departments are doing to promote their offer and attract new students? Suggestions and bibliography tips welcome ;)
Education fairs throughout the world are attended by International Marketing Officers from many UK and US Universities where they meet agents and some prospective students. Other European countries, where state universities have little competition, do little activity in terms of marketing, merely arrange school visits to ensure students look to them for their future study. Some time ago, when I lived in the UK I seem to remember the first television adverts for a University, de Montfort in England, which featured an inappropriate film of killer whales chasing seals, or it may have been penguins, onto a beach. I have seen other such adverts - without the widlife - from other institutions, but they tend to be the new Universities that lack strong brand image compared to the older established ones. Most promotion, even now online, revolves around glossies (brochures and leaflets).
Anna,
Your question is not about marketing per se, but promotion in higher education.
It's a sensitive issue, because is perceived a gap among institutions. One kind of institutions need promotions and other not strive for that. The difference is a good building relationships and a strong brand. I suggest reading the book "Leaving College ...," Vincent Tinto to clarify more about this idea.
About promotion, smaller, weaker brands or inferior quality institutions needs to conduct marketing promotions. The problem is when these promotions become predatory and end up negatively affecting brands such institutions and their financial healthy.
Education fairs throughout the world are attended by International Marketing Officers from many UK and US Universities where they meet agents and some prospective students. Other European countries, where state universities have little competition, do little activity in terms of marketing, merely arrange school visits to ensure students look to them for their future study. Some time ago, when I lived in the UK I seem to remember the first television adverts for a University, de Montfort in England, which featured an inappropriate film of killer whales chasing seals, or it may have been penguins, onto a beach. I have seen other such adverts - without the widlife - from other institutions, but they tend to be the new Universities that lack strong brand image compared to the older established ones. Most promotion, even now online, revolves around glossies (brochures and leaflets).
That's an easy one: we are marketing our students and our faculty.
Several universities, mostly the newly established and /or private universities indulge in a lot of marketing activities. The most common among them are attending educational fairs , advertisements in magazines , newspapers and sometimes even TV ads.
As for promotion , the students are the brand ambassadors of an educational institution. Effective promotion includes good placements and having an effective alumni network.
Dont forget that when you refer to marketing you are refering to all the marketing variables, not just comunication.
Yhe concept os the courses offered are considered Product or service,
Considering placement , where to make eduaciton available, , traditionhally or on line? The placement of the school and its amenities.
Concerning Pricing ; Since they are not public, they will be thinking on how to price for their activities, considering even the brand valeu, or reputation of the School.
dear Anna,
Mark´s statement about German/European marketing efforts are right.
We developed a new learning methodology called TheoPrax (TP) over the last 20 years which had totally other aims then marketing. But after 20 years successful work we can follow that TP has also very useful marketing aspects for companies and universities. The latter did not yet check it in Europe. In Upper Austria and in Bahia Brasil people realised the uge advantage also i Marketing already.The main aim is to rise learning motivation. Therefoer we integrate Company problems via syllabus into schools and universities and let students work on These Problems in cooperation with industry.
If you want to know more please look at www.theo-prax.de and many articles here in RG
Peter
Dear @Anna, I do find this article as very relevant for your research question.
BEST PRACTICES FOR MARKETING YOUR UNIVERSITY!
"The success of marketing lies, first and foremost, in creating content that resonates with your target market. Audiences must perceive the information in any marketing content as being relevant and important to them, and it must be consistent. Creativity and beautiful graphics will never substitute for this important concept.
“Everything we do is built around driving that messaging home, whether it’s through blog, print, social media,” says John Veilleux, vice president of marketing at Texas Wesleyan University. “We’re talking about small class sizes and what that means in terms of faculty, critical thinking, analytical thinking. We drive that home.”
He and other marketing leaders offer a few tips that can help marketers trying to better talk to their target audiences..."
http://stateofinnovation.thomsonreuters.com/best-practices-for-marketing-your-university?utm_campaign=12784-SOI_Newsletter_2016-29529&utm_medium=email&utm_source=Eloqua&elqTrackId=abdd621782e546f89c490a38ba5a2bb2&elq=3b13cabdc25e4feb9dc74d55a396ed25&elqaid=29529&elqat=1&elqCampaignId=12784
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