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How to Market a University

Building Value in a Competitive Environment

Teresa M. Flannery

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How can universities implement strategic integrated marketing to effectively build and communicate their value?

At a time of declining public support, a shrinking pipeline of traditional college-bound students, and a steady rise in tuition and discount rates, higher education leaders have never been under more pressure. How can they ensure steady or growing enrollments while cultivating greater philanthropic support, increasing research funding, and diversifying revenue streams? In How to Market a University, Teresa M. Flannery argues that institutions can meet all of these goals by…

How can universities implement strategic integrated marketing to effectively build and communicate their value?

At a time of declining public support, a shrinking pipeline of traditional college-bound students, and a steady rise in tuition and discount rates, higher education leaders have never been under more pressure. How can they ensure steady or growing enrollments while cultivating greater philanthropic support, increasing research funding, and diversifying revenue streams? In How to Market a University, Teresa M. Flannery argues that institutions can meet all of these goals by implementing strategic integrated marketing in ways that are consistent with academic culture and university values.

Flannery provides a road map for college leaders who want to learn how to build value—both in terms of revenue and reputation—by differentiating from competitors and developing personalized, supportive, and long-lasting relationships with stakeholders. Defining marketing while identifying its purposes in the context of higher education, Flannery draws on nonprofit marketing scholarship, the expertise of leading higher education marketing practitioners and administrators, and her own experiences over two decades at two different institutions. She teaches readers how to

• set up their marketing leadership for success
• find or build the necessary organizational capacity
• set a firm foundation through market research
• establish a differentiated value proposition and strong brand strategy
• encourage enterprise-wide integration of marketing and communications
• consider technical and resource requirements to succeed in digital marketing
• develop appropriate and rigorous measurement
• plan for appropriate investment
• anticipate and prepare for future trends

This practical guide reveals how to cultivate student, alumni, donor, and partner loyalty through strategic marketing. How to Market a University offers leaders and their CMOs the language, examples, and even questions they should discuss and answer in order to build or refine their marketing strategy.

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How to Market a University

Teresa M. Flannery

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Reviews

Reviews

A substantial and timely contribution. What Flannery is attempting to define and give voice to may be lifesaving for some institutions.

Teresa Flannery has produced a gem of a book for campus marketing officers, college presidents and deans, and even faculty members who view marketing with skepticism. In jargon-free prose, Flannery explains the precepts and rationale for many marketing practices and draws on her own successful experience at both public and private institutions. The book's practical, down-to-earth focus, replete with examples, will galvanize every reader's thinking about effective promotion of the campus.

How to Market a University is a blueprint for higher education marketing strategy, which, as Flannery states clearly, should be unified with institutional strategy. She persuasively explains why institutions that have yet to expand their traditional public-information–style communications offices will lag behind those that have embraced integrated marketing, anchored in research for authenticity.

Very important and very timely. As Flannery points out so adeptly, marketing in higher education has finally come of age, and this maturity could not have happened at a more consequential moment. A must-read for all university leaders and anyone responsible for marketing or communications.

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About

Book Details

Publication Date
Status
Available
Trim Size
5
x
8
Pages
256
ISBN
9781421440347
Illustration Description
5 b&w illus.
Table of Contents

Preface
Acknowledgments
Introduction. Why Marketing?
Chapter 1. The Basics: What Is Marketing, and How Do We Do It in Higher Education?
Chapter 2. Getting Started or Starting Fresh: Leadership, Assessment

Preface
Acknowledgments
Introduction. Why Marketing?
Chapter 1. The Basics: What Is Marketing, and How Do We Do It in Higher Education?
Chapter 2. Getting Started or Starting Fresh: Leadership, Assessment, and Organizational Structure
Chapter 3. The Foundation: Market Research to Assess the Current Brand and Set Goals
Chapter 4. What's the Big Idea? Developing Brand Strategy and Expression
Chapter 5. Integration of the Brand across the Institution
Chapter 6. Digital U: Marketing Higher Education in a Digital World
Chapter 7. Measuring Results and Progress
Chapter 8. Marketing Investment and Return on Investment
Chapter 9. The Future of Higher Education Marketing
Notes
Index

Author Bio
Teresa Flannery
Featured Contributor

Teresa Flannery

Teresa M. Flannery is interim vice president for marketing and communication at Stony Brook University. Previously, she was a policy fellow in the Center for University Excellence at American University, where she served as the vice president for communication for eleven years. She was also the first marketing director and chief marketing officer at the University of Maryland.