Developing Advertising and Promotion Strategies for Higher Education

Using Institutional Selection Factors to Develop Recruiting Profiles: Marketing Small, Private Colleges and Universities to Prospective Student Athletes

“…Other studies postulate that students may make their college choices following an elimination process (Tversky, 1972) or by utilizing a dominance principle (Resnick, 1987) in which certain college choice factors increase in prominence and differentiate students' perceptions of certain institutions (Hamrick & Hossler, 1996). Berger and Wallingford (1996) the college selection process in an attempt to connect with the prospective students' states of mind during the various process stages. Other research suggests that more abstract factors like academics and reputation are the two most important factors in prospective students' college selection processes with more concrete factors such as cost and location following closely behind (The Brand Called U, 2003).…”

Building a University Brand from Within: A Comparison of Coaches' Perspectives of Internal Branding

“…In order to evaluate an intangible offering, consumers look to people within the organization for clues. Berger and Wallingford (1996) apply the hierarchy of communication goals, widely used in consumer advertising, to higher education in an effort to connect with the prospective students' state of mind when selecting a college to attend. Research suggests that "academics" and "reputation" (less concrete factors) are the two most important factors in selecting a college to attend, with "cost" and "location" (more concrete factors) following closely behind ("The brand called .…”

From the invisible hand to the invisible handshake: marketing higher education

“…A quick trawl of the recent educational literature produces plenty of advice on: market attractiveness (Bainbridge, 1997); competitive advantage (Mazzarol & Soutar, 1999); market mapping (Gumport, 1997); student needs (Lin, 1997); capitalising on tangible assets (Coates, 1998); advertising (Jugenheimer, 1995;Berger & Wallingford, 1996); image management (Koku, 1997;Symes, 1998); tangibility (Yost & Tucker, 1995); products (Chan & Imrie, 1995;Hesketh & Knight, 1999); ITC (Selwyn, 1999); market expansion (Antonazzi, 1998;Bagwell, 1998;Shinn et al, 1999); market research (Quirke, 1995); and pricing (Roberts, 1999). In addition, there are the proceedings of the American Marketing Association's Symposia on the Marketing of Higher Education, the annual Higher Education External Relations Association conference plus Kotler & Fox's (1995) (general) and Ryans & Shanklin's (1986) (higher) education texts on strategic planning and marketing.…”