Marketing Higher and Further Education: An Educator's Guide to Promoting Courses, Departments and Institutions

by Gibbs, Paul

• ISBN13: 9780749432942
• ISBN10: 0749432942
• Format: Nonspecific Binding
• Copyright: 2001-12-01
• Publisher: Routledge

Summary

Provides business-oriented guidance for readers whose main preoccupation may not be marketing itself, but who nonetheless need access to effective and readily applicable skills. Marshals theory, practice and case studies around real HE and FE issues. Softcover.

Author Biography

Dr Paul Gibbs was manager of Edexcel Foundation's (the English vocational and academic examination and awarding body) higher education business and its BTEC brands, and is now Dean of the Business School at Intercollege, Cyprus. He is an experienced educational marketer and a member of the Chartered Institute of Marketing Michael Knapp has held a range of senior marketing and management positions in industry, including Marketing and Development Director of Golden Wonder-HP Ltd, and Managing Director of Dairy Crest Foods Ltd. He is now a business development consultant following his retirement in 2000 from the position of Corporate Marketing Director of Edexcel Foundation

Table of Contents

Introduction	1	(10)
Why market?	3	(3)
Strategic marketing partnerships	6	(5)
The marketing audit	11	(14)
Just how good are we?	11	(1)
A reality check	12	(1)
Learner service assessment	12	(3)
Consumer/learner matrix	15	(1)
Ansoff growth matrix	15	(4)
The Boston consulting matrix	19	(1)
Getting where you want to be	20	(5)
Market and consumer research	25	(14)
Market research	25	(3)
Consumer research	28	(4)
Research methods available	32	(3)
Using the Internet for research	35	(4)
Market segmentation, `taking a position' and seeking differentiation	39	(14)
Segmentation	39	(2)
Positioning	41	(1)
The effect of competitive strategy on institutions	42	(5)
Differentiation	47	(3)
Bringing it all together	50	(3)
Programme design	53	(14)
Using core competencies	53	(1)
Development: sustainable or profitable?	54	(3)
The programme design process	57	(4)
Analysing the existing activity portfolio	61	(3)
Marketing interventions	64	(3)
Pricing educational programmes	67	(6)
The perception of price	68	(1)
Benefit recovery	69	(1)
Pricing by reference to competition	70	(1)
Pricing tactics	71	(2)
Promotions - advertising, direct mail and exhibitions	73	(20)
Straplines and slogans	74	(1)
Professional approach to image and communication	74	(1)
Communication and the use of advertising	75	(2)
Key discussion areas for advertising	77	(4)
Advertising for students: a UK experience	81	(2)
Direct marketing	83	(4)
Exhibitions	87	(3)
Best practice in the US and the UK	90	(3)
Public relations	93	(10)
Goodwill	93	(1)
Reputation	94	(1)
The individual and the corporate whole	95	(1)
From trust to practice	95	(5)
Writing press releases	100	(1)
Crisis management	101	(2)
Student recruitment	103	(10)
Attracting the student	104	(1)
Theories of the consumer	105	(1)
The consuming experience	106	(1)
Informed consumers?	107	(2)
The effect of experience	109	(1)
Target marketing	109	(4)
Fund-raising	113	(10)
Relationship marketing: the basis of trusting relationships	113	(2)
The implications of sponsored assistance	115	(2)
Fund-raising activities	117	(2)
Corporate donations	119	(1)
Smaller donatios	120	(1)
Planning the campaign	121	(2)
E-education	123	(12)
Behavioural change	123	(1)
Who can benefit?	124	(1)
The impact of change on institutions	125	(1)
The consumer rules	126	(1)
Competition	127	(2)
Make access easy	129	(6)
References	135	(6)
Index	141