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

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  • Formāts: Paperback / softback, 154 pages, height x width: 234x156 mm, weight: 226 g
  • Izdošanas datums: 01-Dec-2001
  • Izdevniecība: Kogan Page Ltd
  • ISBN-10: 0749432942
  • ISBN-13: 9780749432942
Citas grāmatas par šo tēmu:
  • Mīkstie vāki
  • Cena: 66,41 €
  • Grāmatu piegādes laiks ir 3-4 nedēļas, ja grāmata ir uz vietas izdevniecības noliktavā. Ja izdevējam nepieciešams publicēt jaunu tirāžu, grāmatas piegāde var aizkavēties.
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  • Bibliotēkām
Marketing Higher and Further Education: An Educator's Guide to Promoting Courses, Departments and InstitutionsPalielināt
  • Formāts: Paperback / softback, 154 pages, height x width: 234x156 mm, weight: 226 g
  • Izdošanas datums: 01-Dec-2001
  • Izdevniecība: Kogan Page Ltd
  • ISBN-10: 0749432942
  • ISBN-13: 9780749432942
Citas grāmatas par šo tēmu:
Permanent link: https://www.kriso.lv/db/9780749432942.html
Keywords:
A manual for anyone wishing to market higher or further education. It offers business-oriented guidance for readers whose main preoccupation may not be marketing itself, but who nonetheless need access to promotion skills, and it covers theory, practice and case studies.
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