Purpose: The purpose of this paper is to examine the education service quality factors, for online education context, that drive the brand equity of a higher education institute. In the times of emerging online education programmes by otherwise traditional institutes, assessing the service quality of educational institutions and its effect on the…

This timely book outlines the growth and development of marketing and branding practices in public education. The authors highlight why these practices have become important across key fields within public education, including leadership and governance, budgeting and finance, strategic initiatives, use of new technology, the role of teachers in…

The COVID-19 pandemic has given the entire country a crash course in virtual education and digital education platforms. School leaders have been forced to consider a set of very imperfect options as they struggle to reopen their schools. This three-brief collection identifies key issues for school leaders to consider before adopting a digital…

This policy brief describes the growth of schoolhouse advertising and marketing activities in the last few decades, assesses the harms associated with commercial activities in schools, and provides advocates, policymakers, and educators with a policy framework and model legislative language designed to protect children and the integrity of…

Outlines 11 suggestions for guiding boards in selection of a new superintendent. Important in the process are: setting aside the time and resources, establishing qualifications, and ensuring confidentiality and objectivity during the search. (MD)

The promotional campaigns of three colleges who attract nontraditional students are described. Metropolitan Community Colleges (Missouri) showcase alumni success stories and faculty profiles. The University of Maryland University College uses ads in regional newspapers. The University of Richmond University College uses advisory boards made up of…

Colleges and universities generally advertise themselves poorly because of improper planning, resistance, inexperience, and lack of marketing plan. Components of effective advertising include an appropriate and strategic plan, correct choice of planner, coordination with other marketing efforts, contingency planning, and follow-up activities. (MSE)

This kit is intended to help program planners write the information needed for an effective brochure advertising a workshop, seminar, conference, class, or academy. The kit contains the following sections: (1) Benefit Headlines Capture Reader Attention; (2) Establish a Need Quickly; (3) Identifying the Audience; (4) Making Top Names Tops; (5)…

Results of a national survey of two- and four-year colleges concerning their policies and procedures for nonfaculty personnel recruitment and advertising are reported. A list of participating institutions and the survey instrument and cover letter are included. (MSE)

Attracting top teachers to small school systems involves a different recruiting process: advertise widely, use telephone contacts, get there first, don't overweight interviews, do classroom observations, and keep up personal contact. (MD)

Provides advice on marketing campus events to the local community at large, using the experiences of the programming board at Eastern Oregon State University. Focuses on the development of a marketing team, interviews with community organizations and the media, a market survey snapshot, marketing strategies for various local media, and examples of…

Instead of differentiating themselves by building "brand identities," colleges and universities often focus on competing with price. As a result, fewer and fewer institutions base their identities on value, the combination of quality and price. Methods of building two concepts to influence customers' brand image and brand loyalty are…

Evaluated the impact of printed promotional materials on the recruitment of college freshmen using focus groups of students attending a large, southern metropolitan university. Students provided detailed suggestions on ways to improve the method of distribution, graphic design, and content of the materials. (Author/DB)

This comprehensive guide to effectively marketing continuing education programs and courses consists of the following chapters: (1) "The Strategic Role of Marketing for Organizational Success" (Robert G. Simerly); (2) "Integrating Marketing into Strategic Planning" (Simerly); (3) "Learning More about Your Market: Sources and Uses of Data" (Dennis…

Discusses advantages of camp fairs in establishing contact with new campers and their families. Suggests eight techniques to help camp directors successfully represent their camps. Lists 25 camping fairs held January-March 1987 with date, sponsor, location, and contact. (LFL)