Students in advertising have always been taught about the big four positions of research, media, account management, and creative. However, other positions should be considered as the field evolves. To better understand evolving agency relationships with creative and account service teams, we interviewed 16 advertising professionals about a fifth…

Integration of project management collaboration software has been suggested for group experiential project courses in advertising, public relations (PR), marketing, and strategic communications. But little research has been conducted on using these tools. This study sought to gauge student perceptions toward the use of project management…

Universities are under pressure to produce work-ready graduates. This study analyzed 130 job advertisements to identify skills required by environmental science employers in Australia. For degree-related criteria, the most frequently required were content knowledge, a tertiary qualification and experience. Other desired skills were an…

To protect the welfare of students, staff, and other clients in housing and residence life (HRL), administrators must understand what behaviors are unacceptable. Professionals might make idiosyncratic and unconstrained decisions when there is no conduct code or set of informal rules. Informal rules may become norms comprising normative structures…

Student-run advertising, public relations or integrated communications agencies at colleges and universities give students hands-on client experience, help them develop their professional skills and provide students with an understanding of how to work within an agency structure. For faculty advisers, managing a successful student-run agency can…

The author suggests ways in which the continuing education program administrator can find and use sources of marketing information and techniques to expand and effectively promote continuing education programs. (SK)

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)

Considerations in selecting quality novelty/variety entertainers to perform at colleges and universities are outlined. Advantages of this genre include newness, package marketing, affordability, ease of planning, great visual effects, ease of drop-by programming, custom tailoring, mass appeal. Concerns include limited individual interaction in…

Ingredients for a successful alumni association membership campaign are outlined, including clear objectives for the campaign; support of staff, board, and administration; careful timing; focus on college events; strategically targeted mailing audience; appropriate type of mailing; unique message; attention-getting format; follow-up; and use of…

The experience of the Massachusetts Institute of Technology in adopting a cost-recovery strategy for systems development is described, providing information of use to all managers. Issues addressed include establishing revenue goals, marketing and promotion, contracting with clients, and time accounting and billing. (Author/MSE)

Problems in making and implementing affirmative action policy are outlined, including determining needs and objectives, costs, and availability of applicants. A university self-survey identified factors relevant to recruitment of qualified women and minorities, including likelihood of changing jobs, respondents currently seeking employment, and…

College and university fund-raisers offer suggestions for successful direct-mail campaigns, telephone campaigns, and fund-raising auctions. Ideas include specific persuasive techniques for different types of donors, motivational and support mechanisms for volunteers, and appealing activities and rewards for campaign participation. (MSE)

College and university Web site managers are offered advice for creative funding and staffing, including how to determine actual human, equipment, and financial resource needs; six ways to break out of the conventional funding paradigm (using existing resources well, using others' money, advertising, priority shifts, shared resources, and in-kind…

A survey of 791 college admissions officers investigated the use and perceived effectiveness of 15 marketing techniques: publicity; target marketing; market segmentation; advertising; program development; market positioning; market research; access; marketing plan; pricing; marketing committee; advertising research; consultants; marketing audit;…

Outlines four major areas of legal compliance that college and university fund raisers should be aware of: registration of soliciting organizations (solicitation type and parameters); provision of documents on demand; telemarketing and direct mail regulations (disclosure statements, calling-time restrictions); and the trustees' relationship with…