In the numerous studies of segmentation for higher education marketing, the primary focus has been on segmenting students. In fact, universities serve a diverse audience that includes parents, employers, alumni, donors, and other members of society. The primary purpose of this study is to explore the extent to which universities must attempt to…

This research extends recent efforts that have introduced and empirically tested a conceptual model of brand community in the context of higher education. This emerging literature has indicated that brand community provides a framework that can inform and guide marketing investments in ways that lead to affinity and stronger loyalty to the brand…

An informal survey of professional job listings in college marketing suggests that community colleges and small colleges are the first to embrace marketing. Advertisements for institutions in the northeastern states are most common. The most prevalent organizational structure for marketing, however, does not correspond to the most effective model…

It is argued that colleges tend to have a high opinion of themselves and would be wise to learn how their various publics (community, business community, guidance counselors, college-bound students, parents, current students, alumni, staff) perceive them. Comparison with competitors and monitoring of change over time is also recommended. (MSE)