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Journal of Marketing for…

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Goldgehn, Leslie A.	1
Jugenheimer, Donald W.	1

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Advertising the University: A Professional Approach to Promoting the College or University.

Peer reviewed

Jugenheimer, Donald W. – Journal of Marketing for Higher Education, 1995

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)

Descriptors: Administrator Role, Advertising, College Administration, Higher Education

Are U. S. Colleges and Universities Applying Marketing Techniques Properly and within the Context of an Overall Marketing Plan?

Peer reviewed

Goldgehn, Leslie A. – Journal of Marketing for Higher Education, 1990

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;…

Descriptors: Administrative Policy, Administrator Role, Admissions Officers, Advertising