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Higher Education Marketing


IMC 647

Examine the role of marketing in American higher education in an ever-increasing competitive landscape, including the role of market analysis, audience segmentation, value messaging, marketing mix and budget and ROI assessment.

Course Learning Outcomes

Upon successful completion of IMC 647, students will be able to:

  • Define the role of marketing in higher education
  • Identify the different audience segments based on marketing objectives and type of institution (Carnegie classification)
  • Prepare a detailed market analysis specific to a particular institution
  • Develop measurable marketing objectives and strategies
  • Create a media plan, accounting for both paid and earned media opportunities
  • Design effective creative strategies focused on a value proposition and describe how they would be integrated across each IMC function
  • Demonstrate assessment of ROI for marketing efforts, including possible budget reallocations
  • Develop a budget for marketing efforts

Course Topics

  • Introduction & History of Marketing in Higher Education
  • Audience/Objective Segmentation
  • Research & Market Analysis
  • “The Silver Bullet” – The Marketing Mix
  • Messaging/Value Proposition
  • Making the Case – Budget
  • Evaluation/ROI Assessment