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Higher Education Marketing

IMC 547

Top Three Course Takeaways

  1. Understand the role of marketing in higher education.
  2. Develop a budget for marketing efforts.
  3. Understand ROI for marketing efforts, including budget justification and possible budget reallocations.

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

WORKLOAD:   (8-10 hours per week)

This course examines the role of integrated marketing communications in an ever-increasingly competitive American higher education landscape. Students explore the role of market analysis, audience segmentation, value messaging, marketing mix, budget and ROI assessment on higher education marketing initiatives.

Course Learning Outcomes:

  • 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 and develop measurable marketing objectives and strategies.
  • Create a media plan, accounting for both paid and earned media opportunities.
  • Design effective messaging strategies focused on a value proposition.
  • Demonstrate assessment of ROI for marketing efforts, including budget justification and possible budget reallocations.

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