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Universities and colleges must pay attention to their external relations. They need good media coverage, successful fundraising, effective student recruitment and good relations with a wide range of groups. This book gives practical guidance on how to manage all areas of external relations: what to do and how to measure your success. The contributors are experienced practitioners who share their knowledge on everything from how to deal with the media to creating a web site, and from producing publications to advertising. For chief executives and senior managers, there is sound advice on how to organize the work efficiently. The world of marketing has arrived in higher education, with branding, positioning, market research and product truths now familiar concepts. The book cuts through the jargon and provides usable advice in an informed and informal way.
Inhaltsverzeichnis
Preface
What is external relations for?
A rose by any other name
brand management and visual identity
So that's what they think
market research
Impress to print
publications
Commercial breaks
a planned approach to advertising
Casting your net
the internet and its role in university marketing
'Happy Days' or 'Nightmare on Fleet Street'?
media relations
Why aren't we speaking to each other?
internal communications
Guess who's coming to dinner?
event management
What are friends for?
alumni relations
Money, money, money
managing the fundraising process
Well connected
organizational structure
All together now
a strategic institutional approach to integrated marketing
A seat at the table
performance measurement
Appendices
Bibliography
Index.
Über den Autor / die Autorin
Zusammenfassung
Universities and colleges must pay attention to their external relations. They need good media coverage, successful fundraising, effective student recruitment and good relations with a wide range of groups. This book provides guidance on how to manage various areas of external relations: what to do and how to measure success.
