In this article, the author focuses on three major generational groups in the US: Baby Boomers (born between 1943 and 1960), Generation Xers (born between 1961 and 1981), and Millennials (born between 1982 and 2003), examining what the preferences of each group are for continuing higher education and how market research can be employed, by…

Interaction design is a user-centered approach to development in which users and their goals are the driving force behind a project's design. Interaction design principles are fundamental to the design and implementation of effective websites, but they are not sufficient. This article argues that, to reach its full potential, a website should also…

This article discusses how benefits can be used to market a school. Creating emotional attachment can help use benefits to market the school and its programs to a target audience. Such emotional attachment can be created through clear and concise benefit statements. Powerful benefit statements that project a clear picture of the programs, services…

Explains how to market volunteer opportunities by adapting the four Ps of advertising (product, promotion, placement, and price), using the example of symphony orchestra volunteers. (SK)

Examines the process of marketing smaller colleges and identifies the possible application of marketing principles and techniques currently used by the business community which will help to improve recruiting efforts. (JAC)

Discusses the advantages to colleges and universities of "branding" and "positioning" their schools in the minds of students. Offers examples of successful positioning by colleges. (EV)

Vocational educators must demonstrate to the community that vocational-technical education is critical to the future of students as well as to the success of the nation's economic system. (Author)

A smart marketing plan creates emotional attachment and loyalty in a school's prospective students, but how does a school go about creating this type of positive environment?. In this brief paper, the author describes a step-by-step approach that he created--the enrollment funnel. The enrollment funnel is a systematic method of moving…

How teachers tell the story behind their school's success means the difference between making a connection with their community and positively shaping awareness, or leaving a negative impression and losing the battle for the hearts and minds of the very public they are trying to serve. While most schools have someone whose job is specifically that…

The need to develop marketing strategies in higher education is evident. In order to develop effective strategies, marketers must understand the basic needs that their product fulfills. Exploratory research was utilized to identify and better understand the needs that motivate consumers to pursue an MBA degree. This paper emphasizes the importance…

This research was undertaken to study and improve the marketing efforts of the Department of Educational Technology (EDTECH) at Boise State University, recognizing the need to generate revenues based upon the new self-support structure instituted at the university and EDTECH Department. In investigating the marketing opportunities for the…

This paper, presented at a conference of college admissions counselors, attempts to provide a brief overview of descriptive and inferential statistics for college admissions officers, in the hopes that it will encourage these admissions personnel to question assumptions more critically. The paper begins by defining statistics, specifically…

In the next decade, the military will rely on aggressive marketing to battle the nation's businesses as both search for the best entry-level employees. (Author)

As one of the nation's top virtual university systems, the Tennessee Board of Regents' Online Degree Programs (RODP) has a great story to tell. And at Tennessee Tech University, Kevin Liska and students in the Business-Media Center specialize in telling great stories through technology. Together, the two groups will soon release marketing…

The use of strategic long-range planning at Carnegie-Mellon University (CMU) is discussed. A structure for strategic planning analysis that integrates existing techniques is presented, and examples of planning activities at CMU are included. The key concept in strategic planning is competitive advantage: if a university has a competitive…