Introduction. Why Marketing?
Chapter 1. The Basics: What Is Marketing, and How Do We Do It in Higher Education?
Chapter 2. Getting Started or Starting Fresh: Leadership, Assessment, and Organizational Structure
Chapter 3. The Foundation: Market Research to Assess the Current Brand and Set Goals
Chapter 4. What's the Big Idea? Developing Brand Strategy and Expression
Chapter 5. Integration of the Brand across the Institution
Chapter 6. Digital U: Marketing Higher Education in a Digital World
Chapter 7. Measuring Results and Progress
Chapter 8. Marketing Investment and Return on Investment
Chapter 9. The Future of Higher Education Marketing
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