How Marketing Influences Enrollment in Higher Education Essay - 3069 Words



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How Marketing Influences Enrollment in Higher Education

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Due to the growth of competition, marketing has become a vital action for non-profit organizations. According to Thomas Hayes, author of New Strategies in Higher Education Marketing, colleges and universities provide a prime example of this movement in non-profit organizations. The marketing of higher education institutions have regained a respectful volume of prominence and consideration. Nevertheless, just like numerous non-profit organizations, higher education institutions usually take a sales angle approach to marketing. The sales angle is predominantly an aggressive campaign through advertising and individual selling. In marketing higher education, an incredible burden has been placed on recruiting activities and student enrollment. Predominantly, personal selling has been accentuated in the form of recruitment activities. Pressure put on advertisement and direct marketing are some of the other areas included in promotion of the college or university. Conversely, the marketing determinations of higher education institutions have essentially ignored the other areas of the marketing mix including product, price and distribution. Hayes argues that all of the areas of the marketing mix need to be incorporated together to develop the prime level of marketing activity for institutions of higher education, and thus creating a positive increase in enrollment for that institution (Hayes 17-18). According to the American Marketing Association, also known as AMA, marketing is “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” When dealing with business to consumer marketing, marketing is known as “the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return.” When referring to business to business marketing, it can be defined as generating worth, results and connections either short term or long term with a business or a brand (“AMA Definition of Marketing”). Marketing produces the strategy that motivates sales methods, business communication, and business growths. Marketing is also a unified procedure through which companies build strong customer connections and generate an importance for their customers and for themselves. Marketing is used to recognize, satisfy, and retain the customer. With the customer being the concentration of its events, marketing management is one of the main constituents of business management. The endorsement of marketing strategies involves businesses to change their original emphasis from production to the apparent needs and wants of their customers as the means of remaining profitable, and in the higher education world, also attracting and retaining students (Kotler, Armstrong, Wong and Saunders 7). There are many different types of marketing strategies available for non-profit organizations and businesses to take advantage of. The most common types of marketing initiatives that are used in college and university marketing strategies will be examined. Print advertising campaigns include both newspaper and magazine advertising. This type of marketing can deliver an array of messages and can be concentrated on a specific audience, depending on the readers of the chosen publication. Since technology has become a way of life, this form of marketing, with the goal of increasing enrollment in higher educational institutions, seems to be ineffective. In addition, print advertisings have to be ready well in advance to meet the deadlines of the publications; this is especially true when dealing with monthly magazines, since their print date is usually months prior to their release date. Despite the common belief that direct mail marketing’s best days are in the past, this traditional form of advertising still has a lot of... Show More

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