Repositioning Private Higher Education in Tough Times: The Urgent Need for Leaders to Reimagine and Retool Their Marketing Communication Strategies

Date of Award

3-5-2013

Document Type

Undergraduate Capstone Project

Degree Name

Master of Professional Studies

Organizational Unit

University College, Organizational Leadership

Disciplines

Organizational Leadership

First Advisor

Lora Louise Broady

Keywords

Marketing, Higher education, Leadership, Private, Digital, Communications

Abstract

Private higher education is under duress. Intensifying competitive, demographic, and economic pressures pose daunting threats as the American public grows skeptical about the value of a traditional college education. As private colleges and universities scramble to deliver a more compelling brand value proposition, astute marketing leadership is required. This capstone explores the critical need to make marketing a top-level institutional priority that empowers leaders to develop and drive re-imagined marketing strategies. Research findings underscore the urgent need for a greater investment in market research and exceptional agility in leveraging new digital communications to connect with key constituencies. Research results serve as the foundation for a revised marketing strategy for Concordia College, which is included as part of this capstone.

Publication Statement

Copyright is held by the author. Permanently suppressed.

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