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.
Recommended Citation
Degerman, Roger E., "Repositioning Private Higher Education in Tough Times: The Urgent Need for Leaders to Reimagine and Retool Their Marketing Communication Strategies" (2013). University College: Organizational Leadership Capstones. 65.
https://digitalcommons.du.edu/ucol_orl/65