Repositioning private higher education in tough times: The urgent need for leaders to reimagine and retool their marketing communication strategies
Date of Award
Master of Professional Studies
Leadership & Organizations
Lora Louise Broady
Marketing higher education; Higher Education leadership; Private higher education marketing; Digital marketing; Marketing; Communications
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.
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: Leadership and Organizations Capstones. 65.