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Exploring the Impacts of Marketing S...

Gibson, Mark D.,

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Exploring the Impacts of Marketing Structure on Enrollment Yield in Higher Education /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Exploring the Impacts of Marketing Structure on Enrollment Yield in Higher Education // Mark D Gibson.
Author:	Gibson, Mark D.,
Description:	1 electronic resource (206 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 85-12, Section: A.
Contained By:	Dissertations Abstracts International85-12A.
Subject:	Higher education administration. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=30993029
ISBN:	9798382778808

Exploring the Impacts of Marketing Structure on Enrollment Yield in Higher Education /
Gibson, Mark D.,

Exploring the Impacts of Marketing Structure on Enrollment Yield in Higher Education /Mark D Gibson. - 1 electronic resource (206 pages)

Source: Dissertations Abstracts International, Volume: 85-12, Section: A.

The ever-expanding role of marketing and its increasing influence as a primary driver for colleges and universities to grow awareness and consideration, invite applications, and deliver enrollment yield is more critical and relied on than ever. The marketing function's rise to prominence in higher education is fueled by many external forces, including declining federal and state funding, rapid technological advances, changing student expectations, the precipitous reduction in numbers of potential college-aged students, and what this study refers to as the four Cs facing higher education. These include consumerism, commoditization, commercialism, and corporatization, each with its own set of unique challenges and opportunities from which marketing is viewed as a primary solution. In this research, a bounded case study approach is employed to look intently at the critical aspects of marketing structure, alignment, roles, strategic focus, tactical execution, and the brand management principles that have assisted a comprehensive, Carnegie-classified R2 (High Research Activity), doctoral-granting national public four-year university in growing enrollment yield in light of ever-changing marketplace challenges, many of those unmasked during the recent pandemic. The study findings highlight how the alignment of roles and responsibilities within a structure, an operative environment that is reflective of the institution's culture and allows for the illumination of the brand's core personality, tone, attributes, and dimensions, can create a powerful asset to combat the external marketplace dynamics. This study offers an emergent framework as a unique model for colleges and universities to assess and analyze their marketing structure, operative environment, role, and responsibility stratification, and how the consistent articulation and purposeful management of the institution's brand can be optimized for competitive advantage.

English

ISBN: 9798382778808Subjects--Topical Terms:

2122863
Higher education administration.
Subjects--Index Terms:

Brand management

Exploring the Impacts of Marketing Structure on Enrollment Yield in Higher Education /
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520 $a The ever-expanding role of marketing and its increasing influence as a primary driver for colleges and universities to grow awareness and consideration, invite applications, and deliver enrollment yield is more critical and relied on than ever. The marketing function's rise to prominence in higher education is fueled by many external forces, including declining federal and state funding, rapid technological advances, changing student expectations, the precipitous reduction in numbers of potential college-aged students, and what this study refers to as the four Cs facing higher education. These include consumerism, commoditization, commercialism, and corporatization, each with its own set of unique challenges and opportunities from which marketing is viewed as a primary solution. In this research, a bounded case study approach is employed to look intently at the critical aspects of marketing structure, alignment, roles, strategic focus, tactical execution, and the brand management principles that have assisted a comprehensive, Carnegie-classified R2 (High Research Activity), doctoral-granting national public four-year university in growing enrollment yield in light of ever-changing marketplace challenges, many of those unmasked during the recent pandemic. The study findings highlight how the alignment of roles and responsibilities within a structure, an operative environment that is reflective of the institution's culture and allows for the illumination of the brand's core personality, tone, attributes, and dimensions, can create a powerful asset to combat the external marketplace dynamics. This study offers an emergent framework as a unique model for colleges and universities to assess and analyze their marketing structure, operative environment, role, and responsibility stratification, and how the consistent articulation and purposeful management of the institution's brand can be optimized for competitive advantage.
546 $a English
590 $a School code: 0092
650 4 $a Higher education administration. $3 2122863
650 4 $a Educational administration. $3 2122799
650 4 $a Education. $3 516579
653 $a Brand management
653 $a Higher education marketing
653 $a Integrated marketing communications
653 $a Marketing structure and alignment
690 $a 0446
690 $a 0338
690 $a 0514
690 $a 0515
710 2 $a Illinois State University. $b Department of Educational Administration and Foundations: Educational Administration. $e degree granting institution. $3 3818785
720 1 $a Gardner Renn, Dianne $e degree supervisor.
773 0 $t Dissertations Abstracts International $g 85-12A.
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791 $a Ph.D.
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