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Curriculum

Higher Education Marketing

Course Description

Examines the role of marketing in American higher education in an ever-increasing competitive landscape, including the role of market analysis, audience segmentation, value messaging, marketing mix and budget and ROI assessment.

Course Learning Outcomes

Topics

Week

Topics

1

Introduction & History of Marketing in Higher Education

2

Audience/Objective Segmentation

3

Research & Market Analysis

4

“The Silver Bullet” – The Marketing Mix

5

Messaging/Value Proposition

6

Making the Case – Budget

7

“A Watershed Moment” – How will Higher Education Respond?