Description
Today's education-as-business environment means that many professionals working in higher and further education need developed business and promotion skills in order to ensure that their course, department or institution maximizes its potential. Student recruitment and retention, innovative course promotion and fund or sponsorship raising are just some of the competitive realities that academics and educators must tackle.;Written by two experienced educational marketers, this book provides business-oriented guidance intended to meet the needs of everyone involved in the strategy or business of an educational institution, on either an academic or commercial basis. It should help to develop awareness and skills in the fields of marketing, PR, course promotion and fund-raising by marshalling theory and practice around real HE and FE issues. Key topics covered include: marketing audits and research; programme design and pricing; promotion; PR; student recruitment; and fund raising. Accessible, concise and written in the language of educators, the book should help anyone in an educational institution, from vice chancellor to junior lecturer, to understand and use the marketing process effectively.
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