How to Market A University

At a time of declining public support, a shrinking pipeline of traditional college-bound students, and a steady rise in tuition and discount rates, higher education leaders have never been under more pressure. In How to Market a University, Terry argues that institutions can meet all of these goals by implementing strategic integrated marketing in ways that are consistent with academic culture and university values. This Mastercourse unpacks the language, frameworks, tools, and tactics that CMOs or aspiring CMOs will need to lead the work of marketing in higher education.