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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.
Terry Flannery has spent her entire career in higher education. She was the first marketing director and chief marketing officer at the University of Maryland, the first Vice President of Communications at American University.
She has led some of the most successful brand campaigns in all of higher education, including American University’s WONK and University of Maryland’s Fear the Turtle.
She has influenced and inspired countless marketing colleagues and contributed to the professionalization of higher education marketing through frequent presentations and as past chair of AMA's Symposium on Higher Education. Beginning July 1, 2022, she will be Executive Vice President and Chief Operating Officer at CASE.
WHAT TO EXPECT FROM THIS MASTERCOURSE
10 video sessions
that mirror each chapter of the How to Market a University book.
15 expert contributors
from both leading institutions and higher education agencies.
12 downloadable worksheets
that will empower you to work the course learnings into your context.
9 creative sprint exercises
to help you flex your creative chops along the way.
to allow you to move through the material at your own pace.
4 bonus video interviews
with the founding fathers of higher education marketing.
Get individual access to the full Mastercourse, all supplemental course materials, and bonus content.
Purchase the Mastercourse, all supplement course materials, and bonus content for your entire team!
The Mastercourse & Book
Get the Mastercourse, all supplemental course materials, bonus content, and an exclusive discount on the book.
You will be charged $59 for the Mastercourse and will then be given a special discount code to purchase the book on How to Market a University from Johns Hopkins University Press for $20.
MADE POSSIBLE BY OUR PARTNERS
With contributions From
CMO at Miami University in Ohio
CMO at University of Montana
R. Ethan Braden
Executive Vice President & Chief Marketing and Communications Officer at Purdue University & Purdue Global
CMO at Scripps College
CMO at La Salle University
Founder of Kanahoma
CSO at Ologie
CEO at Mindpower
CEO of SimpsonScarborough
President at Mindpower
CEO at DD Agency
Co-founder and Co-Director of mStoner
Founder of Bob Johnson Consulting
Founder of AMA's Symposium on the Marketing of Higher Education
Former CEO of Lipman Hearne
REVIEWS OF THE BOOK ON HOW TO MARKET A UNIVERSITY
A substantial and timely contribution. What Flannery is attempting to define and give voice to may be lifesaving for some institutions.
- Donna Lehmann, Assistant Vice President for Marketing, Fordham University
A gem of a book for campus marketing officers, college presidents and deans, and even faculty members who view marketing with skepticism.
- Richard Ekman, President Emeritus, Council of Independent Colleges
Terry persuasively explains why institutions that have yet to expand their traditional public-information–style communications offices will lag behind those that have embraced integrated marketing, anchored in research for authenticity.
- Melissa Farmer Richards, Vice President for Communications and Marketing, Hamilton College
Drop us your question or comment below. 👇