Understanding College Marketing, Choosing a Successful School

Marketing is responsible for driving business strategy, the job of enrollment marketers is to research new opportunities for the school and carefully apply segmentation, targeting and positioning brand (STPB) to put a new enrollment plan on track. Then, university marketers must detail the 4Ps strategy (Product - Majors, Price - Tuition, Place - Locality, Promotion - Admissions) ensuring that they are consistent with the STPB strategy. College marketers must implement that plan and track the results. If results are not on target, the university marketing plan manager must determine whether the culprit is poor implementation, an inappropriate marketing mix, or a biased marketing strategy. Direction, or ultimately due to poor market measurement.