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Institutional SEM Strategies Phase II: Marketing Strategies Marketing is the practice of putting the right product before the right audience at the right price. Its ancestry is in product design. In higher education the product design entails both curriculum and program development. When a product appeals to a segment of the total population, that segment is called a "niche." A niche may be based on price, location, convenience, academic offering, industry affiliation, reputation, etc. Locating populations with common interests and characteristics is called market segmentation. Identifying market segments, unfolding their characteristics, and extrapolating them to buying behavior is a function of market research. Market research is not secondary to the SEM function but a vital part of its success. It must contain an unyielding research element but must extend far beyond the realm of the institution. Demographics, lifestyles, purchasing power, buying behavior, competition, commuter behavior, etc. can be crucial to the success of SEM strategies. These marketing strategies are also fundamental to retention. Students recruited are those it must seek to retain! * Sources cited for this article are Strategic Enrollment Management, 2nd Edition, AACRAO, 1997, and SEM and Institutional Success, AACRAO, 2008. |
Registrar: Reminders from the Academic Calendar Financial Aid: Veterans' Education and Transition Services Committee (V.E.T.S.) First-Time Direct Loan Borrowers Admissions: New Faces and New Places in Admissions Student Ambassador Association Retention: On-going Retention Initiatives Enrollment Management Committee: |
