Marketing is more than promotion. Institutions that only focus on promotion will fail. Savvy institutions use a proper definition of marketing that embraces product, price, place, and promotion. The product is defined as the sum of the student s academic, social, physical, and even spiritual value experiences. Sevier s research with student perceptions and desires routinely show that institutions have trouble differentiating their academic product and focus on the wrong items.
Image is everything.
It s that simple. It is important to develop a clear and consistent image that is portrayed by all functions of the institution. How students make decisions. In higher education, we make this equation too difficult. People, even students, make decisions in a predictable fashion.