Marketing is the art of making people want what you have.
Marketing is the art of making people want what they never knew existed.
You need to define your program so that people will understand your mission, goals, and accomplishments. You, your advisory board, your staff, and students should all be involved or consulted when defining your mission, goals, and accomplishments. This step will involve some market research. You need to first decide for whom your program is best suited. Once you have identified this group, you need to ensure that your marketing efforts reach them.