Advice for colleges on how to identify, develop, and communicate a positive image for the institution is offered in this handbook. The use of market research techniques to measure image is discussed along with advice on how to improve an image so that it contributes to a unified marketing plan. The first objective is to create and communicate some…

The application of basic marketing techniques to achieve the goals of colleges and universities is discussed. The guide is designed to help administrators and admission officers influence the image projected by their institutions. Attention is also directed to how to position an institution among its competitors, how to develop activities and…

Research suggests that students make their college choice based on their perceptions of the institution's image. Smart, aggressive, well-administered institutions see their image as their most significant asset and manage it carefully by prioritizing audiences, conducting market research, establishing clear goals, planning, and implementing the…

Strategic planning in higher education is discussed from the perspective of institutional research. Attention is directed to: institutional mission, institutional assessment, institutional leadership, environmental assessment, market analysis, and competitive position. Strategic planning merges incrementalism, which focuses on flexibility,…