This article discusses the story behind American University's brand campaign. Colleagues and peers are asking how American University developed a brand strategy--"KNOW/WONK" campaign that launched in fall 2010--that's original, authentic, and representative of AU's distinctive personality. What they really want to know is how AU got it through the…

Obtaining competitive advantage has become a recurrent necessity, in successful organisational management. Nowadays, intangibles represent an excellent opportunity to attain these advantages. Given its social impact, the organisational image is one of the most important intangibles to work with. In this research, a model based on the determination…

A guide to developing a college marketing plan defines key marketing terms, outlines the development of a plan (including institutional analysis, market research, strategy formation and execution, and program evaluation), and provides a list of important principles with which to operate a program. (MSE)

Discusses marketing problems and opportunities associated with satisfying demand, product-consumer match, support services, personnel, and personal involvement. Identifies overall marketing and business/financial goals and related objectives. Covers action plans, performance evaluations, curriculum design, advisory committee participation and…

The design of a University of Hartford (Connecticut) decision-support information system for college advancement programs is detailed, specific research and management applications are examined, and the analyses and reports generated by the system are discussed. Early collaboration between institutional researchers and advancement and alumni…

Partnerships between schools and businesses are becoming more frequent and more reciprocal as the two find common interests; the Salem-Keizer (Oregon) Public Schools provide a nationally recognized example of such a partnership. Salem's program began in 1981 with a joint school board and Chamber of Commerce policy statement. Despite economic…