ISSN: 2226-3624
Open access
In a perpetually changing society, with ever shifting technologies and web instruments, the role of marketing becomes crucial. Realizing the importance of marketing in their daily activities, universities have started using it more and more, especially emphasizing the basic marketing mix (product, price, promotion, and placement). Marketing communication is also highly important, as it has the capacity to facilitate student-university communication. For the best results, universities must apply the tried and tested methods that companies have been using for decades.
The present article starts by introducing the concept of marketing communication, along with its pitfalls, uses and current misconceptions. It touches on its brand-genesis capacities` and then underscores the importance of integrated marketing communications. Afterwards the communication mix proposed by Kotler is chosen as a point of reference and analyzed from the perspective of a higher education institution, with examples of how universities are using each and every mix element. In the final part, the importance of integrated marketing communication is reiterated and further expanded upon, after which conclusions are drawn about the uses and misuses of the marketing communication mix.
Broz, D., & Passini, V. (2016). The On-Campus Experience and Alumni Giving - Urban Planning and Design - architecture and design. Gensleron.com. Retrieved 20 July 2016, from http://www.gensleron.com/cities/2015/2/11/the-on-campus-experience-and-alumni-giving.html
Bruhn, M. (2001). Orientarea spre clien?i – temelia afacerii de succes. Bucharest: Ed. Economic?
Hanover Research (2014). Trends in Higher Education Marketing, Recruitment, and Technology. [ebook], Retrieved from:
http://www.hanoverresearch.com/media/Trends-in-Higher-Education-Marketing-Recruitment-and-Technology-2.pdf , accessed July 2016.
Kotler, P. (1997). Managementul marketingului. Analiz?, planificare, implementare ?i control. 8th Edition, Bucharest: Teora Publishing
Kotler, P., & Keller, K. (2012). Marketing Management. 14th Edition, Upper Saddle, New Jersey: Prentice Hall
Maslowsky, C. (2013). Five Ways Higher Education Marketing Will Change in 10 Years. The EvoLLLution. Retrieved 20 July 2016, from http://evolllution.com/opinions/ways-higher-education-marketing-change-10-years/
Mulhere, K. (2016). Survey finds marketing officials pleased with outcomes of branding projects. Insidehighered.com. Retrieved 5 July 2016, from https://www.insidehighered.com/news/2015/04/14/survey-finds-marketing-officials-pleased-outcomes-branding-projects
Palfrey, J. & Gasser, U. (2008). Born digital. New York: Basic Books.
Percy, L. (2008). Strategic Integrated Marketing Communication. Oxford, England: Oxford University Press
Ruffalo, N. L. (2015). E-Expectations Report, Retrieved from
https://www.ruffalonl.com/documents/gated/Papers_and_Research/2015/2015_E-Expectations_Report.pdf?code=6313831167201557 , accessed July 2016
Schultz, D. E. (2015). Integration Is Not a Communication Issue, Marketing News, 03.11.2015, https://www.ama.org/publications/MarketingNews/Pages/integration-is-not-a-communication-issue.aspx , accessed April 2016
Schultz, D.E., Tannenbaum, S.I., & Lauterborn, R.F. (1993). Integrated marketing communication: Pulling it together and making it work. Illinois: NTC Publishing Group.
Shaw, J. (2013). University recruitment: one fifth of students say social media doesn't work. the Guardian. Retrieved 20 September 2016, from
https://www.theguardian.com/higher-education-network/blog/2013/apr/17/university-student-recruitment-social-media
Smedescu, D.A. (2016). Impactul comunic?rii de marketing asupra calit??ii serviciilor în înv???mântul superior. Doctoral thesis – unpublished, The Bucharest University of Economic Studies, Bucharest, Romania
Orzan, Gheorghe, Stoica, Ivona, Online Methods Used in Marketing Research, articol ap?rut în Revista Economic?, revista B+ (cod CNCSIS 478), vol. 57, nr. 4, p. 305, ISSN: 1582-6260, indexat? în RePEc, Ulrich`s, DOAJ, EBSCO, mai 2011;
Stoica, Ivona Specific tools in Online Marketing Research, Revista Economic?, Code NURC 478, CNCSIS recognized B+ category, ISSN: 1582-6260, May 2011, Sibiu, indexed BDI: RePEc, Ulrich`s Periodicals Directory, DOAJ - Directory of Open Access Journals, p. 306, http://economice.ulbsibiu.ro/revista.economica/archive/RE%204-57-2011.pdf;
The Exponent (2011). University spends nearly $500,000 in Makers, All campaign. Purdue Exponent. Retrieved 24 June 2016, from
http://www.purdueexponent.org/campus/article_0bc0c77e-9c6f-11e0-bf51-0019bb30f31a.html
The University of Winchester (2015). University law students host charity event. Winchester.ac.uk. Retrieved 8 July 2016, from
http://www.winchester.ac.uk/newsandevents/Pages/University-law-students-host-charity-event.aspx
Wæraas, A. & Solbakk, M. (2009). Defining the essence of a university: lessons from higher education branding. High Educ, 57(4), 449-462. http://dx.doi.org/10.1007/s10734-008-9155-z
Woodhouse, K. (2016). University of Oregon drops multimillion-dollar branding campaign. Insidehighered.com. Retrieved 20 September 2016, from
https://www.insidehighered.com/news/2016/01/20/university-oregon-drops-
(Smedescu et al., 2016)
Smedescu, D. A., Ivanov, A. E., Ioan??, E., & Fruth, A. (2016). Marketing Communications Mix in Higher Education Institutions. International Journal of Academic Research in Economics and Management Sciences, 5(4), 239–245.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode