How Marketing Influences Enrollment in Higher Education

Television advertising on CNN, MSNBC, and Discover channel was the most successful in attaining higher enrollment (Heller, 2001). The segments of target markets are based on the opportunities and resources of the university. The goal of the university is find the target markets that match the needs or wants of the market at the time. Capturing this target market of young and recent graduates would mean a substantial jump in profits and growth for the university.

In summary, marketing is very important for a business to achieve success. Many businesses have a difficult time in this area. With the stiff competition, businesses struggle to stand out among others. Other companies resort in unethical and unfair schemes just to win the competition. But eventually find themselves in great loss and failure. As businesses all over the world enter into a gigantic marketplace, every business owner is faced with convoluted market competition. Nevertheless, any entrepreneur can be different and become successful in this matter. In every product sold and in every service provided, patience and hard work should take precedence to ensure quality. Products and services should be marketed honestly, planning should not be done with evil

Television is an electronic telecommunication device that transmits pictures and sounds. Since its inception and release into society, the Television has grown to become extremely popular. The undying devotion to this medium has helped shape many aspects of human life. It has become a tool for education and entertainment. Businesses have found an efficient means to access the wider public through advertising. Advertising is a paid form of publicity aimed at a large audience by businesses with a view to increasing sales. Advertisements, unlike propaganda, have clearly stated sponsors. Through advertising, businesses can communicate with the user of their goods and services. The television allowed for the exponential expansion of advertisement. While older media is still used for advertising, Television’s ability to transmit moving picture and sound put it well above print media and radio (Messaris 2)

Colleges and university have slowly become one of the stepping stones into the working world today. People go to colleges for higher education with the intention of earning degrees in which they can use in their respective fields. Some example degrees that people pursue are Medical, Law, Business, Accounting, and Science Degrees. Through the years the idea of college was that it was optional and it was a door for better life and job. However in the modern times, it become a necessity. It all started when the colleges once single- gender institutions target specific students in their respective demographics. Today, the college market has now been divided into two major categories:

A summary of Why Do You Think They’re Called For-Profit Colleges? The article, Why Do You Think They’re Called For-Profit Colleges? by Kevin Carey first appeared in The Chronicle of Higher Education on July 25, 2010. In this article, Carey discusses the controversy concerning the billions of dollars in federal aid money received by for-profit colleges. He introduces Michael Clifford, who, according to fastcompany.com, chairs Significant Federation, a private equity firm that is a principal investor in a half-dozen higher-education companies.

Jean Kilbourne is explained her research about the effects of advertising on audience's worth, bonds, and dedication to civic life:

Colleen Dillaway is a Sales and Marketing director for Bright House Networks. She has over 15 years of experience managing, public relations, and sales channels. She has crisis-management skills and media relations. She has a history working with ABC, CBS, NBC, and FOX news. Dillaway showed the class commercials for Bright House and explained the approaches that were taken to reach different customers. I will apply the concepts Dillaway used and apply them to our textbook. In chapter 13 Public Relations and Marketing is the main focus. Marketing is the process of researching, creating, refining, and promoting a product or service and distributing that product or service to targeted consumers (pg. 402-3). Public relations are the values-driven management of relationships between an organization and the publics that can affect its success (pg.403). Dillaway had to collect research to better understand how to gain and keep customers. In the process of her research she was also able to better advertise Bright House services as well. For example, Dillaway informed the class how Bright House created a commercial to aim directly at Bakersfield customers in doing this the commercial was filmed here. Chapter 13 also defines advertising as controlled media in an attempt to influence the actions of targeted publics. Going back to the Bakersfield commercial, we can see the that the targeted publics was Bakersfield consumers.

When looking at class, it is important to target individuals in a way that they feel they can make changes to achieve a desired result. Middle class individuals need to be told that sacrifices are necessary to gain the success that they are looking for and therefore current actions are what will benefit you in the long run. The advertiser will need to gear the ad/commercial to this theory that sacrifices are good and necessary in order to have a better future. If you are trying to get individuals to go to an accounting program, you would need to make it clear that the time and financial sacrifice to sign up for the class will lead to you being more knowledgeable with money, and may even lead to more money in your future.

Using the product/market expansion grid shown in Figure 2, apply the growth opportunities available to managers in Starbucks Turkey.

Marketing has become more and more important, especially as the purposes of marketing expanded into performing marketing researches. Through marketing researches, it is asserted that marketing starts with a real customer need. Classic marketing, has, nonetheless, focused on making the need that will draw customers, and this stresses the advertising power of marketing (Woodall 2007, p.1284). This is also called the sales concept of marketing (Woodall 2007, p.1285). An example is how advertising lures people into buying a brand, because of the

The marketing internship I was lucky enough to participate in at the University Center has been a very educational and valuable life experience. This internship has taught me many lessons that I can apply to my future career. For clarity purposes of this paper, I have listed my original education objective first and it will be followed by details about the progress of achieving that outcome over the course of the internship.

To increase enrollment at UIS, there are a few things to consider when deciding on the right advertising approach to take. Environmental forces impacting the UIS include demographic, educational, economic/fiscal, economic development and research, and political factors and trends. Always keep in mind that every person is different and have different goals. When advertising a college/university, you want to make sure that everyone knows about where your college is located and know how to get there. The one big issue that seems to get in the way is the tuition. There may be people who are really interested in your college, but not sure if they can afford it. To help with this situation, make sure you let them know that financial aide is available.

Advertising has always been an important part of our society. The history of advertising can be traced to pre-modern history when it served an important purpose by allowing sellers to effectively compete with other merchants for the attention of clients in Ancient Egypt. From 1704 when the first newspaper advertisement was announced, it gradually grows into a major force in American society based primarily on newspapers and magazines (Ad Age Advertising Century, 1999). It not only helps to raise the target demographics’ awareness of issues, but also educate consumers with the benefits of the product. However, advertising cannot target a particular person before the emerging of World Wide Web.

Marketing concept believes that for a company to achieve organizational goals, it depends on determining the needs and wants of the target market. It takes an outside-in approach. Marketers practising this concept recognise that customers are always the first priority of the organization and they aim on complete customer satisfaction. This requires an integrated marketing effort, that is, team work between different departments within the organization. For instance, team work between the marketing team and the academic team of UCSI University. The marketing team will be in-charge of the promotion of the academic programmes available in UCSI University while the academic team will have to ensure and maintain the quality of the programmes and courses offered.

It cannot be denied that the objective of advertising to specific target audience group has significant benefits for increasing market share and sales in organisation’s category (NIVEA MEN). Organisations are shifting to a new approach to communication, which supported the organisations engage in potential market (Madhavaram, S., 2005).