- Private College Presidents Urge a Commitment to Need-Based Aid (January 2013)
- College Seeks to Attract Students with New Scholarships (November 2012)
Bob Johnson's Blog on Higher Education Marketing
Recently in Brand Strength Category
- ITT Technical Institute
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- Everest College
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- Illinois Bill Would End a Prized Perk: Tuition Discounts for Faculty and Staff... the half-price discount costs the state about $8 million a year.
- Could Many Universities Follow Borders Bookstores Into Oblivion?... reviewing changes in education delivery, including free learning from MIT, Georgia Tech, Khan Academy and more.
- 5 Private Liberal-Arts Colleges Will Share a Professor... reducing cost in a "non-elite" sector that's at risk.
- More Than 70 U. of Northern Iowa Programs Face Elimination or Overhaul... this has been happening elsewhere and we should expect more in the future.
- Indiana Seeks to Cap College Credits at 120... exceptions allowed for accreditation requirements in another legislative move to control higher education cost.
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Increasing pressure to change "business as usual" to reduce costs is reflected in newspaper editorials questioning the value of a college degree, especially if high debt is needed to earn one. Marketing advantage will go to the schools that respond to this. How many schools will add lower cost options to earn a bachelor's degree to their strategic planning?More community colleges will seek to offer bachelor's degrees at their low price point as part of their community service mission. Will public universities oppose bachelor's degrees at community colleges as some have done in the past?Higher education in both the for-profit and non-profit sectors faces new scrutiny over degree completion and employment rates for their students. How important will "outcome" criteria become in college choice decisions?Claims of commitment to "academic excellence" and "education of the whole person" are meaningless unless supported by clear benefits for potential students. Reality marketing is more important in our social media world than ever before. Will higher education marketing drop picture perfect "We are Disney World" marketing images and stories from view books and websites?
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The
credit crash came after several years when income growth for middle class
families had fallen far behind the rate of tuition increase. With no change credit availability in sight and increased concern over loan debt, will price dominate the marketplace for all
but the most affluent and those at the pinnacle of the academic talent
pool?
Most colleges in the private sector were faced with the dilemma of losing enrollment market share or increasing tuition discounting. The most common reaction: try to maintain enrollment or limit decreases with higher discounts. As a result, the tuition discount rate for 2010 rose to a 42.4 percent average. Is a high tuition discount rate a viable long-term marketing strategy?
State
appropriations for public sector universities have plummeted in most states and
there is not yet in 2012 a visible bottom. The "privatization" of the public
sector is well underway, as institutions seek to replace as much legislative
money as possible with tuition dollars. How high can public tuition go without
rebellion in the marketplace?
Growing interest in online programs since 2000 increased immediately as working adults sought ways to reduce commuting costs. Many institutions were left scrambling to offer online programs in the face of faculty skepticism and reluctance to change. Nearly one-third of college students in the U.S. now take at least one online course, reports The Sloan Consortium. How high will demand for online courses climb and how will faculty respond?
That's all for now.
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Blog Contents
- Grinnell College... the high cost of brand position
- For-Profit Universities Exploring their Brand Strength...
- Higher education... 5 (more) signs of a transformation
- Higher education marketing questions for 2012... final 4 makes 8
- Higher education marketing questions for 2012... 4 today, 4 next week
- Advertising (17)
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