Positioning the Undervalued Metropolitan University

It is noted that "undervalued metropolitan universities," which generally have open enrollment, low tuition, and a large proportion of nontraditional students, often also have a diffuse and unclear public image. A model positioning concept for these institutions, used by Wright State Unive...

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Bibliographic Details
Published in:Journal of marketing for higher education 1993-07, Vol.4 (1-2), p.159-175
Main Authors: Brown, Herbert E., Saunders, Paula M., Siyahi, Carol V.
Format: Article
Language:English
Subjects:
Case Studies
Change Strategies
Higher Education
Institutional Characteristics
Market Positioning
Marketing
Nontraditional Students
Open Enrollment
Organizational Change
Organizational Development
Public Relations
Tuition
Urban Universities
Wright State University OH
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Summary:It is noted that "undervalued metropolitan universities," which generally have open enrollment, low tuition, and a large proportion of nontraditional students, often also have a diffuse and unclear public image. A model positioning concept for these institutions, used by Wright State University (Ohio) is proposed and described. (MSE)
ISSN:0884-1241
1540-7144
DOI:10.1300/J050v04n01_11