A Collaborative Effort at Marketing the University: Detailing a Student-Centered Approach

In this article, the authors describe the use of an experiential team-based project in a capstone marketing management course. In the project, students worked with the university administration to develop a marketing plan for the Admissions Office's Tour Guide Program. The authors discuss why s...

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Bibliographic Details
Published in:Journal of education for business 2004-09, Vol.80 (1), p.35-40
Main Authors: Washburn, Judith H., Petroshius, Susan M.
Format: Article
Language:English
Subjects:
Business education
Collaboration
College Administration
College admissions
College campuses
Colleges & universities
Communication
Cooperation
Costs
Experiential Learning
Higher education
Leadership
Marketing
Marketing management
Pedagogy
Program Design
Public Colleges
Recruitment
School administration
State budgets
State taxes
Strategic Planning
Student Recruitment
Students
Tax revenues
Teams
Teamwork
Trends
Tuition
Universities
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Summary:In this article, the authors describe the use of an experiential team-based project in a capstone marketing management course. In the project, students worked with the university administration to develop a marketing plan for the Admissions Office's Tour Guide Program. The authors discuss why such marketing activities are important to colleges and universities and report on a successful collaboration between an academic program and a school administration in designing such a program. The authors conclude by discussing the benefits that such collaborations offer to both the students and the university.
ISSN:0883-2323
1940-3356
DOI:10.3200/JOEB.80.1.35-40