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| Series editors' introduction | |
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| List of figures and tables | |
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| Preface | |
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| Notes on contributors | |
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| What is external relations for? | |
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| A rose by any other name: Brand management and visual identity | |
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| So that's what they think: Market research | |
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| The role of opinion research | |
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| Examples of higher education research | |
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| How does market research work? | |
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| How to gather the information | |
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| Qualitative research | |
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| How to choose | |
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| Whom to survey? The principles of sampling | |
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| Formulating the questions to ask | |
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| Market research 'deliverables' | |
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| Cost-effectiveness of market research | |
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| Further reading | |
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| Impress in print: Publications | |
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| Who is in charge? | |
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| Who is going to write it? | |
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| Design: I know what I like | |
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| Who shall we get to print it? | |
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| Commercial breaks: A planned approach to advertising | |
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| Effective advertising | |
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| The role of research | |
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| How to plan a campaign | |
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| Setting your budget | |
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| Achieving value for money | |
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| A uniform approach | |
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| Conclusion | |
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| Casting your net: The Internet and its role in education marketing | |
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| Thinking across media | |
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| Promoting a culture of change | |
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| Developing a website that markets the institution effectively | |
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| Other applications for the web: business processes and learning and teaching | |
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| 'Happy Days' or 'Nightmare on Fleet Street'? Media relations | |
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| Uncertainties of the marketplace | |
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| What the interviewer really wants | |
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| Preparing for interviews | |
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| Selecting your material | |
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| Common problems | |
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| The importance of pictures | |
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| Can things go wrong? | |
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| Editors' note | |
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| Further reading | |
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| Why aren't we speaking to each other? Internal communications | |
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| Guess who's coming to dinner! Event management | |
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| What are friends for? Alumni relations | |
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| Organizational and budgetary considerations | |
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| Building a programme | |
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| When does it all begin? | |
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| Future trends and scenarios | |
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| Alumni and development | |
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| Money, money, money: Managing the fundraising process | |
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| The fundraising process | |
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| Well connected: Organizational structure | |
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| All together now: A strategic institutional approach to integrated marketing | |
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| Why now? | |
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| How does integrated marketing relate to higher education? | |
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| Developing a model at Texas Christian University | |
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| Transforming institutions | |
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| Marketing higher education as a way of thinking | |
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| Integrated marketing communications | |
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| Branding | |
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| New focus on research | |
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| Launching integrated marketing | |
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| Integrated marketing and student recruiting | |
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| Lessons about visibility | |
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| Lessons for alumni and development programmes | |
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| Integrated marketing and strategic planning | |
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| Integrated marketing and the future of higher education | |
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| Further reading | |
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| A seat at the table: Performance measurement | |
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| Appendix | |
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| Index | |