An Introduction to Integrated Marketing Communication

In the summer of 2004, I was teaching a graduate course on the concept of integrated marketing communication (IMC) at Johns Hopkins University and found it interesting I was hearing from students that the institution was not practicing what it was … [Read more...]

The Evolution of Marketing in Higher Education

“Marketing” had once been a term that could only be spoken in the most hushed tones in academia.  However, in the past 40 years, the number of U.S. colleges and universities has grown from 2,300 to more than 4,000, including branch campuses (Rhodes). … [Read more...]

The Importance of Personal Marketing

When I first began teaching at Saint Vincent College in 2005, I introduced a personal marketing strategy assignment to demonstrate to students how to build their brand using elements of the marketing mix. Since then, advanced technologies have … [Read more...]