Archive for February 2007

Back in November of last year, I considered whether To Print or Not to Print. At that time, I allowed that print has a role in a well-integrated communications strategy. Today, I’m wondering how viable the medium is.

We have spent a good deal of time thinking about Academic Marketing. We have analyzed what it is and discussed its current shortcomings. The final topic to be considered is the importance of academic marketing. Why do it?

Last time, we talked about how a failure to understand an audience’s needs and desires can result in useless communication. This time, we’ll address a more general point. Academic marketing is often too subtle.

We saw last time that academic marketing tends to poorly understand its true audience. This time, we’ll discuss how academic marketing fails to understand motivation to action.

Last time, we finished our review of the state of academic marketing. We concluded that there are three areas missing: an understanding of the audience, an understanding of motivation to action, and directness. This time we will review each of these shortcomings and discuss how to address them.

Last time, we looked at the current state of academic marketing. We concluded that there’s not much there. This time, we will talk about what academic marketing could be.

There is every other kind of marketing. Why not academic marketing? If there is such a thing, what is it? At the very least it should be distinguished from college marketing.

Last time, we looked at how branding makes things cheaper. To wrap up our series on branding, we will consider the role of branding in furthering business goals.