In today’s environment, colleges and universities must reach out and market their programs. The higher education landscape is crowded with many different types of institutions and offerings. Moreover, there has never been a period of more diversity in the types of students pursuing postsecondary opportunities. The traditional student today is what we used to call the non-traditional student. Adult students, immigrants, minority students, and first-generation students all attend now more than in the past. As a result, higher education has increased marketing efforts to reach these students. However, colleges also must remember that higher education marketing messages matter.
Brand image is important to companies and higher education institutions.
The social responsibility of higher education means higher ed marketing messages matter more than usual.