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- Title
BRANDING Baylor Business.
- Abstract
This article focuses on the strategy used by Baylor University to promote their business school. Marketing is increasingly used by business schools to vie for students, programs, donations and recognition. The Communications and Marketing Department of the university is responsible for marketing the business school. According to Cynthia Jackson, director of the Communications and Marketing department, the first order of business in a marketing plan is positioning. A key step is the definition of the character of an organization. She explained that as this character is explored, it is significant to employ processes that include input from relevant constituencies. Numerous meetings were held with alumni, advisory board members, faculty, administration, students and recruiters, and from these gatherings, resonating themes coalesced and eventually formed the market positioning for Baylor University's Hankamer School of Business.
- Subjects
MARKETING planning; MARKETING strategy; BUSINESS schools; ACADEMIC departments; BAYLOR University; JACKSON, Cynthia; MARKET positioning
- Publication
Baylor Business Review, 2006, Vol 24, Issue 2, p31
- ISSN
0739-1072
- Publication type
Article