LHE-7400: Academic Program and Curriculum Development in Higher Education

Melchiorre, M.M., & Johnson, S.A. (2017). Finding new ways to reach older students: Creating social media marketing plan for professional and continuing higher education programs. Journal of Continuing Higher Education, 65, 73-81.
Melchiorre and Johnson (2017) focus their article on social media marketing strategies targeted for nontraditional adult students.

Hawkins, A.G., & Frohoff, K.M. (2010). Promoting the academy – The challenges of marketing higher education. Research in Higher Education Journal.
Hawkins and Frohoff (2010) present an analysis of survey data regarding marketing strategies of U.S. colleges and universities, discuss the biggest challenges in marketing programs, and provide recommendations to address these challenges.

Guilbault, M. (2018). Students as customers in higher education: The (controversial) debate needs to end. Journal of Retailing and Consumer Services, 40, 295-298.
Guilbault presents both sides of the debate regarding whether students are customers in higher education and provides recommendations for how to possess a customer-oriented marketing strategy without giving up academic integrity.

King, H. (2019, April 04). The Best College and University Digital Marketing Campaigns.
This resource provides examples of digital marketing campaigns. Check out the list of colleges that provide links to their campaigns. These are institution-wide marketing campaigns.

Trotter, B. (2019). Challenges and trends in higher education marketing: How to navigate bureaucracy, align teams, and improve engagement. Clique Studios.
Clique Studios is another marketing company, and this article highlights key considerations for strategies you might consider and examples of some of those they created.

Cetin, R. (2003). Planning and implementing institutional image and promoting academic programs in higher education. Journal of Marketing in Higher Education, 13(1/2), 57-73.
Cetin’s study is an analysis of universities across Turkey and how they use marketing knowledge to build and promote academic programs.

Clark, M., Fine, M.B., & Scheuer, C. (2017). Relationship quality in higher education marketing: The role of social media engagement. Journal of Marketing for Higher Education, 27(1), 40-58.
Clark et al. provide an analysis of how institutions are leveraging social media to gain a following for potential students and also to engage current students in community building to build their argument for relationship quality as marketing.