Revisit Marketing Basics before Revamping Approach
Article Before adopting the latest marketing tool or technique, communications and marketing leaders should consider whether their existing operations have untapped value, says a strategy consultant.

Finding Metrics that Matter and Learning to Use Them
Article Many in the community college sector talk about “integrated marketing” but few understand what it means and how it can transform their institution’s operations, say a pair of practitioners at a Massachusetts community college.

Social Media and Marketing: What's in Store for 2012?
Article It's the end of 2011, which means it's time for predictions for the upcoming year. Marketing and social media experts foresee interesting developments for 2012, both for professionals and users.

Marketers Must Think Smarter in Leaner Times
Article Marketers must rethink their strategies and adopt new approaches to meet the “unprecedented challenges” now facing educational institutions in England, says Tracey Lancaster, director of external relations at the University of Birmingham and presenter at a recent CASE Europe conference.

Study Shows Market Research Pays Off
Article Colleges and universities that invest in market research are more likely to deploy more communications and marketing tactics and report a positive impact as a result, according to a new report on marketing spending conducted by Lipman Hearne in partnership with CASE.

Marketing Doesn't Mean Compromising Institutional Values, Speaker Says
Article Academic institutions that tie their brands to their history and speak in an authentic voice can stay true to their values as they market themselves, said John Fahy, a professor of marketing at the University of Limerick and speaker at the 2010 CASE Europe Annual Conference held recently in Glasgow.

PR, Marketing Claim Ownership of Social Media
Article A new survey reveals that growth in the use of social media is driving a move toward integrating public relations and marketing functions but that “turf battles” between the two still exist.

Institutions Receive Strategies to Move Beyond Tough Economy to Market Success
Article A perfect storm is brewing in higher education, and savvy colleges and universities are exploring non-traditional ways to cut costs, expand their market and stand out from others.