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Audio | Slide Show (pdf) | Handout (pdf)

Principles of Marketing or A Brief Introduction to Marketing for Persons Working in the Field of Higher Education

Presenter(s): Raymond M Haas, University of Virginia

The academy has legitimized marketing. Educators routinely talk about target markets, environmental scanning, SWOT analysis, competitive advantage, positioning, branding promotion, and an institution's marketing mix. Participants who have never taken a course in marketing will leave with a basic understanding of the principles of the discipline and be better able to use them as they assist their institutions in the pursuit of their goals. Planners sometimes fail to market their vision, their plans, and planning processes. Participants will engage in exercises applying marketing concepts and techniques to their home institutions and then discuss their observations and insights with the group. Copies of the instructor's teaching materials are provided, and participants will apply what they have learned to their institution or firm. Raymond M.Haas is professor emeritus and former vice president for administration at the University of Virginia. He is past president of SCUP and received the Society's Founder's (Casey) Award and the SCUP Distinguished Service Award.

This knowledge resource from SCUP is a preconference workshop presented at the Society's thirty-sixth annual, international conference and Expo, SCUP–36, in Boston, MA (USA), in July of 2001.

Audiocassettes of this and other SCUP–36 sessions are available for purchase here.

Due to our concern for the privacy of members of the face-to-face audiences at SCUP-36, our digital archives of SCUP-36 presentations end at the beginning of the question and answer portion of each session. Whenever we can, we not only provide streaming audio but the slide show or visual presentation used by the presenters, as well.