Raiders not readers: The role of market insight in marketing communications

Clare Riding

Journal of Education Advancement & Marketing, 2017, vol. 2, issue 1, 83-89

Abstract: Lancaster University began the development of a full service marketing team in early 2014 with the intention of growing the university’s brand, building a comprehensive communications and marketing division and moving towards student recruitment marketing excellence. This paper discusses approaches, working practices, changes to process and lessons learned from a small yet busy central marketing team.

Keywords: brand; prospectus; marketing; market insight; content (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2017:v:2:i:1:p:83-89

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