Packaging degree programmes to drive demand

John Trierweiler and Kinnari Sejpal
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John Trierweiler: Vice President and CMO, Rochester Institute of Technology, USA
Kinnari Sejpal: Associate Vice President, Rochester Institute of Technology, USA

Journal of Education Advancement & Marketing, 2022, vol. 7, issue 1, 51-62

Abstract: ‘Can you promote our programme?’ This question may sound familiar. As might the answer. Marketing each academic programme/degree/major is challenging due to inherent obstacles such as promotional inefficiency and allocation of finite resources. As such, the question really became about packaging of programmes as compelling products. In response, Rochester Institute of Technology (RIT) marketing and communications launched a pilot: in close partnership with enrolment management, we identified programmes that met a certain set of criteria and developed an area of study called New Economy Majors with a positioning strategy that laddered up to the master brand. The teams then collaborated with the provost and colleges to bring this promotional effort to life in the most effective and efficient manner. As a result, programmes saw enrolment success and at the same time the effort bolstered overall brand awareness for the university.

Keywords: higher education; higher education marketing; brand management; product marketing; programme marketing; New Economy Majors (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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