An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education

Dawn M. Edmiston-Strasser

Journal of Marketing for Higher Education, 2009, vol. 19, issue 2, 142-165

Abstract: This research examined the strategic process of integrated marketing communication and its application in U.S. public institutions of higher education. A quantitative survey analyzed 42 leading U.S. public colleges and universities as ranked by U.S. News & World Report . To further examine the findings of the survey, qualitative interviews were conducted with nine of the survey respondents. A four stage integrated marketing communication framework, based on studies of the American Productivity and Quality Center, served as the foundation for the research. The findings revealed the importance of leadership and formal communication mechanisms and demonstrated that integrated marketing communication strengthens branding.

Date: 2009
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DOI: 10.1080/08841240903423166

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