Chapter 9 The Future of Higher Education Marketing

Question 1

What does Nathan Grawe suggest about the current state of higher education?

Answer 1

We are flying blind into a dangerous period for higher education.

Question 2

What significant change in perception regarding marketing occurred on college campuses over the past fifteen years?

Answer 2

Marketing leadership, practices, and systems have been introduced and embraced.

Question 3

What two strong forces are expected to disrupt higher education marketing over the next decade and a half?

Answer 3

• Declines in college-aged populations
• Changes in the future of work due to technological advances

Question 4

What demographic trend is expected to significantly impact admissions offices across the U.S.?

Answer 4

Projected declines in college-aged populations.

Question 5

Which regions in the U.S. are expected to be most affected by demographic declines?

Answer 5

The Northeast and the eastern Midwest.

Question 6

What is expected to happen to two-year colleges as a result of demographic declines?

Answer 6

They are expected to be severely affected.

Question 7

What should leaders focus on as demand for new students is expected to decline?

Answer 7

Greater retention of enrolled students.

Question 8

True or False: The competition for full-pay students is expected to decrease in the coming years.

Answer 8

False

Question 9

What role will the Chief Marketing Officer (CMO) play in adapting to the upcoming challenges in higher education?

Answer 9

Identify new target markets and develop differentiated institutional strategies.

Question 10

What skills are anticipated to be crucial for college graduates in the twenty-first century workforce?

Answer 10

• Communication
• Creativity
• Collaboration
• Complex thinking

Question 11

How might the role of CMOs evolve in higher education according to the text?

Answer 11

CMOs may become chief experience officers (CXOs) with broader responsibilities.

Question 12

What impact will artificial intelligence and machine learning have on the higher education marketing workforce?

Answer 12

They may replace some work currently done by employees.

Question 13

Fill in the blank: Data to inform decisions about target markets and brand position will be at more of a _______ in the coming environment.

Answer 13

premium

Question 14

What is a significant challenge regarding content strategy for higher education institutions?

Answer 14

Most content is not structured in a form ready to deploy for building value.

Question 15

What lesson can be learned from the update made to Google’s algorithm regarding content?

Answer 15

Institutions should monitor and adapt to trends in content format.

Question 16

What kind of strategy allows organizations to enter markets by building platforms?

Answer 16

Platform strategy.

Question 17

What role will organizations like CASE and the AMA play regarding marketing in higher education?

Answer 17

Development of benchmarks and standards for investment and performance.

Question 18

What is the expected impact of technological innovations on higher education marketing?

Answer 18

They will enable or mandate changes in marketing and offer opportunities to change business strategy.

Question 19

What should institutions focus on to improve their content delivery and engagement?

Answer 19

Transforming content resources into formats that captivate and persuade stakeholders.

Question 20

What is the anticipated future of marketing in higher education based on past and present developments?

Answer 20

It will be informed by historical trends and current practices.

Question 21

What role do benchmarks and standards play for institutions?

Answer 21

They allow institutions to assess outcomes relative to peer institutions and competitors.

This helps in evaluating performance and identifying areas for improvement.

Question 22

What is a key focus for institutions regarding marketing in the future?

Answer 22

Innovations that lead to reliable measurement of ROI and brand equity.

This includes establishing dashboards with short-, middle-, and long-term measures of brand performance.

Question 23

How has the role of CMOs evolved in higher education marketing?

Answer 23

CMOs have gained influence and effectiveness through direct reporting to presidents and strategic use of power.

This shift has elevated their role as key decision-makers in marketing strategies.

Question 24

What is the relationship between institutional and brand strategies?

Answer 24

They are parts of a greater whole that allow institutions to realize the full potential of the marketing mix.

This includes decisions about programs, price, and distribution strategies.

Question 25

What trend is observed regarding investment in marketing in higher education?

Answer 25

There is an increasing willingness to invest more in marketing as a percentage of the total budget. ## Footnote This reflects a recognition of its value across the enterprise.

Question 26

What is the importance of data and digital tools in higher education marketing?

Answer 26

They increase complexity but also open opportunities for targeted and personalized interactions. ## Footnote This is crucial for student recruitment and retention.

Question 27

True or False: The cost of retaining a current student is typically greater than acquiring a new student.

Answer 27

False. ## Footnote The cost of keeping a current student or donor is likely less than acquiring a new one.

Question 28

What role does research play in higher education marketing?

Answer 28

It serves as the basis for marketing strategy and measuring outcomes. ## Footnote Measurement of inputs and outputs, especially ROI, is crucial for building confidence in marketing value.

Question 29

What demographic challenges are leaders in higher education facing?

Answer 29

Tremendous demographic headwinds and a decline in public trust. ## Footnote This includes poor perceptions of the value of higher education due to increasing costs and student debt.

Question 30

What expectations are raised for enrollment marketing in light of recent economic conditions?

Answer 30

Heightened enrollment marketing expectations and new opportunities. ## Footnote The global pandemic has exacerbated financial stress for many institutions.

Question 31

What strategies may help institutions thrive in the future?

Answer 31

Strategic differentiation, identifying new target markets, shaping satisfying experiences, and measuring ROI. ## Footnote Institutions that refine their strategies based on these measurements are likely to fare better.

Question 32

Fill in the blank: Higher education marketing may be entering a _______ of opportunity.

Answer 32

golden age ## Footnote This suggests a favorable environment for institutions to enhance their marketing efforts.

Question 33

What key question should leaders and their CMOs consider about the future of marketing?

Answer 33

Do we expect the role of marketing and communication to become more or less important at our institution over the next five decades? ## Footnote This reflection is essential for strategic planning.

Question 34

What groundwork should institutions be laying for the future of marketing?

Answer 34

Preparing for the expected shift in the importance of marketing and communication. ## Footnote This involves developing strategies that align with anticipated changes in the educational landscape.