Universities Branding Process about Creating Value through Integrated Marketing Communications

Universities Branding Process about Creating Value through Integrated Marketing Communications

Omer , Kursad Tufekci

Integrated marketing communication has been widely accepted by businesses around the world. This is a marketing communications system that allows organizations to beter manage their brand images. Integrated marketing communication strategies are aimed at combining or integrating the elements of the communication mix, such as advertising and public relations in order to create a balanced and consistent marketing communications massage thet strengthens the brand. Integrated marketing communication, if managed correctly gives an organization a competitive advantage because of its cost effectiveness and its ability to maximize the impact of its product and services development and the communication of the organization’s massages within the marketplace. The market environment in higher education is extremely competitive. Universities need to become beter with the coordination of their marketing communication programs. So universities create a strong emotional bond with their markets in order to be perceived as a relevant choice in their target markets’ minds. Many universities experience difficulties coordinating their marketing communications programs and could benefit by integrating their marketing communication efforts to realize greater productivity within their recruitment, retention and development efforts. Keywords:Universities, Integrated Marketing Communication, Branding, Marketing, Sustainability Competitive Advantage

Conference or Workshop Item
PeerReviewed

2012-05-31

1364