Presented by Topor Consulting Group International
How to create a successful marketing plan
for your institution of higher education
— Or you can bring the Seminar By the Sea to YOUR
Campus —
- Overcome political and philosophical barriers and build
an active marketing culture at your institution.
- Learn what works...and what doesn't, with "hands-on"
mini-workshops, case studies and proven tips from the pro's.
- Hit the ground running when you get back to campus
with specific action plans and the "know-how" to develop a successful
marketing plan for your institution.
- Includes the exclusive 235 page Higher Education Master Marketing
Plan Builder
- Could your school benefit from a comprehensive, integrated marketing plan?
- Are you frustrated by the inability to jump-start a marketing strategy?
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- History — How the Seminar By The Sea got started.
- The Curriculum — A session by session description of the
Seminar By the Sea.
- Day One
- Day Two
- sEamail — Keeping in touch after the seminar.
- The Faculty — Bob Topor, possible guest faculty.
- Your Site — Bring The Seminar By The Sea to Your Campus!
- Photo Gallery — People who enjoyed the Seminar by the
Sea and what they said about it in their evaluations.
The Seminar By The Sea (subject: How to Create a Successful Marketing
Plan for Higher Education) began as a dream by Bob Topor and Dr. Moshe Engelberg
(Ph.D., Stanford). Their dream, while both at Stanford, was to create a
seminar which would provide a simple, easy to understand system for creating
a successful marketing plan for a school, community college, college, university
or system of higher education. The first Seminars were offered at The Cove
in La Jolla, near San Diego. After a couple of very successful Seminars
there (where over 90% of the participants said the Seminars were one of
the best, if not THE very best, Seminar they had ever attended, Bob and
Moshe got requests to bring the "Seminar out on the road" so many
people could benefit from it without having to travel to La Jolla. So now,
at popular request, the Seminar is ready to be delivered at your school,
for your marketing committee, or for groups of people who want to learn
how to do it!
Dip Your Toes in Our Sea of Information
(Or) Scoop Up Our Curriculum
Registration, Welcome and Introductions
Higher Education and Marketing Planning: A New Paradigm
- Political, economic, and structural changes in higher education
- What the new paradigm means for marketing in higher education
- Marketing pitfalls and opportunities
Marketing Higher Education Principles: Your Foundation for Creating a Marketing Plan
- The 12 key strategic marketing principles
- Marketing and institutional image
- The Model Marketing Plan
First Things First: How to get "Buy-in" from your Institution
- Dealing with internal barriers to developing marketing plans
- Philosophical differences, limited resources, lack of funds, etc.
Creating a Marketing Plan: The Nuts and Bolts of Doing It
- The process from start to finish
- The Mission statement challenge
- Audience segmentation; Positioning; Competitive/Collaboration analysis
- SWOT analysis: Strengths, Weaknesses, Opportunities &Threats
Taking Action: The How-to Workshop, Part I
- Build marketing team consensus and set clear objectives
- Target your audiences: How to choose and prioritize
- Develop the best marketing mix for your institution
Taking Action: The How-to Workshop, Part II
- Organize, budget, evaluate progress and set realistic time lines for your plan
- Identify pitfalls, potholes... and rainbows!
Share and Tell
- Hear your colleagues share their marketing experiences in a special group mini-project
- See their communications materials and assess the marketing value
- Tell your story, if you want
Don't Forget Marketing Research!
- Build the 3 cycles of marketing research into your marketing plan
- Identify and check out "unspoken assumptions"
- Learn about qualitative and quantitative techniques -- no mumbo-jumbo
Commencement By The Sea - An unforgettable surprise!
When the Seminar is over the support continues. Seminar by the sea
become a family of marketing professionals connected by Email. We communicate
often to discuss success and challenges. Bob and Moshe will provide support
and feedback to keep the seminar spirit alive.
Bob Topor
Bob Topor is well-known in higher education for his visionary work
in applying marketing principles. He has authored eleven books on marketing
higher education and has publisher of the popular Marketing Higher Education
newsletter since 1984.
As Founder and President of Topor Consulting Group International,
Bob's consulting assignments take him to schools, colleges, and universities
throughout the world. He is also in great demand as a keynote speaker, and
advisor to college and university Presidents. Bob's 35 year career "in
the trenches" of Higher Education including stints at Stanford University,
Syracuse University, The University of Rochester, Peterson's Guides to Higher
Education in Princeton, Wright State University, Cornell University.
CASE honored Bob with the 1987 Alice Beeman award for his work. His
firm is a registered CASE consultant. Bob is an outspoken and powerful advocate
for higher education professionals who want to advance their professional
development and institutions through effective marketing.
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