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STRATEGIC MARKETING OF UNIVERSITIES

New Publication


STRATEGIC MARKETING OF UNIVERSITIES
Catholic universities, private universities and public universities
Eric Olszak

Preface by François Mabille. Afterword by Patrick Scauflaire

For decades, universities have been facing strong competition to attract and retain students. This book aims to help higher education managers better understand the stakes of a strategic marketing policy and its interest in the implementation of a competitive strategy. It addresses respectively: the use of different tools to better understand the university environment; techniques for analyzing the university market; and the four components of the marketing mix. It also highlights the competitive analysis of the university sector, the positioning and management of the university brand and development strategies. Finally, the author, who works in a Catholic institution, highlights the place of Catholicity in the daily management of a Catholic Institute. At the same time, he discusses the limits of ranking methods and the inclination of universities to digitalize, accentuated by the health crisis.

Eric Olszak
Doctor in economics and qualified to direct research
Eric Olszak is a professor at the Université Catholique de Lille in the Faculty of Law, where he co-directs the master’s degree in law and tax engineering.

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