• 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

• 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!

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

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

Commencement By The Sea - An Unforgettable Surprise!

Dr. Moshe Engelberg
Moshe has been helping socially minded companies advance their mission and improve their bottom line since 1991. He has consulted for some of the world's largest and most influential, including AARP, Centers for Disease Control & Prevention (CDC), and Stanford University, as well as numerous others nationally and internationally. Moshe is a widely published author and highly regarded speaker around the country. He consistently delights audiences - top executives, managers, clinicians, and students alike - with his innovative thinking, dry wit, motivational style, and practical "how-to" tips and techniques. His Ph.D. is in Communication from Stanford University.

Bob Topor
Bob Topor is well-known in higher education for his visionary work in applying marketing principles. As Founder and President of Topor Consulting Group International, Bob's consulting assignments take him to schools, colleges, and universities throughout the world. He has authored eleven books on marketing higher education and has publisher of the popular Marketing Higher Education newsletter since 1984. Bob is an outspoken and powerful advocate for higher education professionals who want to advance their professional development and institutions through effective marketing.