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An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education

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  • Dawn M. Edmiston-Strasser

Abstract

This research examined the strategic process of integrated marketing communication and its application in U.S. public institutions of higher education. A quantitative survey analyzed 42 leading U.S. public colleges and universities as ranked by U.S. News & World Report . To further examine the findings of the survey, qualitative interviews were conducted with nine of the survey respondents. A four stage integrated marketing communication framework, based on studies of the American Productivity and Quality Center, served as the foundation for the research. The findings revealed the importance of leadership and formal communication mechanisms and demonstrated that integrated marketing communication strengthens branding.

Suggested Citation

  • Dawn M. Edmiston-Strasser, 2009. "An Examination of Integrated Marketing Communication in U.S. Public Institutions of Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(2), pages 142-165, December.
    • Handle: RePEc:taf:jmkthe:v:19:y:2009:i:2:p:142-165
    DOI: 10.1080/08841240903423166
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    Cited by:

    1. Montserrat Díaz-Méndez & Mario R. Paredes & Michael Saren, 2019. "Improving Society by Improving Education through Service-Dominant Logic: Reframing the Role of Students in Higher Education," Sustainability, MDPI, vol. 11(19), pages 1-14, September.

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