Book contents
- Frontmatter
- Contents
- List of figures
- List of tables
- Foreword
- Preface
- 1 Background and conceptual framework
- 2 Key academic programs and academic value-creation
- 3 The critical role of R&D
- 4 Marketing strategy
- 5 Institutional learning
- 6 Human resources strategy
- 7 The learning partner perspective
- 8 Business school leadership issues
- 9 Conclusion: So, what are the key success factors?
- Appendix I
- Appendix II: core references
- Index
4 - Marketing strategy
Published online by Cambridge University Press: 22 September 2009
- Frontmatter
- Contents
- List of figures
- List of tables
- Foreword
- Preface
- 1 Background and conceptual framework
- 2 Key academic programs and academic value-creation
- 3 The critical role of R&D
- 4 Marketing strategy
- 5 Institutional learning
- 6 Human resources strategy
- 7 The learning partner perspective
- 8 Business school leadership issues
- 9 Conclusion: So, what are the key success factors?
- Appendix I
- Appendix II: core references
- Index
Summary
Marketing is not the art of finding clever ways to dispose of what you make. It is the art of creating genuine customer value …. Today's smart marketers don't sell products; they sell benefit packages. They don't sell purchase value only; they sell use value.
Philip Kotler
KEY POINTS
A business school's marketing strategy should be based on assuring take-home value for a learning partner using one or more of the services that the school offers. The value proposition for the various clients cum shareholders must be made clear!
Relationship marketing with particular firms and individuals is key, based on long-term relationships so the school is able to offer value in terms of a profound understanding of the firm's or individual's needs.
Marketing of open programs will typically require particularly well-articulated communication. A field sales force of experienced marketing executives (at IMD we call them corporate development directors or CDDs) needs to be in place to ensure that the needs of a particular company are understood, and that there are participants from a diverse range of firms from all over the world attending the school's programs, i.e. to create a “global meeting place.”
- Type
- Chapter
- Information
- Thought Leadership Meets BusinessHow business schools can become more successful, pp. 90 - 117Publisher: Cambridge University PressPrint publication year: 2008