7
Media Strategy and Budget Planning:
Who Plans the Marketing Programs to Reach Prospective
Graduate Students?
·
The three most mentioned marketing planners by both the presidents and the
deans were the dean (59 percent), the marketing director (42 percent), and
admission officers (22 percent).
·
Twelve percent of the presidents and the deans mentioned that a committee,
which includes deans, marketing director, or admission officers, develops the
marketing programs.
·
Notably, there is a difference between the deans and the presidents regarding
their influence on creating marketing strategies. Seventeen percent of the
presidents interviewed thought they were the ones to plan the marketing
proposals, while only three percent of the deans interviewed mentioned that
the presidents participated in planning the marketing strategies.
·
The presidents and the deans also have different opinions about the role of
the committee in setting up a marketing plan. In contrast to the 18 percent of
the presidents interviewed, only 7 percent of the deans thought it was the
committee that makes the marketing plans.
Marketing Program Planner
2%
10%
12%
22%
42%
59%
0%
10%
20%
30%
40%
50%
60%
70%
Ad Agency
President
Committee
Admissions Office
Marketing Director
Dean
