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Raiders not readers: The role of market insight in marketing communications

Author

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  • Riding, Clare

Abstract

Lancaster University began the development of a full service marketing team in early 2014 with the intention of growing the university’s brand, building a comprehensive communications and marketing division and moving towards student recruitment marketing excellence. This paper discusses approaches, working practices, changes to process and lessons learned from a small yet busy central marketing team.

Suggested Citation

  • Riding, Clare, 2017. "Raiders not readers: The role of market insight in marketing communications," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 2(1), pages 83-89, May.
    • Handle: RePEc:aza:jeam00:y:2017:v:2:i:1:p:83-89
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    More about this item

    Keywords

    brand; prospectus; marketing; market insight; content;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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