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Communications planning: What it is, why it is important and how enrolment management marketers can apply it

Author

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  • Huebner, Chris

    (Digital Strategist, USA)

Abstract

Navigating a constricting marketplace, media fragmentation, complex customer journeys and razor-thin enrolment goals, enrolment management marketers are faced with the need to make their efforts more effective. As the current ‘search’ model continues to be questioned, the move from finding the most efficient way to distribute communications to a new model to produce more effective outcomes has yet to be explored. Using communications planning as a framework, this paper details how enrolment management marketers can use the framework for a more effective way to produce better marketing outcomes.

Suggested Citation

  • Huebner, Chris, 2020. "Communications planning: What it is, why it is important and how enrolment management marketers can apply it," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 5(2), pages 162-172, September.
    • Handle: RePEc:aza:jeam00:y:2020:v:5:i:2:p:162-172
    as

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    More about this item

    Keywords

    enrolment management; marketing; comms planning; advertising; integrated marketing communications;
    All these keywords.

    JEL classification:

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

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