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Raiders not readers: The role of market insight in marketing communications
Journal of Education Advancement & Marketing,
2
(1),
83-89
(2017)
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.
Keywords: brand; prospectus; marketing; market insight; content
The full article is available to subscribers to the journal.
Author's Biography
Clare Riding has led teams in a range of educational institutions including universities, a further education college and an independent boarding school. Her role at Lancaster has involved building a team to deliver the full marketing mix from the ground up in the middle of a rebrand. Her areas of expertise include brand development, customer relationship management and digital marketing.
