Marketing

Communications research suggests leaders think about COVID-19 differently from other crises

Research in crisis communications and management suggests college and university leaders might need a different approach to COVID-19 than other crises.

University of Michigan students displeased there's no graduation speaker

Some students at the University of Michigan are unhappy that the administration is eschewing tradition by not booking a central graduation speaker, instead focusing on the institution's bicentennial.

Why colleges’ brands look so similar

To sell themselves, colleges try to stand out. But often, their marketing efforts look practically identical.

Why UC Davis's campaign to manipulate search results backfired

There’s a fine line between a marketing campaign and a cover-up. The attempt by UC Davis to get its pepper spray incident off the top of Google searches is a case in point.

As debate on Confederate flag emerges, institutions named after controversial figures also come into play

At some colleges, students want to remove statues of Confederate heroes. But what happens when an entire institution is named for Jefferson Davis or John C. Calhoun?

Boston institutions try to grab attention with provocative marketing efforts

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Two Boston institutions have launched unusual marketing campaigns in an attempt to draw notice in a crowded market.

 

What happens when college social media influencers get COVID-19?

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YouTube stars Brooklyn and Bailey McKnight didn’t cast any blame on Baylor University when they contracted COVID-19. Will other students with large social media followings be so generous?

College advertising during COVID-19 draws criticism

Some predominantly online institutions have ramped up marketing efforts to attract students during the pandemic. A foundation's report tracks spending and criticizes a pattern of “concerning” ads.

Universities stick to .edu domain names

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The wide availability of cheap new education-related web addresses is creating a headache for university brand managers.

Working with student social media influencers

Colleges are increasingly collaborating with students who have large social media followings. Where do the boundaries lie?

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