Better translate market research into strategy in higher ed marketing.

Overview

Learn how you can more effectively turn market research into meaningful marketing strategy at your institution. This webcast series is designed specifically for central marketing and communications units in higher education to help them make more data-driven decisions when connecting market research with strategy.

Session One: Using Market Research to Inform Strategy
Learn how you can use market research to inform strategic initiatives within your central marketing and communications unit. We will walk through how you can conduct and guide market research efforts for both small and large-scale marketing projects, from basic surveying of a specific audience to branding campaigns and program demand. You will leave with a better understanding of what techniques you should use based on your project type and goals, and how to interpret the results of the data you collect.

Session Two: Using Social & Digital Data to Inform Marketing Intelligence
Learn how data from your digital and social media platforms can inform your marketing strategy. You will hear specifics on how to dig deeper than surface-level Likes, Follows, Click-Throughs, and Retweets to gather insights that can inform your marketing strategies in a targeted and refined way. You will walk through topics including: media consumption preferences by generation, social listening, analytics, behavioral targeting, and digital advertising.