Upload
derekjberger
View
324
Download
1
Embed Size (px)
DESCRIPTION
Citation preview
MARKETING HIGHER EDUCATION INSTITUTIONS THROUGH THE LENS OF ORGANIZATIONAL CULTURE/SYMBOLIC MANAGEMENT THEORY
Derek Berger
December 3, 2012
Educational Marketing -Organizational Culture/Symbolic Management
Interested in marketing of educational institutions
Interested in organizational culture/symbolism
Program developed from an intersection of these two interests
Organizational Culture/Symbol
ism
Marketing of Higher
Education Institutions
Review of Literature
Organizational culture/symbolic management are interrelated theories
Organizational culture develops when individuals unite to achieve common purpose (Schein, 1983)
Three levels of culture (Schein, 1992) Basics Assumptions Espoused Values Artifacts
Review of Literature
Symbolism is the method through which organizations communicate their culture, i.e. espoused values and artifacts (Morgan, 1985)
Symbols can take a variety of forms (Bolman & Deal, 2008): Logos or images Ceremonies or practices The use of time or organizational priorities
Review of Literature - Application Institutional messages aligned with
organizational culture Recruit and retain students, faculty, and
staff Increases overall efficiency of organization
Symbols used by institution should be analyzed to determine external perception
Mission, vision, and values statement should direct operations of all functions
Program Investigation – American University
Reviewed literature on AU’s website Private liberal arts, unique campus
environment located in Washington, DC “Wonk” campaign - distinguish AU from
other East Coast liberal arts institutions Marketing plan focused on unique
campus culture and the type of people involved with AU
Program Investigation – Ball State University
Reviewed literature available on Ball State’s website
Large public institution, in a region with many similar institutions
“Education Redefined” – focused on the type of education and worked to differentiate BSU from itself
Program Investigation - Application High level of research to drive strategies,
tactics, messages Create campus “buy-in” regarding new
messaging Merge messaging to speak to the
individual about the educational programs
Complete integration of messaging Develop a brand statement to guide
marketing messaging
Application: Mission (Espoused Values)
Central Michigan’s mission calls for student-centered education for a global world.
This serves as the backbone of the messaging and all images Stories that reflect global perspective and
student experience Imagery that emphasizes students engaged in
their education
Application: Research
Minimum of 3 months dedicated to this aspect of the plan
Utilize a variety of constituents Analysis of the external and internal
(organizational culture) environment
Application: Symbolism
Utilize key symbols to tell the story or show the culture Student-centered Globally focused
Application: Integrated Messaging Based research – creating a brand
statement and guidelines for consistent integrated marketing
Application: Creating Buy-In
Individual feedback and input is included throughout the plan – from research to evaluation
Provide opportunities for students and alumni to be involved with the marketing plan
Evaluation
Improvements: Increase time and resources
for research Identify budget before
beginning research Focus on students and
parents – guidance counselors are tertiary
Positive Elements: Analysis of key audiences Brand statement
development
Improvements: Less focus on paid
media like radio and newspapers
Is “global” focus reasonable?
Positive Elements: Use of billboards in key
areas Inclusion of stakeholders
Paul Nowak – Ball State
John Dalton – IU East
Implications
Research should lead the process (uncover espoused values and basic assumptions)
Messages are consistent (artifacts are consistent)and are based on mission (basic assumptions and espoused values)
Stakeholders should be included in the process (symbolic management)
References
American University. (2009). American University and the next decade: Leadership for a changing world . Retrieved from http://www.american.edu/strategicplan/upload/AU-Strategic-Plan-adopted-Nov-2008.pdf
American University. (2012a). Academic profile. Retrieved from http://www.american.edu/discoverau/academic-profile.cfm
Ball State University. (n.d.). Brand position guidelines 3.0. Retrieved from http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=3&cad=rja&ved=0CC8QFjAC&url=http%3A%2F%2Fcms.bsu.edu%2FAbout%2FAdministrativeOffices%2FUMC%2FLogosAndTools%2F~%2Fmedia%2FDepartmentalContent%2FUMC%2Fpdfs%2FBrandGuidelines3.ashx&ei=CxxyUJqIB6O9ywGDzYD4DQ&usg=AFQjCNGZu1WepdMzP40A1j2oIvIywARdJg&sig2=IQEYYRhKgKSGY0sxXxTIoQ
Ball State University, (2009). Education redefined: Strategic plan 2007-2012. Retrieved from https://sitecorecms.bsu.edu/~/media/DepartmentalContent/StratPlan/PDFs/Strategic%20Plan%205%2009.ashx
Ball State University. (2012e). Immersive learning. Retrieved from http://cms.bsu.edu/Academics/UndergraduateStudy/BeyondtheClassroom/ImmersiveLearning.aspx?site=default_collection&client=default_frontend&output=xml_no_dtd&proxystylesheet=default_frontend&q=immersive%20learning&sort=date:D:L:d1&ie=UTF-8&oe=UTF-8
Bolman, L. G., & Deal, T. E. (2008). Reframing organizations: Artistry, choice, and leadership. San Francisco: Jossey-Bass.
Beckerman, W. (2012). WONK: American University’s institutional brand campaign. Retrieved from http://www.case.org/Documents/Awards/Circle_of_Excellence/2012_COE_Winners/American_file.pdf
Central Michigan University. (2012d). University mission, vision, and values. Retrieved from http://www.cmich.edu/about/Pages/university_goals.aspx
Morgan, G. (1985). Spinning on symbolism: Some developmental issues in organizational symbolism. Journal of Management, 11(2), 29. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=5692762&site=ehost-live
Schein, E. H. (1983). The role of the founder in creating organizational culture. Organizational Dynamics, 12(1), 13-28. Retrieved from http://search.ebscohost.com/login.asp?direct=true&db=buh&AN=4636855&site=ehost-live
Schein, E. H. (1992). Organizational culture and leadership. San Francisco: Jossey-Bass. Tompkins, J. R. (2004). Organization theory and public management. Belmont, CA: Wadsworth Publishing.