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Integrated Marketing Planning and Strategy: An overview -- from bridles to bits to blinkers
Get a leg up with a pre-conference workshop that provides an in-depth review of educational marketing with an emphasis on developing and implementing a successful integrated marketing strategy. Robert Sevier has written several books, including some featured in the CASE Bookstore, and gains high marks at sessions offered at conferences across the nation each year. In this three-hour session, Sevier will examine the pitfalls and possibilities of integrated marketing and explore how this approach differs from promotion and more traditional types of marketing and integrated marketing communication. He will then review the basic steps for writing and managing an integrated marketing plan. The program will include information about conducting a situational analysis, setting goals, developing strategy, budgeting, evaluating programs, and options for increasing faculty support of marketing.
Robert Servier Ph.D.
Senior Vice President
Stamats Communications, Inc.
Dr. Robert Sevier, senior Vice president at Stamats, has nearly 45 years of experience in the higher education marketplace. Stamats is one of America’s leading higher education research, planning, marketing communication, and consulting companies. Each year, Sevier directs more than 100 research studies and helps nearly a dozen colleges with their marketing and strategic plans. He has also written more than 50 articles for CASE Currents, The Journal of College Admissions, Trusteeship, Communication World, Admission Strategist, College and University Journal and conducted more than 400 seminars, workshops, and presentations for the AAU, CASE, NAICU, NACAC, ACT, AACRAO, CIC, CCCU, AAU, NACCAP, the AMA, NCMPR, and the College Board. Sevier has authored three books published by CASE, including Integrated Marketing for Colleges, Universities, and Schools, 1988; Strategic Planning in Higher Education: Theory and Practice, 2000; and co-edited Integrated Marketing Communication, 1999. Sevier has also published Thinking Outside the Box: Some (fairly) Radical Thoughts on How Colleges and Universities Should Think, Act, and Communicate in a Very Busy Marketplace, 2001; Building A Brand that Matters, 2002, and his most recent book, An Integrated Marketing Workbook for Colleges and Universities, 2003. Prior to Stamats, Sevier worked at the Oregon Health Sciences University, a CASE District VIII school in Portland and Denison University in Ohio. Sevier also taught at Mount Vernon Nazarene College and The Ohio State University, where he earned a Ph.D. in Policy Analysis and Higher Education Administration. He also holds an M.S. degree in Journalism/Public Relations from the University of Oregon (1979).
